New Breed's Solution
Working with New Breed, Secret Golf went through our typical process that began with the Growth Acceleration Workshop to lay the foundation for their marketing plans. Through the initial workshop, we defined the primary buyer personas — everything from their golfing stats, aspirations as a golfer and challenges they were experiencing.
As part of the workshop, we also analyzed Secret Golf's funnel to identify where the gaps were and pinpoint areas where leads were dropping off. With a significant collection of non-customers in the database and impressive partner and affiliate marketing efforts, we needed to look to data to understand how leads were moving through the funnel, where they were coming from and ultimately which ones were converting into customers. Leveraging industry benchmarks, we were able to identify a big gap at the top of the funnel. Despite significant traffic, for the trailing four months they were experiencing a 0.88% visit-to-lead conversion rate.
From there, we dove head-first into auditing current efforts through three of our primary inbound services: Inbound Premier Services, SEO Premier Services and Content Premier Services. With a clearer picture of who potential subscriber where and what they interacted with online, we took an informed look at the performance of current marketing efforts in conjunction with topic, content and keyword strategy.
Coming out of our content and SEO audits, we identified a high potential for growth with social media. Knowing their audience and their product and considering their positive success with social media, we felt this was one of the best areas to hone in on and enable one significant quick win: establishing a framework for social media publication and promotion.
Based on our findings, social media was already generating 9% of the traffic. Applying our knowledge of their target audience to their social media activity trends, we realized that there were significant engagement and capture opportunities that weren't being tapped. Understanding this, we were confident that if we created a consistent social media presence that leveraged a variety of persona-specific content, we could increase both traffic and lead velocity.
To begin, we developed the following framework and started fleshing out an editorial calendar:
- Weekly frequency
- Daily timing
- Topic area
- Recommendations on message copy and/or image/video
- Message copy
By defining this framework and then working with the team to complete the "topic area" sections to provide even further guidance, the Secret Golf team was then enabled to publish more frequently and consistently than ever before.
Additionally, we used this framework to define where posts should be published. Being a video production company, 90% of content shared on social media was videos. Knowing we wanted to continue trend this but leverage HubSpot for social publication, we had to identify how video posts on Twitter, LinkedIn and Facebook would all differ in execution in order to appropriately track back into HubSpot.
- We used HubSpot Social for Facebook posts and uploading the video right to HubSpot.
- We used Twitter and LinkedIn, respectively, but created tracking URLs associated with the appropriate campaigns in an effort to create clear and accurate attribution for traffic and leads to specific social channels and campaigns.
Ensuring that we had the correct tracking regardless of where posts were published was key to measuring KPIs.
Once we defined this framework and trained the team on how to use it, we were finally able to put it into play. After four months, we saw staggering results.