Have you ever created a piece of content and then though, now what? You aren't alone! Without a proper promotional plan, all the work put into creating a piece of content will go to waste. In this session, you will get tactical advice on creating an awesome promotional campaign to get your content the promotional love it deserves, and help your reach your business goals.
28. 1. BLOGGING
#INBOUND14
BLOG TOPIC IDEAS:
1. Pull a SECTION from the ebook
2. Create a LIST related to the offer
3. EXPAND on one of the topics briefly discussed
4. UPDATE an older post related to the topic
5. MISCONCEPTIONS about the topic
6. EXAMPLES of the topic
68. #INBOUND14
WHERE TO START WHEN MEASURING
If Your Goal is… Look at…
Website traffic Website views compared to equal time period
before the launch of your campaign
Branding New followers, mentions, blog views & comments,
and reviews
Lead generation Leads generated by source from your specific
campaign
Qualified leads (MQL/SQL) Leads that turned into MQL/SQL from your
campaign, or # of leads sales considers
MQL/SQL
Direct Sales Revenue driven directly or indirectly from your
campaign
Average download is 6k
65 offers have over 20k downloads
Average download is 6k
65 offers have over 20k downloads
The first ebook I ever wrote was created for one reason, to get more leads that came from facebook. We didn’t have a multi-channel promotional plan. We wrote because we had one goal in mind. Since then, we have iterated and reiterated this plan, helping us get more out of each offer we create.
The first ebook I ever wrote was created for one reason, to get more leads that came from facebook. We didn’t have a multi-channel promotional plan. We wrote because we had one goal in mind. Since then, we have iterated and reiterated this plan, helping us get more out of each offer we create.
Book icon needs to be cleaned up around the edge, or can you blur the edge a bit? It doesn’t quite fit on the page, sticks out not in a good way
Of those 2k, only a small percentage have had a coordinated campaign around it. When it does, we see an X increase in leads and succes….
So, we set up a process that consists of three phases to promote campaigns
So, we set up a process that consists of three phases to promote campaigns
Make text bigger and center in page.
We don’t do anyhting without a goal in mind. If we don’t, how will we know if we succeeded?
This looks like it’s off-center, just make sure it will preview ok for the presentation
Can you do a different arrow? That looks a bit sloppy (compared to the sharpness of all the other stuff in the presentation).
This is a team effort. One person should not be handling all of these, unless they do this and nothing else, 12 hours a day!
Assigns each of these to a team member, using the brainstorm template format we discussed earlier.
To share this informaiton, put the template into a sharing tool, such as a Google doc or evernote.
During this time, set clear expectations on timing.
WHY ARE SOCIAL IMAGES IMPORTANT
During the brainstorm, get all ideas on the table about how to promote the content. Having as many people as you have promotional channels will help increase ideas.
In this meeting, record all ideas, and determine what will be executed on. Hold people accountable.
So, we set up a process that consists of three phases to promote campaigns
TBD
Why are some parts true white and the others look faded?
Change content creator and tweet
Is that guy someone special? Does he have a not-blurry headshot?
We include CTAs on these blog posts.
End of post
Sldie in CTA
Within body of post
The content creator also writes anywhere from 1-4 blog posts.
Make text 1 size bigger and space a bit more
The content creator also writes anywhere from 1-4 blog posts.
Website
CTA on homepage/library/log-in page
Website
CTA on homepage/library/log-in page
Website
CTA on homepage/library/log-in page
TBD
Why are some parts true white and the others look faded?
Facebook:
Posts during launch week
Posts of content that performed best after launch week
Changing cover photo *** (Premium)
Making images in canva
Facebook:
Posts during launch week
Posts of content that performed best after launch week
Changing cover photo *** (Premium)
Making images in canva
First, come up with a hashtag and use it throughout content.
Helps drive conversation on twitter
1 central place to ask questions, communicate with people
Free publicity of the offer
Put hashtag in lazy tweets from blog posts, sharing buttons, emails, and throughout ebook
Second, promote content from your twitter account
HubSpot
Author’s account
Images + non-images
Do a question about tweets with images to intro next slide
First, come up with a hashtag and use it throughout content.
Helps drive conversation on twitter
1 central place to ask questions, communicate with people
Free publicity of the offer
Put hashtag in lazy tweets from blog posts, sharing buttons, emails, and throughout ebook
Second, promote content from your twitter account
HubSpot
Author’s account
Images + non-images
LinkedIn:
Posts during launch week
Posts of content that performed best after launch week
LinkedIn Group discussion*** – often started pre-launch to get conversation going
LinkedIn Group announcement***
NEED STATS ON THE SUCCESS OF THIS
LinkedIn:
Posts during launch week
Posts of content that performed best after launch week
LinkedIn Group discussion*** – often started pre-launch to get conversation going
LinkedIn Group announcement***
NEED STATS ON THE SUCCESS OF THIS
Can be either a pre-launch discussion or a day of
TBD
Why are some parts true white and the others look faded?
Test done in 2011*
Center the text a bit more, its too close to the edge too
Test done in 2011*
Center the text a bit more, its too close to the edge too
Add in results
Get creative in your emails.
This email includes a GIF & a lazy tweet to encourage sharing.
Ask how mny people inth e audience have guest blogged, or written a guest blog?
Here are some of the options hubspot has at their disposal
We
Here are some of the options hubspot has at their disposal
We
LOVE this screen
TBD
Why are some parts true white and the others look faded?
LinkedIn advertising best practices:
Promote professional content
Try Sponsored Updates and ads
Use group, interest, and demographic targeting
Highly tailor content to specific audience
Fixed the linkedin icon (it has some white in the upper right corner) and also the orange is showing up in the icon along the top of the slide.
You need a fact here like you had in the other ones, I really liked those – this is dull
Facebook advertising best practices:
Use images
Target a specific audience
Test a variety of post types
Place ads in newsfeeds instead of right column
Text should be centered under the images (it’s left-justifed on the left but center on the right )
TBD
Why are some parts true white and the others look faded?
Influencers
Pre-launch outreach (sneak peak, advice, etc.)
Inbound links/mentions
Mentions within the content
VIP customers
Additional content: Slideshare
TBD
Optimize at Live events:
Business cards
Downloads on iPad/Computer at booth
Promote in relevant conversations online
So, we set up a process that consists of three phases to promote campaigns
Report on that goal, did you hit it? How will you know?
At a basic level you should look at the results from each activitiy. Did these hit or exceed your goal?
*** Make sure that this won’t get cut off in presenation, the image is really close to the edge, I don’t want you to lose anything.
This helps you get an idea of what tasks within your promotional plan for a campaign worked, and what didn’t. This helps optimize on a channel/promtoional level.
Once you run several campaigns, you can begin to compare each camapaign to each other as well. This will help you develop trends as to what kinds of content overall do best with your audience. This will help you optimize on a content/higher level.