ICRC optimizes landing pages and boosts conversions

HubSpot, at the heart of the International Committee of the Red Cross' marketing strategy

The International Committee of the Red Cross opted for HubSpot to drive its Inbound Marketing campaigns. A winning bet, where we were able to combine traffic quality and visitor conversion.

An Inbound Marketing campaign on HubSpot to convert an international audience

Company presentation

The Geneva-based International Committee of the Red Cross is a humanitarian aid institution founded in 1863 and headquartered in Geneva, Switzerland. With 20,000 employees in more than 100 countries, the ICRC works every day to help people affected by conflict or armed violence.

How to reach a large, international audience looking for jobs in the humanitarian sector?

The International Committee of the Red Cross is also working on raising awareness among its audience by offering them job opportunities around the world. In this context, the HR team was keen to organize 6 webinars offered in 4 languages. 3 key challenges to improve conversion:

1. Touching and converting an international audience
2. Optimizing user tracking
3. Monitor results and performance of conversion assets

Solutions for the International Committee of the Red Cross

1. Creating conversion assets to activate an international audience

To promote these various events, we began by developing the Inbound Marketing strategy. During this phase, we notably defined the targeted personas for each country to ensure the creation of adapted content. This key step enabled us to define the content to be created and the languages in which it should appear. This led us to the creation of the conversion assets for this campaign:

• A duplicate landing page in 3 languages (English, French and Japanese)
• An integrated registration form on the landing page. This includes 8 fields, 6 of which are mandatory, as well as a captcha.
• 4 emails for registration confirmation, reminders and thank-you
.

2. Automate post-conversion follow-up

To help the Red Cross teams and save them precious time, we set up 7 workflows:

• A first workflow assigning a value for the date and language of each webinar. This was created with the aim of automatically populating registration confirmation and reminder emails with personalization tokens.
• 6 workflows each centered on one date, that of the webinar concerned. They enable the automatic sending of two reminder emails before the event, then a thank-you email one hour after the end of the webinar.

3. Track results to iterate and optimize actions

With the aim of evaluating and optimizing conversion assets, we've created a customized marketing dashboard. This aims to track the number of registrants to each webinar in real time, as well as email performance. Customized reports have been created to visualize additional audience information harvested from the registration form.

What KPIs are tracked?

• Number of views of the form
• Number of registrants for each webinar
• Open and click rates on emails
• Distribution of nationalities and interests for each webinar

All these elements enabled us to optimize the campaign as well as adapt the speakers' discourse to the audience for each webinar.

Results

Using HubSpot for this webinar promotion campaign paid off: 50% conversion rate and over 5,000 registrations. For the International Committee of the Red Cross it's the beginning of an Inbound vision and strategy. If you, too, want to acquire record conversion rates, find out how to generate opportunities naturally with the creation of a inbound marketing campaign.