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I’ve Created My Content, Now What?Amanda Sibley
Campaigns Manager, HubSpot
Marketing - Campaigns Team, HubSpot
#CertifiedScubaDiver
@AmandaSibley
AMANDASIBLEY
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Inbound.org/amanda
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Today, HubSpot has over 2,000 ebooks, with an average of 6k downloads each.
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The First Piece of Content I Made at HubSpot…
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The First Piece of Content I Made at HubSpot…
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A coordinated campaign generated
72% more leads than a non-coordinated one.
THREE PHASES OF CAMPAIGN LAUNCH:
Organization & Planning
Promotional Options
Analysis and Reporting
THREE PHASES OF CAMPAIGN LAUNCH:
Organization & Planning
Promotional Options
Analysis and Reporting
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1 Set goals2 Host a team brainstorm
Phase 1: Organization and Planning
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1 SET GOALS
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WEBSITE TRAFFIC
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BRANDING
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LEAD GENERATION
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MQL/SQL
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DIRECT SALES
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Our goal: Lead generation
(Of this ebook!)
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2 BRAINSTORM & SET UP TIMELINES
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ORGANIZE TASKS AND DETERMINE WHO CAN HELP
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HAVE A LAUNCH PLAN WITH TIMING3
WEE
KS P
RIO
R
2 W
EEKS
PRI
OR
1 W
EEK
PRIO
R:
Brainstorm promotional activities
Assign owners & deadlines
Social images
Finalize content positioning
Blog posts Website CTAs Email copy Landing page
copy Start LinkedIn
discussion
Send email
Post social posts
Post blog posts
Measure
Analyze
LAU
NCH
DAY
POST
LAU
NCH
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TEMPLATE FOR BRAINSTORM
THREE PHASES OF CAMPAIGN LAUNCH:
Promotional Options
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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging
WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments
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Companies that blog are 13x more likely to see a positive
ROI, than those who don’t. (State of Inbound 2014)
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1. BLOGGING
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1. BLOGGING
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1. BLOGGING
1. Pull a SECTION from the ebook2. Create a LIST related to the offer3. EXPAND on one of the topics briefly discussed4. UPDATE an older post related to the topic5. MISCONCEPTIONS about the topic6. EXAMPLES of the topic
BLOG TOPIC IDEAS:
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1. BLOGGING
http://www.hubspot.com/blog-topic-generator
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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging
WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments
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Your website is your greatest asset. More
people view your webpages than anything else.
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2. WEBSITE
Homepage or Log-in Page
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2. WEBSITE
Create a Content Library
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2. WEBSITE
Featured Offer
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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging
WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments
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Social media has become the most
important channel for marketers and sales professionals alike.
(State of Inbound 2014)
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3. SOCIAL MEDIA
Change Cover Photo
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3. SOCIAL MEDIA
Posts with images 2-3 times during launch week
Post once a week during the month after launch
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Twitter:• Tweets throughout launch week• Tweets of content that performed best after launch week• Changing cover photo *** (Premium)• Hashtag associated with offer• Twitter chat with author• Monitoring of “Click-to-Tweets” from blog posts and ebooks
3. SOCIAL MEDIA Change Cover
Photo Pin a Tweet
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Twitter:• Tweets throughout launch week• Tweets of content that performed best after launch week• Changing cover photo *** (Premium)• Hashtag associated with offer• Twitter chat with author• Monitoring of “Click-to-Tweets” from blog posts and ebooks
3. SOCIAL MEDIA Tweets with images
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Tweets with images generate 55% more leads. (HubSpot)
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Twitter:• Tweets throughout launch week• Tweets of content that performed best after launch week• Changing cover photo *** (Premium)• Hashtag associated with offer• Twitter chat with author• Monitoring of “Click-to-Tweets” from blog posts and ebooks
3. SOCIAL MEDIA Tweets from content author
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3. SOCIAL MEDIA Post to your company page on launch day
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3. SOCIAL MEDIA Start a LinkedIn group discussion pre-launch
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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging
WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments
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Email marketing has an ROI of 4,300%
(Direct Marketing Association)
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Email Promotion - PersonalizationEmail Promotions 4. EMAIL Personalize your email sender name
31% increase in CTR!
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Email Promotion - PersonalizationEmail Promotions 4. EMAIL
Use smart content to personalize email copy
Include personalized content
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Email Promotions 4. EMAIL
Encourage Sharing
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Email Promotions 4. EMAIL Make Sharing Fool-Proof
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Email Promotions 4. EMAIL Get Creative with Images
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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging
WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments
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Keep your content high quality, and get in front
of a new audience.
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5. GUEST BLOGGING
New audience
Inbound links
Long tail promotion
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5. GUEST BLOGGING
Find relevant blogs
Use tools for professional outreach
Add value
Always link back to your content
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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging
WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments
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Social advertising gives you access to over a billion people, and
allows you to target your specific audience.
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Promotional Options + Optimization ExperimentsEmail Promotions 6. PAID
Promoted Content
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Promoted Tweets increase offline sales by 29% (VentureBeat)
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Promotional Options + Optimization ExperimentsEmail Promotions 6. PAID
Retargeting
Audience: Current databaseGoal: Downloads + Sharing
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Promotional Options + Optimization ExperimentsEmail PromotionsBlogging
WebsiteSocial MediaEmailGuest BloggingSocial Advertising Experiments
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Promotional Options + Optimization Experiments-Promotional Options + Optimization ExperimentsEmail Promotions 7. EXPERIMENTS
Influencer &
VIP Customer Outreach
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SlideSharePromotional Options + Optimization ExperimentsEmail Promotions 7. EXPERIMENTS
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Promotional Options + Optimization ExperimentsEmail Promotions 7. EXPERIMENTS
Video Marketing
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Promotional Options + Optimization Experiments-Promotional Options + Optimization ExperimentsEmail Promotions 7. EXPERIMENTS
Live Event Optimization
THREE PHASES OF CAMPAIGN LAUNCH:
Analysis & Reporting
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REMEMBER THAT GOAL?
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WHERE TO START WHEN MEASURINGIf Your Goal is… Look at…
Website traffic Website views compared to equal time period before the launch of your campaign
Branding New followers, mentions, blog views & comments, and reviews
Lead generation Leads generated by source from your specific campaign
Qualified leads (MQL/SQL) Leads that turned into MQL/SQL from your campaign, or # of leads sales considers MQL/SQL
Direct Sales Revenue driven directly or indirectly from your campaign
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TRACKING RESULTS
*(Sample Data)
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ANALYZE EACH PROMOTIONAL CHANNEL USED
Blogging Website Guest Blogging
Social Media Email Other Paid0
100
200
300
400
500
600
700
0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%4.50%5.00%
200
600
60160
300 270
100
4.30%4.00% 4.00%
3.50%3.00% 2.90%
2.50%LeadsConversion
*(Sample Data)
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THANK YOU!
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QUESTIONS ?