How to Run an Inbound Campaign
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As a Consultant for HubSpot I get asked a lot about how to set up a complete campaign. I've presented this at local User Groups visited by HubSpot customers.
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How to Run an Inbound Campaign
- 1. Nikita Smits – Senior Channel Consultant
- 2. Nikita Smits – Senior Channel Consultant
- 3. 1 What is a campaign? 2 Where to start? 3 Your offer 4 Promotion 5 Measure
- 4. 1 What is an Inbound Campaign?
- 5. When Marketers say “campaign” they usually mean one of a few things... • An automated drip email campaign. • An ad campaign, like a print ad, commercial, etc. • A Salesforce campaign (a list of people.)
- 6. What we actually mean.. A strategy that aligns a set of assets and marketing channels around a prospect or event in order to achieve a particular goal.
- 7. Offer LP + CTA Social Blog Email They include: Solution: An Inbound Campaign
- 8. What makes an inbound campaign different? • Starts with the customer in mind. • Uses integrated, multi-channel tools for multiple touch-points that connect all your efforts. • Results based on leads / customers – NOT just clicks.
- 9. What are examples of inbound campaigns? • New product launch. • Conference or event. • An offer, ebook, or webinar.
- 10. 2 Where to start
- 11. IT ALL COMES BACK TO BUYER PERSONAS
- 13. Sample Sally GOALS: • Keep employees happy and turnover low • Support legal and finance teams CHALLENGES: • Getting everything done with a small staff • Rolling out changes to the entire company HOW WE HELP: • Make it easy to manage all employee data in one place • Integrate with legal and finance teams’ systems
- 15. 3 Your Offers
- 17. Offers, tofu mofu bofu
- 18. Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPESYour Content Types
- 19. Created: Most viewed blog post of all time
- 20. Co-Marketing is great for net new contacts
- 24. 4 Promotion
- 27. The Possible Eyeballs You Can Generate
- 28. • Early access for influencers • 70% of new leads find us organically through old offers • Use Amazon style related offers Social Media Best Practice
- 29. Blogs convert.
- 30. Companies that blog convert 70% more leads than those that don’t blog.
- 31. • Multiple posts around one offer • Optimize old posts with new CTA Blogging Best Practice
- 32. Segmented emails get more clicks than email blasts. Source: Marketing Sherpa 50%
- 33. • Segment your database on previous behavior • Re-use related offers • Amazon style recommendations on thank you pages Email Best Practice
- 35. What To Segment On? • Persona • Age • Job title • Gender • Seniority • Lifecycle stage • Company • Organization type • Industry • Past purchases • Products • Size • Behavior • Pages visited • Purchase cycle • Number of conversions
- 36. 5 Measure
- 37. WHAT IS A KEYWORD ? How did you do?
- 38. How did you perform on different parts of your campaign?
- 39. QUESTIONS?
Hinweis der Redaktion
- What marketers mean when they say campaign: email, ad, SFDC ListProblem with this = too limited. Marketers are using these one-off channels to run a campaign to help achieve one of their marketing goals , but customers don’t only learn about you from one channel, so why are marketers not solving for the customer by alginging their messaging across all of their marketing channels?So we asked ourselves: What SHOULD be part of a marketing campaign? And furthermore, an inbound marketing campaign?We really wanted to put stamp on as to what a inbound marketing campaign is.
- What marketers mean when they say campaign: email, ad, SFDC ListProblem with this = too limited. Marketers are using these one-off channels to run a campaign to help achieve one of their marketing goals , but customers don’t only learn about you from one channel, so why are marketers not solving for the customer by alginging their messaging across all of their marketing channels?So we asked ourselves: What SHOULD be part of a marketing campaign? And furthermore, an inbound marketing campaign?We really wanted to put stamp on as to what a inbound marketing campaign is.
- Remember how you created your persona when you first started your consulting? Have you learned anything new? Do you need to tweak?No?Then lets first determine what persona is this campaign directed at
- Have you covered all steps of the funnel? TOFU, MOFU and BOFU?Do these resonate with your persona?Do they speakk to their problem and how does this specific ebook ensure continued conversion?
- Leverage older blog posts for new offers
- Spend as much time/effort promoting as you do as creating. Promotin doesn’t stop when you hit send on a n email. More blogs/ social
- 70% of our new leads come organically from old offersWhen we create a new offer and utilize the old offers we start to see organic traffic to the new offersThis costs us MQLs but it increases net new contacts
- And not only engage not only does blogging help you generate more website traffic. It also enables you to effectively convert that traffic into leads.
- And it’s not just more web traffic that you’ll get. Blogging businesses also generate 70% more leads. Remember those educational posts targeted to attract the right people to your site? The ones that we said define a business blog? Well once we’ve attracted those right people to our site, our blog can also help us to easily convert them into leads.
- Find good performing past blogs and add new offer/cta to old blog postWe used to write one blog per offer, we’re focussing on 3 blogs per offer. Either you or an influencer.
- Did you hit your overall goal?How was the traffic to your landing pages?Did you convert on your call to actions or did you expect a higher conversion rate?Did your prospects engage on Twitter or are they more active on Facebook?Did you tag a PPC campaign as well?HubSpot’s always allowed you to create all of the assets you need to pull off an inbound marketing campaignBut what we’ve never done is given customers the ability to see it all in one placeHence, last week we launched the Campaigns app, which gives marketers a place a dashboard to aggregate all of the assets of their inbound marketing campaign in one place, and see how the entire campaign is performing against your goals, and even how the individual assets are performing as well