Smart Insights

Brainstorm Digital Increases Leads by 85%

SmartInsights.com is the UK’s most influential site on digital marketing, with over 250,000 visitors a month from across the world.

The challenge

“Managing Digital Marketing 2014” was Smart Insight’s most popular report of year, and many of the people who downloaded it became paying members of the site.

Could we help Smart Insights gain even more Premium Members with its 2015 report?

The objectives

• Increase circulation of the 2015 report, increasing the site’s visibility and authority
• Attract more downloads, and as a result, more leads who might become members
• Establish a template for promoting Smart Insight’s reports which can be used for future campaigns, saving time and money

What we did

• The strategy we developed involved reaching out to other influential online marketers, who could help spread the report to their own followers. We drafted a user-friendly road map, outlining every step of the plan, which Smart Insights could later use again….. and started implementing it!
• We developed a list of dozens of key influencers, then wrote and sent them personalised messages, sharing an embargoed version of the report. We asked them to publicly comment on it, review it, or share it with their fans
• The top influencers’ comments were featured on the popular Smart Insights blog, and widely spread. The posts always included links to the report.
• We wrote articles on issues raised in the report, which top influencers could share on their own blogs
• We promoted the report on Smart Insight’s social media channels (Facebook, Twitter and LinkedIn) over an extended period

What the client achieved:

• Downloads of the report increased by 84.5%, compared to 2014
• New members of the site increased by a similar percentage
• We secured guest blog posts on some of the world’s best-read marketing websites, as well as comments and social shares from dozens of top influencers
• Smart Insights now has a step-by-step, proven strategy for promoting future reports