Inbound marketing at its best

Ohkhay here's that ad which has got all the fuss about...

Its not just another advert aired on a television.
          First of all, its a superbowl commercial. And Wieden+Kennedy didn't just stop there. What they did besides, is a history.
          Here's what they did. First, they uploaded this ad on YouTube (ok, it was all back in 2010). Getting a spot during the SuperBowl season is kind of an achievement in itself but by uploading it on YouTube, the video becomes more shareable and could be watched whenever people want.
          Then they started responding to the comments put up on the ad. They say, 'successful people do the same things in a different way'. These people responded with exclusive responses to individuals with their respective comments. These responses were nothing but the videos featuring the same man Mr Isaiah Mustafa in the same setting as the original ad. Now this was a drastic trigger for public to get enticed to involve and put up their comments.
          These responses were at the comments made on the ad on various platforms. and not just that, they eneded up creating 120 such response videos in just a matter of 24 hrs. The whole scenario fetched the attention of many celebrities as well. They commented. They got a response video with a tag to their account (reaching to the new audience). All this created a lot of exposure to the ad.
          Well, a pictures says thousand words. It's their Twitter page.













and some comparative stats of the views of the video..

well well well.. cherry on top, they bagged Grand Prix at the Cannes Lions International Advertising Festival.

          One of the things I appreciate the most about HubSpot is its astute use of ChatBot. They have their ChatBot on the platform where they have the most public involvement i.e. Facebook. They have more followers on Facebook than any other social media platforms. No wonder, that itself is a part of a strategy because Facebook Messenger open rate is 80% in contrast to our regular Emails which is just 20%.

          While adding any informative/educational content out there, they never forget to add the lead magnet in the text followed by the actual content in the post.

Which lets them channel their huge number of followers of Facebook towards increasing their own website traffic. No wonder if they are doing same on other platforms as well.. such as this..

          Their Website too is very carefully and strategically designed. You can't miss out on their scroll box any time you visit their domain. Website is full of call to action buttons. When you are viewing something, you are always presented with similar content they have to offer. Most of the call to action buttons are just those enablers to get 'free' access to this relevant stuff. And when you click one of those buttons, you are presented with few blank spaces which are supposed to be filled up before you

get an access. That's one of the lead generation tactics employed there.

          They are the masters in content marketing. If you wanna know how to do the content upgrade, HubSpot is the live example. They have N number of ways to upgrade their content and which rendered them to be omnipresent. In fact, one of the key aspects of that is their content partnership with ChatFuel. Now, this partnership is about a simple Ebook. This Ebook is made available at ChatFuel's domain, which allows HubSpot to tap into entirely new chunk of the market. When you click on that Ebook button, you are taken to the ChatBot of HubSpot. There again, you would be required to answer few questions which further helps to segregate your lead.

          They don't just stop there, they keep on bombarding with 'gentle nudges' of displaying relevant paid services and products at some or the other corner of the screen throughout this lead generation funnel. Apart from prompting clicks, these nudges display variety of stuff HubSpot has to offer, cultivating image as An industry expert.

          And one of the most beautiful thing is, when everybody was giving out free ebooks, checklists, infographics, case studies, templates, scripts.. these guys literally started handing over free softwares. Which doesn't only help in establishing expert brand image but also gives them an opportunity to understand the needs of their leads and convert them into very valuable prospects.

          And what did they achieve by all this? Well, they generated a hefty 25 million website traffic each month. Moreover, look at the slope of the graph of the growth of their customers since the inception in 2006.

and here's that of their revenue