As I sit here trying to wrap up my week at Hubspot’s annual conference, INBOUND 2015, I’m overwhelmed by the wealth of knowledge and idea sharing. But I promised myself I would write a top ten list on what I learned this week, so here goes.
1. Fire Your Worst Client
They are demotivating, losing you money, upsetting your staff, causing distractions and ultimately they won’t be surprised when they get fired. The 80/20 rule works both ways – if 80% of your problems are caused by 20% of your clients, you’re better off without them.
2. Don’t Do Anything that Doesn’t Generate Leads
Self explanatory but if you need further explanation, stay focused on your goals. Vet your tactics against your end goals and eliminate wasted efforts.
3. Control the 10% People Remember Through Brain Science
I learned a great hack on a session about neuroscience – people remember this better if you present something recognizable, but slightly off. Like this picture.
Now I have your attention, and whatever I say next you are more likely to remember. If I keep it short, that helps you remember too. It’s a proven fact that you’re more likely to take action on things you remember.
4. Don’t sell. Educate Customers on How to Solve Their Problems.
Content your social channels with information to solve specific problems you anticipate your target audience might be experiencing. Make sure these solutions are tied to your organizations key deliverables.
5. Avoid Month-End Billing
Everybody bills at the end of the month. If you move your invoicing to mid-month, you can cut your bill paying cycle by 10-20% (according to the statisticians at Freshbooks who apparently study this stuff all day).
6. Better Content > More Content
“Quality over quantity” is a saying for a reason. It works. So does relevant content, focussed on specific pain points for your customers. Spend the time to research your keywords and select the ones with greatest potential for impact. Pick keywords with a low to medium search rate and low competition. Customize your promotion of this content by channel. Break up the content and use it to promote itself. This allows you to fully leverage one piece of content rather than producing more in order to be able to have fresh material day after day, week after week.
7. Think About Improv Every Day
Improv teaches Acceptance and Better Listening. If you learn to accept obstacles that may come along you won’t waste time worrying about things you can’t control and instead spend time on things that matter or move you in the right direction. To become a better listener try these improv tips:
L = Look interested
I = Involve yourself by responding
S = Stay on target (let the other person talk)
T = Test your understanding by repeating what they say
E = Evaluate the message
N = Neutralize the feelings (don’t get emotional if something is upsetting. Excuse yourself from the conversation if you must)
8. Send Emails on Monday at 5pm
Statistics show that Monday, then Saturday are the best days of the week to send email marketing. Mix it up (Neuroscience it) to stay fresh. Forget being first in the inbox. Nobody’s inbox is ever completely empty so you’ll never be first and late afternoon (5pm) is the time when people are more likely to be reading email.
9. Hack Your Marketing Strategy Process
Prioritize and simplify your goals. Then hold a “marketing hackathon” event to review the overall goals, audience, personas, accelerators and milestones breakout into brainstorm sessions, present the ideas, and collaborate on best solutions. Come up with the top three ideas, spend 30 days activating the ideas and 90 days executing the ideas. Then review and repeat as needed until the desired goal is met or exceeded.
10. Don’t Make Users Think
When designing a lead-focused website make sure you spend plenty of time architecting the user flow, page content and and calls-to-action. The more simple the design, clearer the message, and less steps a user has to take to get the desired result, the better.
So there you have it, four days of intense marketing boot camp summed up in 10 easy to understand concepts. Happy marketing. If you have any questions or need any clarity on any of these points or just want to talk marketing with a like-minded individual shoot me a note.