How To Run An Inbound Marketing Campaign

Written by Kara Burns


Inbound Marketing has revolutionized the way marketing agencies target their audiences. Tactics such as commercials, billboards, and direct mailers are no longer a sufficient and effective way for consumers to learn about new products. Instead, inbound marketing allows buyers to learn about and pay attention to goods and services when they are ready.

To run a successful inbound marketing campaign, there are several tactics that can be used to drive results. Read on to discover exactly what you need to implement your campaign today!

What is Inbound Marketing?

Inbound marketing is an improved way to market to your target audience. It combines several tactics such as blogging, webinars, ebooks, whitepapers, newsletters to attract customers that are at different stages of the purchase funnel. Inbound is created around a few major themes:

  • Content Creation and Distribution*
    It is important to start off by creating content that answers consumers questions and targets their needs. From there, share the content across various channels.
  • Lifecycle Marketing*
    Behind the effort, there is the lifecycle. Promoters of your business will start off as strangers, move to visitors, become contacts and eventually customers.
  • Personalization*
    Inbound is all about the personalization of your content. As you begin to learn more and more about your leads, you can personalize your content to match their wants and needs.
  • Multi-channel*
    Additionally, inbound is all about tapping into different channels. It allows people to interact with you in the channel of their choosing.
  • Integration*
    Finally, between the content you have created, the publishing and analytics tools, you will be able to understand where and when your content is best shared and received by your target audience.

Furthermore, there are four primary actions that go hand-in-hand with Inbound Marketing; aka the Inbound Methodology:

  • Attract*
  • Convert*
  • Close*
  • Delight*
InboundMethodology.png

How To Run A Successful Inbound Marketing Campaign

Now that you are familiar with the basic ins and outs of inbound marketing, you are ready to take the next step into the campaign.

First and foremost, narrow down exactly what your offer will be. It may include one of the following:

  • Ebook
  • Whitepaper
  • Case study
  • Webinar
  • Coupon
  • Etc.

It is important to keep in mind that each offer you create will need to present a unique value, but when you tie everything together, it will help support a tight-knit campaign. Each and every campaign should be tied together through offers that support the end marketing goal.

Next, you want to focus on establishing benchmarks and goals. This is where SMART (specific, measurable, attainable, relevant and timely) goals come into play. Establishing goals and benchmarks help you to understand where you currently stand and where you would like to go.

SMART-goals.png

From there, it is time to start selecting which channels you will use to support your campaign. This can range from social media posts, blog posts, email, etc. Make sure to also create CTAs to help draw in users to your offer.

After you start promoting your offer, leads will begin to come in. At this point, you should start thinking about nurturing your leads. This does not mean they will be making a purchase right away, rather it presents an opportunity for you to educate them, thus allowing your lead to

Finally, it is time to measure your results! If you are using HubSpot, the Campaign’s tool is a great way to get insight into everything going on with your campaign. Additionally, by setting up tracking URLs with Google Analytics, you can also gain knowledge on visitors - among other statistics - and gauge performance.

*HubSpot

If you are interested in learning more about Inbound Marketing, click here to learn how taking the inbound approach can benefit your business!

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