How to Create an Effective Inbound Marketing Campaign
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Transcript of How to Create an Effective Inbound Marketing Campaign
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HOW TO CREATE
Presented by Holly Yalove, Principal & Chief StrategistVIEO Design
AN EFFECTIVEINBOUND MARKETING CAMPAIGN
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Happy to meet you!
vieodesign.com
@HollyYalove
Holly YalovePrincipal & Chief Strategist
/in/HollyYalove
https://www.vieodesign.com/
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vieodesign.com
@VIEODesign
My Work Family
The VIEO Team
https://www.vieodesign.com/
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What Well Cover1. What is Inbound Marketing?
2. How to Create an Effective Inbound Marketing
Campaign: 6 Steps
3. Q&A
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What Is Inbound Marketing?
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Inbound MarketingThe Proven Methodology for the Digital Age
Inbound marketing focuses on creating quality contentthat pulls people toward your company and product.
Align your content with your ideal customers' interests, pain points, and challenges.
This organically attracts inbound traffic to your website that you then convert, close, and delight over time.
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Inbound marketing engages instead ofinterrupts your leads and prospects.
Outbound marketing casts a wide net in thehope of catching a few customers from a sea ofloosely-targeted consumers.
Inbound vs. Outbound
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Inbound marketing leads cost less
Inbound leads cost an average of 61% less than leads from outbound techniques*
Inbound ROI
*Source HubSpotStateofInboundMarketingReport
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Attract StageDont try to attract justany traffic; go for theright traffic.
Inbound Marketing Methodology
BlogPostsWebsite/SEOSocialMedia
InboundySEM
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Convert StageConverting visitors intoleads using CTAs and landing pages with forms.
Calls-to-ActionLandingPages
Forms
Inbound Marketing Methodology
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Transform leads into customers with email marketing, automated workflows, and personal connections.
Close Stage
Emails
Inbound Marketing Methodology
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Inbound marketingallows companies to engage and delight customers, creating happy promoters of thebrands they love.
Delight Stage
SocialMediaEmailMarketing
ContextualMarketingMarketingAutomation
Inbound Marketing Methodology
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Sohow do you create an effective inbound campaign?
Lets take it step by step
6 Steps to Creating an Effective Inbound Marketing
Campaign
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Step 1: Develop an OfferOffers Come in Many Forms
Ebooks
White papers
Webinars
Podcasts
Infographics
Product demos
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Step 1: Develop an Offer
Focus on the Right Stage inYour Buyers Journey
1. The Awareness Stage2. The Consideration Stage3. The Decision Stage
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Step 1: Develop an Offer
Focus on the Right Stage inYour Buyers Journey
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Step 1: Develop an Offer
Focus on the Right Stage inYour Buyers Journey
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Step 1: Develop an Offer
Focus on the Right Stage inYour Buyers Journey
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Heres a resource for laterBuyers Journey Content Mapping Worksheet [free guide]
http://bit.ly/knoxbuyersjourney
https://go.vieodesign.com/mapping-your-content-to-your-buyers-journey-worksheet?utm_campaign=Knox%20Chamber%20Inbound%20Marketing%20Workshop&utm_medium=Knoxville%20Chamber%20Inbound%20Marketing%20Workshop&utm_source=Speaking%20Event
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Deep Understanding of Your Buyer Persona Will Guide Your Choices
Buyer Personas: Fictional but data-driven profiles of your ideal or actual customers.
They guide: The kind of content
you create How you deliver it
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Crafting Effective Buyer Personas: An Inbound Marketing Master Class [ebook]
Includes a Buyer Persona Worksheet
http://bit.ly/knoxpersonas
Heres a resource for later [free ebook]
https://go.vieodesign.com/inbound-marketing-master-class-crafting-buyer-personas?utm_campaign=Knox%20Chamber%20Inbound%20Marketing%20Workshop&utm_source=Speaking%20Event
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1. The Headline must pass the blink test
2. The Body is brief and clearly explains offer benefits
3. The Image visually captures attention and represents the offer
4. The Form is above the fold and only asks essentials
5. The Call-to-Action (CTA) uses best practices to draw in visitors
Step 2: Create a Killer Landing Pageto Deliver Your Offer
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Example: One of our top-performing landing pages
60.71% submission rate
Step 2: Create a Killer Landing Pageto Deliver Your Offer
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Step 2: Create a Killer Landing PageTips
1. The Headline must pass the blink test
2. The Body is brief and clearly explains offer benefits
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Header Tips
Step 2: Create a Killer Landing Page
Use a clear, action-oriented header that matches the offer CTA .
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Navigation TipsStep 2: Create a Killer Landing Page
Limit distractions byremoving navigation andother links that may divertthe user from submitting.
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Tips for Header & Body
Step 2: Create a Killer Landing Page
Keep the copy brief. Use bold text,numbers and bullets to emphasize keywords and highlight the valueto the visitor.
Copy Tips
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Step 2: Create a Killer Landing Pageto Deliver Your Offer
1. The Headline must pass the blink test
2. The Body is brief and clearly explains offer benefits
3. The Image visually captures attention and represents the offer
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Image TipsStep 2: Create a Killer Landing Page
Include an image relevant to the offer
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1. The Headline must pass the blink test
2. The Body is brief and clearly explains offer benefits
3. The Image visually captures attention and represents the offer
4. The Form is above the fold and only asks essentials
Step 2: Create a Killer Landing Pageto Deliver Your Offer
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Form Tip #1: Placement MattersStep 2: Create a Killer Landing Page
Dont bury your form below the fold
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Form Tip #2: Length MattersStep 2: Create a Killer Landing Page
Form length impacts conversions
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Form Length Matters
The shorter the form, the higher your conversion rate will be.
3 fields = 25% average conversion rate3-5 fields = 20% average conversion rate6+ fields = 15% average conversion rate
Note: Fields requiring a drop-down selectionfare worst of all.
Step 2: Create a Killer Landing Page
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Tip #3: FieldChoices Matter
Asking for phone number: 5% reduction Asking for address: 4% reduction Asking for age: 3% reduction Asking for city and state: 2% reduction
Step 2: Create a Killer Landing Page
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Form Tip #4: Word Choice MattersStep 2: Create a Killer Landing Page
Get more conversions with the right button
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Click Here and Go perform better on forms (30% and 25%conversion rates respectively).
Avoid using register, which is the lowest performer.
Tip #5: Word ChoiceMatters
Step 2: Create a Killer Landing Page
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1. The Headline must pass the blink test
2. The Body is brief and clearly explains offer benefits
3. The Image visually captures attention and represents the offer
4. The Form is above the fold and only asks essentials
5. The Call-to-Action (CTA) uses best practices to draw in visitors
Step 2: Create a Killer Landing Pageto Deliver Your Offer
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Call-to-Action (CTA)Best Practices
Step 2: Create a Killer Landing Page
1. Visually Striking: with copy thatcompels the visitor to click
2. Brief: a couple of words worksbest (fewer than 5 is ideal)
3. Action-oriented: begin with averb like get, download, orclaim
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CTA Best Practices
Step 2: Create a Killer Landing Page
4. Size: large enough to see from a distance,but not so large that they detract from pagecontent
5. Clarity: be sure to state exactly what thevisitor will get when they click the CTA
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CTA Best Practices
Step 2: Create a Killer Landing Page
6. Location: place the CTA in a spotthats easy to find
7. Contrasting Color: make CTAsstand out from the rest of your website by using colors that do not blend inwith the rest of the site design
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Step 3: Nurture Your Leadswith Marketing Automation
Work smarter instead of harder by automating marketing actions based on visitor behavior.
Craft a series of strategic emails to: Nurture prospects down the sales funnel Pre-qualify leads before sales handoff
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Step 3: Nurture Your Leadswith Marketing Automation
A series of emails focused on useful, relevant content can
build trust with prospects and help them become more ready to purchase from you.
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Step 3: Nurture Your Leads with Marketing Automation
Time automated workflows to start very soon after lead capture
Response rates steadily decline as leads get older
Marketing AutomationTip #1: Timing
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Step 3: Nurture Your Leads with Marketing Automation
Improve email performance by targeting specific messages to
specific groups of leads.
Marketing AutomationTip #2: Targeting
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Step 3: Nurture Your Leads with Marketing Automation
To reach targeted groups, you have to segment your
email list. Segment your contact database by things like:
Geography
Industry
Company Size
Job Role
Downloaded offers
Website pages visited
Marketing AutomationTip #3: Segmenting
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Step 4: Tell Your TribeFocus on new leads, but dont forget your fans!
Your Tribe = a group of people who care about what youre doing
and want your updates, content, and offers.
Happy customers
Colleagues
Curious subscribers/leads
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Step 4: Tell Your Tribe
Emailing Your Tribe: 6 Tips
1. Feature one CTA: Focused communications yield better results
2. Personalized: Personalizing increases open and click rates
3. Design mobile experiences: Make sure email layout displays
well on mobile devices
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Step 4: Tell Your Tribe
Emailing Your Tribe: 6 Tips
4. Social sharing enabled: Integrate social sharing buttons and
include a link to the HTML version of your email
5. Clone and reuse: Once youve nailed a good format, focus future
sends on a compelling subject line
6. Quickly measure performance: Use your email tools analytics
to check open, click, and conversion rates
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Step 5: Promote Your Offerwith Blogging and Social Media
Use longer excerpts from your offer to create
supporting blog posts
Use smaller excerpts or quotes for use on social media
Always include a CTA
Actively encourage engagement
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Step 5: Promote Your Offer
Tips for Your Blog Post
Create a compelling featured image
Write an eye catching, SEO-friendly title
Use an engaging format with sub-headings, bullets, and
bolded content
Include social sharing options
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Step 5: Promote Your Offer
Tips for Social Sharing
Plan the frequency and timing of posts
Select the best networks for your audience
Use tailored posts for each network
Leverage the right hashtags
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Step 6: Measure Everythingand Troubleshoot
Continually measuring results is key to improving
performance
Revisit each element of your campaign to evaluate
success
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Step 6: Measure Everythingand Troubleshoot Landing Page
Start with landing page analytics like:
Views
Submission rate
New leads and lead reconversions
Customer conversions
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Benchmark:Aim for at least a 20% submission rateon landing pages
Step 6: Measure Everythingand Troubleshoot Landing Page
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Step 6: Measure Everythingand Troubleshoot Landing Page
Different metrics tell different stories:
Low views? Evaluate traffic driving efforts.
Poor conversion rates? Evaluate landing page design,
content, form, CTA, and offer.
Low customer conversions? Evaluate workflows and
sales follow-up.
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Step 6: Measure Everythingand Troubleshoot CTAs
2 Key CTA Metrics:
View-to-click rate
Click-to-submission rate
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Benchmark:Aim for at least a 2% click through rateon CTAs
Step 6: Measure Everythingand Troubleshoot CTAs
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Step 6: Measure Everythingand Troubleshoot CTAs
Is your click-to-submission rate low?
Evaluate how well it matches the landing page
Review landing page components
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Step 6: Measure Everythingand Troubleshoot Email
Workflows & Email Marketing Metrics:
Open rates
Click rates
Unsubscribes and spam rates
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Step 6: Measure Everythingand Troubleshoot Email
Benchmark:
25% open rate
4% click-through rate
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Step 6: Measure Everythingand Troubleshoot Blog Posts
Metrics to Watch: Blog post visits, views, and shares Inbound links Bounce rates, exit rates, average time on page Subscribers CTA click-through rates Lead conversions Blog comments
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Step 6: Measure Everythingand Troubleshoot Social Media
Metrics to Watch: Visits to the website from social media Social post views and reach Likes, comments, replies, and shares Trends related to networks, frequency, and time of day Fans/followers/connections increases or decreases
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What We Covered: Recap1. Inbound Marketing Definition
2. Effective Inbound Marketing Campaign: 6 Steps
1. Develop an Offer2. Create a Killer Landing Page
3. Nurture Leads with Marketing Automation
4. Tell Your Tribe
5. Promote Your Offer
6. Measure Everything & Troubleshoot
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Questions?
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Lets Connect!
vieodesign.com
@HollyYalove
Holly YalovePrincipal & Chief Strategist
/in/HollyYalove
https://www.vieodesign.com/