11 Steps to Creating an Inbound Marketing Campaign

By Scott Anderson Miller

Inbound marketing is a planned system of connecting people with your products through attraction and conversion. Inbound marketing campaigns are components of this system. Each campaign is designed to connect qualified people you’ve identified as target prospects (called personas) with one of your specific products or services. So, you should create an inbound marketing campaign for each of your products. Because there are different buyer personas and different paths to purchase, a product may have multiple campaigns.

Creating an inbound marketing campaign requires a commitment to generating creative, attractive content and the use of analytics to measure your success at attracting and converting new customers.

Creating an inbound marketing campaign as a part of your overall marketing program requires a systematic approach. Here are 11 steps to help you build a successful inbound marketing campaign:

  1. Set your inbound marketing campaign’s business objective, making sure these objective (or objectives) are is S.M.A.R.T. (specific, measurable, action-oriented, realistic, and time-bound).

  2. Focus on only one product per inbound marketing campaign.

  3. Choose a primary keyword or keyword phrase to attract people to your product.

  4. Map out your inbound marketing campaign based on attraction, conversion, reattraction, and reconversion.

  5. Using internal historical marketing and sales data or industry conversion data, populate anticipated metrics in your Customer Conversion Chain by looking at your attraction inputs (such as impressions and unique visits from digital media like SEO, social media, and PPC) and conversion metrics (such as leads, opportunities, and customers).

    At a minimum, measure website unique visitors, leads, and customers generated by each of your inbound marketing campaigns.

  6. Determine which current content works for your new inbound marketing campaign.

  7. Create new content to fill in any content gaps, including blogs, downloadables, and emails.

  8. Integrate automated email workflows into your inbound marketing campaign.

  9. Measure and test your campaign performance using marketing automation software, sales customer relationship software, and Google Analytics.

  10. Replicate successful campaigns and discard under-performers.

  11. Report inbound marketing campaign key performance indicators (KPIs) against your Customer Conversion Chain estimates and adjust accordingly.)

Creating an inbound marketing campaign requires a commitment to generating creative, attractive content and using analytics to measure your success at attracting and converting new customers.