2024 is here, and it's shaping up to be one of the most competitive years for online marketing. With increased content output, reduced data visibility and an overwhelmed audience - your advertising is just another sound in an endless sea of noise.
The way forward is targeted, more personalized inbound marketing that provides actual value to the right audience at the right time. A good inbound marketing campaign is all about quality > quantity - and with a competitive online landscape, those few, high-value customers that refer more high-value customers are worth more than a hundred leads who never spend a dime.
Reasons Why Your Leads Aren't Good
If you're getting leads but none of them are converting into actual sales or they're not a good fit, there are a few key reasons why this might be the case.
- You're targeting way too broad of an audience.
- You're not providing valuable content that makes people want to engage.
- You're spending too much time on the wrong types of content for your audience.
- You're not accurately measuring your marketing for full visibility.
- You're not matching leads with an action based on their point in their buyer's journey.
- You're not adequately connecting marketing and sales.
- You're no longer marketing to leads once they convert to a sale.
An effective inbound marketing strategy addresses these common problems head-on. Even if you've already tried inbound marketing in the past, you may not have been using an effective strategy to ensure success.
Everything You Ever Wanted to Know About Inbound Campaigns
Discover how to create effective inbound campaigns that drive traffic, engagement and qualified leads. Learn best practices for implementing, promoting, managing, and reporting on campaigns results.
Refresher: What is an Inbound Marketing Campaign?
Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and
builds trust. And the flywheel model, which serves as the new framework for your inbound efforts, is built around these three stages:
- Attract: Earn your people’s attention, don’t force it. Attract visitors with useful content and eliminate barriers as they try to learn about your company.
- Engage: Open relationships, don’t just close deals. Enable buyers to engage with you on their preferred timeline and channels. Tie sales incentives to customer success not just close rate.
- Delight: Tie your success to your customers’. Shift resources to be more effectively distributed throughout the entire customer experience.
An Inbound marketing campaign is an organized, strategic effort to promote a specific company goal, such as raising awareness of a new product or service, capturing customer feedback, or driving event attendance.
At it’s core, an inbound marketing campaign:
- Starts with the customer in mind - An inbound campaign is built to attract, not annoy. It takes every stage of your buyer’s journey into account to generate new, interested leads, and turns them into quality leads and happy customers through relevant, compelling content.
- Uses integrated tools to connect everything - An inbound campaign uses interconnected tools to weave context about a lead into every channel and every tool. The result is a smooth, personalized experience for buyers, better results for marketers and salespeople.
- Works in any situation - Any campaign can be an inbound campaign. Whether you are starting with a webinar, a product launch, or a new list of leads, you can apply the inbound marketing campaign framework to organize and improve your effort.
This is the foundation for your inbound campaign, but to create a truly effective campaign you need to cover all your bases through a comprehensive, and strategic project.
The Steps to Create Better Inbound Marketing Campaigns
To be successful, any project must follow a strategic progression, also known as “a project lifecycle”: initiation, planning, execution, control, and closeout. Inbound marketing strategies are no different. If you're not seeing good leads from your current inbound marketing or standard marketing strategy, follow these steps to create more effective campaigns.
Step 1: Initiation
Everything starts with analysis and research. In this phase, your goal is to confirm whether the campaign is viable. This includes extensive research into your market, your competitors, overall scope, and deliverables.
Step 2: Planning
The goal of the planning stage is to break down your campaign into smaller, actionable steps. Define what each stakeholder should be doing, specify a schedule for the project, and outline all the responsibilities involved.
Step 3: Execution
As you may imagine, the execution stage is where you put theory into practice. Here’s where you’ll execute, monitor, and adjust your processes based on campaign results and feedback from your team.
Step 4: Control
The control phase is about comparing your actual results with your original plan as you go, ensuring that budget, resources, and timelines are all performing accordingly.
Step 5: Closeout
Finally, the closeout phase helps you review your results and determine whether your campaign was successful. It also serves as a guideline for future campaigns.
Knowing the steps is important - but if you want to elevate your inbound campaigns, you'll want our FREE guide. This 56 page guide goes in-depth on every step needed to create an inbound marketing campaign.
The In-Depth Guide to Creating Effective
Inbound Marketing Campaigns
Take your inbound campaigns further. Discover how to create effective inbound campaigns that drive traffic, engagement and qualified leads.
This in-depth guide covers:
What exactly inbound marketing is and how it works.
Explore a step-by-step process for running an
inbound marketing campaign in today’s competitive business landscape.
Best practices for creating a variety of campaign assets.
Reach consumers in a variety of ways, at every stage of the buyer's journey, through email, social media, online advertising, and video.
How to measure the impact and ROI of your inbound campaign
Make insights-driven business decisions and confidently present the value and impact of marketing efforts in support of top-level business objectives.
Get My In-Depth Guide!
BizzyWeb is a Minneapolis-based digital marketing and web design agency that helps companies get the high-quality leads they need to grow and thrive. Our tactics include inbound marketing, SEO, advertising, web design, content creation and sales automation. We are an accredited HubSpot Platinum Partner and we offer full-service HubSpot onboarding, enablement and strategy for new and current users.
