1. How to Create an Effective
Inbound Marketing Campaign
Promote
Your OfferStep
#5
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2. Now that you have carefully crafted
the infrastructure of your marketing
campaign – the offer itself, the killer
landing page, and strategic
workflows for nurturing incoming
leads – it’s time to promote your
offer via social media and blogging.
Use social media
& blogging to
increase interest
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3. Blogging and social media can
dramatically increase the reach
of your content and draw
traffic into your lead
generation efforts. Just
remember to always include
a call-to-action linked to the
landing page for your
marketing offer.
Use longer excerpts from the content in
your offer as the basis for blog articles, or
use smaller excerpts or quotes as social
media posts. Just remember, always
include a call to action, and always ask
your followers for their engagement in the
form of comments and shares!
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4. How to use your blog in
your marketing campaign
Your tribe may consist of happy customers, colleagues who are
interested in what you’re doing, or curious leads who signed up
to receive emails, but whoever they are, you have to think about
these loyal folks as you build a new marketing campaign.
When putting your blog post together, optimize your writing to
grab the reader’s attention and use applicable keywords to rank
well in search engines. Don’t forget to include a clear
call-to-action to drive traffic to your offer! Here are a few more
tips for your blog posts:
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5. Feature a
Compelling
Image
People love pretty pictures, so include
an appealing image that conveys what
the blog post is about. A blog post
including a photo, graphic, video, or
infographic typically gets better
engagement than merely text.
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6. Headlines are the most important
element of your blog posts.
Use the title to capture readers’ attention and entice
them to view your post. You need your title to be clear,
accurate, and compelling. Make it SEO-friendly by
thinking about how someone would search for your
post, and incorporating those keywords.
Write
an Eye-Catching Title
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7. Use an Engaging Format
• In blogging, it is important to break
text into manageable “chunks.”
• Reading web content is not like
reading a physical book; the online
reader needs to be able to scroll
through your blog post and quickly
evaluate the content.
• Use sub-headlines, bolded content,
and bullet points to help them find the
value in your post.
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8. Social Media
Sharing
• Give your blog content extended reach by including
social sharing buttons in every post.
• This will encourage readers to share your content with
their personal networks and expand its reach beyond
your own connections.
• You can also encourage sharing with a “Tweet This!”
button by an important quote, or “Pin This” next to an
infographic, for example.
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9. How to use social media
in your campaigns
As we just said, social media allows your tribe to
share your content, expanding its reach beyond
your own connections. Make use of these best
practices to promote your marketing offer
through social media channels.
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10. vieodesign.com
Plan the frequency &
timing of your posts
• Control how often you share your offers to ensure that you’re making
your content available but not dominating your followers’ news feeds.
• For example, a recruiter will be more likely to repeatedly share the same
job opening because her audience will naturally be more invested in
that opportunity. However, people who liked an HVAC company on
Facebook may not want to repeatedly download the same white paper
about improving the efficiency of heating systems.
• Research the peak usage times for the social medium you’re using.
Data shows that people tend to read blog posts and use Facebook,
Pinterest, LinkedIn, and Twitter at very different times during the day and
throughout the week.
• Closed-loop marketing software like HubSpot is ideal, but many social
platforms have native analytics that you can use, too.

11. Decide
on your
networks
There are a lot of social networks available to marketers.
Which ones are you going to use to promote your offer? You
probably don’t have the resourcesto spend equal time on all
of them. Look at your marketing analytics and your
historical performance on different social media
channels. Identify the three networks that bring you the best
results and focus on using them to support your campaign.
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?
?
?
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12. Map different content
based on the network
Different social networks are effective at
promoting different types of content.
Find out which social networks make
the most sense for the type of
marketing offer you have created, and
use the elements of your offer to create
tailored posts for each network.
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13. Hashtags allow both you and your tribe to follow and
participate in a discussion around your offer – by
including them in your posts and encouraging other
people to, hashtags allow you to track all mentions
of your designated term.
A marketing hashtag needs to be simple, clear, and somewhat obvious
for it to catch on. To achieve results, you need to integrate them into a
wider marketing campaign. As you develop your marketing offer, think
about what hashtag would be relevant to your new content and then try to
use it on your landing page, in marketing emails, and as a part of all
social media updates. This will streamline the discussions around your
offer and help you receive valuable feedback.
When promoting your offer on
Twitter, Google+, or Instagram,
consider using a hashtag.
Use a #Hashtag
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14. Download Our
Free Ebook!
Download our ebook
to learn more about not
only what constitutes
an effective marketing
campaign, but how to
build and implement one!
HOW TO CREATE
AN EFFECTIVE
INBOUND
MARKETING
CAMPAIGN
A publication of
vieodesign.com
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