Once you’re familiar with the concept of inbound marketing (read our blog What is Inbound Marketing, Anyway? for a primer), it’s time to look at the process of an inbound marketing campaign and how it might work for your business.
Here we’ve gathered the basic steps of how a campaign can run. Every business is different, and every campaign for every business is different, so the details will vary.
For instance, one of our clients designs and installs incredibly awesome outdoor patios and kitchens during Spring, Summer, and Fall. But when the snow starts to fly, this client focuses their business on snow plowing and removal.
Finding and attracting homeowners who want a brand new backyard living space
finding and attracting commercial businesses who need their parking lots cleared pronto
requires two different sets of personalized techniques within the same business!
However, the overall process often follows the same general steps:
- Identify your campaign audience. Understand your buyer personas before launching into a campaign in order to target them correctly. (What’s a buyer persona?)
- Set your goals and benchmarks. Having SMART goals (ones that are Specific, Measurable, Attainable, Realistic, and Timely) can help you be sure that you’ll have tangible results to review at the end of your campaign.
- Create your offer and landing pages. Don’t forget to optimize your landing page for SEO and have a clear value proposition and a call to action, like a form.
- Plan and build your automation and nurturing flows. Your campaign doesn’t end when leads convert on your landing page. Plan and build your follow up campaigns – like phone calls, emails, or re-targeted ads — to nurture leads down your funnel.
- Write a blog post. Use it as an opportunity to introduce readers to the valuable content or service they’ll find in your offer.
- Share on social media. Promote your blog post and offer through social media to drive traffic into the top of your funnel.
- Add in long tail keywords. When your campaign is SEO-friendly, interested prospects will find your campaign even after you stop actively promoting.
- Incorporate paid search and other ad channels. When well-designed and carefully managed, these social or PPC channels can be an effective way of driving your inbound campaign.
- Track your URLs. Where is your traffic coming from? How, why, and when are visitors finding you?
- Report on Your Results. You set goals at the very beginning; now it’s time to assess your success. Organize your numbers at the end of the campaign to determine both positive results and areas to be tweaked for improvement.
That’s it! Simple, right?
Actually, you might notice that a few of these steps are more like a staircase all on their own. SEO and blog writing? Lead nurturing? Designing Facebook and Google ads and then measuring them?
Taking all these steps together is why we have a team! We’ll help you make plans, create content, and monitor progress.