Building Your Strategic Inbound Plan: Remapping Success

By Scott Anderson Miller

You’ve formed a conversion hypothesis. You’ve implemented your inbound marketing campaign. Now it’s time to plug in your actual numbers and compare them to your original hypothesis.

No one ever said your inbound hypothesis was written in stone. Sometimes you’ll rock out and other times you’ll fall flat. Access your data on a regular basis, and you can tweak your digital initiatives along the way. Evaluating real-time data means you can fail fast.

When you access data during the process rather than measure after a campaign is complete, you can identify which parts of the campaign are not working. If too many parts are unworkable in achieving your objectives pull the plug on the campaign. Failing fast ultimately saves your company time and money.

Likewise as you discover small successes in one campaign, you can apply similar tactics to another campaign, raising your overall marketing success.

Try leveraging the success you’ve had with one inbound product campaign by applying it to another product campaign. You may look for:

  • Identifying successful engagement content for one product funnel and creating similar content for other purchase paths increasing your data collection and ensuring conversion rate

  • Successfully converting form and buttons to apply to additional campaigns

  • Checking blog posts that attract higher visitor volume and creating similar topics

  • Replicating high-conversion landing pages and applying them in additional inbound campaigns

  • Measuring attraction sources and testing the highest converting sources in other campaigns

  • Creating side-portal entryways (any pages, other than the website’s home page, that help consumers get the information they’re seeking more quickly)

  • Building tools for one campaign similar to those that have a proven high-engagement factor

Eventually, you’ll replicate successes by modeling premium customers, examining those customers’ path to purchase, and facilitating that path to a sale by attracting more of the same type of customers into that proven path. In other words, you create attractive messaging to people similar to your customers and streamline their path to purchase.