Everyone wants to be #1 ... especially when it comes to marketing.
Reaching the top of search engine results and creating content that becomes viral is a marketer's dream — but it's often not that simple.
Creating good, high-quality marketing campaigns mean creating content that aligns with your marketing goals, target audience's interests, brand voice, and so much more.
Plus, it needs to be effective without breaking the bank or surpassing the resourcing constraints your team might be up against.
Additionally, building a strong online presence takes time and patience. Marketing campaigns can only be effective once you've invested in properly defining your value proposition, messaging, and brand authority.
Fortunately, there are three high-impact marketing strategies you can implement to see maximum results. Here, we'll dive into three highly effective campaigns you might use for both quick wins, and impressive long-term results.
1. It's More Than Just LinkedIn: Account-Based Marketing
LinkedIn Ads are the leading tool for generating new leads in B2B and a great start to any ABM campaign.
But you don't have to stop there. You need to build the journey beyond the ads. For instance, how will you nurture leads, who will nurture them, and when?
To maximize engagement with your ABM campaign, combine it with an inbound campaign. Build an infrastructure of additional content and emails to nurture your new leads and keep them engaged. Be sure to constantly refresh your content to maintain relevance and new interest.
Here's a five-step plan to build an effective ABM campaign with inbound tactics:
- Designate an owner of the campaign and ensure buy-in from all team members company-wide.
- Create a LinkedIn Lead Generation campaign focused on your ideal companies' industry with captivating ads.
- Create or update existing landing pages and content that speak directly to the targeted audience. Customize the messaging and design to really grab their attention and create a connection.
- Set up a workflow that will take the new leads and nurture them with the above content, as well as specialized landing pages (for advanced campaigns, set a nurture for each company or industry with customized content and messaging for each).
- Monitor the leads and their engagement so you can reach out with the right content at the right time.
2. Two is Better than One: Partnerships
An often untapped source for high-impact marketing is partner collaboration. Finding a partner with whom to create a piece of content is highly effective both in terms of engagement and costs.
Partners will have a different perspective and can provide insights that you might not have considered. Plus, the backlinks is valuable from an SEO perspective. The assets you create with your partner can be shared with both of your brand's networks, expanding your exposure and enabling you to reach new audiences.
Simple ways to create these partnerships include offering a guest blog post, inviting a speaker to join you on a webinar, or creating an infographic that showcases both companies' expertise.
Make sure to choose your partners wisely. Your partner should have shared values, a strong following, and provide value to your target audience.
For instance, in early 2020 our company planned on hosting a Hubspot User Group (HUG) at the Google Campus in Tel Aviv. Following the pandemic and subsequent social distancing, all plans were canceled and companies were forced to adapt at lightning speed. All of a sudden, physical meet-ups were out of the question.
To solve for this, we decided to host a virtual event in less than three weeks. Thanks to a dedicated staff and strong partnerships, some of the industry's top marketing leaders reached out to us about how they could take part in the event.
These leaders' involvement brought on a snowball effect of leads from their networks interested in joining the event. Plus, although our HUGs are normally restricted to 300 registrants due to space limitations, we were able to accept over 1,200 registrants to the virtual event.
3. Actions Speak Louder than Words: Customer Evangelism
Customer evangelism may be one of the most impactful tools for generating high-potential leads. You can create amazing campaigns, but nothing compares to a freely given recommendation by a satisfied client.
The inbound flywheel is made up of three sections; Attract, Engage, and Delight. If you don't delight your customers, then your flywheel can't reach maximum speed.
A customer evangelism program is not a linear campaign. You must delight your customers at all touchpoints, so when an opportunity arises they will gladly recommend you to their network.
Moving beyond impeccable service and outstanding results, think of other creative ways to connect with clients and build your relationships. This can be anything from shout-outs on social media for wins, to sending new year wishes to show you are thinking of them. Ultimately, a little generosity can go a long way.
Recently, one of our customers was on LinkedIn when he came across a post from a connection who hadn't heard of us. Because he was delighted with our services, our customer commented that the connection should check us out — one day later, he was speaking with a sales rep in the first step to becoming a new customer.
You are already constantly in touch with your customers, and they have endless potential to bring in new business — don't let that go to waste.
These strategies are only the first step in building a high-impact marketing strategy. They must be combined with a full strategic plan aligned across your entire company, from marketing to sales to customer success and beyond.
Each campaign is only one block inside a larger marketing plan that needs to cover all stages of the flywheel. No campaign can live on its own.
Additionally, it's important to remember the importance of monitoring old campaigns to gather insights and ensure you're optimizing each future campaign for better results.