I have an offer for you that has to do with marketing campaigns. It's a new guide titled "How to Create Effective Inbound Marketing Campaigns."
I'm excited about it because it puts into context how to make a marketing campaign effective for converting website visitors into leads and eventually customers.
It also has nothing to do with traditional marketing campaigns.
Traditional marketing campaigns focus on outbound programs which frequently trade quality of audience for quantity. Think TV ads on network television which may reach a large number of eyeballs, most of which don't want to have anything to do with you, your product or your business.
Or even some Facebook contests which do a better job of appealing to professional contest participants than real prospective customers because they interrupt more than engage.
Instead of trying to be all things to all people - and relevant to few if any - you attract interested prospects to your business. (BTW, you might enjoy reading 21 Inbound Marketing Definitions vs. Outbound.)
An inbound marketing campaign focuses intensely on those prospective customers. It depends intensely on content to help them progress through their purchase process (i.e., the buyer journey or the sales funnel) from visitor to lead to customer. Along the way, you qualify your website visitors so that, when they reach a decision to purchase products or services, they naturally gravitate toward you.
Why? Because you've become pen pals in a way. You've built a relationship with them based on helping them make sense of options and solutions.
This intense focus on customers requires a commitment to identify and fully understand your customer personas (i.e., the distinct customer types you regularly interact with who have different questions and needs). It forces you to consider carefully each's buying cycle.
An effective inbound marketing campaign enables you to build trust with prospective customers
Effective inbound marketing helps your prospects navigate through the buyer journey in a way that allows you to develop with them a relationship based on trust.
The trust comes from sharing expert knowledge relevant to your prospective customers.
The relevance comes from truly understanding who your prospect is, where he or she is in the purchase process and what his/her questions are about the problem you can help solve given your professional expertise.
What to expect from 'How to Create an Effective Inbound Marketing Campaign'
This guide outlines the thought-process for an effective inbound marketing campaign as well as the mechanics.
As far as the mechanics go, yes - it helps to embrace HubSpot (if I can help, let me know. I'm a Certified HubSpot Partner and an avid inbound marketer.) However, the principles hold regardless of which approach you take to implement inbound marketing.
The thought process includes:
How to develop a compelling inbound marketing offer
How to place the offer on your website using landing pages and calls-to-action
How to expand the inbound marketing offer with automated workflow messages
How to market the offer through email to existing contacts
How to promote the offer via social media and your business blog
How to measure results from the inbound marketing campaign.
Won't you download the guide? How might you transform your marketing campaigns into inbound marketing campaigns that help you more effectively connect with customers?
I'd love to hear your thoughts.