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The first step in creating an effective inbound marketing campaign is to come up with something to offer potential customers or clients. You need to show them how your business can benefit them – and you do that with marketing offers. These offers come in many forms, but most of them will be different types of content, including e-books, white papers, webinars, podcasts, and infographics. This was originally a blog post from the VIEO Design blog here: http://bit.ly/1vilzMn
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How to Create an EffectiveInbound Marketing Campaign
Developan OfferStep#1
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Come up with something to offerpotential customersor clients.
These offers come in many forms, including:
• ebooks • white papers • webinars• podcasts • infographics • product demos
Have aDetailed
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Have aDetailed
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The following questions can help you develop the buyer personas that will guide the kind of content you create and how you deliver it.
of YourTarget Market.
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Ask Yourself...• Who are your ideal customers and prospects?• What are their biggest concerns, needs, and interests?• Where can you reach them? (search engines, social media, blogs, etc.)• What types of content do they prefer?
Once you’ve defined your audience, use this checklist to get great results with your content!
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Focus on theRight Stage.1. Awareness – The prospect is getting acquainted with your brand. You are trying to show them why they will want or need your product or service.
2. Research & Education – The prospect has identified their problem and is searching for potential solutions (including yours!). You are trying to anticipate their needs and be there to provide the answers.
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3. Comparison & Validation – The prospect is examining options and narrowing down the list of potential vendors. Anticipate the points of comparison and offer your own pros and cons.
4. Purchase – The prospect makes a purchase decision. Your website can help them have a smooth, pleasant transaction that affirms their choice.
5. Satisfaction & Advocacy – Having converted the prospect into a customer, you can earn their return business and their referrals by continuing to offer them valuable content suited to their evolving needs.
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Create Content that Drives Traffic.Before leads can be cultivated and converted into customers, you need to attract traffic and convert website visitors into leads.
To launch a powerful marketing campaign that drives traffic, you begin by focusing on the first stage of a customer’s experience, creating awareness of your business through your marketing content.
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Use Your Data.• What are your most popular blog posts?• What are the most-viewed pages on your website?• Which offers led to the most engagement?
Your content must be relevant and valuable, but these indicators help you understand what your audience is most interested in. Let your past performance dictate your direction in producing new marketing content, and use it to refine your marketing personas.
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Determine theOptimal Formats.• Will your audience listen to a podcast, or would they rather read a white paper?
• Do they have time to read an ebook, or would they prefer to watch a short video?
• You can rely heavily on past data to help you know how your audience prefers to consume your content.
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3. Comparison & Validation – The prospect is examining options and narrowing down the list of potential vendors. Anticipate the points of comparison and offer your own pros and cons.
4. Purchase – The prospect makes a purchase decision. Your website can help them have a smooth, pleasant transaction that affirms their choice.
5. Satisfaction & Advocacy – Having converted the prospect into a customer, you can earn their return business and their referrals by continuing to offer them valuable content suited to their evolving needs.
Build a Team ofContent Creators.
• Ask them to suggest topics for valuable content.• Interview them for blog posts or short videos highlighting their expertise.• Ask them to co-write a white paper or ebook.• Invite them to host webinars to answer common questions.
Each person in your company has a unique voice and a valuable perspective on important aspects of what you do and what your customers need. Make use of their specialties.
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Build a Team ofContent Creators.
RepurposeYour Content.
Almost every piece of content you create can be adapted, reused, modified, and republished in another format.With each piece of content you produce, come up with multiple ways to package and distribute it in the different formats that suit the material. An ebook, for example, can make for a great series of blog posts.
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• Combine text from an old white paper with new videos to create a multimedia ebook. • Turn blog posts and ebooks into videos or webinars, and vice versa.• Use common questions and comments from webinars, videos, and posts to create a new ebook.• Create infographics from guides, white papers, videos, and blog posts.• Be sure to read critically and update your content. You don’t want to share out-of-date information. • Don’t forget to share your content across multiple formats.
Some Ideas
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Download OurFree Ebook!Download our ebookto learn more about notonly what constitutesan effective marketing campaign, but how tobuild and implement one!
HOW TO CREATE AN EFFECTIVE INBOUND MARKETING CAMPAIGN
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