This post is a part of Made @ HubSpot, an internal thought leadership collection through which we extract lessons from experiments conducted simply by our very own HubSpotters.
Pay for marketing campaigns are vital to bring in new customers and revenue. At HubSpot, all of us run these campaigns quarterly.
Despite the rapid cadence, every single quarter we work to create new, remarkable ways of achieving, informing, and converting the audience.
I wrote this awesome article to share with you how we designed our latest acquisition marketing campaign to hit and exceed the acquisition targets.
Establishing the particular Campaign
The beginning of our Q1 2020 Acquisition Campaign started with a blinking cursor. Even as we brainstormed how to start our analysis, we had a few inputs to work with.
First, we knew our target audience consisted of marketing managers, as we were re-launching our Marketing Hub Enterprise product that month.
We knew that reports were the content kind that proved helpful well for us in the past. All of us saw our 2019 Instagram Engagement Report and a 2020 Social Media Report successfully appeal to new audiences.
At the very least, it was a motion that our market was familiar with, which designed there was less of a barrier to show the value.
Additionally , seasonality played a large role within our planning. We wanted to create content to support marketers planning their strategies for the upcoming year.
With the combination of 1) a target audience, 2) an understanding of high-performing content varieties, 3) timing, and 4) our additional user analysis, we wanted to create a remarkable go-to resource for marketing managers building their strategies for the entire year.
Thus, the idea for “Not Another State of Marketing Report” was born.
In this article, I can talk through the report surveys and content, the web encounter, the promotion, and the outcomes. Hopefully, it gives you a peek behind the curtain plus some inspiration for future campaigns.
Running the Surveys plus Creating the Report Content material
The first and most important thing in regards to the content of this report had been to start collecting survey information for analysis and visual images.
Working with our team at HubSpot Research, we ran our own first survey in November/December of 2019 that sought out to 3, 400 global marketers.
After we sent out the survey, we discussed what might differentiate the information from other reports we had launched in the past. While the data was valuable, we knew that will data can be dull without having human context or insights.
So , we brought in the particular humans.
Our first criterion for selecting our experts has been their subject matter expertise . We had think of a list of topics we wanted the report to cover (from SEO strategy to content marketing strategy and more) and wished our experts to have deep and specific knowledge about the subject we chose them to stand for.
Our second criterion had been seniority . We were crafting a report pertaining to higher-level marketing managers, directors, and VPs, so we needed our experts to have a similar level of seniority.
We are fortunate enough to work with a lot of brilliant internet marketers at HubSpot, so 8 of our experts were internal. The other two, Cynthia Price (VP of Marketing at Litmus) and Ellie Mirman (CMO at Crayon) had been generous enough to offer their particular time when we asked them to share their expertise around.
We interviewed each of our specialists for about an hour, took detailed notes, and recorded the particular interview. We also distributed the survey data using them to gather their commentary regarding the data points. Finally, we all worked with the experts to build detailed articles with their advice for the upcoming year.
We decided to leave these content ungated on the web experience, and we optimized them for organic search with extensive keyword research. We’ve seen some thrilling results from that play — generating over 15, 1000 backlinks in the first two months and taking the number three result for the search term “state of marketing”.
When we received the initial survey data, we were thrilled by the outcomes — but knew we needed to take it one stage further. So , we went an additional survey in The month of january to a North American database associated with marketers.
At this point, with the additional survey data and specialist commentary, we sourced a few quotes from experts over the industry. We ended up with a great group of contributors from Dropbox, Twilio, and more.
When most of was said and done, we had 19, 000 phrases worth of insights plus 70+ data points.
Designing and Developing the Web Experience
Differentiating this campaign didn’t stop at the expert information. We wanted to create a good immersive web experience to pair with the report PDF.
The result was a fully custom made web experience with a home page, nine child pages for each article, and custom interactive form that follows the consumer in a non-intrusive banner. It was designed by an incredible lead developer, and built from the ground up by three developers. (It’s better seen than referred to, so I’ll leave you using this. )
We were interested in what kind of conversion rates this custom web experience could drive.
To date, the homepage of the report is converting with around 35%. This metric is calculated as the percentage of views vs . submission and is measured in HubSpot’s own HubSpot portal.
We’re really excited about that conversion rate, but we’ve realized that it doesn’t stay as high throughout each page of the web experience.
For instance , on a sample article page, we noticed the transformation rate was about 5%. The best theory right now is that people are downloading the offer whenever they land on the homepage, then they explore the rest of the experience after downloading, so they aren’t converting on the offer pages.
Overall, though, we’re quite proud of how the web encounter turned out and think it’s a strong differentiator. After all, 38% of people will stop engaging using a website if the content doesn’t look pretty on the web page.
How We Promoted the Advertising campaign
When it came time for promotion, we had to decide on three things: the story we wanted to tell, our creative promotional assets, and the channels all of us wanted to pursue.
1 . The storyplot
The literal offer that we were marketing was a record. However , the emotion that people wanted to portray was confidence . This was the story we wanted to report plus campaign to tell.
For some marketing managers, feeling confident in regards to a strategy can prove difficult. Are other people in the market doing this? How will I know if it will work?
Data can help ease those worries, as can long-form articles through deep subject matter experts.
So , we wrote 20 head lines around that concept. This was a good exercise because, even though most of them ended up unused, we found this process sharpened our own writing “muscle”.
One of the early headlines we landed upon was, “A report for marketers who have use data to outperform their goals. ”
2 . Our Creative Resources
The design of this campaign had been important to us. We needed it to feel cohesive across the web experience, the PDF offer itself, plus our promotional efforts.
Therefore , under the guidance of our lead designer, we put together an in depth brief for a freelancer, and came up with some beautiful stuff.
Our learning here is that cohesive design across all campaign assets makes the campaign really feel larger than life.
3. Promotional Channels
On the Global Advertisments Team here, we like to bucket our promotion straight into three categories:
- Paid: What channels can we activate that we get to put direct dollars into?
- Owned: What organic stations and established HubSpot audiences can we leverage?
- Gained: What are some additional totally free promotion and placements (e. g. organic SEO) can we leverage?
For our paid channels, we chose to focus on Fb Ads (historically the lowest CPL for us) and LinkedIn Ads (typically more expensive but more effective targeting for the market we wanted to attract). With this channel, we built an even more standard landing page to drive conversion rate.
For our owned channels, we all activated our brand stations (social media, email, and so forth ), our solutions companion channels, our customer stations, our HubSpot Academy Channels, and Sales Channels (our BDRs used the report as a conversation starter). We furthermore asked our authors to advertise it on their personal internet sites, and we gave them customized assets to make that promotion remarkable.
For our earned stations, we focused heavily to the organic SEO value of our ungated articles, the advertising from our partners in the statement (Litmus and Crayon), plus media placement in marketing publications.
Tracking and Analyzing the Results
This campaign has been quickly successful: We strike 100% of our net new lead goal in 16 days and 150% of the goal in just over one month.
As of April 21st, you will find 15, 800 backlinks towards the report. We are ranking for more than 350 organic keywords plus secured the #1 result for the search term “state associated with marketing. ”
The customized homepage is converting on over 30%, and the compensated landing page is converting in 25%.
About 50% (48%) of the net new leads for the campaign came from paid social media. We are hoping to see that percentage decrease as natural traffic continues to gain traction.
There were a lot of factors to the success, but we’ve discovered the following as the main ones:
- Spend time in the strategic planning process. It’s tempting to rush a campaign out the door, but a well thought out strategy goes a long way. Use qualitative, quantitative, and search data to inform the direction you select.
- Think about how you can contribute to a conversation that’s already becoming had in a new method. There are a lot of State of Marketing and advertising Reports out there. We focused on providing that same worth but took it a step further.
- Help your creative team by giving them solid creative guidelines. This the actual design more cohesive and powerful in the end.
- Identify a minimum of three channels you can induce for promotion. You should prioritize the ones that will most help you with your goal. Since i was looking to attract a new audience, the paid channels made one of the most sense to invest in.
- Double upon the details of your content. In the event that someone is willing to provide their information for your articles, you better make sure this delivers on value.
Best of luck with your future campaigns!