I do a ton of outreach here at Drift (we call it hand-to-hand combat) and I’ve started to see a pattern:
A lot of marketing people know us as “the company that did that cool LinkedIn takeover thing”.
It was a one-off product launch strategy that really seemed to stick with people.
So DG thought it was time to dedicate a Seeking Wisdom episode to what we did.
Learn how we leveraged LinkedIn video to earn over 300,000 video views and our largest day of traffic. Plus the principles and lessons behind the execution.
Time Stamped Show Notes:
6:10 – Why video is the realest form of marketing. You can’t fake it.
8:35 – How DG tested LinkedIn video to make sure the huge engagement metrics were real.
11:00 – Drift employees are ridiculously engaged.
12:40 – How we executed our “LinkedIn takeover” across 120 employees to earn our highest traffic day to date.
17:30 – The best marketing today is about being real and authentic and human.
18:37 – The biggest mistake most marketers make is not explaining why marketing is important internally.
22:00 – How our LinkedIn video takeover was immediately followed by imitations.
23:25 – Wisdom that DG learned from a dinner with from Facebook’s CMO – “The best marketing teams are able to learn faster than the competition”.
24:20 – As a marketing team you need to be thinking about, turning right when everyone is turning left.
3 Key Points:
- Use video to be real. The reason why video is so effective is because it’s real, and people crave authenticity. Most other media is easy to fake. Articles can be ghostwritten and social media can be automated, but you can’t hide in front of a video camera. This is why algorithms like Google and LinkedIn have been giving video content more weight.
- When everyone goes left, you need to go right. Most marketers imitate the strategies and tactics of their competitors, and achieve limited growth as a result. World class marketers are always testing new ideas (like we did with our LinkedIn takeover) because they know that uncharted territory is where the real gold is.
- Learning faster than the competition is your job as a marketer. Getting a big marketing win is great, but as soon as your competitors see it they are going to do the exact same thing. Learning faster than your competition (reading, testing, etc.) is what will enable you to create industry-leading marketing.
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