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Creating Campaigns that Convert- Albuquerque HubSpot User Groups


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At the HubSpot User Group meetup in Albuquerque, we talked about how to build better campaigns, capture high-quality leads, and promote your content effectively. We also shared some examples from our own campaigns, asked questions, and talked about how to get the most out of the different aspects of HubSpot.

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Creating Campaigns that Convert- Albuquerque HubSpot User Groups

  1. 1. Welcome to
  2. 2. 11:30am- sign in/network/grab lunch 11:50am- announcements & introductions 12:00pm- Creating Campaigns that Convert 12:20pm- “Round table” discussions 12:45pm- Q&A Agenda
  3. 3. First time at HUG? 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. 4. We’ll be sending out 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. 5. Upcoming HUG Events: [Details TBA] October: Special guest speaker from HubSpot December: Holiday Happy Hour
  6. 6. Introductions
  7. 7. Introductions Tell us about yourself… •What you do + where you work •How long have you been in inbound marketing? •HubSpot user? •Something fun!
  8. 8. Hi, I’m Carrie -Account Manager at Pyxis Growth Partners, HubSpot Platinum Parter -Helped lead the Austin HUG from 2015-2018 -Fat bike enthusiast Introductions
  9. 9. Creating Campaigns that Convert
  10. 10. Advertising is EVERYWHERE. How do you get your message to stand out? Campaigns
  11. 11. THEN: Make a cool creative, put a bunch of money behind it, sit back, hope it works. Think radio ads, billboards, etc. Campaigns
  12. 12. NOW: More channels, more data…more confusion? Campaigns
  13. 13. While it may use multiple channels, an inbound marketing campaign doesn’t have to be confusing. Campaigns
  14. 14. Campaigns Inbound marketing campaigns are concentrated efforts that align all of your marketing channels around a single message and goal.
  15. 15. Inbound marketing campaigns start with an offer (ebook, webinar) you can promote through multiple channels (email, social). Then you nurture those leads through your marketing funnel. Campaigns
  16. 16. Inbound marketing campaigns should always: •start with the customer in mind •use integrated tools to connect everything •work in any situation Campaigns
  17. 17. Campaigns should start with SMART goals. Specific Measurable Attainable
 Timely Campaigns
  18. 18. Specific: Your goal should 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
 Timely SMART Goals
  19. 19. Specific Measurable: Your goal should have concrete criteria for measuring progress and reaching the goal. Attainable
 Timely SMART Goals
  20. 20. Specific Measurable Attainable: Your goal should be realistic and possible for your team to reach.
 Timely SMART Goals
  21. 21. Specific Measurable Attainable
 Relevant: Your goal should matter to your business and address a core initiative.
 Timely SMART Goals
  22. 22. Specific Measurable Attainable
 Timely: You should have an expected date that you will reach the goal. SMART Goals
  23. 23. Three questions to guide 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. 24. Content Mapping: the process 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. 25. Conversion Path: where the magic (conversion) happens! Campaigns
  26. 26. Which elements make up a conversion path? •call-to-action •landing page •thank you page (or thank you landing page) •kickback (follow-up) email Conversion path
  27. 27. •use actionable language •align CTA 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. 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. 29. • limit navigation •deliver value •optimize your form •leverage contrast •incorporate social proof Landing pages
  30. 30. • limit navigation •deliver value •optimize your form •leverage contrast •incorporate social proof Landing pages
  31. 31. Should be intentionally designed 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. 32. •start with a confirmation •explain how to access your offer •provide a secondary offer •re-introduce navigation Thank you pages
  33. 33. •start with a confirmation •explain how to access your offer •provide a secondary offer •re-introduce navigation Thank you pages
  34. 34. The purpose of this 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. 35. •serve up the goods •add social sharing •introduce a secondary call-to-action Kickback (follow-up) emails
  36. 36. •serve up the goods •add social sharing •introduce a secondary call-to-action Kickback (follow-up) emails
  37. 37. According to HubSpot Academy’s Content Marketing Certification, you should spend 40% of your time creating content and 60% distributing and promoting your content! Campaign launch
  38. 38. More than just a 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. 39. Don’t let your campaign 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. 40. Blogging drives more traffic 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. 41. •Write 3-5+ piece of 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. 42. Increase engagement with your 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. 43. •Optimize your page for 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. 44. Organic
  45. 45. Use paid ads to amplify the messages you’re sharing on social. •Facebook ads •Instagram ads •LinkedIn sponsored content Paid
  46. 46. Facebook ads: Make your 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. 47. Instagram Ads: In addition to an Instagram marketing strategy, campaign ads on Instagram can be used to complement your ongoing content posting schedule. Paid
  48. 48. LinkedIn Sponsored Content: Sponsored Content can be highly-targeted (industry, role) and used to help surface relevant content for quality prospects (recommended for B2B markets). Paid
  49. 49. Don’t forget about the 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. 50. There are tons of metrics you can report on (website visits, conversions, leads per channel)—where do you begin? Reporting
  51. 51. The key is to revisit your campaign goals. Start by zooming in on the metrics tied directly to those goals. Reporting
  52. 52. •Visits- the number of 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. 53. •Organic search- visits from 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. 54. •Paid search- visits from 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. 55. Keep your campaigns focused 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. 56. You did it! Success!
  57. 57. Campaigns It’s your turn to share!
  58. 58. Sample campaign Business: HR software Topic: FLSA Persona:HR Heather Goal: Sign up for a consultation