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You are probably well aware of the term “newsjacking” and might see it across your social media feeds or think of it as an old play in the PR playbook. Newsjacking is what happens when you leverage the day/week/months biggest current events to draw attention to your own offer.
With the evolution of social media newsjacking has been brought to a new level. Big brands and bloggers alike can now ride the wave of big current events to expose their content and offers to thousands of people who are searching for those specific keywords and hashtags. By quickly reacting to and creating something that is witty or funny and ties back to your brand or offer you can hijack some serious traffic.
For example look at how Tide played nicely to last years super bowl blackout. They do a nice job of getting the brand name out there in front of thousands of people searching for the specific keywords and hashtag searches.
Take a look at google trends and keep an eye out on the news to give yourself a chance to quickly pivot and spin up a nicely timed newsjack to get your brand or offer in front of an influx of potential customers and advocates.
Over the past year I’ve been speaking to various marketers who all for the most part have some type of responsibility to generate leads. In this series of Smart Mechanics of Lead Generation we are going to cover the 4 critical elements that every online marketer needs to get right.
1) The offer
It all starts with the offer. What are you offering and why should people care? An offer should be content that is perceived of high value. The better you know your target market and persona the better you will know what they percieve as high value and the better your chances of creating and delivering it to them. An offer can be a whitepaper, research paper, webinar, download or coupon. Find out what your market values and deliver something useful to them.
2) Call to Action
A call to action can be text, an image or a button that clearly tells the visitor what to do to receive your offer. A call to action should link directly to the page where your visitor can opt in with their information in exchange for your offer.
3) Landing Page
A landing page unlike your other webpages should contain more information about your offer. It should clearly call out the benefits your visitor will recieve and why they should take action. A well optimized Landing Page will not have a navigation menu and should contain a form to capture the visitors information.
Forms are crucial to incorporate into your lead generation strategy. How else are you going to collect your visitor’s information? The higher the value of the offer the more information you can ask on your form about the visitor.