Now that the mechanics of your campaign are in place, it’s time to share it with the world. But before you go ahead and set it live, there are a few more boxes to check.
Before you start pushing traffic to your campaign, it’s always a good idea to go through the process yourself to make sure that everything is working the way it should be. A campaign has a lot of moving pieces, and it’s easy to forget or overlook the small details.
You may even want to have a few other folks in your company convert on your landing page and kick the tires of your campaign too as an added assurance that everything is working properly.
Social Media
Posting on social media is probably something you’re already doing -- but below are a few strategic ways you can leverage your social media accounts to promote your campaign:
Create a Snapchat or Instagram Story introducing your campaign. If possible, incorporate an element of engagement to get your audience participating and sharing.
Change your cover photo to be branded for the piece of content you just launched. This increases brand awareness of the campaign.
Pin a tweet to the top of your page that has a link to the landing page and an image with the same branding as the cover photo.
Create a hashtag for the campaign. This allows you to monitor conversations around the content and answer any questions specific to the content.
Join a group and start a discussion. Pose a discussion question related to your content campaign in a relevant group on LinkedIn -- but don’t post your content. Check back in a few days, and if the campaign adds value to the discussion that follows, then introduce it.
Lots of people overlook how they can optimize their website to promote new offers and campaigns -- but it’s most likely one of your biggest marketing assets.
Here are a few things you can do to take advantage of that:
Create a CTA on your homepage or log-in screen. Your homepage is likely the highest trafficked page on your site, so take advantage of this high volume of viewers.
Create a content library to house all of your resources. Note: a content library is a page on your site dedicated to the content and campaigns you create.
Leverage related pages within your site. Include a link to the offer to download on product pages or thank-you pages that align with the topic.
Blogging drives traffic to your landing pages and website better than any other tool. Why? Each time you blog, you give Google and other search engines one more opportunity to find you. Each blog posts gives you the opportunity to rank for more and more keywords and grow your reach.
If you want to use your blog as a promotion channel for your campaign, here are a few ideas:
Write 3-5+ piece of blog content related to your campaign. Within the blog post, link to the landing page for people to download. It’s best to write posts that target a high-traffic keyword, so you can attract organic visitors that are new to your business.
Create a CTA at the bottom of each blog post that links to the offer -- but don’t stop there. Experiment with slide-in CTAs, anchor text CTAs, and more to provide visitors with multiple conversion points.
Optimizing your content to be found on search engines can be very beneficial to your business.
Here are few things to try:
Increase traffic from search engines by optimizing your page for the keywords you want to rank for. This doesn’t mean you should be keyword stuffing your landing pages -- just make sure your page title, landing page copy, and URL follow these rules for search engine optimization.
Create a topic cluster with your campaign landing page serving as the pillar page. The topic cluster model, at its core, is a way of organizing a site’s content pages using a cleaner and more deliberate site architecture.
Optimize your landing page or promotional blog articles for Google’s featured snippet to increase traction on SERPs. A Featured Snippet is shown in some search engine results pages (SERPs), usually when a question-based query.
Emailing segments of your current database will not only increase their engagement with your company, it will also generate new leads through the sharing power of your database. Here are a few tips for using email to promote your campaign:
Email segments of your own database about the content. In your email, encourage people to share the offer with their friends and colleagues. To make it easy, use social sharing buttons, and simply ask them to forward it along to friends who might be interested. To make the sharing button visually appealing, make it large and an eye-catching color.
Include a lazy tweet in emails, so that all people need to do is click once to share the tweet with their networks.
Leverage your network. Reach out directly to some friends and influencers in your industry, and ask them to share the content with their audience if they found it valuable.
Facebook Ads. Make your ads very targeted to ensure your money is spent in the most efficient way. You can also use Facebook’s Lookalike Audiences to promote content people similar to your fans.
Instagram Ads. In addition to an Instagram marketing strategy, campaign ads on Instagram can be used to complement your ongoing content posting schedule.
LinkedIn Sponsored Content. Sponsored Content can be used to help surface relevant content for quality prospects in your target business-to-business market.
The reach of the employees within your company may be larger than you think. Capitalize on this, and make it easy for your employees to share your new lead gen content, too.
Send an internal email after the content is live. Include a brief explanation, link to the landing page and thank-you page, supply them with lazy tweets to use, and ask them to share the content with their audience on any social media platform.
Ask executives to send a special, personalized message to their audience (if it is relevant).
For more help with campaign promotion, we recommend checking out the free resources below:
I Want the Content Promotion Kit
I Want the Go-to-Market Kit
