What is a Campaign in Inbound Marketing?

Campaign in Inbound Marketing

You’re probably already familiar with the concept of a political campaign, but what does a campaign mean in inbound marketing? It has the same intent to it: a focused and concentrated effort that focuses on achieving a single goal.

A campaign can be across all of your marketing channels, and might include:

  • Blog posts
  • Social media messages
  • Landing pages
  • Content downloads
  • Call-to-Action (CTA)
  • Keywords
  • Workflows

Campaigns can also have different types of focus points. A campaign might target a specific industry niche, a new line of products or services, different demographic groups, or the buyer personas that you’ve created for your business.

Plan Your Inbound Campaign

Your inbound campaign can be planned by answering these five easy questions:

1. What are the campaign goals?

How will you know if you’ve been successful if you don’t know what success looks like? Choose specific metrics that you can track or measure, such as visits, conversions, overall reach, or downloads.

2. Which buyer persona is this campaign for?

Campaigns are the perfect time to utilize your buyer personas. Think about what your buyer persona might want, and how they want to receive information.  Do they use Facebook to get their news? Or do they still get the newspaper delivered?

3. What does your campaign offer?

What are you offering to your visitors with this campaign? Use your buyer personas and an understanding of where visitors are in the buyer’s journey to develop different offers. Offers can range from a simple downloadable checklist to a free scoping call.

4. Where will your campaign live?

You’ll need to have an online home where your visitors can submit their information and be converted into leads. How will you deliver the content that you’re offering? Use landing pages and thank you pages, as well as follow up emails to have a clear path of conversion from visitor to lead.

5. How do people learn about your campaign?

How are you going to share your campaign with your ideal visitors and lead? Some options might include organic social media posts, paid social media advertisements, or sending a message to your email list.

Understand Your Campaign Details

As with everything you do with your inbound marketing campaign, you want to be sure you’re identifying and tracking metrics, as well as analyzing your campaign for success. Some details that you can track in HubSpot are associated keywords, landing pages, emails and CTAs. You can use the additional information of visitors, contacts, and conversions to determine if your campaign is hitting the mark or not. Be sure to refer to the campaign goals you set when you were creating the inbound campaign.

Connect Previous Content to Your Campaign

If you’ve been in business for any amount of time it’s likely that you already have content related to a new campaign you launched. Don’t let your hard work go to waste, connect your previous content to the appropriate new campaign. This will make sure all of your campaign details are together so that you have the full information to review and analyze your work.

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