Everyone wants to be number 1 … especially when it comes to marketing.
Reaching the top of search engine results and creating content that goes viral is a marketer’s dream – but often it’s not that easy.
To create good, high quality marketing campaigns, you need to create content that aligns with your marketing goals, audience interests, brand voice, and more.
Plus, it needs to be effective without breaking the bank or exceeding any resource constraints your team may face.
Additionally, building a strong online presence takes time and patience. Marketing campaigns can only be effective if you’ve invested in properly defining your value proposition, messaging, and branding authority.
Fortunately, there are three powerful marketing strategies you can implement to get maximum results. Here are three highly effective campaigns that you can use for both quick wins and impressive long-term results.
1. It’s more than just LinkedIn: account-based marketing
LinkedIn Ads are the premier tool for generating new leads in the B2B space and a great start to any ABM campaign.
On LinkedIn you can target by company, location, job title and more that can help you reach the right people at the right time. You can even set it up right from yours Hubspot account!
But you don’t have to stop here. You have to design the journey beyond the ads. For example, how will you nurture leads, who will nurture them and when?
To maximize engagement for your ABM campaign, Combine it with an in-depth campaign. Build an infrastructure with additional content and emails to nurture and retain your new leads. Keep updating your content to keep it relevant and new interest.
Here is a five-step plan for building an effective ABM campaign with in-depth tactics:
- Designate a campaign owner and ensure that all team members across the company are buying into.
- Use intriguing ads to create a LinkedIn Lead Generation Campaign focused on the industry of your ideal company.
- Create or update existing landing pages and content that appeal directly to the target audience. Customize the messages and design to grab attention and create a connection.
- Set up a workflow that takes the new leads and nurtures them with the above content as well as special landing pages (for advanced campaigns, set a nurture for each company or industry with custom content and messages for each company).
- Monitor leads and their engagement so you can get in touch with the right content at the right time.
2. Two are better than one: partnerships
An often untapped source of effective marketing is working with partners. Finding a partner to create content with is very effective in terms of both commitment and cost.
Partners have a different perspective and can provide insights that you may not have considered. In addition, the backlinks are valuable from an SEO perspective. The assets you create with your partner can be shared with both networks of your brand. This increases your presence and enables you to reach new target groups.
Some of the easy ways to create these partnerships include posting a guest blog post, inviting a speaker to a webinar, or creating an infographic that shows the expertise of both companies.
Make sure you choose your partners wisely. Your partner should have common values, a strong following, and add value to your target audience.
For example, in early 2020 our company planned to host a Hubspot User Group (HUG) on the Google campus in Tel Aviv. After the pandemic and subsequent social distancing, all plans were lifted and companies had to adapt in a flash. Suddenly, physical meetings were no longer an option.
To solve this, we decided to do it host a virtual event in less than three weeks. With a dedicated workforce and strong partnerships, some of the industry’s top marketing directors reached out to us about how they could attend the event.
The involvement of these executives created a snowballing effect of leads from their networks interested in attending the event. Although our HUGs are usually limited to 300 registrants for reasons of space, we were able to accept more 1,200 registrants to the virtual event.
3. Actions speak louder than words: customer evangelism
Customer evangelism can be one of the most powerful tools for generating potential leads. You can create amazing campaigns, but nothing compares to a shared recommendation from a happy customer.
The incoming flywheel consists of three sections; Attract, engage and inspire. If you don’t delight your customers, your flywheel won’t be able to reach top speed.
A customer evangelization program is not a linear campaign. You have to inspire your customers at all points of contact. When an opportunity arises, they are happy to recommend you to their network.
In addition to impeccable service and great results, consider other creative ways to connect with customers and build relationships. This can be anything from shout-outs on social media for victories to sending New Years wishes to show that you are thinking of them. Ultimately, a little generosity can go a long way.
Recently, one of our clients was on LinkedIn when they came across a post from a connection they hadn’t heard from us. Because he was satisfied with our services, our customer said the connection should check us – a day later he spoke to a sales rep in the first step about becoming a new customer.
You are already in constant contact with your customers and they have endless potential to do new business – do not miss out on that.
These strategies are only the first step in building one effective marketing strategy. They need to be combined with a complete strategic plan that is aligned with your entire business, from marketing to sales to customer success and beyond.
Each campaign is just one block within a larger marketing plan that has to cover all phases of the flywheel. No campaign can live alone.
Additionally, it’s important to remember the importance of monitoring old campaigns to gain insights and ensure that you optimize each future campaign for better results.