Learn How To Run An Effective Inbound Marketing Campaign
It's the Cheapest Way to Generate Qualified Sales Leads
The nature of lead generation focused digital marketing campaigns has evolved through the years despite the fact that the same problems still exist. These problems include loss of leads and unmeasurable results which could lead to failed marketing campaigns. What a marketer needs is a new framework that will help them align all of their marketing goals and budgets and avoid problems. A digital marketing strategy checklist from Hubspot is ideal for this requirement.
Hubspot Implementation Checklist for Best-in-Class Content Marketers
With our free marketing campaign planning checklist, you will be given a new framework for inbound marketing campaigns that solves all of these common marketing problems facing an Inbound Marketing Consultant.
Hubspot Campaign Checklist
With this Inbound Marketing Campaign checklist, you will learn how to develop an inbound marketing campaign that:
- Maintains a customer-oriented marketing approach
- Applies integrated marketing tools to connect various marketing elements
- Is adaptable in any marketing environment and situation
What Is An Inbound Marketing Campaign
Inbound marketing is a customer-oriented approach to marketing that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. An inbound marketing campaign is a comprehensive strategy that utilizes integrated marketing tools to connect various elements of a marketing plan. These campaigns are adaptable in any marketing environment and situation and are designed to maintain a customer-oriented approach. Now let's explore the various parts of an inbound marketing campaign and how to optimize them for maximum impact on your business.
How To Start An Inbound Marketing Campaign
Starting an inbound marketing campaign can be a daunting task, but it is essential to attract and retain ideal-fit customers. The first step is to identify your target audience and create buyer personas to understand their needs and preferences.
B2B Inbound Marketing Checklist
Once you have a clear understanding of your audience, you can start creating high-quality content assets, such as white papers, case studies, and webinars, to attract customers naturally. It is also crucial to focus on search engine optimization to ensure that your content ranks high in search engine results pages. Additionally, you can use Hubspot's Growth Suite to plan, create, and manage your inbound marketing content hubs and track the performance of your campaigns using the powerful Hubspot Campaign Analytics tool. Finally, guest posting and backlink building can help you build relationships with niche influencers and gain more visibility for your brand.
Why Do You Need an Inbound Marketing Campaign Checklist?
Inbound Marketing Based Marketing Strategies Can be Complex
Marketing automation using a platform like the Hubspot Growth Suite helps you organize the many parts of your marketing strategy and specific marketing campaigns and various content marketing techniques. However, what you may not not be aware of is the number of different parts of an Inbound Marketing Campaign you have to organize and keep track of:
- Target audiences
- Buyer Personas
- Content marketing assets you'll be using in inbound campaigns which might include many types of content:
- Blog post you must write content for
- Guest post opportunities you must write content for
Importance of Quality Content
Inbound marketing strategies that focus on creating quality content that attracts customers naturally, instead of bombarding them with ads, emails, and SMS messages, work more effectively.
Inbound Marketing Focus
Inbound marketing effectiveness attracts ideal-fit customers through relevant, persona-driven and useful content, rather than pushy sales tactics. Inbound marketing is a long-term marketing strategy that builds trust with rit-fit customers.
Don't Underestimate the Importance of Search Engine Optimization
Whether your Inbound Marketing Campaign is a lead generation campaign or an ecommerce campaign, ultimately, you want to drive sales and new customer acquisition in order to meet business goals. That is why your content creation efforts must be highly focused on hitting the pain points you've identified among your ideal customer profile. This is where the dance between long tail tail keywords, written content and search engines come together to fill your marketing funnel and ultimately, drive people through your sales funnel. Because this is a labor intensive effort, you'll also need to use Hubspot's Content Calendar, which allows you to track not only content creation deadlines, but as well, the launch of webpages, and scheduled social media posts.
Inbound Marketing Content Hubs
Inbound Marketing Content Hubs are a crucial aspect of any successful inbound marketing campaign designed to attract right-fit customers. They are essentially a centralized collection of all the content assets that you will use in your campaign, such as blog posts, ebooks, videos, and social media posts. The goal of a content hub is to provide a one-stop-shop for your target audience, where they can find all the information they need about your product or service. Hubspot's Growth Suite provides a comprehensive set of tools to help you plan, create, monitor, and manage your inbound marketing content hubs. With the Content Strategy tool, you can organize your content assets, create content topics that align with your target audience's needs, and track the performance of your content. You can also use the Content Calendar to schedule the launch of webpages and social media posts, ensuring that you stay on track with your content marketing plan. Overall, Hubspot's suite of tools makes it easy to create effective inbound marketing content hubs that will help you attract and retain your ideal-fit customers.
Establish Your SEO Rankings Before Taking Your Inbound Marketing Campaign Live
Whether you work for a small business or major global enterprise, you need to build trust, both with your internal stakeholders with your content marketing and overall marketing strategy. That's why you should include using tools, such as Google Search Console, to establish visible measurements of your current SEO rankings for target keywords, especially those you're targeting with this marketing campaign. An effective SEO strategy will pay dividends for both your current marketing campaign as well as subsequent marketing campaigns. Even traditional marketing campaigns can benefit from having a highly SEO friendly website.
Landing Page Conversion Rate Optimization (CRO)
After your Inbound Marketing Campaign is launched and you start to get more website visitors, you will want to focus on continually improving the conversion rate of your landing page. This is one of the highest profit improvement activities you can take. While labor intensive, long term, it is one of the best ways to help your business grow. This is one of those activities that an expert Inbound Marketer needs to educate the business owner about.
Hubspot Campaign Analytics
Hubspot Campaign Analytics is a powerful tool that helps you measure the success of your inbound marketing campaigns. This campaign-level analytics tool can measure various aspects of your campaign, such as email open and click rates, website traffic, conversion rates, and ROI. It gives you a complete picture of how well your campaigns are performing, allowing you to make data-driven decisions and optimize your marketing efforts for maximum impact. Hubspot Campaign Analytics is different from landing page analytics in that it provides a more comprehensive view of your entire campaign, rather than just individual landing pages. By using the Hubspot Digital Campaign Checklist, you can ensure that you are tracking all the relevant metrics and making the most of your inbound marketing campaigns.
Blog Posts Need to Be Optimized for Conversion Rate Improvement
They say there are no good writers, only great rewriters. With blog posts, this is more true than most people realize. Well written, SEO optimized blog posts will generate organic traffic. This organic search traffic provides a treasure trove of information you can use to optimize your blog post and to drive conversions. The ideal blog post not only attracts readers, it teaches the reader something new. If done right, it will even result in a high number of social media shares.
Guest Posting as Backlink Building Strategy
Guess posting is essential as a B2B inbound marketing strategy in that it can impact nearly every other aspect of your marketing plan. Guest posting can provide backlinks to your site, create brand authority, and build relationships with niche influencers. To gain traction and get the fastest impact from guest posting, be consistent, especially in the beginning, and choose blogs that will offer the most return for the time and effort you will invest in writing. It is important to make sure you include backlinks to your own site in your posts so the blog's readers can easily access information about your company.
Hubspot Tracking URLs for Backlinks
One of the little understood and improperly utilized functionalities of Hubspot is the ability to generate tracking URLS, which is what people who you want to link to your site, should use. You generate these links and send them to them to be used when they link to you. When you do this, you can use Hubspot's Advanced Analytics to track these backlinks without any further effort.
Use Google Keyword Planner to Cross-Check Your Blog SEO
Though this step is not on your Inbound Marketing Checklist, it can be added. This is a pro-tip to ensure your blog is going to reach its target audience. What you should do after you have written the first draft of your blog and it is live, drop it into the Google Keyword Planner. It will tell you what keywords Google thinks it is about. It will also typically surface many long tail keywords you may not have thought about. This is an advanced SEO keyword research technique you can use to optimize all the content in your Inbound Marketing Campaign, not just the blog posts you published to support it.
Blog Posts Can Be Where the Buying Process Starts
While the traditional content marketing funnel starts with putting a CTA (Call to Action) on a blog post to drive a reader to a landing page, like this one, an even more powerful marketing strategy is to put the conversion form in the body of the blog itself. This gets the buying cycle started earlier and results in more marketing qualified leads.
Brief Your Sales Team on Your Inbound Marketing Campaign
While small businesses tend to have small sales teams, many companies have hundreds, if not thousands of members on their sales teams. They often have a complex sales process they need to follow, and it can involve everything from cold calling to working inbound leads from multiple marketing channels. That's why it's imperative that before you launch any new inbound marketing campaign that you brief the sales team on what your releasing.
Customer relationships as well as customer satisfaction can be negatively impacted if you release a piece of content that isn't fully aligned with the current offering. If you operate in a mixed environment, where both traditional outbound marketing and inbound marketing are used, getting this right is paramount.
Provide End-To-End Sales Enablement Content
End-to-end sales enablement content is a vital component that the inbound marketing team needs to provide to the sales team. This sales enablement content is essential in helping the sales team to close deals and achieve their targets. It provides valuable information and resources that sales reps need to engage customers effectively and move them through the sales funnel. It's also crucial to close deals in the CRM system with real values to maintain accurate campaign analytics. The inbound marketing team needs to ensure that the sales team is well informed and equipped with the right resources to achieve success. By providing end-to-end sales enablement content, the sales team can effectively engage with prospects and customers, which ultimately leads to increased revenue and business growth.
Expert Advice on How to Run a Marketing Campaign
A Digital Marketing Campaign Checklist
As you can surmise, an Inbound Marketing campaign is a complex undertaking, and every part of it must be executed well in order for it all to work effectively. Don't rely on memory or habit, instead, use a inbound checklist to avoid an aborted take-off on your next inbound campaign.
Download this FREE checklist, and start creating your own custom inbound marketing campaign!