You’ve put time into your multi-channel marketing campaign, and people are clicking, but the leads aren’t coming in like you’d hoped. With emails, ads, social posts, and website pages to keep up with, it’s easy to focus on getting everything out the door and overlook how those pieces work together to keep people interested.
HubSpot helps you bring it all together so you can follow up based on what people do and see where you’re losing their interest. In this blog, we’ll show you how to connect your channels, nurture leads, and use reporting to make your next campaign stronger.
Multi-channel campaigns use two or more marketing channels to promote the same offer. That could mean using email, paid ads, social media, and your website to get people to register for a webinar, download a guide, or request a demo.
Each channel gives you another opportunity to reach people and build on their interest. When you plan them together, you can keep the message consistent and make sure each interaction helps people take the next step.
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Example: You’re promoting a webinar. LinkedIn ads introduce the topic to new people, while email invitations reach your existing contacts to explain what they’ll learn and why it’s worth attending. Each directs people to a registration page with more details and a form to sign up. |
Coordinating that takes some planning. HubSpot brings your campaign content, contact data, and reporting together so you can manage all those details in one place.
Here’s how to get started.
Before anyone writes ad copy or builds a landing page, put the campaign plan in a shared brief. This gives everyone the same starting point and helps keep the message consistent as different people create each piece.
Start by answering a few questions together.
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Example: Your membership organization wants to encourage renewals by helping members get more value from their benefits. You’re creating an eBook that shows members how to access professional development, make connections, and use member resources throughout the year. Your initial call to action is “Download your member benefits guide.” After someone downloads it, follow-up messages help them use those benefits and encourage them to renew as their expiration date approaches. Add the audience, eBook title, approved description, landing page URL, and renewal messaging to the brief. Anyone creating an ad, email, or social post can use it to explain the offer accurately. |
Once the basics are clear, map out how you’ll introduce the offer, encourage people to respond, and follow up afterward. Add that plan to the brief so each person knows what they’re creating and how it fits into the campaign.
For the member benefits eBook, that could look like this.
Before production starts, assign an owner and deadline to each piece. Keep the brief updated as details change so everyone can make the necessary updates to their content.
With your brief in place, bring the campaign into HubSpot. Go to Marketing > Campaigns, select Create campaign, and add a clear name, owner, start and end dates, audience, and goal. The Campaigns tool is available with Marketing Hub Professional and Enterprise.
Open your campaign and select Actions > Add assets. Choose the relevant content, then click Save. For the eBook campaign, include the landing page, form, promotional and follow-up emails, social posts, workflows, and the CTA used for your website pop-up. This gives your team one place to find the pieces supporting the campaign.
For paid media, connect your ad account and check that Auto tracking is switched on under Settings > Marketing > Ads. HubSpot uses this tracking to connect supported ad clicks with contact conversions. Direct association of ad campaigns and ad groups with a HubSpot campaign is currently listed as a beta feature, so availability may vary by account.
Add your assets before the first email goes out or ad goes live. HubSpot’s campaign overview includes asset activity from the time you associate it with the campaign. Earlier activity can still appear in individual asset reports, but it won’t be included in those overview metrics. Connecting everything upfront gives you a more complete view when it’s time to review results.
Once your campaign assets are connected, make sure you can track their performance. You need to know which channels bring people to your landing page and have reliable details to guide what happens afterward.
UTMs are labels added to a URL that help identify where a visit came from. They let you promote the same landing page in several places and distinguish the traffic in your reports.
For links you create manually, use HubSpot’s tracking URL builder under Settings > Tracking & Analytics > Tracking URLs. Select your campaign and the appropriate traffic source, then use consistent labels for any additional details you want to compare.
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Example: If you share the member benefits eBook in a LinkedIn post published outside HubSpot, create a tracking URL for that post. Select the member benefits campaign and Organic social as the source. It will send people to the same landing page as your other promotions while helping you identify visits from that post. |
HubSpot adds tracking information to links in marketing emails, including the campaign value when the email is associated with a campaign. Check the tracking already applied before adding your own tags.
Open your campaign’s Performance tab to review traffic and engagement across its assets. Use the same date range when comparing results so you’re looking at a consistent period.
Email clicks and ad traffic help you understand what caught people’s attention. Looking at what happened afterward helps you decide what to improve.
HubSpot’s influenced contacts metric includes people who interacted with campaign assets, along with other qualifying activities. Someone can count as influenced without requesting the eBook, so keep that number separate from your eBook requests and renewals.
Use the results to narrow down what needs attention.
This is where multi-channel campaign management helps you spend your effort more effectively.
Read More: How to Reshape Your Sales and Marketing Alignment Around Real Revenue Impact.
You put too much work into a campaign to finish it without knowing what worked. With your assets, tracking, and data connected in HubSpot, you can see which efforts reached the right people and where interest dropped off. Those results give you a starting point for refining your message, adjusting your targeting, and making the next campaign better.
Have questions about running your next campaign in HubSpot? Reach out to our team. We’ll help you connect the pieces and set up reporting that shows how your campaign is moving you toward your goals.
A: A multi-channel marketing campaign uses several channels to reach people and encourage a shared action, such as downloading an eBook or registering for an event. It gives your audience more opportunities to discover the offer and learn why it’s relevant to them.
A: HubSpot lets you group related assets, such as emails, social posts, landing pages, and forms, under one campaign. You can review their individual performance alongside campaign results to understand which pieces helped people respond and where improvements may be needed.
A: Choose channels based on where your audience spends time, what you’re promoting, and the resources available to your team. Email, social, and a landing page may be enough for one campaign. Another may benefit from paid media to reach additional people.
A: Compare the results with the goal you set before launch. For example, for an eBook campaign, start with unique requests, then review traffic sources, email clicks, and landing page conversions to understand how you reached that result. Use consistent reporting dates and definitions when comparing performance.
A: Look for the steps where interest didn’t lead to action. If several channels brought visitors to the landing page but few completed the form, review the page and form. If one channel brought few relevant visitors, reassess its audience and message. Use those findings to prioritize changes for the next campaign.