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How to create a marketing inbound campaign

Updated: Nov 24, 2023


Author of the article

Author: Carlota Montañana García

Date of Publication: 23/03/2023




Are you starting a new Project or business to attract visitors? In fact, a lot of people want to build higher trust and credibility converting visitors into leads. But how can you achieve this goal?


If the answers to those questions are Yes, you may have to consider Inbound Marketing campaigns.



Inbound Marketing Campaigns


Inbound marketing campaign is a content-driven activity with the goal to attract new leads (potential customers) to your business. What's more, inbound marketing focuses on answering the questions a buyer persona asks before buying your service or product. So, the objective of Inbound marketing strategy is to create valuable content. Apart from that, it tries to meet the needs of your target audiences.


Therefore, inbound marketing campaigns can increase brand awareness and sales, attract new customers and more. Whereas, Outbound marketing campaigns include more traditional forms of marketing and advertising.


For example, outbound marketing has to do with TV, radio and newspaper ads and print advertisements. All these don't target a specific group of people or create valuable content for your buyer persona. As a result, it will be more difficult for you to reach your potential customers.



Steps for an Inbound Marketing Campaign:


Identify your Target Audience


marketing, inbound marketing, strategy, campaigns,  target audience, customers

Firstly, we need to understand who our target audience is. Afterwards, we will be able to determine the content we need to produce for our target. This way, we could create something valuable to them and meet their needs.


To do so, you need to profile your ideal customer. This means creating a buyer persona using some of these questions:

  • gender age,

  • marital status,

  • geographical location,

  • professional role,

  • business challenges and aspirations,

  • buying influence,

  • behavior and preferences,

  • social media they use,

  • what they are expecting from your product or service

  • what objections they may have


Set your Goals and Benchmarks:


marketing, inbound marketing, strategy, campaigns,  target audience, customers

Moreover, you need to set up your campaign objectives using SMART goals (Specific, Measurable, Attainable, Realistic and Time-bound). This will help organize your work, time and sense of direction. Thus, these SMART goals will be able to provide you tangible results post-campaign.




Search Keywords for optimize your SEO:


marketing, inbound marketing, strategy, campaigns,  target audience, customers

It’s important to ensure that our campaign uses the words and queries potential customers will use in search engine searches. This will help to value our content more.


In addition, you need to search relevant keywords that will provide you with optimized content for search engines. It will be found after your first campaign has finished. On top of that, you can find several free tools on the Internet to do Keyword research, one example is Wordstream.




Create Offers, Landing Pages and Calls to action


At this point, knowing your target audience's needs and interests, you have to create a compelling marketing plan offer. Of course it should definitely meet their needs. For example, a how-to ebook.


Also it is important to create great calls-to-action and landing pages supporting the campaign message. This way, you will encourage your potential customer to take the offer. It’s important to keep your messaging tight between the landing page, call-to-action and thank you page for achieving your results.


Nurturing Emails


marketing, inbound marketing, strategy, campaigns,  target audience, customers

Once your leads (potential customers) have found your campaign and downloaded your content, you’ll need to nurture them. In particular, you can do so through the buying cycle with workflows or drip emails. These are perfect to solve some questions or concerns they may have.


Moreover, it’s essential to offer them content based on the content they have previously been interested in order to impact their buying behavior.


Launch Campaign With a Targeted Email


You need to create a list of potential customers from your database that match your target audience and send them an email with your incredible offer (it will be interesting that you include a free trial, this will help to increase their satisfaction).


In this email include a quick overview of your offer, what's in it for them, and most importantly, your call-to-action to take them to your landing page.


Consider Paid Media to Amplify Visibility


If your campaign has a limited time frame or organic reach, you may want to consider using paid media to increase your campaign visibility and accelerate results. For example: Pay-per-click advertising, incluencer-generated content, Facebook Ads…


Think about having a Blog


marketing, inbound marketing, strategy, campaigns,  target audience, customers

It's true that you need to generate interest. The first tactic to promote your content is to write blog posts that are relevant and provide high-level information about your content offer. When you write your blog post it is important to write it using natural words.


Here is where your keyword list comes. So, try to use what you know about your target audience and the terms they use to search online to draft SEO friendly blog posts.


Share Relevant Content on Social Media Platforms


marketing, inbound marketing, strategy, campaigns,  target audience, customers

You need to share and promote relevant content for your target on your social media platforms where you know your target audience spends time. So, you can schedule social media posts, highlighting your new campaign and content. This should happen at the hours your target audience is most active and when engagement rates are highest.


Track, Measure and Report your performance


marketing, inbound marketing, strategy, campaigns,  target audience, customers

Finally, at the beginning you set the goals and benchmarks to achieve through your campaign. The next step now is to analyze and track your performance against those objectives.


For this reason, a dashboard report will help you measure your results and highlight the best working channels. Therefore, you will have access to valuable information in order to make any relevant changes to your campaign.



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