7 Methods to optimize content campaigns in Inbound Marketing
As an inbound marketer, you must have a content strategy in inbound marketing specifically about:
- Type of content that stimulates readers to provide information
- Content drives users along the buying journey
Not only do you create your own content, but you also need to have a strategy to keep the content appearing in front of your eyes as a habit:
This is probably the most important part of the inbound marketing model after content creation is complete. Up to 61% of marketers think that SEO optimization by the mainstream is the top priority.
#2. Marketing on social networks:
It’s a great way to build credibility, get great success with a regular post, and hear their feedback.
# 3. Email Marketing:
Very helpful for specific customer segments and for re-engagement with old leads. (if the customer has registered)
# 4. PPC (Pay-per-click) Pay per click:
This is not a bad option to complement the above 3 methods. Because inbound marketing needs time to “nurture” while PPC advertising can attract the attention and interest of users while waiting for inbound marketing.
# 5. Lead Creation:
Use strategies: Landing page, CTA, form, … to get users’ contact information. This is a concrete sign that users are interested in your product/service.
# 6. Nurturing Lead:
Create close relationships with customers at each stage of the buying journey, by providing them with high-quality informational content, to build trust and brand awareness for customers.
# 7. Marketing Automation:
Is essential if you want to implement large scale inbound marketing. Automated marketing software can save you a lot of time and effort, and personalize your email campaigns.
Detail 5 Steps to implement typical Inbound Marketing
This is not an entirely new category of marketing. Simple inbound marketing campaign to attract leads or customers interested in a particular topic or need.
The system of operating the influential marketing campaign:
However, this inbound marketing implementation process is not simple to implement.
Because inbound marketing campaigns need foresight and coordination of many departments deployed at the same time.
If you are fumbling for yourself, the results of your inbound marketing campaign will not be as expected.
So, if you are just implementing inbound marketing for the first time, follow this simple 5-step process for effective inbound marketing next time.
Step 1: Decide the combination of your offers (offers)
Inbound marketing campaigns are mainly focused on creating the right combination of offers.
You can create some valuable content samples to drive conversion rates.
If this is your first inbound marketing campaign, I recommend 4-5 different offers in a variety of formats.
Note: You can extend the offer if needed.
For example, in 2012 HubSpot announced a new business email tool to increase awareness of how to build the right email strategy to provide more value to recipients.
They provide an opportunity for users to test out a new tool and make comments on it.
As a result, HubSpot combines offers to reflect these two purposes.
Some offers are at the top of the buying funnel. This means that these offers are more educational, talking about email marketing strategy.
There are other offers in the middle of the funnel – suitable for those interested in researching email marketing software.
Here are a few of the offers they choose to include in their email marketing campaign to achieve balance:
- Documentation of accurate information about email marketing
- Basic guide to email marketing
- Webinar session on email marketing
- Free email marketing campaign review.
- The series of webinar sessions provide the basics of new email tools.
Each offer provides a specific value but is combined with a consistent theme – creating a useful email marketing strategy and helping you quickly reach your email marketing project goals.
As part of your inbound marketing campaign, all offers should do the same. And of course, each offer should have its own landing page so you can track its conversion rate over time.
Measured by: Number of downloads, registration, new customers, the number of customers attracted by the offer.
Step 2: Make a specific schedule and goals.
However, you should look for ways to combine offers to grow more influence. Because when inbound marketing is going on for so long, it’s easy to distract the general topic.
A more complex topic will take longer than a typical campaign.
As a rule of thumb, the implementation process of inbound marketing usually takes place about 30 – 90 days even when increasing the offer.
If you already have your own benchmarks, then it’s easy to set goals.
When you combine offers, try to compare simple offers from the previous marketing campaign against each other.
For example, in the basic email marketing tutorial, HubSpot looked at how many leads came from the basic email marketing tutorial and how many came from other eBooks with similar topics.
They used those metrics to benchmark their inbound marketing campaign.
By adding leads, content, and customers in the previous campaign, HubSpot creates a measuring framework for the inbound marketing campaign.
In addition to the metrics that are directly related to the offer (eg, the number of downloads, subscriptions, …), you also want to increase customer awareness of your business’s products/services.
In HubSpot’s case, it’s awareness about the new email software.
Thus, they plan to measure the number of social media mentions and content outside (not HubSpot) writing about the software.
Measure by: Pay attention to your benchmarks, if an offer doesn’t meet your expectations of new or lead content, you might want to redirect or add more offers.
Step 3: Navigate traffic
To support campaigns and drive traffic for offers, you should use the remaining interactive channels to navigate your inbound marketing campaign.
- Blog: Spend part of a blog post on the topic of your campaign. Including internal linking to the appropriate offers, tracking how much traffic the article attracts.
- Social: Introductory snippets for ebooks or other offers for social media channels, and discussion on other blog posts or forums. Try not to repost old content, instead combine the content and review it from different angles.
- Email: Offer the offer by introductory email, but don’t send mail across the list. You should segment your list of customers who are most interested in your topic or content. Save offers for lead nurturing campaigns.
- Paid advertising: If you’re on a budget, then paid advertising is an effective way to drive traffic to your offers.
Make sure what you recommend is valuable and matches the message on your ad.
Measured by: Clicks on offers, conversion rates, content sharing.
Step 4: Nurture Lead
Simply because someone in the transition phase of a campaign isn’t sure they’re ready to buy right away.
Therefore, you should use more relevant emails to provide more information and nurture leads through sales channels.
As your leads engage more with your content and choose to download their accompanying offers, recommend them your product/service.
If they’re not interested, don’t pitch them with phone spam.
If they keep clicking on the email and converting on the offer, this proves they’re ready to want more information.
Lead nurturing tools make it easy to automatically measure real results. But if your business is small, you can nurture leads without relying on this tool.
Measure by: See if a lead-raising campaign’s clickthrough rate doesn’t drop below 5%. If it is below 5%, your offer may not be attractive enough or you may have pushed your sales too early.
You should read 5 effective lead nurturing tool for smart marketing
Step 5: End the campaign and report
There are a few metrics that are decisive factors for the success of inbound marketing campaigns.
As a result, when the campaign is about to end, you should report those factors:
- Views: Measuring views helps you know if your offer is working. If your conversion rate is high, but the views are low, you need to evaluate and improve your advertising strategy and funnel.
- New Lead: Very important for the sales team and a core element of any B2B campaign. New leads are a sign that you are entering a market that you have never targeted, and this content is useful to attract users to your business.
- Entire content submitted: Don’t ignore sent content from old lead. They reach out to you and give you more of your lead issue of interest.
- New Customers: Obviously, the number of customers you get from your inbound marketing campaign is very important. Usually, you can only calculate this amount after a period of time. And especially you can calculate actual customers versus potential customers.
Because campaigns focus on the effort of each member – from blogger to email marketer, sales representative. The entire business must be aware of the inbound marketing campaign and ready to support it.
Have you implemented or implemented a focused campaign for your business? If so, what lessons have you learned? Don’t forget reading Understanding Inbound Marketing and How to Apply It