Being a post grad student of Digital Marketing has meant that I have had to grasp a lot of concepts, techniques, tools and realities and all in a very short time frame. Content Marketing, SEO, all the Social Media, Email Marketing, Web Usability, Big Data, Web Analytics, Measurement tools – the list goes on.
There’s a lot to get through and as a seasoned marketing professional, I am always looking to align all these new topics with customer segmentation and the customer journey. In other words, who are our customers? And what do they need to know from us at this exact point in time that helps them in their lives and helps us as marketers achieve our business goals?
One of the best resources I’ve found for an aspiring (or even experienced) Digital Marketer who is looking for a framework to place the many digital marketing tools and techniques within this customer / customer journey framework is the HubSpot Inbound Certification Programme.
The cornerstone of HubSpot’s approach is to start by defining in detail your buyer persona/s and this aligns perfectly with my own obsession for profiling the customer. The course is then broken down into the 4 component parts of the Inbound Methodology: Attract, Convert, Close, Delight. Again, this provides an excellent framework for following the customer through their buyer journey and was something I could easily relate to.
The real value for me came from seeing where all the various digital methodologies fit into this framework, delivered in very informative and digestible sessions. I highly recommend to anyone who hasn’t done so to watch the series of 11 videos, even if you don’t want or need to take the exam.
On completing the course, you will be armed with alot of insights, many more than I have outlined below but the key takeaways for me were:
1. Clearly define your business objectives for each activity or set of activities at a high, mid, and granular level.
2. Define in detail who your ideal customers are. Create buyer personas and obsess about them. Know who they are, what they like to do, where they hang out online, what their problems are and how you can help solve them.
3. Create content for each of your buyer persona for each stage of their buyer journey which they will find valuable. In other words, provide the right content to the right person at the right time.
4. Promote the content widely and wisely to make sure that it reaches your personas.
5. Measure success against the objectives set out above. Measure and test, test and re-test. Iterate and try again. Do more of what works. Less of what doesn’t.
6. Don’t forget to delight your customers as well as attracting new ones.
Oh, and yes – I achieved certification – a great feeling! Thanks HubSpot.