Inbound Fundamentals: 7 Steps to Setting Up Campaigns

startup-593341_1280Setting up an inbound marketing campaign may be something you’ve been dreading and simply putting off because you don’t know exactly where to start. We’ll agree with you that these campaigns can seem intimidating, but really, they can be broken down into 7 steps. With the help of HubSpot (and Seapoint Digital), you’ll soon be well on your way to setting up your first inbound marketing campaign, and then before you know it, you’ll be an expert.

1. Understanding What an Inbound Marketing Campaign Is

HubSpot, a leader in inbound and digital marketing, defines an inbound marketing campaign as ‘concentrated efforts that align all of your marketing channels around a single offer and goal.’ This means that all of your online activity is focused on a single goal, whether that be converting more leads or attracting more visitors. An inbound marketing campaign is created to drive people to your website, through multiple channels, by offering something in return.

2. Determine Why You Should Use Inbound Marketing Campaigns

The main reason to use inbound marketing campaigns as part of your marketing strategy is to align all your marketing channels to one goal. This is a hyper-focused approach to marketing. Rather than targeting one type of customer on Facebook and another through your web site, all of your activity is focused on attracting a specific group of people (your Buyer Persona) to your website.

IMG_36363. Define Your Campaign Details

Goals are what will determine whether all your marketing efforts have succeeded. Without goals, you won’t have a successful campaign. The goal of inbound marketing campaigns is to attract visitors, convert them to leads, and then close those leads. By setting very specific goals with numbers, dates, and a focused effort, you’ll be able to determine the campaign’s success or failure.

4. Select and Create Your Offer

The center of your whole inbound marketing campaign is your offer. Now, this isn’t a discount or a sale, but rather it’s the first conversion point for your leads and the first point of entry for your prospects. The offer is a piece of content the visitor will get to help them understand their problem, or let them know that you can solve their problem. The type of content you offer will be determined by finding out where the buyer is in the Buyer’s Journey. To determine this, check out HubSpot’s many tools about the Buyer’s Journey (or ask us here at Seapoint Digital and we can help).

5. Convert Your Contacts

After you’ve decided your offer, you must determine how the exchange will take place. You see, your visitors will get your offer (ebook, white paper, newsletter) after they give you the information you’re seeking. The exchange is usually their email address, name, address, or business information.

6. Promote Your Campaign

The next step is to promote your campaign – how will your customers find your offer? This part of the process will rely heavily on your Buyer Personas. Where are your prospects hanging out online? You’ll have to create social media messages, create emails, write blog posts or even invest in paid search in order to reach your prospects in the best way.

IMG_36247. Review and Repeat 

Not every campaign is the same. But once you’d done one, you’ll have so much insight into how your customers function and what makes them tick. Each campaign will give you more and more data to analyze your campaigns against each other. It’s vastly important to review the results of your campaign – see what worked, what didn’t and determine how you can improve next time.

All of these steps will help you create and manage a successful inbound marketing campaign. If you need any help, Seapoint Digital is here – we can guide you through the process and help you be successful.