Skip to main content
Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?

Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Jenna Ott

By Jenna Ott

Jan 15, 2018

Topics:

Case Studies IMPACT Stories
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Case Studies  |   IMPACT Stories

Grassroots Inbound: 5 Tactics I Used to Make an Impact Locally

Jenna Ott

By Jenna Ott

Jan 15, 2018

Grassroots Inbound: 5 Tactics I Used to Make an Impact Locally

I’m an inbound marketing strategist. I’ve been one for years and I am always amazed at what can be accomplished when strategy and tactics come together.

If you’ll be so kind as to indulge me for a bit, I’d like to share a story about how I accomplished something that was a longshot, through smart inbound strategy and tactics.

It was about this time last year when I made the decision to do something I never imagined doing --  run for my local school board.

I knew it would take a lot of work to win a local election, but I had no idea just how much. For anyone unfamiliar with local politics, it means knocking on doors and attending fundraisers and meet-and-greets on almost a daily basis, for about nine months.

I quickly realized, however, no matter how much I committed to, there was no way I’d be able to knock on every door and meet every person in my district. So, I hit pause and began to strategize.

Political campaigns, especially at the local level, are done a certain way. The tactics used today are the same ones that have been used for the last 20 years, but a lot has also changed in the last 20 years.

I knew it was time to shake things up and as a marketer, I had the tools to do it.

Over the years, I have seen inbound marketing work for so many unique organizationsI knew it could work for my campaign and I also knew that to make it work, I would have to be smart about it.

Here’s how I tackled five crucial areas:

1. Data & Analytics.

As a marketer, I spend a lot of time reviewing analytics and as a candidate, I realized I had a lot of information available to me.

(Note: If you're struggling with data and reporting, we're sharing how we got our processes in order in a free webinar with Databox CEO, Pete Caputa TOMORROW at 11:00AM ET! Save your seat and join us here!)

Everything from age, members of their household, organizations they belonged to, community events they attended, what news outlets they followed, what political issues meant the most to them; It was a wealth of information that had to be used.

Analyzing that information gave me invaluable insight about the people I needed to reach and how to go about reaching them.

One of the clearest examples of this is  when I began to look at people in my community, specifically in an area that was going to be challenging for me to connect with.

In my research, I found a huge community group that happened to be connected to a partner group I belonged to. This gave me a foot in the door to this particular population and helped me to build a relationship that I may not have been able to do otherwise.

2. Strategy.

I know tactics work best when there is a strategy behind them.

So, supported by analytics, I developed a strategy for reaching the people I needed to reach. I basically developed buyer personas for everyone I needed to talk to. I determined where they got their information, their demographics, and.the best method for reaching them, whether it was going to be a boosted Facebook post or speaking at a club or organization they were a part of.

Instead of just knocking on random doors, with limited knowledge of who I’d be greeted by, I began meeting people in a setting they were comfortable in and with knowledge about the issues in our community that were important to them.

With this less “cold” approach, I was actually connecting with my neighbors instead of blindly knocking on strangers’ doors.

3. Social Media Posts.

Now, social media  may have been  the most effective tactic I used. When I realized I would never be able to knock on every door, I figured I could reach a broader audience if I reached out on social media, specifically Facebook.

I strategically targeted key areas, demographics, and interests with posts I believed would engage the readers. It would take me two hours to knock on 40 doors, but In one hour on Facebook, I was able to reach 1,500 people who were engaged!

I was getting questions, comments, invites to sit down and talk about the issues and concerns, and follows.

This was integral to me being able to open a continuous line of communication to a huge audience. It made it possible for my team’s message to spread and for us to build a strong following.

4. A Story.


In politics, there is a lot of noise. Being able to cut through it and find truth and authenticity is not easy. Being able to speak from the heart and tell people why you are asking them to trust you to look out for their best interests is even harder, but it is the most important thing that anyone in office can do.

As a marketer, I’ve learned the best way to truly connect and engage with people is through compelling stories. So, in my campaign, I developed content that shared the stories my audience cared about -- , my own, my community’s, and my potential constituents’ themselves.

By telling these relatable stories, I was able to reach the voters on a more human to human level and help illustrate the issues in a way that truly resonated with them.

Telling these stories also created a sense of transparency... .

5. Openness and Transparency.

Being open and transparent is something I’ve learned from some of the most successful business leaders I’ve met. Authenticity and good intentions build trust.

In fact, when I put everything out there for people to see, I received an incredibly positive response. Throughout out campaign, my team and I embraced our pledge to transparency but no more so than when questions were raised about how we are funding our campaign. 

In response to those questions, we released our financial statements to the public. We posted them on social media, emailed them out, even took out an ad in the local newspaper with the link to where the documents could be viewed. That openness and transparency went a long way in letting the people know we had nothing to hide

The Lesson: Take Chances

Another thing I’ve learned from some great leaders is that sometimes you need to take chances.. Taking a chance to run for local office and then again on new tactics helped me to achieve something pretty big.

Now that you know what I did using inbound marketing, I should probably tell you how I did.

The election was a sweep! Not only did I win, but my four co-candidates won as well.

I strongly believe that this victory was, in part, because we took an approach that was new and reached people that hadn’t been reached before.

We used a strategy that was based on realizations and analytics, not the status quo. Everything I did came from the knowledge and tools I had developed as a marketer and everything I learned will help me to be an even better marketer in the future.

I learned the value of thinking outside the box, going against the odds, and doing things differently. These are lessons I have already started to bring to my work here at IMPACT and I hope other marketers can learn from too.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

How a Remodeling Company Tamed Its AR Problem with HubSpot

December 18, 2023
John Becker John Becker

How to Write a Persuasive Case Study That Converts (w/ free template)

June 1, 2023
John Becker John Becker

How To Write a Case Study That Speaks to Your Customers

March 19, 2022
John Becker John Becker

How Bill Ragan Roofing Company doubled revenue after hiring a content manager

February 19, 2021
Jolie Higazi Jolie Higazi

How we generated $85,000+ with 'choose your own adventure' lead nurturing workflows

January 27, 2021
Jessica Palmeri Jessica Palmeri

How PosterMyWall used COVID-19 to really listen to its customers [Interview]

September 17, 2020
John Becker John Becker

1 million backlinks: What you can learn from running a backlink audit in 2020

November 19, 2019
Eric Siu Eric Siu

How to Drive Hundreds of Webinar Registrations [Case Study]

May 9, 2019
Jen Barrell Jen Barrell

Mailchimp Continues To Evolve From Just Email Marketing Services

December 14, 2018
Joel Waggener Joel Waggener

10 Things Your Business Can Learn from Apple's Marketing [Infographic]

November 24, 2018
Ramona Sukhraj Ramona Sukhraj

Warner Bros. & LEGO's "Brick Friday" Campaign Teaches Marketers 3 Valuable Lessons

November 23, 2018
Nick Bennett Nick Bennett

5 Customer Service Lessons I Learned First-Hand from GoDaddy

November 22, 2018
Natalie Davis Natalie Davis

How to Get Truly Memorable Video Testimonials from Your Customers [+ VIDEO]

March 30, 2018
Zach Basner Zach Basner

Grassroots Inbound: 5 Tactics I Used to Make an Impact Locally

January 15, 2018
Jenna Ott Jenna Ott

Why 55+ Major Brands Are Staying Home This Thanksgiving

November 15, 2017
Ramona Sukhraj Ramona Sukhraj

"Big Inbound Results on a Small Budget Feat. Chris Handy" (Inbound Success Podcast Ep. 5)

September 25, 2017
Kathleen Booth Kathleen Booth

Software Company's SQLs Increase 45% Overnight Thanks to Sales Enablement

July 31, 2017
Kyle Bento Kyle Bento

Software Company Doubled Leads, Tripled MQLs and SQLs in 1 Year with HubSpot

July 28, 2017
Brie Rangel Brie Rangel

HubSpot Impact Awards: Evaluation Checklist Hits Big With Seniors

July 27, 2017
Melissa Smith Melissa Smith

HubSpot Website Redesign Improves UX, Increases Conversions

July 26, 2017
Vin Gaeta Vin Gaeta

Fyre Festival: 3 Business Lessons Learned from Its Failure

May 11, 2017
Justine Timoteo Thomas Justine Timoteo Thomas

How 7 Brands Are Celebrating St. Patrick’s Day With Their Marketing

March 17, 2017
Iris Hearn Iris Hearn

12 Amazing Conversion Rate Optimization Case Studies

December 27, 2016
Bob Ruffolo Bob Ruffolo

5 Brands with a Great Holiday Marketing Strategy You Can Learn From

December 16, 2016
Justine Timoteo Thomas Justine Timoteo Thomas

The Big Lesson Marketers Can Learn from the Rise and Fall of Vine

November 8, 2016
Carina Duffy Carina Duffy