5 Biggest Takeaways from Inbound 2016::
Inbound is a leading marketing and sales conference held every year in Boston. The event brings thousand of professionals from all over the world who are looking to learn the latest trends and technologies involved in marketing. Here are a few interesting takeaways from Inbound 2016.
1. How Inbound Marketing Influenced the 2016 U.S. Presidential Election
On November 8, 2016, the people of the United States spoke and choose Donald Trump as their next president. Many social media outlets such as Facebook, Twitter, Instagram, and Youtube played a huge role in the 2016 election. Both candidates needed to focus on how and when to utilize these social media platforms to successfully engage and energize their supporters.
Both Clinton and Trump incorporated effective and popular hashtags throughout their campaigns. Hashtags instantly link and update a group of likeminded users who are looking to find, follow, and contribute to a conversation. Clinton’s hashtag varied from #ImWithHer to #LoveTrumpsHate. She did an exceptional job of running an integrated campaign, however she focused too much on traditional marketing with data and research. This created a slight disadvantage, as it didn’t motivate enough of her supporters to go out and vote.
According David Scott, “The best marketer has been President-elect Trump”. He mainly relied on two forms of strategy live Tweeting and mega rallies. Using bold comments such as, “The media is corrupt and rigged” favored him as it caught the attention of millions and was a constant topic of discussion over social media. Implementing the hashtag, #MakeAmericaGreatAgain, Trump was able to save billions in marketing simply from understanding his audience and knowing how to reach them.
2. Growth-Driven Design
Having an online presence is a crucial element to the success of any business. A website is initially the face of the company. A company’s website is their #1 marketing asset and #1 sales person. It only takes visitors 4-seconds to decide whether they want to stay or move on from a web page. Most agencies wait about 2 years to do a full redesign, taking around 3-6 months to complete. Before starting a website re-design, an agency must answer the following two questions:
o How important is your client’s website to their business?
o How often do you make impactful improvements to their website?
Once those questions are answered, create a detailed plan including pricing, start/end dates, etc., for your client to review. This will help reduce headaches along the way, maximize results and inform your team what is expected of the project. Lastly, you want to emphasize your understanding of who your client’s users are and recommend the best ways to incorporate the website into their everyday lives.
3. You Are Your Content
Many bloggers know that they must write creative content that is easy to digest, in order to attract more readers. Images still remain the most popular option for content, but at Inbound 2016, we learned that video is quickly becoming the future of content marketing.
Video is the most shared social item across all three networks. Video content offers a richer and more distinct experience than other forms of social media. For instance, a simple 3-second video can transmit more emotion, information, and history than any still image. At least 84.9% of marketers have seen a positive ROI from their video marketing efforts.
Many businesses are starting to use video marketing as a tactic to improve consumer engagement by including videos in emails. This can help increase a company’s conversion rate, open rate and click-through-rate. Video sharing is a gargantuan part of social media, allowing companies to get their message out there in a shareable way.
4. It All Comes Down to Sales
Many times, people forget that without sales, inbound marketing will not suffice. Companies must first align their sales goals in order to improve their inbound marketing strategies. The buyer’s journey explains what happens before a consumer decides whether or not they are going to purchase a certain product. Understanding this will aid in the sales process and help mold the marketing strategies you are looking to implement.
Inbound 2016 showed us that those who are in sales need to be engaged throughout the various stages of the sale cycle. For example, marketing meetings should be held as if they’re sales meetings. Every meeting should speak on key takeaways such as revenue, target margin, sales quota, etc. Hubspot offers three different tools that can help companies manage sales, meetings and sequences.
Keep in mind, every 6 months your company should be focusing on marketing metrics, traffic, links, social growth, and content creation. In addition, it is imperative that your records are revised every 2 years as data loses its value at a rate of 3% a month. These practices allow your company to remain up-to-date, while staying ahead of the curve.
5. The Blind CAN Lead the Blind
Helen Keller once said, “The only thing worse than being blind is having sight with no vision”. Companies look to hire individuals that are goal oriented, strive to keep moving forward and overcome hurdles along the way. At times, people assume that asking for help is a sign of weakness. Rather, it is a sign of strength, as it opens up efficient workflow communication and helps build relationships within teams. In conclusion, it is important to recognize that setbacks are inevitable. Focus on maintaining a positive outlook that will overshadow any doubt keeping you from being your absolute best.