On Wednesday, June 4th, I attended Milwaukee’s Inbound Marketing Day – part of Hubspot’s Inbound Marketing Week.
This was an amazing day and it was hard to boil it down to just a few things, but I will give it my best….
Here are my 5 top takeaways:
- Interesting content attracts a greater social following than engaging in a social conversation with your community.
Since I am a data geek, I loved the presentation by Dan Zarrella from Hubspot. Surprising to me was the fact that sharing many links is highly correlated with a larger Twitter following and that highly followed users are less conversational. - Landing pages should limit users choices for a higher conversion.
While this isn’t new, I am surprised at how often this is overlooked (myself included). There were some great examples shared by Oli Gardner from Unbounce on improved conversion rates from limiting users choices. - You need to test trust signals (like testimonials). Some are great and some are not.
One thing that surprised me in Oli’s talk was that testimonials can have varying impacts on the conversion rate depending on what they say and how they are used. The placement, content, and use of testimonials is a great area for A/B testing. - We should use a scientific understanding of our brains to plan our marketing campaigns.
I love science and I think our brains are fascinating, so I loved what Luke Summerfield from Savvy Panda had to share on brain-based marketing. This includes many ideas such as using video to speak to our subconscious brain, using pictures of individuals instead of groups, and using where eyes are looking to guide users attention on a page. - Video help builds trust. We should consider actions in terms of what builds trust credits and what actions cause trust debits.
One great example shared by Ezra Fishman of Wistia was their recent customer survey. With many questions requiring their customers time, Wisita considered the survey request to be a debit. As they considered what they might do to build a trust credit with their customers, they came up with the idea for this video. Fabulous!
Did you go to events during Inbound Marketing Week? What were your top takeaways?
