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How to Run a Mini Campaign on HubSpot

Featured Image

You want to run a mini marketing campaign, but you don't know how. Sounds familiar? An organised and systematic strategy is key in achieving your campaign goals. 

Wellmeadow runs a blog series on the quarterly economic reports by Roger Martin-Fagg, offering video summaries and free downloads as part of our RMF campaign.

Using HubSpot (the inbound marketing and sales software), we clone and edit content to promote our series, which we go through here in our 9 step guide:

  1. Featured Blog Image

    The blog posts in the RMF campaign share the same featured image, which helps to unify the content.

    The image is modified to reflect the month and year of each report. To adapt it to our latest post, we used Canva - an easy to use graphic design platform. The picture was edited to have the correct date on it (which in this instance was August 2021), and saved so that it could eventually be uploaded onto HubSpot. 

    RMF Featured Blog Image
    The edited featured blog image 

  2. Report Upload

    The next step involves uploading files or documents onto HubSpot from the computer's hard drive.

    We uploaded RMF's report into ‘Files and Folders’  so that it could later be added to our campaign content. 

    Uploading files onto HubSpot
    Uploading a file into the files and folders tab

  3. Landing Page

    A landing page can be created by cloning a previous one from the campaign.

    In our case, we renamed the cloned landing page and updated the page’s text so that it was appropriate for the August 2021 report. Once this was done, we published it so that it would be ready for visitors to land on.

    Screenshot of landing page function on HubSpot
    Navigating the landing page tab on HubSpot    

  4. Call-to-action

    Similarly, a default call-to-action can be cloned and renamed. The CTA must also be linked to the landing page from the previous step so that prospective  customers are led to the form.

    HubSpot Call-to-action tab
    Cloning and editing a CTA

    However, a cloned smart CTA must be linked to the downloadable file (for example, the August 2021 report) instead of the landing page.


    Read More:

    How to Conduct a Content Audit in 2021

    Roger Martin Fagg's August 2021 Economic Report

    Creating a Content Strategy: The Basics 


    Smart CTAs identify customers who are already on the contact database and allow them to access the file without re-filling in their details, providing a more personalised experience. 

    HubSpot smart CTA tab
    Cloning a smart CTA

  5. Thank You page

    Again, this does not need to be created from scratch. A previous TY page can be cloned from the campaign, with the page name and content edited to reflect the  downloadable content.

    Links to previous blog pages can be added to the page. We used an accordion menu (a list of headers that reveal associated content when clicked) to showcase the other pages.

    Navigating to the accordion on thank you page 
    The accordion menu on the thank you page 


  6. Blog

    The cloning, renaming, and editing process can also be applied to blog content. 

    The old CTA must be deleted and replaced with the cloned CTA from step 4. 

    HubSpot blog editing tool
    Inserting the cloned CTA onto the blog page 

    Also, upload the edited featured image from step 1 onto the page by navigating to the blog settings.

    Adding the featured image to blog
    Adding the featured blog image

  7. Email

    Emails follow the same cloning and editing process covered in the previous steps, but there are two types of emails to distinguish between:

    Regular Email (static list): an email that is sent out to those not on an automated workflow. 

    choose email type

    Choosing between a regular and automated email type

    Edit the content as required, replacing any links to ensure they take contacts to the correct pages. Then, update the settings and send a test email to yourself to check for errors. 

    Web downloaders email settings
    Editing the preview text, subject line, and internal email name in the email settings from the RMF campaign

    Web Downloaders Email (active list): an email sent to new leads who have filled out a form and triggered a workflow.

    As with the static list, edit the cloned email and send test it before saving it under the "save for automation” option.

  8. Workflow

    Once the workflow has been cloned and renamed, the enrolment trigger must be updated so that it is the landing page from step 3.

    Workflow enrolment trigger
    Editing the enrolment trigger

    After that, add the Web Downloaders Email from the previous step before checking the enrolment status and turning the workflow on. 

    HubSpot workflow
    Adding the Web Downloaders Email to the workflow

  9. Final Checks

    Make sure that all your content has been updated and is as it should be, before publishing the blog and sending the email to “clients and downloaders.”

Overview 

Utilising your pre-existing content is essential for lead nurturing. Cloning on HubSpot not only saves time, but consistent content also improves the usability of your website, making it an effective tool for running a mini campaign. 

Curious to find out more? Learn about the marketing components mentioned in this guide with our Inbound Marketing Glossary.