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INBOUND15
50 ACTIONABLE TIPS FOR
LAUNCHING A SUCCESSFUL
LEAD GENERATION CAMPAIGN
Amanda Sibley
Marketing Manager, HubSpot
@AmandaSibley
AMANDA
SIBLEY
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
#INBOUND15
Activity!
#INBOUND15
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
LAUNCH
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1 Planning
Part
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Start Planning Far in Advance1
1 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 Expectations
4
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Set Expectations
• Communication
4
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Set Expectations
4
• Communication
• Deadlines
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Brainstorm in Person
5
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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 Creation
Part
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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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Approvals
14
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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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pexels.compexels.com
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canva.com
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3 Promotion
Part
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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
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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 with
Sponsored Updates
24
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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
INBOUND15
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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Tweets with
images
generate 55%
more leads.
(HubSpot)
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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38
Write a
Blog Post (or 3!)
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38
Write a
Blog Post (or 3!)
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Create an
Infographic!
39
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Add a CTA to your
Infographic
39
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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 Partnerships
46
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Optimize for Organic Search & Ranking47
http://bit.ly/seo-hubspot
INBOUND15
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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 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

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