An inbound marketing campaign has 5 key steps: 1) Define goals and target personas; 2) Create a content offer centered around a keyword; 3) Design the conversion path for prospects to access the offer; 4) Promote the offer across relevant channels; 5) Continually review data and refine future campaigns. The document provides worksheets and tips for planning each step of an effective inbound campaign to attract and convert prospects.

1. Inbound Marketing Week
Houston HUG March 2015
How to Build an Inbound Marketing Campaign
Amanda Iglesias
@amandalucia

2. Let’s talk about campaigns.

3. campaign |kamˈpān|

4. campaign |kamˈpān|
ORIGIN
from the French campagne, the
practice of “Taking the field”.

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. Define your goal
Organize your actions
Know the “field”
In other words…

7. Putting the inbound in
inbound campaign.

8. inbound |ˈinˌbound|

9. ORIGIN
from the HubSpot inbound marketing,
of creating marketing that matches the
habits and whereabouts of actual
buyers.
inbound |ˈinˌbound|

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. Define your goal
In other words…

12. In other words…
Define your goal and your buyer

13. In other words…
Define your goal and your buyer
Organize your actions

14. In other words…
Define your goal and your buyer
Organize your actions around the same offer

15. In other words…
Define your goal and your buyer
Organize your actions around the same offer
Know the “field”

16. In other words…
Define your goal and your buyer
Organize your actions around the same offer
Know the “field” where buyers learn

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. Building an inbound campaign.
Define your goal and your buyer
Organize your actions around the same offer
Know the “field” where buyers learn

19. 1 Define campaign details

21. An inbound marketing campaign
will help entice and attract the right
audience to your offer.

22. An inbound campaign is focused
around an offer – the entry point for
a visitor to convert to a lead.

23. Use inbound marketing campaigns
to find the best offers to help close
leads into customers.

24. Focus on SMART
marketing goals.
FLICKR USERAMIRA_A

25. pecificS
M easurable
A ttainable
R elevant
T imely
Focus on SMART
marketing goals.

26. 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.

27. 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.

28. Set a timeframe for
your inbound campaign.
FLICKR USER NOMADIC LASS

29. 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.

30. 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.

31. A campaign is meant to
attract an audience…

32. …an audience is made up of
human beings.

33. human being |hjuːmənˈbiːɪŋ|

34. just kidding!

36. A person with
questions, concerns and needs.

37. 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?

39. Let’s take a few minutes to think
about our personas.

40. 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?

41. Building an inbound campaign.
Define your goal and your buyer
Organize your actions around the same offer
Know the “field” where buyers learn

42. 2Create your content offer

43. The content offer
you select will be
the focus of
your campaign.
FLICKR USER AGAINSTTHEBRILLIANCE

45. 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?

46. Prospect is experiencing and
expressing symptoms of a problem or
opportunity.

47. 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

48. Prospect has now clearly defined and
given a name to their problem or
opportunity.

49. 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

50. Prospect has now decided on their
solution strategy, method, or approach.

51. 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

52. It helps to narrow down a
topic and target some
keywords.

53. Target keywords:

54. Target keywords:
• Off-site travel

55. Target keywords:
• Off-site travel
• Team-building

56. Target keywords:
• Off-site travel
• Team-building
• Empower your employees

58. Great! How are they
gonna get it?

60. Let’s take a few minutes to think
about content offers.

61. 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

62. Building an inbound campaign.
Define your goal and your buyer
Organize your actions around the same offer
Know the “field” where buyers learn

63. 3Convert contacts

64. To provide your offer,
an exchange needs to happen.
FLICKR USER TABLEATNY

65. 1. PICK YOUR OFFER
Let’s start at the end.

66. 1. PICK YOUR OFFER2. CREATE THE CONVERSION PATH
How will prospects make the exchange?

67. 1. PICK YOUR OFFER2. CREATE THE CONVERSION PATH
Where will prospects learn about the offer?

68. 4Promote campaign

69. 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?

70. content offer

71. 1. PICK YOUR OFFER2. CREATE THE CONVERSION PATH
Where will prospects learn about the offer?
3. CREATE THE PROMOTION PATH

72. Let’s follow the prospect this time.

73. 3. DOWNLOADS OFFER2. GOES TO LANDING PAGE
Let’s follow the prospect this time.
1. SEES OFFER ON FACEBOOK,
CLICKS ON LINK

74. Let’s follow the prospect this time.
1. SEES CALL TO ACTION, CLICKS
ON IT.
3. DOWNLOADS OFFER2. GOES TO LANDING PAGE

75. Let’s follow the prospect this time.
1. RECEIVES EMAIL, CLICKS LINK. 3. DOWNLOADS OFFER2. GOES TO LANDING PAGE

76. Spend as much time promoting
your offer as you did creating it.t
Not just one Facebook
post or tweet!

77. 5Review & repeat

78. Data is the path to
more visitors, leads,
and customers.

79. Review the channels used to promote your offer.
{
Clicks
Retweets
Shares
Likes

80. Review the channels used to promote your offer.
{
Opens
Clicks
Forwards

81. Review the channels used to promote your offer.
{Views
Clicks

82. Review the effectiveness of the conversion path.
{
Visits
New contacts
Visit to Lead Ratio

83. You’re not going to get
it right the first time...

84. But, the fun is in
figuring it out!

85. i Helpful Resources

86. 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)