An Inbound Marketing Campaign
Inbound marketing encompasses all strategies involving the use of content–e-mail, SEO, social, and the like–to attract “strangers,” retain their attention, and convert them to qualified leads.
Inbound marketing is an established and, yet, still growing trend. As with any marketing trend, there are hundreds of different strategies and methodologies that define what inbound marketing should look like. The vast majority of position search engine optimization, social, and content creation as the inbound fundamentals.
But, as any trick-shot-shooting basketball player would tell you, the fundamentals only get you so far. The true anatomy of an integrated inbound marketing campaign incorporates a range of core marketing tactics positioned correctly.
Understanding the Funnel
Strategies are nothing without a strategy (like that one, huh?). Each level of the inbound marketing funnel needs to involve efforts that build interest in potential customers. My take on these levels is as follows:1. Attract STRANGERS
Develop, post, and promote your content: E-mail’s, webpages, mobile apps, webinars, seminars, videos, blog posts, testimonials, and the like. The primary purpose of these strategies is to draw potential customers to your content.Key Performance Indicators: Unique visitors, inbound links, Followers, “Likes,” etc.
2. Convert VISITORS
Providing relevant, targeted, high-quality content works to develop your credibility with non-customers. Try to (1) continuously develop and promote content, and (2) build on the relevance of said content for your ever-changing audience.Key Performance Indicators: E-mail inquiries, time on site, and social sharing.
3. Close LEADS
Incorporate lead nurturing and marketing automation to accommodate continuous “touch points” with soon-to-be-customers. Set criteria (lead scoring) to determine when a lead is ready for sales.Key Performance Indicators: Product orders and annualized values.
4. Maintain CUSTOMERS
Incorporate re-marketing–via social media, for example–to increase order sizes and frequencies. Utilize historical data to improve the relevance of the sent messages.Key Performance Indicators: Repeat product orders and increased revenue.
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Source: http://vanderwerker.com/the-anatomy-of-an-inbound-marketing-campaign/
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