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Every organization needs to increase lead generation. This episode highlights an incredibly creative way one B2B company increased lead generation. What did they use? An ink and paper coloring book for compliance professionals.
Bernie’s guest is Sean Freidlin. Sean is currently Senior Product Marketing Manager at Hanzo. But, when this episode was recorded, Sean was Director of Proposition Marketing at SAI Global- the company whose content marketing campaign is highlighted in this conversation.
In his role with SAI Global, Sean was instrumental in many key campaigns. He spearheaded the creation of “Compliance Officer Day”, “Corporate Compliance and Culture Cards,” AND….the subject of this episode, “The Compliance Coloring Book.”
You heard that right…The Compliance Coloring Book!
In this episode, Sean explains how the idea to create a coloring book for chief compliance officers was born, why it was such a big hit, and how it became a great lead generation tool. You’ll be inspired by this modern marketing approach. It combines a little old school marketing with a digital approach. The end result was a very successful lead gen marketing campaign.
Hear about a #B2B coloring book that generated leads and then some. Join @BernieBorges, #CMO of Vengreso for this conversation with Sean Freidlin on the @SBEngine podcast. 🎧 Listen! 🎧 #SBEShow #DigitalSellingClick To TweetGood Lead Generation Depends On Targeting The Right Need
Content marketing aims to provide valuable resources that a target market can use to solve problems. The team at SAI Global understood that their target market – Chief Compliance Officers – deal with an immense level of stress day to day. What could they do to help increase quality of life by reducing stress for those individuals?
One of their surveys provided the answer: When asked what they do to relieve stress, many of their respondents said they liked to draw or color. That got the team thinking… should they create an adult coloring book around the topic of compliance?
This conversation reveals why they decided it was a good idea, what they did to make it happen, the unexpected response they got as a result. You’ll love the ROI.
The Right Marketing Mix Generated Leads That Were Unexpected
Since the SAI Global team was providing a piece of content for their audience that was hard-copy rather than digital, they weren’t sure if digital means of marketing would be effective. But they discovered that the right mix drove the campaign far beyond what they expected.
They used a combination of email that included drip campaigns and social media promotions. In particular, LinkedIn pulse articles performed very well. To their surprise, word of mouth and social out-performed everything else. They received 500 requests for the coloring book within the first week. And though they targeted the U.S. market, there was great international interest. Within 2 months they received requests for the coloring book from 61 different countries.
The outcome? The Compliance Coloring Book generated a tremendous number of leads at a very low cost. At only $2 per lead, even with printing and shipping, anyone would call it “successful.” You can hear the entire story on this episode.
Good #LeadGeneration depends on targeting the right need. Join @BernieBorges, #CMO of Vengreso for this conversation with Sean Freidlin on the @SBEngine podcast. 🎧 Listen! 🎧 #SBEShow #DigitalSellingClick To TweetA Lead Gen Tool That Brought New Life To A Difficult Topic
Even though the Compliance Coloring Book was a great tool for generating leads, there was a negative side. Some voiced concerns that the coloring book made the issue of compliance seem too light-hearted.
Sean and Bernie feel that sort of response was a good sign. It indicates that they stirred up conversation and created buzz in a way that drew attention to compliance, rather than detract from it. The positive feedback made it clear that the coloring book was helpful to compliance departments. It enabled them to educate about compliance in new ways that made the stodgy, boring stereotype less of a barrier to those in the student role.
Unexpected Results: Parent/Child Relationships Were Strengthened
The SAI Global team began their campaign based on the premise that a coloring book would be a quality of life tool. Stress-relief through the use of the book was a primary intention. But there was another life-improvement benefit that came from the coloring book.
Many compliance professionals completed the pages in the coloring book with their children. This sparked conversations about what the parent actually did at work. Children were able to see the importance of what mommy or daddy did all day. Parents were able to share an important part of their lives with their children.
In the end, the SAI Global team achieved their end-goal – quality of life improvement for the Chief Compliance Officer – in a way they never anticipated along with lead generation. Listen to this podcast conversation to hear the entire story.
A #LeadGen tool that brought new life to a difficult topic. Join @BernieBorges, #CMO of Vengreso for this conversation with Sean Freidlin on the @SBEngine podcast. 🎧 Listen! 🎧 #SBEShow #DigitalSellingClick To TweetFeatured on This Episode
- Hanzo – Where Sean is currently serving as Senior Product Manager
- SAI Global
- Get your own copy of the 1st and 2nd coloring books
- Try the interactive coloring book experience here
- Sean on LinkedIn: https://www.linkedin.com/in/seanfreidlin/
Outline of This Episode
- [0:41] Shawn’s expertise regarding compliance as lead generation
- [3:28] Factors behind why Shawn combined old-school and new marketing approaches
- [9:01] Why a compliance coloring book for compliance education?
- [12:10] Modern marketing tactics used to get the book into the hands of the right people
- [17:21] Feedback and response: unexpected input and outcomes
- [24:24] Key lessons and takeaways: Zig when others zag and discover how to be sticky
- [26:58] How the sales team is using the coloring book resource
Resources & People Mentioned
- Episode 228 with Paul Johns
- The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr
Connect With Bernie and Social Business Engine
- https://www.facebook.com/modernmarketingengine
- https://www.linkedin.com/in/bernieborges/
- https://twitter.com/bernieborges
- https://instagram.com/bernieborges
- https://twitter.com/mmenginepodcast
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This podcast originally appeared on Social Business Engine
10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”
My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.
Thanks for sharing. The number of times you mention a word or phrase is still a factor for sure.
We love hearing tips as well as questions our reader, so keep them coming!
Should I change keywords overtime based on what’s popular on the internet?
There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.
Customizing LinkedIn URLs create more visibility for sure! Thank you, Bret.
I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).
People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!
Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?
B2B cybersecurity content marketing writer , technical writing cybersecurity content , cybersecurity technical writer , David Geer
Or can you add more keyword phrases than this?
Hey David – I honestly don’t know the efficacy of adding more keywords than that. I would stick with what you have above.
All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
I also get much knowledge from this blog.
thank you keep sharing.