How We Created an Award-winning Content Hub – GetResponse Case Study

By Ewa Puchalska

Customer Retention – The Lost Art (And Science) Of Marketing

Yay! GetResponse was honored with a Demand Gen Report

  • 8 e-books: 5 by influencers, 3 by GetResponse experts
    Retrieve Abandoned Carts with Marketing Automation Get this e-book >>
    Essential Guide to Marketing Automation for E-Commerce Get this e-book >>
    Generate Leads Through Progressive Profiling Get this e-book >>
    15 Reasons You Should Be Using Digital Marketing Automation by Jeff Bullas Get this e-book >>
    7 Common Marketing Automation Myths by Jamie Turner Get this e-book >>
    3 Musts of Marketing Automation by Erik Qualman Get this e-book >>
    A Solopreneur’s Journey Into Marketing Automation by Barry Feldman Get this e-book>>
    11 B2B Consumer Behavior Secrets You Should Know Before Launching Your Next Marketing Automation Campaign by Jamie Turner Get this e-book >>
    • 4 pieces of crowdsourced content acquired via the Insightpool social media outreach platform
      What Marketers Say – Marketing Automation Trends Read the post >>
      What Marketers Say – Marketing Automation No-Nos Read the post >>
      What Marketers Say – Tips for Using Marketing Automation Read the post >>
      What Marketers Really Think About Marketing Automation Read the post >>

    The Marketing Automation Hub is a living project – since November (which is a marking point of this case study) we’ve been adding new content on a regular basis. To be up to date with the latest postings, you can subscribe to the newsletter at the bottom of this page.

    Promotional campaign

    To support the hub, we’ve launched a promo campaign. Our design team created 13 key visuals with the use of the influencers’ photos. Each key visual was delivered in the form of various assets such as:

    • mailing headers
    • social media images (Facebook, Twitter, Instagram, LinkedIn, Pinterest)
    • PPC banners
    • external newsletter designs
    • landing pages
    • blog banners

    We sent 13 promotional mailings to our internal customer database.

    We ran several conversational campaigns on Twitter with the use of the Insightpool platform. The campaigns were targeted at ecommerce experts, small and medium business marketers and people who talk about marketing automation. For these campaigns we got a 71% reply rate, which was really impressive. The answers we gathered were turned into crowdsourced posts on the hub (you can see the links above).

    Our PPC team created paid social media campaigns on Twitter, Facebook and other ad platforms.

    We created a dedicated display campaign.

    The results

    Now comes the juicy stuff – here are the results:

    • 193,500 visits to the Marketing Automation Hub Jul 1 – Nov 22 https://blog.getresponse.com/marketing-automation-hub
    • 30% increase in blog views
    • over 17,500 webinar registrations
    • $41,000 revenue created directly from webinars
    • over 11,500 social media shares
    • 120% higher Facebook engagement

    We established GetResponse as a source of information on marketing automation, expanding the brand’s reach and expertise. But what’s most important in this kind of influencer campaigns: we started and developed deep relationships with influencers in our space, who then went on to become regular contributors and partners to the hub.

    Thanks to this campaign we’ve gained great brand ambassadors to work with long-term. In several cases, the influencers who helped us create content for the hub became GetResponse brand partners and we’re working together on new and exciting projects – coming out this year.

    Hope you liked this (not so) short Marketing Automation Hub influencer campaign case study. Do you have experience with influencer campaigns? Let us know in the comments.

    The post How We Created an Award-winning Content Hub – GetResponse Case Study appeared first on GetResponse Blog – Online Marketing Tips.

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