Inbound marketing is undoubtedly one of the most effective ways for both B2B and B2C businesses to generate leads, but before you invest a significant amount of time and resources, it’s important to identify everything you need in order to maximize the ROI if your campaign.
Before you start creating an inbound marketing campaign, there are a few preliminary steps you must take. In addition to the idea that you have, you need to consider your audience, your goals, and the channels you are going to use. Let’s walk through how to plan, execute, and measure your next inbound marketing campaign.
10 Steps to an Effective Inbound Marketing Campaign
Ready to hit the “GO” button on your campaign? Before you dive in, here’s a checklist to make sure you’ve covered all your bases:
- Identify your campaign audience. Who are we talking to here? Understand your buyer persona before launching into a campaign, so you can target them correctly and directly.
- Set your goals + benchmarks. Having S.M.A.R.T. goals can help you be sure that you’ll have tangible results to share with the world (or your boss) at the end of your campaign.
- Create your offer(s) + landing pages. Don’t forget to optimize your landing page for SEO. Have a clear value proposition and call to action (usually a form for the user to complete).
- Plan + build your automation + nurturing flows. Your campaign doesn’t end when leads convert on your landing page. Plan and build your follow up campaigns to nurture leads down your funnel.
- Write a blog post. Your campaign is awesome — don’t hide it from the world. Use your blog posts as an opportunity to introduce readers to the valuable content they’ll find in your offer.
- Share it on social media. Promote your blog posts and offers through social media to drive traffic to the top of your funnel.
- Add in long tail keywords. Make sure your campaign is SEO friendly. That way interested prospects will find your campaign long after you stop actively promoting it.
- Consider paid search and other channels. Other channels can be a part of your inbound campaign too — just be sure that you are measuring the effectiveness of these channels.
- Track Your URLs. Where is your traffic coming from How are visitors finding you? Tracking URLs can help.
- Report on Your Results. Hard work shouldn’t go unmeasured. You set goals at the very beginning, now it’s time to celebrate your success. Organize and show off your numbers at the end of the campaign.
Free Guide: How to Make Inbound Marketing Work for Your Business
Inbound campaigns are an impressive feat once you have all channels firing toward the same end goal. While this checklist walked through an effort to generate leads interested in a particular focus area, you could replicate this campaign for a product launch, major event registration, or other time-bound goal. The trick is to keep your campaigns focused and powerful.
Download our our free resource How to Grow Your Business with Inbound Marketing to learn more about each of these steps and how to maximize them for your inbound marketing efforts.