NEDMA15: The Power of Projects: How to Run an Effective Inbound Marketing Campaign - Michael F. Griffin
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The document outlines the key aspects of running an effective inbound marketing campaign. It discusses laying the groundwork by understanding the differences between traditional and inbound marketing. The document then covers an agenda to discuss campaign theory, including an overview of using various channels in a unified way to achieve a goal. It provides an example of how different assets and activities can be used sequentially to move prospects along the path from initial awareness to becoming customers. The importance of analyzing campaign results to inform future campaigns is also highlighted.
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NEDMA15: The Power of Projects: How to Run an Effective Inbound Marketing Campaign - Michael F. Griffin
- 1. Michael F Griffin Implementation Specialist @MF_Griffin #NEDMA15
- 2. THE POWER OF PROJECTS: HOW TO RUN AN EFFECTIVE INBOUND MARKETING CAMPAIGN.
- 3. 1 Strong understanding of inbound campaigns 2 Actionable steps to help launch your next inbound campaign KEY TAKEAWAYS
- 4. 1 Laying the groundwork – foundational knowledge 2 Campaign theory overview 3 Campaign application 4 Key takeaways and Q&A AGENDA
- 5. Laying the groundwork – foundational knowledge.1
- 6. A QUICK CLARIFICATION : Projects = Campaigns
- 9. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric INBOUNDTRADITIONAL vs.
- 11. MEET MARKETING MARY: • Who is she?: Marketing professional that wears multiple hats • Roles: Marketing Manager, Marketing Director • Goals: Support sales team by generating qualified leads each month • Challenges: Too much to do, not enough resources, not enough time • Age: 25-50 • Income: $70,000-$100,000 • Education: Bachelor’s Degree or MBA
- 14. Inbound Marketing = Content + Context
- 17. • Social media
- 18. • Social media • Email
- 19. • Social media • Email • PPC
- 20. • Social media • Email • PPC • Blogging
- 21. An inbound marketing campaign takes into account the varied way that people learn online and encompasses many channels.
- 22. REMEMBER: Unified, cross- channel messaging in support of a goal
- 23. What does unified cross-channel messaging entail?
- 24. UNIFIED CROSS-CHANNEL MESSAGING 1 Assets & activities 2 Efforts 3 Behaviors
- 25. • eBooks • Landing pages • Tradeshows • Webinars ASSETS AND ACTIVITIES EFFORTS • Campaign planning meetings • Mapping out campaign deadlines in calendar BEHAVIORS • Networking • Promoting
- 26. 1 Consistent messaging across channels 2 Saves you time 3 Increases effectiveness & ROI 4 Improve your analysis of what worked and why WHY USE THE INBOUND MARKETING CAMPAIGN APPROACH?
- 28. It starts with an ultimate goal, and includes several micro-conversions along the way. Prospect Customer
- 33. Prospect Customer Email Webinars Case studies eGuides & eBooks Trial download
- 34. Prospect Customer Email Webinars Case studies eGuides & eBooks Vendor comparisons Trial download
- 35. Prospect Customer Email Press releases Webinars Case studies eGuides & eBooks Vendor comparisons Trial download
- 36. Prospect Customer Email Press releases Webinars Case studies eGuides & eBooks White papers Vendor comparisons Trial download
- 37. Prospect Customer Email Press releases Webinars Case studies eGuides & eBooks White papers Vendor comparisons Trial download Live demo
- 38. Prospect Customer Email Press releases Webinars Case studies eGuides & eBooks White papers Comparison white papers Vendor comparisons Trial download Live demo
- 39. Prospect Customer Email Press releases Webinars Case studies eGuides & eBooks White papers Comparison white papers Vendor comparisons Trial download Live demo Call with sales
- 40. Important to note: Regardless of the channel that someone comes in via, their destination should be the same place.
- 41. Prospect Customer Email Press releases Webinars Case studies eGuides & eBooks White papers Comparison white papers Vendor comparisons Trial download Live demo Call with sales
- 42. Q.) But what if I don’t have all of those? What if I don’t have many offers at all?
- 43. Q.) But what if I don’t have all of those? What if I don’t have many offers at all? A.) Don’t panic… yet.
- 44. UNIFIED CROSS-CHANNEL MESSAGING 1 Assets & activities 2 Efforts 3 Behaviors
- 47. Q.) I’m seeing some prospects filling out the eBook form. Awesome! What do I do now?
- 48. 1 If we haven’t already, identify the next micro-conversion 2 Create a list of all prospects who download the eBook 3 Draft lead nurturing emails 4 Promote the next micro-conversion similar to how we did the previous one
- 50. eBook Prospect Customer SEO Keywords Blogging Email Social Webinar Thank you, soft ask Trust build, soft ask Hard ask Hard ask, breakup
- 51. eBook Prospect Customer SEO Keywords Blogging Email Social Webinar Thank you, soft ask Trust build, soft ask Hard ask Hard ask, breakup SEO Keywords Blogging Social Email
- 53. Q.) What if my prospects registered for the webinar but did not actually attend?
- 54. Q.) What if my prospects registered for the webinar but did not actually attend? A.) We can still follow the same playbook. We just need to change the verbiage we use in the first email.
- 55. eBook Inbound marketing campaign Prospect Customer SEO Keywords Blogging Email Social Webinar SEO Keywords Blogging Social Email Vendor Comparison SEO Keywords Blogging Social Email
- 56. Q.) How will we know what to adjust for our next inbound marketing campaign if we don’t analyze the results of this one?
- 57. Q.) How will we know what to adjust for our next inbound marketing campaign if we don’t analyze the results of this one? A.) We won’t.
- 58. eBook Inbound marketing campaign Prospect Customer SEO Keywords Blogging Email Social Webinar SEO Keywords Blogging Social Email Vendor Comparison SEO Keywords Blogging Social Email 7% 5%
- 60. 1 Strong understanding of inbound campaigns 2 Actionable steps to help launch your next inbound campaign KEY TAKEAWAYS
- 61. QUESTIONS?
- 62. THANK YOU.