For this campaign, we wanted leads, leads leads. Not just any leads though, carefully-selected and highly-relevant ones that were likely, if shown the right content, to sign up to the course.
So, how did we go about achieving great results?
Our Insights team, through surveys, interviews and desk research, created ‘audience personas’ so that we understood and could address the challenges and concerns faced by potential MBA applicants at different stages of their journey.
Using HubSpot, we created a blog area to house the content we created and encourage downloads. We created thoroughly-researched guides to act as ‘lead-gen magnets’,that we then supported and promoted using blogs, outreach, paid social and PPC.
Finally, when the audience downloaded our content, their information would then fall into our database allowing us to further nurture their journey along the funnel using HubSpot. We used extensive and highly-tailored automated email chains that provide users with informative, thought-provoking and relevant content drove influence conversions.
Marketing AutomationIncreasing engagement through automated messaging
Paid SocialDriving visitors through paid social channels
Content MarketingCreating engaging content that drives awareness and traffic
PRLeveraging PR to drive digital traffic