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50 Actionable Tips for Launching a Successful Lead Generation Campaign

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Check out 50 tips from Amanda Sibley, speaking at INBOUND15, HubSpot's marketing and sales event.

Publié dans : Business
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50 Actionable Tips for Launching a Successful Lead Generation Campaign

  1. 1. INBOUND15 50 ACTIONABLE TIPS FOR LAUNCHING A SUCCESSFUL LEAD GENERATION CAMPAIGN Amanda Sibley Marketing Manager, HubSpot
  2. 2. @AmandaSibley AMANDA SIBLEY
  3. 3. INBOUND15 1 14 3 30 45 2 38 22 4 1376 1211 29 15 91085 16171819 2423 28 2021 2625 31 27 32 37 42 36 43 46 44 47484950 333435 4039 41
  4. 4. #INBOUND15 Activity!
  5. 5. #INBOUND15 Tweet your unique promotional tactic to me right now. Include @AmandaSibley and #INBOUND15 Later: inbound.org/amanda
  6. 6. INBOUND15 1-2 weeks 2-4 weeks 2-6 weeks Ongoing Plan MeasurePromoteExecute LAUNCH
  7. 7. INBOUND15 1 Planning Part
  8. 8. INBOUND15 Start Planning Far in Advance1 1 hour of planning will save you 10 hours of doing
  9. 9. INBOUND15 Start Planning Far in Advance1
  10. 10. INBOUND15 Have a Clear “WHY”2
  11. 11. INBOUND15 Companies report that 60% of their projects are not aligned with business strategy.
  12. 12. INBOUND15 Assign a DRI Directly Responsible Individual 3
  13. 13. INBOUND15 Set Expectations 4
  14. 14. INBOUND15 Set Expectations • Communication 4
  15. 15. INBOUND15 Set Expectations 4 • Communication • Deadlines
  16. 16. INBOUND15 Brainstorm in Person 5
  17. 17. INBOUND15 DRI Assigns Tasks6
  18. 18. INBOUND15 Use a Project Management Tool 7 •Google Docs •Trello •Asana •Wiki •Evernote Business
  19. 19. INBOUND15 Share and Store Files Easily 8 •Google Drive •Dropbox •Box •Internal Server
  20. 20. INBOUND15 Use a Calendar for Launches9
  21. 21. INBOUND15 Update Stakeholders 10
  22. 22. INBOUND15
  23. 23. INBOUND15 2 Content Creation Part
  24. 24. INBOUND15 40 Hours
  25. 25. INBOUND15 Have Hard Deadlines11
  26. 26. INBOUND15 Create an Outline in a Shared Document12
  27. 27. INBOUND15 Separate Writing and Design13
  28. 28. INBOUND15 Approvals 14
  29. 29. INBOUND15 Think of Promotion as you Create15
  30. 30. INBOUND15 Create Asset and Promotional Images16 Email header Landing page image Blog call-to-action (CTA) Social promotion images 1. . 2.. 3.. 4..
  31. 31. INBOUND15 Email Header:
  32. 32. INBOUND15 Landing Page Image:
  33. 33. INBOUND15 Blog Post CTA:
  34. 34. INBOUND15 Social Image:
  35. 35. INBOUND15 Social Image:
  36. 36. INBOUND15 Use Stock Photos17
  37. 37. INBOUND15 unsplash.com
  38. 38. INBOUND15 pexels.compexels.com
  39. 39. INBOUND15 canva.com
  40. 40. INBOUND15
  41. 41. INBOUND15 3 Promotion Part
  42. 42. INBOUND15
  43. 43. INBOUND15 Pro-Tip: Use #Hashtags for organizing the conversation online
  44. 44. INBOUND15 Send an Internal Notification 18
  45. 45. INBOUND15 Use Employees as Advocates: GaggleAmp19
  46. 46. INBOUND15 Email
  47. 47. INBOUND15 Email Segmented Lists20
  48. 48. INBOUND15 Optimize Email for Sharing21
  49. 49. INBOUND15 Update Nurturing Emails22
  50. 50. INBOUND15 Social Media
  51. 51. INBOUND15 23 Post on Launch Day to LinkedIn
  52. 52. INBOUND15 Amplify message on LinkedIn with Sponsored Updates 24
  53. 53. INBOUND15 Change your Facebook Cover Photo25
  54. 54. INBOUND15 25 Change your Facebook Cover Photo
  55. 55. INBOUND15 Post a video on Facebook26
  56. 56. INBOUND15 Boost Posts on Facebook27
  57. 57. INBOUND15 27 Boost Posts on Facebook
  58. 58. INBOUND15 Create an Offer on Facebook28
  59. 59. INBOUND15 Pin a Tweet 29
  60. 60. INBOUND15 Tweets with images generate 55% more leads. (HubSpot) Pro Tip:
  61. 61. INBOUND15 Change Your Twitter Cover Photo30
  62. 62. INBOUND15 Set up a Twitter Paid Campaign31
  63. 63. INBOUND15 Increase Sharing and Brand Awareness on Instagram32
  64. 64. INBOUND15 Post Visual Content on Pinterest33
  65. 65. INBOUND15 Create a Deck on SlideShare with CTAs 34
  66. 66. INBOUND15 Use SlideShare’s Lead Capture forms 34
  67. 67. INBOUND15 Create a Short Video35
  68. 68. INBOUND15 35 Create a Short Video
  69. 69. INBOUND15 Other Channels
  70. 70. INBOUND15 Start a Discussion on inbound.org36
  71. 71. INBOUND15 Start a Discussion in LinkedIn Groups37
  72. 72. INBOUND15 Write a Blog Post (or 3!) 38
  73. 73. INBOUND15 38 Write a Blog Post (or 3!)
  74. 74. INBOUND15 38 Write a Blog Post (or 3!)
  75. 75. INBOUND15 Create an Infographic! 39
  76. 76. INBOUND15 Add a CTA to your Infographic 39
  77. 77. INBOUND15 Your website is viewed more than anything else. Use it!
  78. 78. INBOUND15 Post on Internal Pages40
  79. 79. INBOUND15 Create a Content Library41
  80. 80. INBOUND15 Use Landing Page Real Estate for CTAs42
  81. 81. INBOUND15 Promote Social Sharing EVERYWHERE43
  82. 82. INBOUND15 Relationships
  83. 83. INBOUND15 Guest Blog (Smartly) 44
  84. 84. INBOUND15 Reach Out to Influencers 45
  85. 85. INBOUND15 Start Content Partnerships 46
  86. 86. INBOUND15 Optimize for Organic Search & Ranking47 http://bit.ly/seo-hubspot
  87. 87. INBOUND15
  88. 88. INBOUND15 4 Measure! Part
  89. 89. INBOUND15 Have Goals and Track Them48
  90. 90. INBOUND15 Keep Track of Goals48
  91. 91. INBOUND15 Keep Track of Goals48
  92. 92. 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
  93. 93. INBOUND15 Iterate on Big Take-aways50
  94. 94. INBOUND15
  95. 95. 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!
  96. 96. #INBOUND15 Thank You! Amanda Sibley @AmandaSibley inbound.org/amanda asibley@hubspot.com

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