Using campaigns the right way can more than double the ROI from inbound marketing. Creating purposeful campaigns will guide you in doing what inbound is all about: Helping solve for your customers.
Because inbound marketing is still the newest and hottest trend in marketing, many companies ease into it rather than taking an initial deep dive. Being cautious with new stuff is perfectly okay! We are too.
Many companies who realize the value of the Internet will start an inbound journey with a blog. Kudos if you have an active blog. From there, the full array of inbound methodology can be added including landing pages, calls-to-actions, content offers and more.
At some point however, someone is going to ask the inevitable question: How well is this working? Getting the most positive ROI from inbound marketing requires more than just doing inbound. If you’re like many companies, you don’t just need to do marketing, you need to do it right.
If you think your inbound tactics could use improving, the first place to look are your metrics. The most telling metrics such visitors-to-leads ratio or CTA views to CTA clicks are ones to check.
Your visitors to leads conversion rate should fall anywhere between 1% and 5%. In many cases, doing inbound in haphazard fashion results in conversion rates of a fraction of one percent. Even with such a bad conversion rate, your ROI from inbound marketing still will beat outbound. But that’s not the point: You should want to maximize your marketing potential. It’s not much more work to do it right but it does require more skill.
The bottom line to achieving ROI from inbound marketing is capturing leads. Few leads = few sales. Period. Visitors = leads and leads = sales. There’s no way around this simplest of inbound metrics and no magic solution.
How to Create a Campaign
1) Goals. Your first step is to decide what you’re trying to achieve and that your plans to achieve them are measurable and attainable.
Your overall goal is to supply solutions to your website visitors. But with a campaign, you’ll need to reduce your overall goal to something very specific.
What do you customers want? What are they looking for when they visit your website? What questions do they ask when they call? Your individual campaign goal should be to solve one specific need.
2) Personas. A campaign should focus on one persona. A persona is a that one type of person who represents the audience segment you’re trying to reach. Your campaign should be aimed at that one persona
3) The Offer. A premium offer is the foundation of your campaign. It’s why you’re running the campaign in the first place. Again, that offer—whether it’s a white paper or some other downloadable resource needs to be something your persona would find highly valuable.
4) Conversion Path. You already may be familiar with calls-to-actions and landing pages. These tools, as well as a web form, make the complete campaign because this is the only way your visitors can become leads.
5) Promote. Most visitors won’t find your landing pages through a Google search because it’s only one page and most likely a short one at that. So you’ll need to promote. One way to promote is to pick a keyword and write a series of blog articles using that keyword or set of keywords. Social networks are also a great place to share what you’re offering.
6) Workflows. Professional and Enterprise users of Hubspot’s SaaS can set up workflows to automate responses to your offers. They way leads are brought through the sales funnel where they become more likely to convert into sales.
Your last—and ongoing—step is to watch metrics. You can track blog traffic and visitors to leads conversion rate at any time. Weekly would be great. By using Hubspot’s comparison tool you can compare the performance of one period to any period of the past.
If you’re running campaigns per quarter, you should watch performance per quarter. If you’re improving all components of your campaign, you should see a significant impact on your lead-generation efforts. Have fun and get going!