INBOUND15 50 ACTIONABLE TIPS FOR LAUNCHING A SUCCESSFUL LEAD GENERATION CAMPAIGN Amanda Sibley Marketing Manager, HubSpot
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50 ACTIONABLE TIPS FOR LAUNCHING A SUCCESSFUL LEAD GENERATION CAMPAIGN
Amanda SibleyMarketing Manager, HubSpot
@AmandaSibley
AMANDASIBLEY
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Activity!
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Tweet your unique promotional tactic to me right now.
Include @AmandaSibley and #INBOUND15
Later: inbound.org/amanda
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1-2 weeks 2-4 weeks 2-6 weeks Ongoing
Plan MeasurePromoteExecute
LAUN
CH
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1 Planning Part
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Start Planning Far in Advance11 hour of planning will save you 10 hours of doing
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Start Planning Far in Advance1
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Have a Clear “WHY”2
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Companies report that 60% of their projects are not aligned with business strategy.
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Assign a DRI
Directly Responsible Individual
3
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Set Expectations4
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Set Expectations
• Communication
4
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Set Expectations4
• Communication• Deadlines
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Brainstorm in Person5
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DRI Assigns Tasks6
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Use a Project Management Tool
7•Google Docs•Trello•Asana•Wiki•Evernote Business
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Share and Store Files Easily
8 •Google Drive•Dropbox•Box•Internal Server
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Use a Calendar for Launches9
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Update Stakeholders
10
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2 Content CreationPart
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40 Hours
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Have Hard Deadlines11
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Create an Outline in a Shared Document12
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Separate Writing and Design13
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Approvals14
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Think of Promotion as you Create15
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Create Asset and Promotional Images16
Email header
Landing page image
Blog call-to-action (CTA)
Social promotion images
1. .
2. .
3. .
4. .
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Email Header:
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Landing Page Image:
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Blog Post CTA:
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Social Image:
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Social Image:
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Use Stock Photos17
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unsplash.com
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canva.com
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3 PromotionPart
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Pro-Tip: Use #Hashtags for organizing the conversation online
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Send an Internal Notification
18
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Use Employees as Advocates: GaggleAmp19
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Email Segmented Lists20
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Optimize Email for Sharing21
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Update Nurturing Emails22
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Social Media
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23 Post on Launch Day to LinkedIn
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Amplify message on LinkedIn withSponsored Updates24
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Change your Facebook Cover Photo25
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25 Change your Facebook Cover Photo
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Post a video on Facebook26
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Boost Posts on Facebook27
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27 Boost Posts on Facebook
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Create an Offer on Facebook28
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Pin a Tweet
29
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Pro Tip:
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Change Your Twitter Cover Photo30
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Set up a Twitter Paid Campaign31
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Increase Sharing and Brand Awareness on Instagram32
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Post Visual Content on Pinterest33
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Create a Deck on
SlideShare with CTAs
34
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Use SlideShare’s Lead Capture forms
34
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Create a Short Video35
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35 Create a Short Video
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Other Channels
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Start a Discussion on inbound.org36
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Start a Discussion in LinkedIn Groups37
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Write a Blog Post (or 3!)
38
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38Write a Blog Post (or 3!)
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38Write a Blog Post (or 3!)
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Create an Infographic!
39
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Add a CTA to your Infographic
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Your website is viewed more than anything
else. Use it!
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Post on Internal Pages40
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Create a Content Library41
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Use Landing Page Real Estate for CTAs42
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Promote Social Sharing EVERYWHERE43
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Relationships
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Guest Blog (Smartly)
44
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Reach Out to Influencers
45
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Start Content Partnerships46
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Optimize for Organic Search & Ranking47
http://bit.ly/seo-hubspot
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4 Measure!Part
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Have Goals and Track Them48
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Keep Track of Goals48
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Keep Track of Goals48
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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 BusinessLaunch Date: 8/27/15Goal: 3k leads
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Iterate on Big Take-aways50
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Take-Aways
Plan far in advance and have a communication planThink about promotion as you are creating the main contentThere are many ways to promote, for a full list of what
we discussed, go here: inbound.org/amandaAlways be measuring and improving!
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