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Executing an Outstanding Inbound Marketing Campaign

Written by Chandler Austin | Thu,May 31, 2012 @ 03:00 PM

Hubspot defines an inbound marketing campaign as simply a concentrated effort to attract leads and customers who are interested in a particular topic, or have a specific need. Executing an inbound marketing campaign is more complicated. To help with execution of a successful inbound marketing campaign, here's a 5-step process.

Determine Your Offer Mix
Create pieces of valuable content that you anticipate will drive conversions. Start with 4-5 offers of varying formats initially.
  • Whitepapers
  • Guides
  • Webinars
  • Free Assessments
  • New Tool Previews
Measure:
  • Downloads
  • Registrations
  • New Leads
  • Customers Generated

Set a Timeline and Goals
Offers should last long enough to maximize impact without diluting the theme from running them so long. Campaigns typically run anywhere from 30 to 90 days. Use benchmarks from similar marketing offers. Add complementary goals to the regular metrics. Measure throughout your campaign timeframe.

Drive Traffic
Support your campaign via your communication channels.
  • Blog
  • Social Media
  • Email
  • PPC Ads
Measure click-throughs to your offers, conversions, content sharing.

Nurture Your Leads
The cardinal rule of inbound marketing is to provide value, not high-pressured sales pitches. Incrementally give your leads more and more information, and to nurture them through the sales funnel. Introduce the leads to your product or service as they more engaged in the content. Monitor the click-through rates of your lead nurturing campaigns.

Close Your Campaign & Report On It
As the campaign finishes, report on the following.
  • Views
  • New Leads
  • Total Submissions
  • New Customers

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