INBOUND15

50 ACTIONABLE TIPS FOR LAUNCHING A SUCCESSFUL LEAD GENERATION CAMPAIGN

Amanda Sibley Marketing Manager, HubSpot

@AmandaSibley

AMANDA SIBLEY

INBOUND15

114

3

3045

2

3822

4 1376 121129

1591085

161718192423 28

20212625

3127

3237 42

3643

4644

47484950333435

4039 41

#INBOUND15

Activity!

#INBOUND15

Tweet your unique promotional tactic to me right now.

Include @AmandaSibley and #INBOUND15

Later: inbound.org/amanda

INBOUND15

1-2 weeks 2-4 weeks 2-6 weeks Ongoing

Plan MeasurePromoteExecute

LAUN

CH

INBOUND15

1 Planning Part

INBOUND15

Start Planning Far in Advance11 hour of planning will save you 10 hours of doing

INBOUND15

Start Planning Far in Advance1

INBOUND15

Have a Clear “WHY”2

INBOUND15

Companies report that 60% of their projects are not aligned with business strategy.

INBOUND15

Assign a DRI

Directly Responsible Individual

3

INBOUND15

Set Expectations

4

INBOUND15

Set Expectations

• Communication

4

INBOUND15

Set Expectations

4

• Communication • Deadlines

INBOUND15

Brainstorm in Person

5

INBOUND15

DRI Assigns Tasks6

INBOUND15

Use a Project Management Tool

7•Google Docs •Trello •Asana •Wiki •Evernote Business

INBOUND15

Share and Store Files Easily

8 •Google Drive •Dropbox •Box •Internal Server

INBOUND15

Use a Calendar for Launches9

INBOUND15

Update Stakeholders

10

INBOUND15

INBOUND15

2 Content CreationPart

INBOUND15

40 Hours

INBOUND15

Have Hard Deadlines11

INBOUND15

Create an Outline in a Shared Document12

INBOUND15

Separate Writing and Design13

INBOUND15

Approvals

14

INBOUND15

Think of Promotion as you Create15

INBOUND15

Create Asset and Promotional Images16Email header

Landing page image

Blog call-to-action (CTA)

Social promotion images

1. . 2.. 3.. 4..

INBOUND15

Email Header:

INBOUND15

Landing Page Image:

INBOUND15

Blog Post CTA:

INBOUND15

Social Image:

INBOUND15

Social Image:

INBOUND15

Use Stock Photos17

INBOUND15

unsplash.com

INBOUND15

pexels.compexels.com

INBOUND15

canva.com

INBOUND15

INBOUND15

3 PromotionPart

INBOUND15

INBOUND15

Pro-Tip: Use #Hashtags for organizing the conversation online

INBOUND15

Send an Internal Notification

18

INBOUND15

Use Employees as Advocates: GaggleAmp19

INBOUND15

Email

INBOUND15

Email Segmented Lists20

INBOUND15

Optimize Email for Sharing21

INBOUND15

Update Nurturing Emails22

INBOUND15

Social Media

INBOUND15

23 Post on Launch Day to LinkedIn

INBOUND15

Amplify message on LinkedIn with Sponsored Updates

24

INBOUND15

Change your Facebook Cover Photo25

INBOUND15

25 Change your Facebook Cover Photo

INBOUND15

Post a video on Facebook26

INBOUND15

Boost Posts on Facebook27

INBOUND15

27 Boost Posts on Facebook

INBOUND15

Create an Offer on Facebook28

INBOUND15

Pin a Tweet

29

INBOUND15

Tweets with images generate 55% more leads. (HubSpot)

Tweets with images generate 55% more leads. (HubSpot)

Pro Tip:

INBOUND15

Change Your Twitter Cover Photo30

INBOUND15

Set up a Twitter Paid Campaign31

INBOUND15

Increase Sharing and Brand Awareness on Instagram32

INBOUND15

Post Visual Content on Pinterest 33

INBOUND15

Create a Deck on

SlideShare with CTAs

34

INBOUND15

Use SlideShare’s Lead Capture forms

34

INBOUND15

Create a Short Video35

INBOUND15

35 Create a Short Video

INBOUND15

Other Channels

INBOUND15

Start a Discussion on inbound.org36

INBOUND15

Start a Discussion in LinkedIn Groups37

INBOUND15

Write a Blog Post (or 3!)

38

INBOUND15

38Write a Blog Post (or 3!)

INBOUND15

38Write a Blog Post (or 3!)

INBOUND15

Create an Infographic!

39

INBOUND15

Add a CTA to your Infographic

39

INBOUND15

Your website is viewed more than anything

else. Use it!

INBOUND15

Post on Internal Pages40

INBOUND15

Create a Content Library41

INBOUND15

Use Landing Page Real Estate for CTAs42

INBOUND15

Promote Social Sharing EVERYWHERE43

INBOUND15

Relationships

INBOUND15

Guest Blog (Smartly)

44

INBOUND15

Reach Out to Influencers

45

INBOUND15

Start Content Partnerships

46

INBOUND15

Optimize for Organic Search & Ranking47

http://bit.ly/seo-hubspot

INBOUND15

INBOUND15

4 Measure!Part

INBOUND15

Have Goals and Track Them48

INBOUND15

Keep Track of Goals48

INBOUND15

Keep Track of Goals48

INBOUND15

Share High Level Results49

Results: • 3,587 submissions • 53% submission rate • 15% new contacts

Wins: • Launched in 3 languages successfully • Filled a content topic hole • Email had highest CTR all month

Misses: • Launch was delayed 2 days due to approvals • 3 images made weren’t approved on FB ads

Next Steps & Iterations: • High new contacts rate means this content does

well with a new audience. Should do more of it. • Make sure all images have <20% text for

promotion. • Test emails to see if the layout we used caused

the high CTR.

Campaign Name: How to Use Social Media For Business Launch Date: 8/27/15 Goal: 3k leads

INBOUND15

Iterate on Big Take-aways50

INBOUND15

INBOUND15

Take-Aways

Plan far in advance and have a communication plan Think about promotion as you are creating the main content There are many ways to promote, for a full list of what we discussed, go here: inbound.org/amanda Always be measuring and improving!

#INBOUND15

Thank You! Amanda Sibley @AmandaSibley inbound.org/amanda asibley@hubspot.com