How to Create an Effective Inbound Marketing Campaign

HOW TO CREATE

Presented by Holly Yalove, Principal & Chief StrategistVIEO Design

AN EFFECTIVEINBOUND MARKETING CAMPAIGN

Happy to meet you!

vieodesign.com

@HollyYalove

Holly YalovePrincipal & Chief Strategist

/in/HollyYalove

https://www.vieodesign.com/

vieodesign.com

@VIEODesign

My Work Family

The VIEO Team


What Well Cover1. What is Inbound Marketing?

2. How to Create an Effective Inbound Marketing

Campaign: 6 Steps

3. Q&A

What Is Inbound Marketing?

Inbound MarketingThe Proven Methodology for the Digital Age

Inbound marketing focuses on creating quality contentthat pulls people toward your company and product.

Align your content with your ideal customers' interests, pain points, and challenges.

This organically attracts inbound traffic to your website that you then convert, close, and delight over time.

Inbound marketing engages instead ofinterrupts your leads and prospects.

Outbound marketing casts a wide net in thehope of catching a few customers from a sea ofloosely-targeted consumers.

Inbound vs. Outbound

Inbound marketing leads cost less

Inbound leads cost an average of 61% less than leads from outbound techniques*

Inbound ROI

*Source HubSpotStateofInboundMarketingReport

Attract StageDont try to attract justany traffic; go for theright traffic.

Inbound Marketing Methodology

BlogPostsWebsite/SEOSocialMedia

InboundySEM

Convert StageConverting visitors intoleads using CTAs and landing pages with forms.

Calls-to-ActionLandingPages

Forms


Transform leads into customers with email marketing, automated workflows, and personal connections.

Close Stage

Emails


Inbound marketingallows companies to engage and delight customers, creating happy promoters of thebrands they love.

Delight Stage

SocialMediaEmailMarketing

ContextualMarketingMarketingAutomation


Sohow do you create an effective inbound campaign?

Lets take it step by step

6 Steps to Creating an Effective Inbound Marketing

Campaign

Step 1: Develop an OfferOffers Come in Many Forms

Ebooks

White papers

Webinars

Podcasts

Infographics

Product demos

Step 1: Develop an Offer

Focus on the Right Stage inYour Buyers Journey

1. The Awareness Stage2. The Consideration Stage3. The Decision Stage

Step 1: Develop an Offer

Focus on the Right Stage inYour Buyers Journey

Heres a resource for laterBuyers Journey Content Mapping Worksheet [free guide]

http://bit.ly/knoxbuyersjourney

https://go.vieodesign.com/mapping-your-content-to-your-buyers-journey-worksheet?utm_campaign=Knox%20Chamber%20Inbound%20Marketing%20Workshop&utm_medium=Knoxville%20Chamber%20Inbound%20Marketing%20Workshop&utm_source=Speaking%20Event

Deep Understanding of Your Buyer Persona Will Guide Your Choices

Buyer Personas: Fictional but data-driven profiles of your ideal or actual customers.

They guide: The kind of content

you create How you deliver it

Crafting Effective Buyer Personas: An Inbound Marketing Master Class [ebook]

Includes a Buyer Persona Worksheet

http://bit.ly/knoxpersonas

Heres a resource for later [free ebook]

https://go.vieodesign.com/inbound-marketing-master-class-crafting-buyer-personas?utm_campaign=Knox%20Chamber%20Inbound%20Marketing%20Workshop&utm_source=Speaking%20Event

1. The Headline must pass the blink test

2. The Body is brief and clearly explains offer benefits

3. The Image visually captures attention and represents the offer

4. The Form is above the fold and only asks essentials

5. The Call-to-Action (CTA) uses best practices to draw in visitors

Step 2: Create a Killer Landing Pageto Deliver Your Offer

Example: One of our top-performing landing pages

60.71% submission rate


Step 2: Create a Killer Landing PageTips



Header Tips

Step 2: Create a Killer Landing Page

Use a clear, action-oriented header that matches the offer CTA .

Navigation TipsStep 2: Create a Killer Landing Page

Limit distractions byremoving navigation andother links that may divertthe user from submitting.

Tips for Header & Body


Keep the copy brief. Use bold text,numbers and bullets to emphasize keywords and highlight the valueto the visitor.

Copy Tips

Image TipsStep 2: Create a Killer Landing Page

Include an image relevant to the offer

Form Tip #1: Placement MattersStep 2: Create a Killer Landing Page

Dont bury your form below the fold

Form Tip #2: Length MattersStep 2: Create a Killer Landing Page

Form length impacts conversions

Form Length Matters

The shorter the form, the higher your conversion rate will be.

3 fields = 25% average conversion rate3-5 fields = 20% average conversion rate6+ fields = 15% average conversion rate

Note: Fields requiring a drop-down selectionfare worst of all.


Tip #3: FieldChoices Matter

Asking for phone number: 5% reduction Asking for address: 4% reduction Asking for age: 3% reduction Asking for city and state: 2% reduction


Form Tip #4: Word Choice MattersStep 2: Create a Killer Landing Page

Get more conversions with the right button

Click Here and Go perform better on forms (30% and 25%conversion rates respectively).

Avoid using register, which is the lowest performer.

Tip #5: Word ChoiceMatters






5. The Call-to-Action (CTA) uses best practices to draw in visitors


Call-to-Action (CTA)Best Practices


1. Visually Striking: with copy thatcompels the visitor to click

2. Brief: a couple of words worksbest (fewer than 5 is ideal)

3. Action-oriented: begin with averb like get, download, orclaim

CTA Best Practices


4. Size: large enough to see from a distance,but not so large that they detract from pagecontent

5. Clarity: be sure to state exactly what thevisitor will get when they click the CTA

CTA Best Practices


6. Location: place the CTA in a spotthats easy to find

7. Contrasting Color: make CTAsstand out from the rest of your website by using colors that do not blend inwith the rest of the site design

Step 3: Nurture Your Leadswith Marketing Automation

Work smarter instead of harder by automating marketing actions based on visitor behavior.

Craft a series of strategic emails to: Nurture prospects down the sales funnel Pre-qualify leads before sales handoff

Step 3: Nurture Your Leadswith Marketing Automation

A series of emails focused on useful, relevant content can

build trust with prospects and help them become more ready to purchase from you.

Step 3: Nurture Your Leads with Marketing Automation

Time automated workflows to start very soon after lead capture

Response rates steadily decline as leads get older

Marketing AutomationTip #1: Timing


Improve email performance by targeting specific messages to

specific groups of leads.

Marketing AutomationTip #2: Targeting


To reach targeted groups, you have to segment your

email list. Segment your contact database by things like:

Geography

Industry

Company Size

Job Role

Downloaded offers

Website pages visited

Marketing AutomationTip #3: Segmenting

Step 4: Tell Your TribeFocus on new leads, but dont forget your fans!

Your Tribe = a group of people who care about what youre doing

and want your updates, content, and offers.

Happy customers

Colleagues

Curious subscribers/leads

Step 4: Tell Your Tribe

Emailing Your Tribe: 6 Tips

1. Feature one CTA: Focused communications yield better results

2. Personalized: Personalizing increases open and click rates

3. Design mobile experiences: Make sure email layout displays

well on mobile devices

Step 4: Tell Your Tribe

Emailing Your Tribe: 6 Tips

4. Social sharing enabled: Integrate social sharing buttons and

include a link to the HTML version of your email

5. Clone and reuse: Once youve nailed a good format, focus future

sends on a compelling subject line

6. Quickly measure performance: Use your email tools analytics

to check open, click, and conversion rates

Step 5: Promote Your Offerwith Blogging and Social Media

Use longer excerpts from your offer to create

supporting blog posts

Use smaller excerpts or quotes for use on social media

Always include a CTA

Actively encourage engagement

Step 5: Promote Your Offer

Tips for Your Blog Post

Create a compelling featured image

Write an eye catching, SEO-friendly title

Use an engaging format with sub-headings, bullets, and

bolded content

Include social sharing options

Step 5: Promote Your Offer

Tips for Social Sharing

Plan the frequency and timing of posts

Select the best networks for your audience

Use tailored posts for each network

Leverage the right hashtags

Step 6: Measure Everythingand Troubleshoot

Continually measuring results is key to improving

performance

Revisit each element of your campaign to evaluate

success

Step 6: Measure Everythingand Troubleshoot Landing Page

Start with landing page analytics like:

Views

Submission rate

New leads and lead reconversions

Customer conversions

Benchmark:Aim for at least a 20% submission rateon landing pages



Different metrics tell different stories:

Low views? Evaluate traffic driving efforts.

Poor conversion rates? Evaluate landing page design,

content, form, CTA, and offer.

Low customer conversions? Evaluate workflows and

sales follow-up.

Step 6: Measure Everythingand Troubleshoot CTAs

2 Key CTA Metrics:

View-to-click rate

Click-to-submission rate

Benchmark:Aim for at least a 2% click through rateon CTAs



Is your click-to-submission rate low?

Evaluate how well it matches the landing page

Review landing page components

Step 6: Measure Everythingand Troubleshoot Email

Workflows & Email Marketing Metrics:

Open rates

Click rates

Unsubscribes and spam rates

Step 6: Measure Everythingand Troubleshoot Email

Benchmark:

25% open rate

4% click-through rate

Step 6: Measure Everythingand Troubleshoot Blog Posts

Metrics to Watch: Blog post visits, views, and shares Inbound links Bounce rates, exit rates, average time on page Subscribers CTA click-through rates Lead conversions Blog comments

Step 6: Measure Everythingand Troubleshoot Social Media

Metrics to Watch: Visits to the website from social media Social post views and reach Likes, comments, replies, and shares Trends related to networks, frequency, and time of day Fans/followers/connections increases or decreases

What We Covered: Recap1. Inbound Marketing Definition

2. Effective Inbound Marketing Campaign: 6 Steps

1. Develop an Offer2. Create a Killer Landing Page

3. Nurture Leads with Marketing Automation

4. Tell Your Tribe

5. Promote Your Offer

6. Measure Everything & Troubleshoot

Questions?

Lets Connect!

vieodesign.com

@HollyYalove

Holly YalovePrincipal & Chief Strategist

/in/HollyYalove


How to Create an Effective Inbound Marketing Campaign

Marketing

Transcript of How to Create an Effective Inbound Marketing Campaign