Insights, Marketing
founder of Rocket SaaS
Last week I outlined types of lead magnet campaigns you can create to get your marketing funnel flowing. This week, I’m going to tell you how to distribute your campaigns to maximise its outreach.
Distribution is actually more important than the campaign asset. You could create the greatest campaign in the world. But if it’s not seen by enough people, then it flops.
Use all 11 of these distribution channels. Some will work for you, some won’t. Be sure to measure where the leads are coming from using UTM Tags, so you know where to double down for your next campaign.
OK, so this is not exactly a distribution channel, more of a destination, but I had to cover it.
I see so many lazy landing pages for campaigns. Create your landing page with these elements to make it kick-ass.
Design a popup to feature on your website.
Also, a banner to feature on your main pages.
Does your blog bring you a lot of traffic? Add a small sticky banner to the right-hand column of your article pages.
I forewarn you that LinkedIn Ads are expensive. For B2B SaaS, I’ve seen an average of £8 ($10) per click. If you have a low CLV of below $2,000, LinkedIn Ads for top/middle of funnel campaigns might not be right for you.
If you want to give them a try, the b2b targeting is fantastic. You can target your ads to specific audiences. I recommend sticking to these filters:
Image ads are great, as they are easy to make.
Video and carousel Ads take more time to create, but they tend to result in the best conversions.
Create a short (30 – 60 sec) video to promote your campaign.
Options:
Videos get great engagement compared to image or text posts.
Add the video to your landing page and all other relevant distribution channels such as LinkedIn organic, newsletter, ads etc.
I always hear the same thing from my clients when I suggest Meta ads (Facebook and Instagram). “Meta is not very B2B. Are you sure this is the right place for our audience?”
The answer is you don’t know until you try. The best reason for trying is that, unlike LinkedIn Ads, Meta ads are cheap. We’ve got a Cost Per Click as low as $0.30 for some clients.
Facebook is still the most widely used platform. So odds are, a good chunk of your target audience will be on there.
Social organic – Company and Personal
Promoting your campaign on your company’s social media accounts is an obvious one.
But company pages, particularly LinkedIn, tend to get very little engagement for SaaS startups.
As the saying goes, “People buy from people, not logos”. Your best promotional opportunity on LinkedIn is from you and your colleagues’ personal accounts.
Design some eye-catching graphics in Canva, share them with the team and outline a strategy for everybody to be posting about the campaign multiple times.
Remember to like and comment on each other’s posts for maximum engagement.
Don’t just stick a promotional banner within your standard email newsletter. Create a dedicated series of emails promoting your campaign.
Don’t have a newsletter? Presuming you have at least a handful of contacts from previous leads or opportunities, I suggest you create an account with
ActiveCampaign or MailChimp and send out your first newsletter.
You know those really annoying LinkedIn DMs you receive from random people asking you to “jump on a call”?
I hate them.
Well, 99% of them. You need to be in the 1% that offers friendly, genuine value, not unsolicited sales pitches.
Here’s an example DM that I sent to 841 people via automation, which resulted in over 130 workshop registrations.
Cold Email can open up to a huge target audience. Much like LinkedIn DMs, if you can avoid sounding like a spam bot, then you can reap the benefits.
At Rocket SaaS, we use Zoom Info to find contacts and Instantly as the email-sending software.
The setup is quite technical (I’ll do another mini-series on that soon), but once it’s up and running, it’s a great channel to promote your campaigns.
If you have a sales team chatting with prospects or making cold calls, book a meeting with them to discuss your campaign. They will be delighted to have this in their locker.
Each of the above distribution channels should be utilised over and over again.
Once your first stretch of distribution is complete, make a plan for the next one. For example, if you share an eBook on LinkedIn, reshare the same one again in 3 months’ time. It will be seen by a whole new audience.
Did the Workshop go well? Run it again next quarter.
By Ryan James
Founder @ Rocket SaaS
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Insights, Marketing
Insights, Marketing
Insights, Marketing
By Ryan James
