The anatomy of a solid inbound marketing campaign consists of many parts like planning, strategizing, attraction, visibility, nurturing of leads and how to improve the visibility of your campaign. With the following information, you will be able to create and implement a great inbound marketing campaign for your organization. Before you get started, make sure you understand the basics of how to build a wordpress website on Bluehost.
Planning and strategizing tips
You first have to plan your line of action for your campaign.
- You need to first locate your buyers by finding out things about them like where they hang out online, the problems they need solved, the help they require and what content they find most appealing. There are various buyer persona templates available online which you can use to help you achieve this.
- Next, look for a relevant and interesting theme for your inbound marketing campaign. The theme may be some problem your buyers need solved or something relevant in your industry. No matter which theme you choose, remember that all the content in your campaign should both support and relate to this theme.
- With your theme, you need to set your campaign goals or aims, with your expected results. It is only once you know what you want to achieve through your campaign that you can set about creating it.
Tips to build assets
To build your campaign, you need to design and create assets that will rope in people to your sales funnel.
- The premium offers of your campaign determine how you will generate leads for your campaign and sales teams, and are the nucleus of your campaign. Your offer may be made through eBooks, whitepapers, webinars, product information or a how-to-video; choose one that will be most engaging to your buyer persona.
- Generally, visitors have to pay to get your offers for the content. This amount is valuable to your customers, so you have to set a rate that is both compelling and valuable to them.
- Now make your premium offers visible and accessible to visitors through call-to-action buttons or CTAs, which should be placed on prominent pages of your website like blog page, home page and services page.
- These buttons should be engaging with enticing language to make your visitors act. It’s better to use A/B tests to check the different types of CTAs to find out which language proves most effective to get your audience respond to it. Once you locate this, you just have to create an effective CTA.
- Once visitors click on your CTA, they should reach your landing page, where your visitor signs up to receive your offer. In other words, this is the page where you capture their information and where your visitor turns into a lead. It’s always better to have a unique landing page for each campaign relating to whatever you promote.
- Now, you need an effective form to capture leads through your landing page and to learn more about your potential customer. So your form should ask their name and email address and additional valuable information that proves useful later on in the campaign. You may have to try out different form lengths before you find the optimal balance for you.
Now you know how to entice visitors to get converted into leads, you need to find out how to attract visitors to your site in the first place. First and foremost, you not only have to create content for your website, but also spend time marketing your content.
- Blogging forms an integral part of your inbound marketing campaign to attract visitors to your website and indirectly promote your offers. The longer the blog is, about 1500 words or so, the more effective it is.
- Just make sure the blog is useful to your reader, and worth their reading time. If not, they won’t find them no matter how long the blog is. You can use the help of your buyer persona for ideas for your posts.
- With posts, you need to have high quality content for your audience as different types of content are optimal for different types of media. For example, posts help tell stories and teach concepts while infographics are better for visually communicating data points. Other content options include webinars, podcasts, videos, infographics and interactive quizzes.
- Now use the help of your organization’s social media channels to spread and promote all this content. You can also join LinkedIn groups in your niche to start conversations related to the topics you write about and to get ideas and find other content collaborators.
- You can also present your content to websites, LinkedIn groups and other online places your prospects hang out to get them to notice your valuable content. You can find out where your prospects hang out through your buyer persona, and make sure your content reaches these places. This helps generate traffic, visibility and leads to your website.
- Try incorporating a paid promotion campaign to your inbound marketing efforts. This helps promote offers in specific areas and in the process, drives targeted traffic to your landing pages.
4. Nurturing leads
- Once you have the required traffic and leads, you may find that not all leads are ready for sales conversions. This is when and why you need to nurture your leads, which helps turn lukewarm prospects into red hot prospects.
- This can be achieved through a series of emails that answers their frequently asked questions or you could use emails that help provide your prospect with more information about whichever problem they need to be solved.
- This helps cement your authority on your niche. Just remember that lead nurturing involves delivering the right content to your prospects at the right time, based on where they are on their buyer journey.
Analysis and improvements
- Assessment or analysis is the last part of your inbound marketing campaign. You need to assess your progress at all steps, and make improvements along the way. You have to take a look at the aims and goals you had set at the start of the campaign, and see if you have reached them or not.
- Based on this information, you can find out where you need to make improvements in the campaign. Make it a point to analyze all your results throughout and at the end of the campaign. This information about what was effective and not in your campaign proves helpful when you design and execute your future inbound marketing campaigns.
You now realize that the perfect inbound marketing campaign is a blend of both art where you get to learn about your buyers and accordingly create your content, and the science of knowing what to do and using data to build the right inbound campaign.
Remember that not all inbound marketing campaigns are the same. Some may need more or less of the above elements while the perfect campaign takes advantage of all these steps and tools to success.