If you have a marketing team in your business or you have taken the decision to look at ways to attract new clients yourself, you have likely heard of Inbound Marketing.
Taking this fact into account, we are confident that your company will benefit from creating an Inbound Marketing campaign. Creating a campaign is not as complicated as it may sound, follow these 5 easy steps and your business will be well on the way to attracting new clients.
Creating an inbound marketing campaign without defining your buyer personas and keywords is like jumping into your car and setting off without knowing your destination - not something you would do under normal circumstances!
If you have not already, you can use our free buyer persona template to create and define your company’s buyer personas. Once you have defined your personas, you need to select which persona your campaign is going to target. Your business may have more than one buyer persona but we recommend only selecting one buyer persona per campaign. This selection allows you to craft your content and messaging carefully to a focused buyer, ensuring maximum effectiveness of your inbound campaign.
Once you have decided on your buyer persona, you need to select your long-tail keywords for the campaign. These will feature in your blogs and promotion channels. You should already have a keyword strategy in place, created from keyword research before you start your campaign. Your research will be derived from the question “what are my buyer personas searching for?” If you do not have a keyword strategy in place you will need to go back a step. Our article on the 3 Pillars of Inbound Marketing will help you.
You should then ensure that you are monitoring these keywords when your campaign goes live so that you can measure the results against your targets.
If you have read our article on SMART marketing goals, you will understand what they are and why they are so important. To recap, SMART goals are Specific, Measurable, Attainable, Relevant, and Timely.
At Luminate Digital, we aim to help, so you can download our free SMART marketing goals template here.
Each individual campaign will have its own set SMART goals. These are needed to measure the success of the campaign, motivate yourself and your team, and keep your campaign results focused.
A great campaign is built around a great content offer. Make sure you create something that your buyer persona will need and find helpful. A content offer could be an eBook, whitepaper, or guide. Your content offer should provide a solution to a problem, so make sure you avoid making it into a sales pitch. Creating an original and engaging content offer can be a time-consuming process so we recommend putting together a skilled team or workgroup and document the ideas and key deadlines.
Once your content offer is created (and using the long tail keywords you decided on in the previous step) you need to create related blog articles that lead your buyer personas interest from blog to content offer. We recommend a minimum of 4 blogs per content offer and remember to focus the content around a single tail keyword. Your blogs are the key driver for clicks and visits within your campaign. At the bottom of each blog, include a call-to-action (CTA) to drive clicks to your content offer.
You have a live campaign but how do you turn those clicks into customers? This point is where a conversion path comes in. Conversion paths can take a number of different forms but we always suggest a call-to-action (CTA) leading to a landing page with a form; this form is then linked to a thank you page and a thank you email. Conversion paths are crucial to capturing data and moving prospects down the sales funnel from lead to customer.
Conversion paths are also instrumental to measuring the inbound marketing campaign's success against the goals you have set. Many businesses do forget this part, with only $1 spent on conversion for every $92 spent on acquisition (Econsultancy, 2016). However, whether it be a new website, social media posts, or inbound campaign, if they simply drive traffic without conversion, it is wasted time and investment – so make sure you do not miss this step out.
Now you have your campaign ready to go live, it is time to promote it. A good campaign can be given a great launch with a well-crafted email to a targeted buyer persona list. Email marketing is a highly effective tool. Remember to make your email responsive for different devices, as it is likely that the majority of your reads will be on mobile and tablets.
Social media is also a great platform on which to promote your content offer. However, make sure it is part of a strategy and don’t overuse your offer in your social media posts as you could risk putting off your followers. Include it as part of a strategy alongside other interesting and useful third-party content. A solution-orientated content offer aimed at a particular persona is likely to get shared on social media (and this action is something you can ask for your in your blogs and email), driving increased traffic to your inbound campaign.
Thank you for reading our article; you now have the tools to create an effective and well-planned inbound campaign. But, before you go, remember after your campaign is live and being promoted, you need to analyse your results. What worked well, what did not, which blog was most popular and why. You then take what you have learned, use it improve your efforts, and repeat with a new campaign.
What is the best tool for analysing campaigns? Well, that is a whole different article! We do though recommend HubSpot (you can read about their great features here).
Ready to learn more? Download our 30 Greatest Lead Generation Tips for Professionals now.
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