How to Optimize Your Promotion Channels & Increase Conversion Rates

How to Optimize Your Promotion Channels & Increase Conversion Rates

Written by Katherine Boyarksy, Lead Generation Specialist at HubSpot. 

When it comes to promoting content, using your current channels can be tiring and can become tapped out pretty quickly. With more and more companies straying away from their dependencies on email – including us at HubSpot – it’s important to consider how you can optimize your current channels as well as the content itself.

We’ll go through where, when, and how you should promote your content for the maximum amount of conversions, what metrics to focus on, and what tools to use.

Here are some quick wins to increase conversion rates on your promotion channels.

1. Website CTAs/pop-ups

To get started using website CTAs and pop-ups to promote your content, capitalize on what you already have. Add in-line and image CTAs that are relevant to your blog content that link to offers where your visitors can exchange an email address (or other information) in order to get the free content.

You can use a CTA or landing page tool like Unbounce or HubSpot, or a pop-up tool like Leadin to drive visitors to this content.

Once you’ve mastered placement of these CTAs and pop-ups, you can optimize them through testing. Determine whether your in-line or image CTAs perform better (check out which worked for HubSpot here), or if a pop-up converts at a higher rate.

Use this template to track your experiments.

2. Social

To promote your content on social, figure out your persona for each network. For example, your LinkedIn followers may be more mature and business-driven, whereas your Facebook audience might be one that prefers more lightweight, fun content.

Once you’ve figured out each audience, create relevant posts that align with them, and make sure to include images. According to Kissmetrics, posts with relevant content get 94% more views than those without them. If you don’t have a designer on hand, try out these social image templates, or use a tool like Canva or Pablo to create some yourself.

After you have created and posted to each network, track the clicks and engagement with these social posts by network, then cross-reference the type of content. You can A/B test the same content with different copy, images, time of day, or audience.

3. Email

Email may be starting to go out of vogue, but it’s still an important way to connect with your audience. If you don’t have one already, start using an email tool like Constant Contact, MailChimp, or HubSpot to connect with your database of leads and prospects. Try to limit your sending, though, as no one likes getting too many emails from your brand.

For email, testing and optimizing is really important. Test out copy, design, time of day, audience, segmentation, subject lines, and anything else you can think of! Here are 25 email experiments to get you started.

4. Other Promotion Channels

While the aforementioned channels are staples of your promotion strategy, there are some different, more niche places for you to post your content. Try them out and note which ones work and which don’t:

  • Post a thread on www.inbound.org
  • Find a relevant Reddit thread
  • Look for a Slack community about your topic or industry
  • Post your product/tool on Product Hunt
  • Create a Snapchat story with tips about your content, then include a link for viewers to screenshot (we recommend a bit.ly!)
  • Post on Instagram with a link to your content in your bio

Once you get your engine up and running, you can optimize for conversion and increase leads without creating any new content! To learn the basics of conversion rate optimization, tune in to our webinar on July 13 at 12 pm EST. Save your seat here.


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