We’ve written previously about inbound marketing and the elements of an inbound campaign. I’ve talked about how inbound marketing takes things you already know – your website, blog, email and social media – and activates them a little differently to create a completely different outcome. That website you built as a standalone tower some time ago MUST now be integrated with your other online channels to create a village of inter-connected, inter-related activities.
Once you do that, you can begin to run distinct, measurable inbound campaigns. A campaign typically starts with a desired outcome from a desired audience. You want Customer Type A to learn X about your industry or solution. The “bait,” if you will, is a specific piece of content. The campaign would be all the connected activities you do to: promote the piece; draw attention to it; attract people to it; and demonstrate enough value that they will exchange their name and contact information for it.
If you tie all these elements together and track them as a campaign using Hubspot or another marketing automation platform, you will be able to identify what is or isn’t working in the attract > convert > close cycle for that goal and audience.
We know that there are a lot of moving parts when it comes to planning and executing an inbound marketing campaign. We’ve put together a resource that outlines some of Hubspot’s best resources, templates and workbooks for each stage of a campaign. If you’ve got questions on any element of an inbound marketing campaign, this resource is a great place to start. If you have further questions after reviewing the reference guide, please don’t hesitate to leave a comment here, or email me directly at stephanie(at)savoirfaire-us.com.