Adams Bryan - Getting Goosebumps: a pragmatic guide to effective inbound marketing

First published in 2015 by:

Wordscapes Ltd
Second Floor, Elevator Studios
27 Parliament Street
Liverpool, L8 5RN
England
www.wordscape.org.uk

Copyright Bryan Adams and Dave Hazlehurst 2015 www.ph-creative.com

Bryan Adams and Dave Hazlehurst are hereby identified as the authors of this work in accordance with Section 77 of the Copyright, Design and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the written permission of the copyright owner. Applications for the copyright owners written permission to reproduce any part of this publication should be addressed to the publisher.

The information contained in this book is of a general nature and the author and publisher cannot accept liability for its use in conjunction with a commercial or other decision, nor for errors or omissions.

ISBN: 978-0-9930221-6-6

A CIP Catalogue record for this book is available from the British Library.

Written by Bryan Adams and Dave Hazlehurst
Editors: Emma-Lee Curtis and Kathryn Lamble
Design, typesetting and production: Daniel Schooler
Publisher: Fiona Shaw

Contents

Kieran Flanagan, Marketing Director, HubSpot

Getting your story straight
Why its important to you and your customers andhow to ensure youre being authentic.
- The power of getting it right
- The science behind the approach
- The consequence of getting it wrong
- Recommended reading and resources

The right direction
How to align your business objectives with your marketing goals to ensure everyone in the business is on the same page.
- Writing your digital strategy
- Examples of a digital strategy at work
- Considering your digital tactics
- Defining your objectives
- Examples of digital tactics at work
- Recommended reading and resources

Understanding your audience
How to listen to your audiences wants, needs and desires in order to maximize your
chances of engaging and selling to them.
- Understanding pathos, ethos and logos
- Buyer personas
- Persona mapping and validation
- Recommended reading and resources

Right place, right time
An in depth look at where, when and what your audience spends their time
looking at and who they are already influenced by.
- Optimising your content to be found online
- Google updates
- SEO and audience personas
- See. Think. Do. Delight
- Social media and audience personas
- Recommended reading and resources

How to tell a story
Master your ability to effectively communicate with impact and emotional
intelligence in order to elicit the desired action.
- The science and art of storytelling for your marketing
- Storytelling learning from Hollywood
- Storytelling learining from great leaders
- Storytelling learning from comedians
- Recommended reading and resources

The story so far
How all of the previous components and ideas fit together into one neat plan you can work from and rely on.
- Get the most out of your inbound marketing
- Recommended reading and resources

The master plan
A comprehensive look at the skills you need to action your plan.
- Getting organised for day to day activity
- Leveraging influencers and opportunities
- Leveraging other peoples influence: Ego-jacking
- Leveraging the news: News-jacking
- To YouTube or not to YouTube
- Recommended reading and resources

Paying to play
- Paying to play: Facebook
- Leveraging best practice techniques within the social channels
- Trend-jacking for maximum effect with Twitter
- Get the most out of Facebook
- Maximise referrals with Pinterest
- Tell your story on YouTube
- Reach millennials with Snapchat
- Explore the features on G+
- Get audience centric using Tumblr
- Showcase your products through Instagram
- Boost your engagement levels by saying Ello
- Blog your way to more customers with Medium
- Recommended reading and resources

Tools for the job
What to measure and how to measure it to determine what matters and how to deliver the success youre looking for.
- Measure the activity
- The power and joys of Social Attribution Modelling
- What is your conversion rate?
- Heat mapping and eye tracking
- Google Analytics
- Twitter Analytics
- Twitter Ad Manager
- Facebook Insights
- Facebook Adverts Manager
- LinkedIn: Whos viewed your profile and how you rank for profile views
- LinkedIn: Campaign manager
- YouTube Analytics
- Pinterest Analytics
- Instagram
- Recommended reading and resources

Acknowledgements

This is the point in the book where we get to extend our thanks to the team at Ph.Creative they bring the advice contained within this book to life on a daily basis. So, thank you to:

Mike Hazlehurst, Paul Mason, Stevie Crane, Robert Watts, Jenny Middleton, Stewart Bennett, Daniel Trotter, Jake Pittman, Elizabeth McCarthy, Terry Banks, Samantha Hindley, Craig Graham, Alison Miller, Daniel Reese, David Lancaster, George Ellis, Lynne Gregory, Jenni Fleet, Sam Davis, Mike Ng, James Taylor, Heather Duvall, Luke Power, Michael Bowen, Anthony Whitelaw, Dan Booth, Michelle Riches, Mark Russel, Andy Flatman, Helen Adams, Nikki Mistry and Tracey West.

Special acknowledgements

Thanks must go to Jennie Mandelkow for her copy editing and scheduling keeping us consistently on target.

Thank you to Dan Schooler for creating a beautifully designed and illustrated book.

And last, but by no means least, a special thanks goes to Emma-Lee Curtis and Kathryn Lamble for making sense of it all and for six months of incredible hustle.

We wrote a book, guys!

Get to know the authors

BRYAN ADAMS

CEO and Founder of fully integrated digital marketing agency, Ph.Creative, Bryan has over ten years experience in the field of digital marketing. Regarded by many as one of the UKs key figures in social media and digital marketing he features regularly in top influencer and marketing blogger lists. Bryan is also an accomplished keynote speaker and has spoken at events all over the world, from Thailand to Brazil, the US and throughout Europe.

7 quick-fire questions for Bryan

CAREER HIGH?
Securing 500k investment into the agency. Getting the business investment ready and then being able to invest in excellence has been a real turning point.

CAREER LOW?
There were a few consecutive months in 2005 where I wasnt sure where the money to pay wages would come from. I cant remember where it did come from, but it was tough and very stressful.

BIGGEST ACHIEVEMENT?
I used to have a debilitating fear of public speaking. To overcome the fear I enrolled on a stand-up comedy course and graduated by performing my own material to a crowd of 300 strangers at a comedy festival.

PROUDEST MOMENT?
The birth of my son, Harrison. No question, no competition.

SCARIEST SITUATION?
Jumping out of a plane to conquer a fear of heights did test my resolve, however, it didnt work I still hate heights and strongly recommend not peeing in a jumpsuit at 30,000ft.

MOST EMBARRASSING STORY?
Two minutes before presenting a huge business deal to a small audience, (including NASA, NATO, NY Times and Goldman Sachs) I bent down and shredded the backside of my trousers. I dont know why, but that day was a no underwear day. #PeachGate