Like an insect, an inbound marketing campaign has six legs. Unlike an insect, though, an inbound marketing campaign shouldn’t make you squeal like a little girl — in fact, inbound marketing isn’t scary at all.
First leg: A solid strategy
Don’t do anything till you know what you want to achieve, and have mapped out a realistic path to that goal.
- What do you want to achieve with your campaign: traffic, leads, sales?
- What will the campaign cost? What kind of ROI can you expect?
- Who are your potential customers, and how can you find them? More importantly, how will you help them find you?
- What are the mistakes you’ve made in the past that you don’t need to make again?
Second leg: A great website
Your website is the visible nexus of your campaign. It should be:
- Search engine friendly
- Attractive and professional
- Easy to navigate on the front end
- Easy to update on the back end
- Accessible on mobile devices
Third leg: Multiple routes to your website
More traffic means more visitors means more leads means more sales. There are four main ways to drive traffic:
- Blogging creates more pages for search engines to find, and can get you 55 percent more traffic
- Social media: Almost two-thirds of Internet users in the United states are regular users of one or more social networks. You should have an active presence on the main sites in order to engage these users.
- SEO: Identify targeted keywords to make the most of searches: 46 percent of daily search traffic is looking for products and services. Use those keywords as you create an ongoing stream of new content. Build quality links.
- PPC, though optional, can be a cost-effective way to drive quality traffic.
Fourth leg: Converting traffic
Convert traffic to leads through:
- Attractive offers
- Dedicated landing pages
- Effective calls to action (CTAs)
Fifth leg: Converting leads
Convert leads to sales through five steps, most of which can be automated through the right software:
- Lead intelligence: What pages are prospects landing on, and what pages do they return to?
- Lead segmentation: Use the information visitors provide on the forms they complete to segment leads and target follow-up.
- Lead nurturing: Develop campaigns to move prospects through the sales funnel.
- Email marketing: Email is ideal for timely communications with all of your contacts.
- CRM integration: Customer Relationship Management software can improve your sales process.
Sixth leg: Measurement
It all comes down to metrics. You’ll be looking at everything from unique visitors to click-through rate to social media reach, but the four most important measurements are:
- Traffic to leads
- Cost per lead
- Leads to customers
- Cost per customer