Online Marketing Success – a HubSpot example of Content Marketing Best Practice.
HubSpot is one of the companies I follow and continue to learn lead generation and online marketing techniques from. Their recent webinar titled ‘11 examples of online marketing success’ is a prime example of why!
The biggest ‘take-away’ for me is how well they have constructed and executed the ‘customer journey’ in their content marketing. They lead the potential buyer gently and subtly through to the ‘next-step’ time and again. They present a number of small steps so that as and when you are ready you just make a sequence of little ‘yes’ decisions as you move through the awareness, interest, desire and action stages.
Behind the scenes HubSpot will be able to gear their follow-up with prospects based on how far through the sequence they progressed. They will also be able to measure and improve on the effectiveness of their campaigns.
Let me highlight what I thought were the 11 best practice elements that we can learn from the Online Marketing Success campaign.
- Create a market position. OK, HubSpot have been going since 2007 and have established a pretty good platform. However, it was built and enhanced by many things, including campaign such as this webinar and the lead-up and follow-through, and we all have to start somewhere.
- Pick a topic that is consistent with the brand, and an authority figure to deliver it. Who could argue against ‘Online Marketing Success’ as a great topic for HubSpot. And David Meerman Scott has established himself in this marketplace.
- Promote the event to your following. As a HubSpot subscriber I received notification via email about the event. Having registered I received reminders as the webinar got closer. I don’t recall being over-marketed to though.
- Encourage Viral promotion. HubSpot designed in the Social Media links so that their followers could alert their friends and followers through their Social Networks. Icons to share the event via Twitter, Facebook and LinkedIn were included on the registration page. This reminds and encourages people who have just taken the ‘next step’ to share it with their crowd.
- Be considerate to your target audience. From the introduction it was evident that HubSpot wanted to include their European audience, so it was scheduled for 2pm GMT (so 9am EST for the American speakers). NB. I note an APAC (Asia Pacific) video version so maybe this was delivered in 3 time-zones – great re-use!
- Deliver value, not a pitch. The webinar was very well structured, with a relaxed but professional introduction setting expectations and giving five tips. Then 6 examples were covered from various industries. At the end I was feeling slightly let down having been promised 11 examples, but see the next point.
- Summarise and close. This was done very well, referencing back to the five initial points and a great personal/human example where David had researched prior to buying a Leica M3 camera.
- The offer. This is a simple but effective message on the final slide of the presentation to generate leads. There is a Free 30 day trial of HubSpot to reduce risk and commitment. There are also TWO sign-up options! The first is ‘Grow your business while saving time and money’, which hits on the triggers for owner managers of smaller businesses. The second is ‘Generate leads and make smarter marketing decisions’ which is language that will appeal to people working in the marketing department of a larger company or business. HubSpot can then be very clear about lead follow-up and especially which sales department, team or individual receives the lead.
- Follow-up was swift and exceeded expectations. This morning I received an email directing me to the web page where there was not only the recording of the webinar, but also the ebook online on Slideshare, with a long-copy text transcript. The cliff-hanger with the 5 examples not covered worked for me as I clicked straight through when the follow-up email arrived, to see what the other missing examples were.
- Content re-use. What is evident is that HubSpot have taken a topic and re-used it in two ways that I can immediately see. They’ve used it into different audiences – America, Asia Pacific and Europe. They’ve also used it as a webinar, a video and an e-book on Slideshare, where the long-copy content on the page is ideal for the search engines. They are also re-using it over time, as it’s 3 weeks since the Slideshare was up-loaded and already there are nearly 8,000 views. I’ll wager that they’ve re-used the content in many other ways too.
- Content Marketing is part art and part science. ‘Content is King’ is a popular phrase and it certainly has a lot going for it. Without great content then content marketing will have a very difficult time. However, in order for marketing to achieve results the content needs to support the process of attracting and engaging the right people and moving them forward in their buying process.
As lead generation via traditional interrupt marketing becomes less effective the role of content marketing, attraction marketing and social media grows in importance.
If this article has inspired you to explore new ways to improve your lead generation, if you need to increase sales and save time and money then do get in touch with me, Mark Stonham at Wurlwind.