Before we dive into the actionable steps that will help you get your campaign off the ground, let’s start with the foundation.
Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. And the flywheel model, which serves as the new framework for your inbound efforts, is built around these three stages:
Attract: Earn your people’s attention, don’t force it. Attract visitors with useful content and eliminate barriers as they try to learn about your company.
Engage: Open relationships, don’t just close deals. Enable buyers to engage with you on their preferred timeline and channels. Tie sales incentives to customer success not just close rate
Delight: Tie your success to your customers’. Shift resources to be more effectively distributed throughout the entire customer experience.
Inbound marketing campaigns are organized, strategic efforts to promote a specific company goal, such as raising awareness of a new product or service, capturing customer feedback, or driving event attendance.
Inbound campaigns often aim to reach consumers in a variety of ways and involve a combination of media, including but not limited to email, social media, online advertising, and video.
At its core, an inbound marketing campaign:
Starts with the customer in mind. An inbound campaign is built to attract, not annoy. It takes every stage of your buyer’s journey into account to generate new, interested leads, and turns them into quality leads and happy customers through relevant, compelling content.
Uses integrated tools to connect everything. An inbound campaign uses interconnected tools to weave context about a lead into every channel and every tool. The result is a smooth, personalized experience for buyers, better results for marketers and salespeople.
Works in any situation. Any campaign can be an inbound campaign. Whether you are starting with a webinar, a product launch, or a new list of leads, you can apply the inbound marketing campaign to organize and improve your effort.
Here’s an example of an inbound marketing campaign:
Make My Persona is a free, lead generation tool that our marketing department created to help prospects and customers create and document buyer personas for their companies.
The free tool guides you through strategic questions designed to help you organize and better understand your buyer persona research. Upon completion, you’re presented with a fully customizable, shareable persona document highlighting important details about your target audience in exchange for your contact information.
Note that this approach allows us to ensure we’re providing up-front value before asking our users for anything in return.
Given that buyer persona creation is a fundamental aspect of marketing, this campaign was designed to attract a warm, qualified audience that is likely to see the value in our allin-one marketing software.
As for promotion, our efforts fit into a paid, earned, and owned model, using consistent creative across different channels to reach people where they want to be reached:
