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Increasing Digital Revenue Through Lead Generation Campaigns for Your Advertisers

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Originally presented by Rick Kranz at HubSpot's 2015 Inbound Publishers Summit.

Running lead generation campaigns for your advertisers is a way to differentiate your publication and drive digital revenue, so you're no longer trading traditional dollars for digital dimes. Based on a case study, Rick presented best practices for implementing lead generation campaigns to increase digital revenue.

Publicada em: Marketing
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Increasing Digital Revenue Through Lead Generation Campaigns for Your Advertisers

  1. 1. #HubSpotIPS Increasing  Digital  Revenue   Through  Lead  Genera7on   Campaigns  for  Your   Adver7sers   Rick  Kranz   Founder/President,  OverGo  Studio  
  2. 2. Founder, President @RickKranz RICK KRANZ
  3. 3. Increasing Digital Revenue Through Lead Generation Campaigns for Your Advertisers!
  4. 4. Client Signed Long-term Contract with Publisher!
  5. 5. Step by Step! •! How we planned it! •! What mistakes we made! •! How we adjusted the campaign! •! How we got the end results!
  6. 6. How Did I Get Here?!
  7. 7. The Players! The Publisher:! Dental Products Report The Advertiser:! Cactus Mailing The Agency:! OverGo Studio The Target:! Dental Practices
  8. 8. Planning! •! What resonates with your subscribers! •! Know your advertiser’s product/service! a. are your subscribers aware of it! b. do they think they need it! c. do they understand it! d. do they want it! •! What is the advertiser’s goal!
  9. 9. Segment Your Subscribers! •! By interest! •! By demographics! •! By depth of knowledge! •! By intent to purchase! •! By what offers they converted on! •! By level of engagement with your content!
  10. 10. Map Segment To Client’s Offer & Goals! •! Service offer - postcard marketing! •! Goal - sales ready leads! •! Subscriber Segment - dentists interested in marketing and practice management!
  11. 11. Design Campaign with End in Mind! End Goal: Sales Ready Leads Campaign Steps:! 1.  Read article on postcard marketing! → send them to webinar! 2.  Watch webinar → send them to consult page! 3.  Fill out form for consultation!
  12. 12. Drive subscribers to article!
  13. 13. Drive readers to webinar! Watch Webinar Watch Webinar
  14. 14. Watch webinar!
  15. 15. Not many viewers! Uh-oh!
  16. 16. What Went Wrong! Interest level in postcard marketing! a. aware of it - Yes b. understand it - Some c. think they need it - No d. do they want it - No
  17. 17. Wrong Offer! Webinars High level of! •Interest! •Desire! •Engagement!
  18. 18. Better Offer! ebook Lower level of! •Interest! •Desire! •Engagement!
  19. 19. Revised Campaign! End Goal: Sales Ready Leads Campaign Steps:! Read article on postcard marketing! → send them to ebook! Launch email campaign → send them to ebook! 1.  Download ebook → enroll in lead nurturing campaign! 2.  Five step lead nurturing emails! → offer a coupon for free design! 3.  Fill out form for consultation!
  20. 20. Launched email campaign to segmented subscriber list! •! By who read article and did not convert! •! By past conversions! •! By types of articles previously read!
  21. 21. Drive subscribers to ebook offer!
  22. 22. ebook conversions!
  23. 23. Comparison! Webinar: 45 visits! 20% conversion! 9 Contacts! ebook: 419 visits! 45% conversion! 181 Contacts!
  24. 24. Lead Nurturing Campaign! for ebook contacts! 5 lead nurturing emails setup in workflow!
  25. 25. Lead nurturing email #4!
  26. 26. Second Offer!
  27. 27. Lead nurturing email results!
  28. 28. Results! campaign view!
  29. 29. Final Results!
  30. 30. Questions?

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