As a smart digital marketer, your primary goal is to convert potential clients into paying customers. But how do you do that? You create an inbound marketing campaign and take action.
An inbound marketing campaign is a strategic marketing plan designed to attract customers to your business. It focuses on attracting and converting customers through content and social media rather than outbound marketing strategies like advertising and cold calling.
Inbound marketing means something different today than it did even last year—and it’s still changing. But lucky for you, there hasn’t been a better time for marketers to carve out a niche and deliver personalized messaging and content. The result? Communication that actually resonates with your audience.
Here at BlueBird Strategies, we strive to help marketers to do exactly this. With so many moving parts (content, email, blogs, nurture, events), it’s easy to get caught up in all the production work and overlook best practices. These tips will help get your inbound marketing campaign off to the running start it deserves.
Identify Your Audience
Who are you going to target with your marketing campaign? It’s important to understand your buyer personas so you can target each of them correctly. By understanding your audience, you will be able to successfully speak to their specific pain points, offer them the right content at the right time, and know which channels to reach them.
What are the four key stages in inbound marketing? Inbound marketing is the process of using content to attract customers. The four key stages of the inbound marketing campaign are attract, convert, close, and delight.
Set Goals and Benchmarks
Goals and benchmarks help to ensure that you’ll have tangible results at the end of your campaign. Together they will keep your task focused on the end goals and how those goals tie into your overall marketing strategy and bottom line. Without setting goals, how will you know that you’ve succeeded?
What is an example of a marketing campaign? Examples of interactive marketing campaigns include contests, quizzes, polls, events and surveys.
Here are some good examples of inbound marketing campaign:
- Viral videos.
- Topical blogs.
- Social media campaigns (Facebook, Twitter, Pinterest)
- Web-based seminars (Webinars)
- Search Engine Optimized (SEO) website text.
Create Offer and Landing Pages
The steps that go into creating a new piece of content need its own checklist. For the sake of this blog post, we’ll keep it to basics. When creating your content, don’t forget to consider SEO, visuals, branding, links, and share-ability. Be sure to put your offer behind a beautiful landing page and form that uses action oriented language, provides value, and has a clear call-to-action.
Plan and Build Automation and Workflows
Where will your leads go once they convert? They should never be left in your database alone—cold and in the dark. Plan and build a nurture as a follow-up and continue to move these leads through the funnel to sales. It’s one thing to generate leads, but what’s your plan of action when it comes to managing them? You’ll need to ensure you have a solid lead management process in place.
What is the purpose of inbound marketing? Inbound marketing is a marketing technique that caters to the particular needs of visitors and customers in order to promote leads and increase the number of clients.
How do you write an inbound marketing plan? Here are the key steps to make a perfect plan:
- Define your buyer personas.
- Identify your marketing triggers.
- Create a list of keywords.
- Set your inbound marketing goals.
- Outline your content strategy.
- Design your lead nurturing process.
- Create a conversion focused blogging strategy.
- Implement & Align infrastructure & business processes.
Write a Blog Post
It’s time to promote your content! Writing a blog post is a great first step. Tell your readers how outstanding your new piece of content is and why they might find it beneficial. While you don’t need to give away all the valuable information your content provides, you’ll want to highlight the main points and make a case for its worth. Don’t forget to add a CTA at the bottom of your blog post to help drive conversions!
Is inbound marketing effective? Inbound marketing is efficient and cost-effective in terms of lead production. The costs between inbound and conventional marketing are huge, according to research by marketers.
Sharing your new piece of content on social media is a great way to generate leads. Make sure you are using the outlets where your target persona hangs out. Is it Twitter? LinkedIn groups? LinkedIn company page? Don’t waste your efforts in places where your target is not active.
Why is social media an important part of inbound marketing? Social networking is a crucial part of the inbound marketing campaign to draw new readers and returning visitors.
Be SEO friendly
Be sure to add in long tail keywords so your campaign sticks. You worked so hard on creating the strategy and the content. You deserve to make your content discoverable. Take the time and effort to be thoughtful in your approach to keywords, so that you reach the right audiences that will feel that your offer applies to them. This will help boost your conversions—which is always a good thing.
Is SEO inbound marketing? It’s an important part of any inbound marketing plan because it helps people find (then share) content.
Is SEO free? Yes, it is. SEO means “optimization of search engines.” It is the method of acquiring traffic from “free,” “organic,” “editorial,” or “natural” search engine results that are retrieved organically, using algorithms, or manually by a search engine.
Consider Promotion on Other Channels
Are you using PPC and AdWords? Consider promoting your campaign on these channels as well. You’ll be able to target your audience on multiple devices and in different locations. Be sure to employ crisp, clean visuals and descriptive language. Don’t be hesitant to dive right in. In no time, you’ll have data that shows you what works and what doesn’t.
Expand your knowledge. Whether you’re a beginner looking to define an industry term or an expert seeking strategic advice, there’s an article for everyone(learn g2)
Creating and tracking unique URLs will help to identify where your traffic is coming from. This is especially helpful if your campaign involves other parties (ie: partners). This information is key to creating a strategy that allocates proper resources to where your campaign is getting the most traction and positions your campaign to perform its best.
Report on Results
Congratulations! You’ve just run your first inbound marketing campaign (or 20th, or 50th, or 100th). But the fun isn’t over yet. Remember those goals you set early on? It’s time to look back and attribute your numbers to them. Was your campaign successful? Why? What would you change about it? Did it yield new customers? These are all questions that you’ll need to answer and have supporting data as proof points.
I hope you found these tips helpful in getting your campaign off the ground. Inbound is an important piece of the marketing mix and perfecting the execution of an inbound campaign will ensure you are attracting the right audience and help to establish your company as a thought leader by providing relevant, useful content.
So, we know that Inbound marketing campaigns are focused on building trust with potential customers, educating them, and making yourself and your business an authority in your industry. Planning accordingly would help!