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Creating Campaigns that Convert- Albuquerque HubSpot User Groups
- 1.
- 2. 11:30am- sign in/network/grablunch 11:50am- announcements & introductions 12:00pm- Creating Campaigns that Convert 12:20pm- “Round table” discussions 12:45pm- Q&A Agenda
- 3. First time atHUG? We’re so glad you’re here! This is our FIRST HUG in ABQ! We meet once a quarter (or more) to share inbound marketing best practices and get to know other marketers in Albuquerque. Enjoy free lunch on HubSpot!
- 4. We’ll be sendingout a survey after the meeting to get your feedback. Please let us know if you have any questions or suggestions. We want to hear from you!
- 5. Upcoming HUG Events: [DetailsTBA] October: Special guest speaker from HubSpot December: Holiday Happy Hour
- 6.
- 7. Introductions Tell us aboutyourself… •What you do + where you work •How long have you been in inbound marketing? •HubSpot user? •Something fun!
- 8. Hi, I’m Carrie -AccountManager at Pyxis Growth Partners, HubSpot Platinum Parter -Helped lead the Austin HUG from 2015-2018 -Fat bike enthusiast Introductions
- 9.
- 10. Advertising is EVERYWHERE.How do you get your message to stand out? Campaigns
- 11. THEN: Make a coolcreative, put a bunch of money behind it, sit back, hope it works. Think radio ads, billboards, etc. Campaigns
- 12. NOW: More channels, moredata…more confusion? Campaigns
- 13. While it mayuse multiple channels, an inbound marketing campaign doesn’t have to be confusing. Campaigns
- 14. Campaigns Inbound marketing campaignsare concentrated efforts that align all of your marketing channels around a single message and goal.
- 15. Inbound marketing campaignsstart with an offer (ebook, webinar) you can promote through multiple channels (email, social). Then you nurture those leads through your marketing funnel. Campaigns
- 16. Inbound marketing campaignsshould always: •start with the customer in mind •use integrated tools to connect everything •work in any situation Campaigns
- 17. Campaigns should startwith SMART goals. Specific Measurable Attainable Relevant Timely Campaigns
- 18. Specific: Your goalshould be unambiguous and communicate what is expected, why it is important, who's involved, where it is going to happen, and which constraints are in place. Measurable Attainable Relevant Timely SMART Goals
- 19. Specific Measurable: Your goalshould have concrete criteria for measuring progress and reaching the goal. Attainable Relevant Timely SMART Goals
- 20. Specific Measurable Attainable: Your goal shouldbe realistic and possible for your team to reach. Relevant Timely SMART Goals
- 21. Specific Measurable Attainable Relevant: Your goalshould matter to your business and address a core initiative. Timely SMART Goals
- 22. Specific Measurable Attainable Relevant Timely: You shouldhave an expected date that you will reach the goal. SMART Goals
- 23. Three questions toguide the content creation process: 1. Is this offer valuable to my target audience? 2. Does this offer align with my business goals? 3. Is this offer targeted at the right person at the right time? Content
- 24. Content Mapping: theprocess in which you decide what content is most appropriate for a person to receive at a given time, based on the buyer’s journey. Content
- 25. Conversion Path: wherethe magic (conversion) happens! Campaigns
- 26. Which elements makeup a conversion path? •call-to-action •landing page •thank you page (or thank you landing page) •kickback (follow-up) email Conversion path
- 27. •use actionable language •alignCTA copy with your landing page copy •create a highly contrasting design •personalize CTAs for different segments of your audience (visitors vs. leads vs. customers) Call-to-action
- 28. To drive results,design a page that is intentional and action-oriented. • limit navigation •deliver value •optimize your form •leverage contrast •incorporate social proof Landing pages
- 29. • limit navigation •delivervalue •optimize your form •leverage contrast •incorporate social proof Landing pages
- 30. • limit navigation •delivervalue •optimize your form •leverage contrast •incorporate social proof Landing pages
- 31. Should be intentionallydesigned to deliver the offer and encourage more engagement with your business. •start with a confirmation •explain how to access your offer •provide a secondary offer •re-introduce navigation Thank you pages
- 32. •start with aconfirmation •explain how to access your offer •provide a secondary offer •re-introduce navigation Thank you pages
- 33. •start with aconfirmation •explain how to access your offer •provide a secondary offer •re-introduce navigation Thank you pages
- 34. The purpose ofthis email is to deliver a link to the content they requested so they can access it at any time via their inbox. •serve up the goods •add social sharing •introduce a secondary call-to-action Kickback (follow-up) emails
- 35. •serve up thegoods •add social sharing •introduce a secondary call-to-action Kickback (follow-up) emails
- 36. •serve up thegoods •add social sharing •introduce a secondary call-to-action Kickback (follow-up) emails
- 37. According to HubSpotAcademy’s Content Marketing Certification, you should spend 40% of your time creating content and 60% distributing and promoting your content! Campaign launch
- 38. More than justa tweet! •change your cover photo •pin a tweet •create a campaign hashtag •create a story (instagram, facebook, snapchat) •start a discussion in a LinkedIn or FB group Social media
- 39. Don’t let yourcampaign hide on a landing page! •add a CTA to your homepage (banner, featured module) •leverage pages within your site (slide-in CTAs based on URL) •add a CTA to your blog sidebar Website
- 40. Blogging drives moretraffic to your landing page than any other tool. Each time you blog, you give search engines one more opportunity to find you + you get the opportunity to rank for more keywords and grow your reach. Blog
- 41. •Write 3-5+ pieceof blog content related to your campaign. •Create a CTA at the bottom of each blog post that links to the offer •Experiment with slide-in and anchor text CTAs •Encourage social sharing of blog posts with built-in social share buttons and tweetable quotes. Blog
- 42. Increase engagement withyour current database, and utilize its sharing power to generate new leads. •Email segments of your own database about the content. •Include “lazy tweets” to make it simple for people to share with their networks. •Leverage your network by reaching out + asking to share. Email
- 43. •Optimize your pagefor specific keywords/ keyword phrases. (URL, meta, title, alt-tags) •Create a topic cluster with your campaign landing page serving as the pillar page. •Optimize your landing page or promotional blog posts for Google's featured snippet to increase traction on SERPs. Organic
- 44.
- 45. Use paid adsto amplify the messages you’re sharing on social. •Facebook ads •Instagram ads •LinkedIn sponsored content Paid
- 46. Facebook ads: Makeyour ads very targeted to ensure your ad spend is most efficient. Use Facebook’s Lookalike Audiences to promote content people similar to your fans. Paid
- 47. Instagram Ads: In additionto an Instagram marketing strategy, campaign ads on Instagram can be used to complement your ongoing content posting schedule. Paid
- 48. LinkedIn Sponsored Content: SponsoredContent can be highly-targeted (industry, role) and used to help surface relevant content for quality prospects (recommended for B2B markets). Paid
- 49. Don’t forget aboutthe reach of your employees! •Send employees a link to the landing page along with ways they can share (email, social, etc). •Create email and social messaging templates for your sales teams or executives. Internal promotion
- 50. There are tonsof metrics you can report on (website visits, conversions, leads per channel)—where do you begin? Reporting
- 51. The key isto revisit your campaign goals. Start by zooming in on the metrics tied directly to those goals. Reporting
- 52. •Visits- the numberof times users have reached your site from an external source. •Conversion rate of visits-to-contacts. •Contacts- the number of new contacts generated, during the given time frame. •Conversion rate of contacts-to-customers. •Customers- the number of customers whose first conversion occurred during the given time frame. Reporting
- 53. •Organic search- visitsfrom search engines •Referrals- visits from other websites •Email marketing- visits from email campaigns •Social media- visits from social media sites •Paid social- visits from paid social ads campaigns Reporting
- 54. •Paid search- visitsfrom pay-per-click ads •Direct traffic- visits from users directly typing in a URL •Other campaigns- an additional source that can be used for custom reporting with tracking URLs •Offline Source- contacts and customers who originated outside of your website Reporting
- 55. Keep your campaignsfocused and powerful. And at the conclusion of your campaign, don’t forget to report and reflect on the totality of your work to inform how you might adapt the inbound framework to produce even better results for your next campaign. Campaigns
- 56.
- 57. Campaigns It’s your turnto share!
- 58. Sample campaign Business: HRsoftware Topic: FLSA Persona:HR Heather Goal: Sign up for a consultation