“We know we need to change our culture but we don’t know where to start”
“Changing our culture feels like such an overwhelming task”
These were the often-heard cries of help by prospects at one culture change consultancy.
How did we respond? By creating a ‘Culture Change Starter Guide’, packed full of pearls of wisdom and plenty of reassuring hand-holding to kick-start a culture change journey.
Gated behind a form, if you wanted access you handed over your email address so the consultancy could begin their relationship building.
Multi-channel marketing
But a piece of content is only as good as the people you drive to it. Cue the cranking of the marketing campaign cogs:
Google Ads: Targeted Google Ads campaigns focused on key search terms directing people to a Hubspot landing page.
Email: We featured the guide in a series of nurturing emails and newsletters to existing contacts, encouraging people to download the guide and engage.
LinkedIn: LinkedIn posts shared knowledge nuggets from the guide and a link to the landing page.
Third party webinar mentions: The consultancy ran a webinar in partnership with a trade publication and reached a whole new audience. The guide was mentioned during the webinar and the download link shared in the webinar chat.
Website homepage: The guide featured on the consultancy’s homepage, creating a clear call to action for visitors to download the guide.
Over 18 months:
