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If you believe that creating valuable content and tailored experiences is what effectively attracts potential customers, then inbound marketing is the right methodology for your marketing strategy.
Using the inbound methodology, you can build marketing campaigns that will guide your target audience toward a desired action like downloading an ebook, signing up for a free trial, or scheduling a consultation, which will ultimately convert them into leads who have a great potential of becoming customers.
Maybe you understand the concept of inbound marketing, but feel unsure about what elements are necessary to create a successful, lead-generating inbound marketing campaign.
That's ok. We’ve all been there.
This post outlines all of the key pieces needed for an effective inbound marketing campaign and provides step by step directions on how to create them.
Before jumping in, let’s recap come inbound marketing basics like what it is and why it’s effective.
Inbound marketing, the opposite of disruptive outbound marketing, is a methodology that attracts customers to a brand or company by creating valuable content and tailored experiences. It's a way of providing relevant and helpful information and opportunities to a specific audience who is searching for answers and solutions online. This content can include valuable website pages, user-friendly blog posts, relevant social media posts, downloadable ebooks, and more.
The best part about inbound marketing is that it doesn't just attract people to a website, it also nurtures them through the buyer’s journey, and continues to help, support, and empower them after becoming a customer.
Inbound marketing campaigns are organized and strategic efforts that include a combination of content marketing, email marketing, pay-per-click ads, social media, and more to promote a specific message that resonates with a specific buyer persona in a way that compels them to take action.
Here’s an example.
Let’s say a used car dealership wants to create a marketing campaign around a concern that many potential buyers have in common: What should I look for when buying a used car? This inbound marketing campaign, then, will need content to support and promote this concept.
So, to flesh this out a bit, let’s say they decide to create a guide called The Top 10 Things to Consider When Buying a Used Car. This guide could highlight the things shoppers should look for in a car (acceptable mileage, good MPG, working air conditioning, etc.) as well as some to avoid (visible rust, a transmission that doesn't shift smoothly, visible oil leaks under the car, etc.). A guide like this would be a useful resource for someone looking to buy a used car but has limited experience and wants to make a good decision.
The Top 10 Things to Consider When Buying a Used Car guide would be placed on a page that requires personal information — most often name and email address — to access. This page is called a landing page. The dealership would then promote this guide on their website and by sharing the landing page link in their email correspondence and on social media channels (and potentially through paid online ads).
The goal is to make the guide so valuable that someone would be willing to give their email address in exchange for it. When this is the case, the recipient feels good because they got something that will help them, and the dealership collects the name of a highly-qualified potential customer.
When a marketing campaign like this one is done right, it positions the dealership as helpful, trustworthy experts, and it is an effective way of capturing qualified leads. Plus, it provides value to the reader by offering beneficial advice while answering their online search query. Everyone wins.
An inbound marketing campaign traditionally has seven key elements. Each is listed below with a short description of what it is and how it functions within the campaign.
Now, onto the sequence of these pieces. Typically, these pieces are created in a specific order, like the one mapped out here.
However, the content offer is most often revealed in a different order than the way it was created. The delivery often looks more like one of these.
Now knowing what an inbound marketing campaign is and all the elements that need to be included, here are the steps you’ll need to take to create your campaign.
There are a lot of pieces to an inbound marketing campaign. That’s why we created a downloadable checklist that includes all of these steps. It also has a section dedicated to your target due dates so that you can track and measure your progress. Use this checklist to build your own custom inbound marketing campaign that generates leads.
For some companies, a checklist like this is all that's needed to get the ball rolling. However, if you don't have an internal marketing team or you only have one in-house marketing professional, we'd love to help you start your first inbound marketing campaign.
We specialize in helping B2B and manufacturing businesses create compelling and targeted inbound marketing campaigns. We even have tools that we can recommend to make campaigns easier to create, manage, and analyze. To learn more, contact us or schedule a free consultation. There's no risk in gathering more information, right?
Imagine how great inbound marketing campaigns could help your business gain traction. With the right strategy, your company could connect with a larger target audience, which is the first step in increasing the number of qualified leads who have a high potential of turning into customers.