HubSpot recently published an interesting post on their blog: “How to Promote Your Old Lead Gen Offers So They Feel Brand New.” They make more than a few compelling points for us hardworking marketers.
We all know that it takes some serious time and effort to pull together an engaging offer. Throw in the associated collateral and content, and you’ve got a pretty significant undertaking. So it makes sense to get as much mileage out of that offer as possible.
The aim of HubSpot’s post is to help you do just that. Here’s a brief summary of what they said, plus some additional thoughts from the Marketfish perspective.
A shiny new wrapper. For the email marketers out there, this is essentially segmentation. Tailor your original offer to the needs of the segments in your house file. You might find that when you have your head down creating new content, you end up with ideas for fresh, highly targeted offers.
Spread the word. The tweets or Facebook posts you use to share your offer with the world, only work once. That is, unless you enjoy irritating your followers and fans. So, create new tweets and posts to get the word out with each subsequent repurposing of your offer. You should also experiment with scheduling your tweets and posts. Always track performance, and use that data to inform your future social media activities.
Write about it. If you want to promote your offer with your blog, just write more posts. Blogging regularly is great for SEO, especially if you’re linking to landing pages hosted on your domain.
Slice and dice that list. If you want to repurpose your offer via email, segmentation of your list by some common attribute (for example, industry), along with segment specific content, is the way to go. I’m not going to go much deeper with this one, as we’ve written about it in great detail. Just take a look at our posts here, here, and here.
Hopefully this quick summary, along with the full text of the HubSpot post, gives you some ideas for repurposing your old offers in new and effective ways.
P.S. I encourage you to read the original HubSpot post, and if you enjoyed our brief summary, please comment and share with your colleagues.