A shot of expresso
Just in time! Right in the middle of the Mass Challenge Accelerator program, HubSpot’s Inbound Marketing 2013 conference took over the Back Bay this week – giving me, and 5,300 marketing and social media junkies a shot of espresso! This profession attracts the same overworked, sleep-deprived work-a-holics as those found in our start-up offices at Mass Challenge, and HubSpot kept us inspired with solutions to some of our biggest challenges. Inbound 2013 was a rigorous 4-day schedule of seminars, workshops and “Big Talk” speakers, sharing insights into how to capture audiences, generate leads and build trust with customers and in our marketplaces. And these big-time communicators are big-time networkers, including myself, and idea exchanges began at happy hours every night at the Hynes Convention Center, free parties at restaurants along Boylston Street, and even a rock band concert hosted by HubSpot.
Mass Challenge Finalists, including WomenLEAD, Inc., who are creating an innovative Personal Advisory Board™ platform to help companies advance women in their careers. As VP of Marketing at WomenLEADInc., it’s a race to get the strategies in place for website visitors, driving social media channels and posting thought-leader content to support our new solution. Videos explaining the new concepts are key and startup companies need to be searchable on the two most searched channels, YouTube and Google, among others.
Serving Up the Espresso:
For all of us here at Mass Challenge, we need this shot of espresso and dedicate the hours it will take to engage all of our clients, customers and investors. So here are some quick tactics to build new audiences, even within new industries. Break through the noise and find target market audiences, and then keep them engaged.
From Inbound 2013, being helpful is where it’s at! Create Content and Context!
Content: Content should be about your customer’s problem, the marketplace, and answering those popular questions they may ask on Google – not about your product. Be a useful resource, and build a website and social media presence that generates leads and positions you as the ‘go-to’ place for answers in your community. Wouldn’t you become the thought leader in the space if you offered a downloadable white paper explaining how you solve a problem, and win the confidence of both customers and investors? What if you were their trusted resource before their customer? That’s building trust.
Context: According to HubSpot, 60%-75% of your customers already have the information they need during the buying process online before they call you. For us, this can also mean people learning about your solution to partner, purchase or even invest. Context helps segment your audiences in the buyer process, those looking for preliminary information, and those that are seeking e-books and more in depth information. By offering downloadable white papers and e-books, and collect an email or other information in exchange, you discover what your website visitors are looking for, who they are, and what they need from you. Keeping in touch with them based on their needs can make it a much better experience for the customer cycle and closing the sale.
When the Espresso Wears Off – A Holistic Approach Wins:
Inbound 2013 captured an international audience of a 24/7 marketing profession, and executives not only announced some new products to make our jobs easier (check out HubSpot.com), they also gave us Arianna Huffington of Huffington Post as a keynote to discuss the importance of ‘recharging our batteries’ for better performance and innovation. Working alongside WomenLEAD Co-Founder, CEO and Game Changer, Ilene Fischer, recharging is just one of her strategies to maintain focus and her boundless energy every day.
I share this because Huffington’s message couldn’t be more important to those of us at Mass Challenge, with the white board filled amazing workshops and events to learn from, meetings with mentors and working toward higher goals each day. The race to the finish can leave us sleep deprived and sometimes overwhelmed – so take a break and even a 20-minute nap to recharge (Huffington Post has several napping rooms that are now booked around the clock.)
We at WomenLEAD Inc. are providing a platform for women to advance their careers by building their own Personal Advisory Board ™ Platform, disrupting mentorship as we know it. We are a part of Sheryl Sandberg’s ‘Lead In’ community, and I’m one of the many “leaning in” – truly putting my shoulder into everything I do – and I leave you with this advice from Huffington’s Inbound speech:
“We need to “Lean back to Lean in”, said Huffington, explaining you need to lean back to jump higher. When you think you are on your last leg, remember only with rest can we be effective in leadership and high productivity. So rest, wake up with espresso-like determination, and tell your story to the world every day, engaging your audiences, industries and investors!
I welcome your thoughts at [email protected]; @womenlead; Kathleen Buckley, VP of Marketing, WomenLEADInc. Kathleen Buckley is a journalist, content creator, inbound marketer and website optimizer.