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Inbound Marketing Week
Houston HUG March 2015
How to Build an Inbound Marketing Campaign
Amanda Iglesias
@amandalucia
Let’s talk about campaigns.
campaign |kamˈpān|
campaign |kamˈpān|
ORIGIN
from the French campagne, the
practice of “Taking the field”.
campaign |kamˈpān|
ORIGIN
from the French campagne, the
practice of “Taking the field”.
NOUN
An organized course of action
...
Define your goal
Organize your actions
Know the “field”
In other words…
Putting the inbound in
inbound campaign.
inbound |ˈinˌbound|
ORIGIN
from the HubSpot inbound marketing,
of creating marketing that matches the
habits and whereabouts of actual
buyers....
ORIGIN
from the HubSpot inbound marketing,
of creating marketing that matches the
habits and whereabouts of actual
buyers....
Define your goal
In other words…
In other words…
Define your goal and your buyer
In other words…
Define your goal and your buyer
Organize your actions
In other words…
Define your goal and your buyer
Organize your actions around the same offer
In other words…
Define your goal and your buyer
Organize your actions around the same offer
Know the “field”
In other words…
Define your goal and your buyer
Organize your actions around the same offer
Know the “field” where buyers lea...
Building an inbound campaign.
Define your goal and your buyer
Organize your actions around the same offer
Know the “field” wh...
Building an inbound campaign.
Define your goal and your buyer
  Organize your actions around the same offer
  Know the “field...
1 Define campaign details
An inbound marketing campaign
will help entice and attract the right
audience to your offer.
An inbound campaign is focused
around an offer – the entry point for
a visitor to convert to a lead.
Use inbound marketing campaigns
to find the best offers to help close
leads into customers.
Focus on SMART
marketing goals.
FLICKR USERAMIRA_A
pecificS
M easurable
A ttainable
R elevant
T imely
Focus on SMART
marketing goals.
Attract [number] visits focused on [topic/product] by [date]
Convert [number] leads focused on [topic/product] by [date]
C...
Attract 5,000 visits focused on off-site business travel by June 2015.
Convert 500 leads focused off-site business travel by...
Set a timeframe for
your inbound campaign.
FLICKR USER NOMADIC LASS
Attract [number] visits focused on [topic/product] by [date]
Convert [number] leads focused on [topic/product] by [date]
C...
Attract 5,000 visits focused on off-site business travel by June 2015.
Convert 500 leads focused off-site business travel by...
A campaign is meant to
attract an audience…
…an audience is made up of
human beings.
human being |hjuːmənˈbiːɪŋ|
just kidding!
A person with
questions, concerns and needs.
Who is this person?
What does a day in their life look like?
What motivates them? What influences their success?
Where do t...
Let’s take a few minutes to think
about our personas.
MakeMyPersona.com
Give them a name.
Think about their job.
–  What is their job title?
–  How is their job measured?
–  Wh...
Building an inbound campaign.
Define your goal and your buyer
Organize your actions around the same offer
  Know the “field” ...
2Create your content offer
The content offer
you select will be
the focus of
your campaign.
FLICKR USER AGAINSTTHEBRILLIANCE
Who is this person?
What does a day in their life look like?
What motivates them? What influences their success?
Where do t...
Prospect is experiencing and
expressing symptoms of a problem or
opportunity.
Content that examines symptoms
and helps foster awareness about
the problem they are experiencing.
{
Analyst reports
Resea...
Prospect has now clearly defined and
given a name to their problem or
opportunity.
Content that helps them determine
what they need, and takes into
consideration different solutions,
strategies or methods.
...
Prospect has now decided on their
solution strategy, method, or approach.
Content that supports them through
a decision on a product or service
purchase.
{
Vendor comparison
Product comparison
Cas...
It helps to narrow down a
topic and target some
keywords.
Target keywords:
Target keywords:
•  Off-site travel
Target keywords:
•  Off-site travel
•  Team-building
Target keywords:
•  Off-site travel
•  Team-building
•  Empower your employees
Great! How are they
gonna get it?
Let’s take a few minutes to think
about content offers.
Concepting Worksheet
Choose a persona
Choose an audience skill level (Beginner, Intermediate or
Advanced)
Choose a topic o...
Building an inbound campaign.
Define your goal and your buyer
  Organize your actions around the same offer
Know the “field” ...
3Convert contacts
To provide your offer,
an exchange needs to happen.
FLICKR USER TABLEATNY
1. PICK YOUR OFFER
Let’s start at the end.
1. PICK YOUR OFFER2. CREATE THE CONVERSION PATH
How will prospects make the exchange?
1. PICK YOUR OFFER2. CREATE THE CONVERSION PATH
Where will prospects learn about the offer?
4Promote campaign
Who is this person?
What does a day in their life look like?
What motivates them? What influences their success?
Where do t...
content offer
1. PICK YOUR OFFER2. CREATE THE CONVERSION PATH
Where will prospects learn about the offer?
3. CREATE THE PROMOTION PATH
Let’s follow the prospect this time.
3. DOWNLOADS OFFER2. GOES TO LANDING PAGE
Let’s follow the prospect this time.
1. SEES OFFER ON FACEBOOK,
CLICKS ON LINK
Let’s follow the prospect this time.
1. SEES CALL TO ACTION, CLICKS
ON IT.
3. DOWNLOADS OFFER2. GOES TO LANDING PAGE
Let’s follow the prospect this time.
1. RECEIVES EMAIL, CLICKS LINK. 3. DOWNLOADS OFFER2. GOES TO LANDING PAGE
Spend as much time promoting
your offer as you did creating it.t
Not just one Facebook
post or tweet!
5Review & repeat
Data is the path to
more visitors, leads,
and customers.
Review the channels used to promote your offer.
{
Clicks
Retweets
Shares
Likes
Review the channels used to promote your offer.
{
Opens
Clicks
Forwards
Review the channels used to promote your offer.
{Views
Clicks
Review the effectiveness of the conversion path.
{
Visits
New contacts
Visit to Lead Ratio
You’re not going to get
it right the first time...
But, the fun is in
figuring it out!
i Helpful Resources
MakeMyPersona tool (HubSpot)
A Practical Guide to Planning a Successful Inbound Marketing
Campaign (HubSpot)
The Resources...
How to Build an Inbound Marketing Campaign
How to Build an Inbound Marketing Campaign
How to Build an Inbound Marketing Campaign
How to Build an Inbound Marketing Campaign
How to Build an Inbound Marketing Campaign
How to Build an Inbound Marketing Campaign
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How to Build an Inbound Marketing Campaign

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Resources from this Presentation
- MakeMyPersona tool - makemypersona.com
- A Practical Guide to Planning a Successful Inbound Marketing Campaign - http://blog.hubspot.com/marketing/practical-inbound-marketing-campaign-ht
-The Resources You Need to Run an Inbound Marketing Campaign (HubSpot) - http://blog.hubspot.com/marketing/inbound-marketing-campaigns-ht
- 8 Big Marketing Campaign Mistakes to Stop Making NOW (HubSpot) - http://blog.hubspot.com/blog/tabid/6307/bid/34207/8-Big-Marketing-Campaign-Mistakes-to-Stop-Making-NOW.aspx

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How to Build an Inbound Marketing Campaign

  1. 1. Inbound Marketing Week Houston HUG March 2015 How to Build an Inbound Marketing Campaign Amanda Iglesias @amandalucia
  2. 2. Let’s talk about campaigns.
  3. 3. campaign |kamˈpān|
  4. 4. campaign |kamˈpān| ORIGIN from the French campagne, the practice of “Taking the field”.
  5. 5. campaign |kamˈpān| ORIGIN from the French campagne, the practice of “Taking the field”. NOUN An organized course of action to achieve a specific goal.
  6. 6. Define your goal Organize your actions Know the “field” In other words…
  7. 7. Putting the inbound in inbound campaign.
  8. 8. inbound |ˈinˌbound|
  9. 9. ORIGIN from the HubSpot inbound marketing, of creating marketing that matches the habits and whereabouts of actual buyers. inbound |ˈinˌbound|
  10. 10. ORIGIN from the HubSpot inbound marketing, of creating marketing that matches the habits and whereabouts of actual buyers. inbound |ˈinˌbound| ADJECTIVE Unified in messaging across all marketing channels and concentrated around a single offer.
  11. 11. Define your goal In other words…
  12. 12. In other words… Define your goal and your buyer
  13. 13. In other words… Define your goal and your buyer Organize your actions
  14. 14. In other words… Define your goal and your buyer Organize your actions around the same offer
  15. 15. In other words… Define your goal and your buyer Organize your actions around the same offer Know the “field”
  16. 16. In other words… Define your goal and your buyer Organize your actions around the same offer Know the “field” where buyers learn
  17. 17. Building an inbound campaign. Define your goal and your buyer Organize your actions around the same offer Know the “field” where buyers learn
  18. 18. Building an inbound campaign. Define your goal and your buyer   Organize your actions around the same offer   Know the “field” where buyers learn
  19. 19. 1 Define campaign details
  20. 20. An inbound marketing campaign will help entice and attract the right audience to your offer.
  21. 21. An inbound campaign is focused around an offer – the entry point for a visitor to convert to a lead.
  22. 22. Use inbound marketing campaigns to find the best offers to help close leads into customers.
  23. 23. Focus on SMART marketing goals. FLICKR USERAMIRA_A
  24. 24. pecificS M easurable A ttainable R elevant T imely Focus on SMART marketing goals.
  25. 25. Attract [number] visits focused on [topic/product] by [date] Convert [number] leads focused on [topic/product] by [date] Close [number] customers focused on [topic/product] by [date] Focus on SMART marketing goals.
  26. 26. Attract 5,000 visits focused on off-site business travel by June 2015. Convert 500 leads focused off-site business travel by June 015. Close 20 customers focused on off-site business travel by June 2015. Focus on SMART marketing goals.
  27. 27. Set a timeframe for your inbound campaign. FLICKR USER NOMADIC LASS
  28. 28. Attract [number] visits focused on [topic/product] by [date] Convert [number] leads focused on [topic/product] by [date] Close [number] customers focused on [topic/product] by [date] Set a timeframe for your inbound campaign.
  29. 29. Attract 5,000 visits focused on off-site business travel by June 2015. Convert 500 leads focused off-site business travel by June 015. Close 20 customers focused on off-site business travel by June 2015. Set a timeframe for your inbound campaign.
  30. 30. A campaign is meant to attract an audience…
  31. 31. …an audience is made up of human beings.
  32. 32. human being |hjuːmənˈbiːɪŋ|
  33. 33. just kidding!
  34. 34. A person with questions, concerns and needs.
  35. 35. Who is this person? What does a day in their life look like? What motivates them? What influences their success? Where do they go for information? What tools do they use? Which problems can you help them solve?
  36. 36. Let’s take a few minutes to think about our personas.
  37. 37. MakeMyPersona.com Give them a name. Think about their job. –  What is their job title? –  How is their job measured? –  What tools do they use or need? –  Who do they report to? Who reports to them? –  What industry do they work in? –  What is the size of their organization? –  What are their job responsibilities? –  What are their goals? What are their challenges? –  How do they gain new information for the job? –  What blogs or publications do they read? –  What associations or social networks do they belong to? –  How do they like to communicate and interact with vendors? –  Do they search for vendors online?
  38. 38. Building an inbound campaign. Define your goal and your buyer Organize your actions around the same offer   Know the “field” where buyers learn
  39. 39. 2Create your content offer
  40. 40. The content offer you select will be the focus of your campaign. FLICKR USER AGAINSTTHEBRILLIANCE
  41. 41. Who is this person? What does a day in their life look like? What motivates them? What influences their success? Where do they go for information? What tools do they use? Which problems can you help them solve?
  42. 42. Prospect is experiencing and expressing symptoms of a problem or opportunity.
  43. 43. Content that examines symptoms and helps foster awareness about the problem they are experiencing. { Analyst reports Research reports eBooks Editorial content Expert content Whitepapers Educational Content
  44. 44. Prospect has now clearly defined and given a name to their problem or opportunity.
  45. 45. Content that helps them determine what they need, and takes into consideration different solutions, strategies or methods. { Comparison Whitepapers Expert guides Live interactions Webcast Podcast Video
  46. 46. Prospect has now decided on their solution strategy, method, or approach.
  47. 47. Content that supports them through a decision on a product or service purchase. { Vendor comparison Product comparison Case studies Trial download Product Literature Live demo
  48. 48. It helps to narrow down a topic and target some keywords.
  49. 49. Target keywords:
  50. 50. Target keywords: •  Off-site travel
  51. 51. Target keywords: •  Off-site travel •  Team-building
  52. 52. Target keywords: •  Off-site travel •  Team-building •  Empower your employees
  53. 53. Great! How are they gonna get it?
  54. 54. Let’s take a few minutes to think about content offers.
  55. 55. Concepting Worksheet Choose a persona Choose an audience skill level (Beginner, Intermediate or Advanced) Choose a topic or keyword Buyer’s Journey stage (Awareness, Consideration, Decision) Choose a format (eBook, Template, Checklist, Chart, Webinar, etc.) Content Structure (List, How-To, FAQ, Best of, Q&A, etc.) Draft a content title
  56. 56. Building an inbound campaign. Define your goal and your buyer   Organize your actions around the same offer Know the “field” where buyers learn
  57. 57. 3Convert contacts
  58. 58. To provide your offer, an exchange needs to happen. FLICKR USER TABLEATNY
  59. 59. 1. PICK YOUR OFFER Let’s start at the end.
  60. 60. 1. PICK YOUR OFFER2. CREATE THE CONVERSION PATH How will prospects make the exchange?
  61. 61. 1. PICK YOUR OFFER2. CREATE THE CONVERSION PATH Where will prospects learn about the offer?
  62. 62. 4Promote campaign
  63. 63. Who is this person? What does a day in their life look like? What motivates them? What influences their success? Where do they go for information? What tools do they use? Which problems can you help them solve?
  64. 64. content offer
  65. 65. 1. PICK YOUR OFFER2. CREATE THE CONVERSION PATH Where will prospects learn about the offer? 3. CREATE THE PROMOTION PATH
  66. 66. Let’s follow the prospect this time.
  67. 67. 3. DOWNLOADS OFFER2. GOES TO LANDING PAGE Let’s follow the prospect this time. 1. SEES OFFER ON FACEBOOK, CLICKS ON LINK
  68. 68. Let’s follow the prospect this time. 1. SEES CALL TO ACTION, CLICKS ON IT. 3. DOWNLOADS OFFER2. GOES TO LANDING PAGE
  69. 69. Let’s follow the prospect this time. 1. RECEIVES EMAIL, CLICKS LINK. 3. DOWNLOADS OFFER2. GOES TO LANDING PAGE
  70. 70. Spend as much time promoting your offer as you did creating it.t Not just one Facebook post or tweet!
  71. 71. 5Review & repeat
  72. 72. Data is the path to more visitors, leads, and customers.
  73. 73. Review the channels used to promote your offer. { Clicks Retweets Shares Likes
  74. 74. Review the channels used to promote your offer. { Opens Clicks Forwards
  75. 75. Review the channels used to promote your offer. {Views Clicks
  76. 76. Review the effectiveness of the conversion path. { Visits New contacts Visit to Lead Ratio
  77. 77. You’re not going to get it right the first time...
  78. 78. But, the fun is in figuring it out!
  79. 79. i Helpful Resources
  80. 80. MakeMyPersona tool (HubSpot) A Practical Guide to Planning a Successful Inbound Marketing Campaign (HubSpot) The Resources You Need to Run an Inbound Marketing Campaign (HubSpot) 8 Big Marketing Campaign Mistakes to Stop Making NOW (HubSpot)

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