03 Feb How To Run An Inbound Marketing Campaign
There can be many moving parts in an inbound marketing campaign. To help you stay on top of the core considerations, I’ve prepared a simple 7-step process to get your campaign off the ground.
If you’d like to download a more in-depth version of the list below, just click the button below.
#1 Identify Your Buyer Persona
The first step in running an inbound marketing campaign is to identify the target buyer persona of the campaign. This will help you tailor your offer and your message to help your ideal client achieve goals or overcome problems.
A good place to start is to work through the How To Create A Buyer Persona worksheet.
#2 Set The Goals Of Your Inbound Marketing Campaign
In his classic book The 7 Habits Of Highly Effective People, Stephen Covey suggests to “start with the end in mind”. This is true when it comes to setting goals. You should first think about what you want to achieve and then reverse engineer the strategies and tactics from there.
Setting goals when you run an inbound marketing campaign will also help you to measure the success of your campaign.
#3 Create Your Assets
Your digital assets are what is going to lead your prospects along the customer journey. At this stage of the process, you will need to design lead magnets, craft your offer, and build any landing pages and thank you pages. It’s important to remember to have a clear value proposition and a call to action.
#4 Activate Automation
The customer journey is only just getting started when your leads leave their details… now it’s time to nurture them down your funnel. Plan and build your automation sequences in your preferred marketing automation platform.
#5 Create Content
Now that your campaign is starting to take shape, it’s a good idea to produce content. Write a blog post or produce any other type of content to introduce your audience to the amazing offer that you have crafted. The good thing about creating content is that it can fuel other areas of your inbound marketing campaign, such as paid advertising or email marketing.
#6 Get Social
Sharing your content on social media is a great way to promote your content. Syndicating your content across multiple platforms will help drive traffic into the top of your funnel. You can also repurpose existing content if it is relevant to the campaign. Just be sure to update any calls to action and update any URL tracking.
#7 Report On Results
Back in step 2 you set you campaign goals. Now is the opportunity to see how your campaign performed against your goals. There’s only ever two outcomes of an inbound marketing campaign – you either win, or you learn.
Be sure to think about all the factors that made the campaign a success. Identify the take aways that will help you prepare for your next inbound marketing campaign.
Do You Need Help Planning Your Inbound Marketing Campaign?
I’ve highlighted most of the important steps of running an inbound marketing campaign above. However, if you’d like a bit more help and a template to walk you through each step, download our free checklist. This checklist will make sure that you have each of the bases of an inbound marketing campaign covered.