topic Re: Attract Masterclass and Case Study Questions in ELEVATE 2020: The Growth Accelerator

Attract Masterclass and Case Study Questions

cpieri — Mon, 22 Jun 2020 19:55:18 GMT

Have any questions about this masterclass and case study? This is the place to post them!

We'll be sourcing answers to our questions from our instructor as well as various experts across HubSpot and other organizations. As such, it may take some time to answer every question, although we aim to answer them all as soon as possible.

Re: Attract Masterclass and Case Study Questions

Inaygia — Sun, 14 Jun 2020 18:40:49 GMT

I have a physical product that solves a solution no one is searching for. What type of things can I do to attract traffic to my site? Like the class said tying your brand into related search terms was good to do. But I’m at a loss on how to actually do this as it’s not a SAAS. Help.

Re: Attract Masterclass and Case Study Questions

Dip — Mon, 15 Jun 2020 15:27:47 GMT

What are the first 5 first actions to take?

Re: Attract Masterclass and Case Study Questions

PhilipSmith — Mon, 15 Jun 2020 22:26:34 GMT

My business model is targeting both paid and unpaid users that are separate audiences

but both are crucial to the business model to be functional and profitable. My unpaid users are individuals 20-25 and my paid users are SMEs.

Should I focus more on attracting my paid users?

The business model is only functional if both audiences engage and I am trying to plan how best to attract both separately and at a balanced pace as they will engage with each other.

Re: Attract Masterclass and Case Study Questions

CAAus — Tue, 16 Jun 2020 13:59:01 GMT

One of the key parts of any marketing strategy is to understand your customer. By doing this, you can specifically segment and create tailored marketing to these customers - creating the customer persona.

Not sure if this is a tricky question or not. I work in education and one one of my arms is the B2C market. We use advanced analytics to understand and predict student learning requirements. Our end user is the student, as they need to to do the work but is our customer the parent as they are the ones forking out the $$ for the product?

Generally the parent does not know until the student is falling behind until it's too late. So back to creating a customer persona - is this created on the parent or the student (or both).

Challenges us that if it is the student, isn't it extremely difficult to market to the student?

Thoughts?

Re: Attract Masterclass and Case Study Questions

KateTilbury — Tue, 16 Jun 2020 15:25:31 GMT

Hi Inaygia,

I'm a fellow participant so perhaps someone with more knowledge than me will come in, but I also have a physical product, and also one that not a huge number of people are doing google searches for 😄 !

We haven't yet used SEO to attract a lot of people as we need to build a better backlinks strategy frankly, but we've been using paid ads to "attract" on facebook. For Google organic and paid I plan to use terms related to the current solution. Have you ever hear of the terms "pains" - "gains" - "workarounds"? i.e. What's the problem with the current offering, what the benefit of your product (your 10x to quote the video) and finally what's the "workaround" i.e. what are people for whom the current solution is not acceptable doing instead? No. 1 and No. 3 here might give you some search terms.

What's your product? Maybe if I know more I or someone else can contribute more to help!

Re: Attract Masterclass and Case Study Questions

donovanw — Tue, 16 Jun 2020 16:37:35 GMT

When building your customer story and focusing on whats changed in the world etc., how do you choose whats most relevant? How do you determine its relevancy and if it will remain relevant? I want to avoid choosing something to develop a story around that customers care about now, but may not care about in 6 months.

Re: Attract Masterclass and Case Study Questions

jennnickols — Wed, 17 Jun 2020 15:19:35 GMT

It sounded like when you are planning your content clusters you used keywords as your guide to decide on the content. Can you give some more details or practical steps about how you take your story, create the content pillar and then decide on the clusters?

Re: Attract Masterclass and Case Study Questions

cpieri — Wed, 17 Jun 2020 19:37:29 GMT

Hey @PhilipSmith! Mind describing in a bit more detail how the two sets of users interact to create success for your brand? That will better help me advise you on this.

Re: Attract Masterclass and Case Study Questions

cpieri — Wed, 17 Jun 2020 19:47:37 GMT

Hey @donovanw!

This is a great question, I'll pose it to the experts during the live AMA tomorrow but here are some thoughts in the meantime.

Spending all the time during covid19 investing in a strategy that is solely focused on topics that are relevant right now is a risky strategy as your audience might dry up when things go back to 'normal.' That being said, a lot of the ways you might typically engage with or find an audience are no longer relevant or buried under a lot of other noise. Swaying too far in one camp or the other might have negative consequences in the long term.

My suggestion would be to spend some time investigating which parts of your brand story resonate now and have resonated historically. Typically, the best way to go about this is using a tool like Google Trends or Ahrefs that allows you to look at the historical traffic around a given topic or search term. This will allow you see what kind of priorities folks have right now as well as had in the past. That way you can spend time investing in a customer story that doesn't seem tone-deaf right now but also has some historical weight behind it.

Re: Attract Masterclass and Case Study Questions

cpieri — Wed, 17 Jun 2020 19:54:03 GMT

Hey @jennnickols!

Awesome question, this is one of my favorite things to do in marketing these days. Planning your content strategy involves a balance of discovering what is relevant for your brand, what is attainable SEO wise, and what kind of things people are searching for. The way we do this is through something called a Search Insights Report.

I'm happy to explain it in more detail but I actually thing it will be more valuable to direct you to the courses/content we have created with Search Insights Reports experts at HubSpot. This is an amazing resource that will walk you through what a Search Insights Report is in more detail as well as specifically how to create one yourself.

If this is not quite what you are looking for and I'm misunderstanding your question please let me know!

Re: Attract Masterclass and Case Study Questions

jennnickols — Wed, 17 Jun 2020 20:53:35 GMT

I think this is exactly what I'm circling around. Just how all the pieces work together instead of them just being individual piece. I will definitely look into these.

Re: Attract Masterclass and Case Study Questions

JohnB2 — Wed, 17 Jun 2020 21:33:48 GMT

Hi,

I am in a market (software sales) where the existing distribution channels hold great power. The alternative, where you are selling directly to the ultimate customer, is a slower route to market but may be the only available route for startups.

If we do sell through the existing distribution channels, should the buyer persona(s) be created for the distributor or for the ultimate buyer?

Thanks

Re: Attract Masterclass and Case Study Questions

donovanw — Wed, 17 Jun 2020 23:04:07 GMT

Hey @cpieri thanks for the response. It definitely helps. Being in the real estate industry I definitely think there are a number of stories I can build my brand around. Many of them I've gotten from customer discovery. Just want to make sure its long lasting and impactful. Looking forward to the live session!

@cpieri wrote:
Hey @donovanw!

This is a great question, I'll pose it to the experts during the live AMA tomorrow but here are some thoughts in the meantime.

Spending all the time during covid19 investing in a strategy that is solely focused on topics that are relevant right now is a risky strategy as your audience might dry up when things go back to 'normal.' That being said, a lot of the ways you might typically engage with or find an audience are no longer relevant or buried under a lot of other noise. Swaying too far in one camp or the other might have negative consequences in the long term.

My suggestion would be to spend some time investigating which parts of your brand story resonate now and have resonated historically. Typically, the best way to go about this is using a tool like Google Trends or Ahrefs that allows you to look at the historical traffic around a given topic or search term. This will allow you see what kind of priorities folks have right now as well as had in the past. That way you can spend time investing in a customer story that doesn't seem tone-deaf right now but also has some historical weight behind it.

Re: Attract Masterclass and Case Study Questions

DR16 — Thu, 18 Jun 2020 02:25:15 GMT

We have a SaaS product that solves the top 3 pain points for attorneys, who is our target audience that would pay for the software. The other target market, potential clients, get a lot of great benefits, too.

The trick is conveying the benefits to each target market succinctly without sounding like total marketing-speak.

Content, social, SEO is all good by target market. But the top statement is the hardest one!

Re: Attract Masterclass and Case Study Questions

chromabill — Thu, 18 Jun 2020 06:58:15 GMT

I really loved the workshop this week for attracting customers.

I learned a tremendous amount about engaging with customers, building out our customer acquisition strategy, market research, distribution playbooks, and defining key metrics to measure our goals.

I even took it one step further and defined the 10x for Chromabill.

Some key questions:

1. We’ve been running ads for the past quarter and have found that we have a strong male audience. How do you suggest we market differently so we have higher conversion rates for women?

2. In order to be an expert on our customers, we have to understand where they are coming from. Is there a way I can efficiently track exactly where our customers found us from without needing to ask them?

3. What are some great incentives for referrals we can implement without having to lose out on profits such as free months of service per referral?

Re: Attract Masterclass and Case Study Questions

Sinna — Thu, 18 Jun 2020 07:55:55 GMT

HiCAAus

My company is in education for K 12 ( tutoring) for 15 years biut in the past 2 years we are developing an evidence based assessment system with the same purpose as you have mentioned...We may have similar issues...Can we connect via email or whats app for a zoom call sometime?

Whatsapp +6597537753 email : sinna@sgeduacademy.com

Cheers
Sinna

Re: Attract Masterclass and Case Study Questions

LydiaNicoll — Thu, 18 Jun 2020 12:22:09 GMT

Hi! Looking forward to the AMA today.

I have these questions:

As a small startup with b2b and b2c products (with the business model being b2b, but needing end-consumer adoption) how do we prioritize activities with limited time and budget to grow both bases simultaneously?

Which tools do you think are valuable for startups to invest in? (Besides HubSpot 😁)

If we are pre-launch with no customers yet, how do we achieve being ‘experts’ on our customers? How can we ensure the assumptions and hypothesis we have are accurate? (We are in pilot phase)

What is the best way to acquire local beta-testers and what are best practices for ensuring conversion/long term usage after the testing phase?

Lydia, ClowID, Malmö, Sweden

Re: Attract Masterclass and Case Study Questions

nvakaliuk — Thu, 18 Jun 2020 13:29:52 GMT

Hi, Carl, thanks for sharing the Insights Report. Does it cover also a short-tail and long-tail keywords and which one is better to use in blogposts? I suppose it is very important especially when it comes to competition of a startup with an established company with a longer presence on the market.

Thanks in advance.

Nataly

Re: Attract Masterclass and Case Study Questions

nvakaliuk — Thu, 18 Jun 2020 13:38:59 GMT

Hi, Guys,

First of all, I wanted to thank Kieran and Omer for shared expertise. It is very helpful and we already started building our Viewst Playbook for Growth.

Also, I have a few questions which would be cool to discuss during the online Q&A session today:

1. How to convert users from a Free trial to a paid account? Is there any specific feature on web-site, or particular techniques while building communication in a blog?

2. We built a design tool for the development of web banners of any kind from scratch and we are mainly focused on B2C segment (designers-freelancers, SME, head of production at media agency), my question: shall we use different approaches for user acquisition of each category or we may stick to a unified method of attracting users?

3. Based on Hubspot experience, what was the best channel for organic user acquisition?

4. How to maximize word-of-mouth marketing for B2C business? Shall we use specific buttons, like "Invite Friend" or other kinds of call-to-action buttons to attract more users?

5. How to connect deeper with potential customers in COVID- era? What do you do in Hubspot?

Thank you in advance

Nataly