Ok, so the Irish summer blows hot and cold like a femme fatale in a film noir, but summer it is, and we can be forgiven for turning our thoughts towards holidays and a little relaxation. However, the world of inbound marketing doesn’t take a holiday, and continues to evolve to meet ever-changing consumer demands, and sometimes it can be hard to keep up with the latest best practices, innovations and words of wisdom. Luckily, there are several handy events and workshops taking place in July to help keep you up to date and on top of your digital marketing strategy.
We love hosting our own workshops to pass on our experiences and expertise, but here are some great courses and events coming up this month.
When it comes to Inbound, where better to start than with HubSpot? They will be running a series of training courses at their sparkling Dublin HQ from July 10 to 13, sharing their wisdom to help you grow your knowledge of inbound marketing and improve your handle on the tools in their platform.
Fundamentals of Inbound
For HubSpot newbies or those looking to get a refresher course in the basics that will help you attract visitors to your business or agency website and convert them into qualified leads, the week kicks off with the two-day course, Fundamentals Training: Building an Inbound Campaign, which runs on July 10 & 11.
Designed for those looking for a hands-on personalised training experience, this course lays the foundations of the inbound methodology and guides you through the process of building a successful campaign in the HubSpot platform. It will cover the main topics of buyer personas, content planning, campaigns, the conversion process, contacts and lists, emails, keywords, blogging, social media and reporting. You can see the full agenda here.
We have said it many times, and we will say it many, many more times, every day, until the end of days: Content is king. Without content, the internet would be a vast empty space, and your business or agency will have no means by which to provide valuable information to the market or potential clients, no means to show your experience and expertise, no means to show how you can offer the solution to the challenges your buyer personas face. You would also have no way of knowing what your target market is looking for.
However, creating that effective and compelling content and making it stand out from the competition are two really big challenges. It is not easy to produce creative, informative, entertaining and relevant content day after day, so the second course of the week looks at Creating Effective Inbound Content, and will be held on July 12.
Designed to help you take your content creation to the next level, this workshop will help those who need to develop the skills to create more strategic and creative content that will resonate with the target market and increase engagement and lead generation.
Covering content mapping, aligning content with the buyer’s journey, analysis, best practices, blog title brainstorming, repurposing of old content and the content calendar, this course will give you the insights and hands-on advice that will help you create a winning strategy. You can see the full agenda here.
Lead By Example
Of course, when you have great content you are going to attract website visitors and hopefully acquire leads, but you need to know what to do with those leads to nurture them and drive them down the conversion path until they are ready to make a purchasing decision.
That’s where the final HubSpot course of the week comes in.
The Lead Management and Automation course, held on July 13, lays the foundations of best practices when it comes to creating effective workflows within the HubSpot portal. It aims to guide you through the process of creating and implementing campaigns that will nurture leads, as well as setting up internal notifications and managing your marketing data so you can know what content or offerings to provide to what persona, and when.
Covering the anatomy of a workflow, contacts, workflow enrolment and actions, lead nurturing, personalising emails, settings, automation and reporting, the day will show how the workflow tools in the portal can automate internal processes and communications with your target market to bring increased lead conversion and better ROI for your business or agency. Here’s the full agenda.
As with all things Inbound, you have to act fast to avail of these courses, as they are limited to 18 attendees. Each event costs €920 per seat.
For those manacled to their desk (either literally or metaphorically) or who want to look beyond Dublin for their insights, publi.sh are hosting a one-day web-based conference called Growth Day on July 12 with an array of impressive guest speakers. Topics to be covered include video in marketing content, data-driven strategies, sharing content within an industry community, personalisation of email for better engagement, social media best practices, event marketing and growth hacks.
There are some really good speakers from the cutting edge of the industry lined up, so it is well worth getting on board. It all kicks off at 3pm Irish time and goes into the wee hours for those of us on this side of the pond, but if you are a night owl, this could be the place to hang out.
Registration is free, and even if you can’t attend as planned, you can still get access to all the juicy downloadable info from the conference afterwards, so it’s well worth signing up for.
Learn Inbound at The Academy
For an Inbound view from outside HubSpot (mostly), July 19 sees the impressive Learn Inbound event return for an evening of talks from industry leaders and networking with peers. Taking place at the aptly-named venue The Academy in Dublin, this event aims to help you learn how Inbound is evolving and will offer tips and advice on the best ways to improve your digital marketing efforts while enabling you to rub shoulders with like-minded marketers and get some fresh new ideas while you’re at it. (Just look how captivated this audience is)
Bringing some of the brightest minds in digital marketing on board, the event will see discussions on tactics, tools and campaigns to provide you with the knowledge you need to transform your strategy into an efficient and effective digital marketing campaign.
The evening will kick off at 6pm with registration and some handy networking, before the first talk begins just after 7pm when former marketing manager at Optimizely Cara Harshman will discuss website personalisation and how it can increase your consumer engagement and lead generation numbers dramatically. Though we want to attract as many visitors as possible to our website, successful inbound marketing is now all about tailoring your message to the individual using smart content, and Cara will break down the steps involved in doing this to enhance the user experience and turn leads into customers.
At 7.40pm, growth marketing advisor Angie Schottmuller is due to take to the stage with her talk on uniting your IT and marketing teams to deliver effective strategies using the best marketing technology.
We mentioned in previous blogs such as this one and this one how marketers need to get on board with the ever-evolving world of technology such as AI to harness what it has to offer the digital marketing industry, and this talk will give real case study examples of just what can be done to grow your business or agency with the right approach to marketing tech, while also giving you some tips on quick and easy tactics that will improve your ROI.
After a short breather, it’s back to business with HubSpot’s VP of Marketing Kieran Flanagan taking to the stage to talk about creating predictable growth by finding the right product-channel fit and acquiring long-term users.
Kieran will discuss how finding and winning customers or clients is one thing, but developing a strategy that ensures they remain as such is another entirely, and involves identifying the trends and behaviours of your target market and most valuable customers so that you can build towards keeping them and expanding your consumer base accordingly.
Events such as this one are more than just chances to hear from experts, they are also about meeting peers and discussing the issues at hand, so after the final talk, it’s time to wind down, and situated right in the heart of the city, this location is the perfect place to grab a drink and toast to an evening well spent.
You can find tickets for this event here, with early birds able to snap them up for just €35.
Of course, if you want to learn more about Inbound from Ireland’s only platinum-rated HubSpot partner in Ireland, you can check us out here, or book a call with us to find out how we can help you achieve digital marketing success for your business or clients.
Meanwhile, because inbound is all about lead generation and conversion, download our Lead Generation Survival Kit: