How to start an inbound marketing campaign
If you’re embarking on your first inbound marketing campaign, it’s important to research how to start an inbound marketing campaign and how to use your inbound marketing strategies to reach your objectives.
Follow the steps below to start an inbound marketing campaign that’s tailored to your goals:
1. Identify your target audience
Before you can begin inbound marketing, it’s important to research who your target audience is and how they behave online. Research the way your audience chooses to learn about topics online and target these topics and websites with your inbound marketing efforts. This way, you can maximise the reach of your inbound content and ensure that you’re investing in content that your audience will actually want to read.
2. Set inbound marketing goals
It’s important to set realistic marketing campaign goals in order to measure the success of your inbound marketing efforts and use this data to tweak and improve your campaign. Your goals might include attracting a certain number of visitors each month, increasing website traffic by 10%, or increasing your visitor conversion rate. Later, you can use these goals as a benchmark to assess whether your campaign was successful and, if needed, increase them for your next campaign.
3. Identify SEO keywords
SEO keywords are going to be a vital aspect of your inbound marketing campaign, especially if you’re writing blogs or social media content. The keyword strategy that you use will determine whether your content shows up in search results, so it’s important to choose the right keywords and optimise your pages with them. You can use keyword tools to identify popular keywords and search terms that are relevant to your business and use these in your content.
Read More: How to do a keyword audit
4. Develop inbound marketing strategies
Once you’ve researched who your target audience is and what they want from their online experience, decide how you can make this possible for them through inbound efforts. The first big decision you will have to make is which inbound channels you are going to use to communicate with your audience.
Your research into your audience’s online behaviour and your campaign goals will inform this choice. You may decide to focus on writing new blog posts for your website, which can help increase website traffic from search engines, or you might focus on gaining new followers on social media by launching a series of competitions on Facebook and Instagram.
5. Consider mixing in some outbound marketing
If you’re happy with the shape your inbound marketing campaign is taking but it’s still not reaching as many people as you’d like, it might be worth pairing it with some outbound marketing. Consider a PPC strategy with Google Search ads which can help to boost the visibility of your inbound content. Targeted social media ads can also help raise your profile amongst your core demographic, especially if you're looking to raise brand awareness.
6. Track and measure the success of your inbound marketing campaign
Before you move on to a new campaign, it’s important to end every marketing campaign with an assessment of its success. You should be tracking key metrics throughout the course of your campaign, including website traffic, social media followers, conversion rate, and more.
Using this data, you can assess whether your marketing campaign successfully helped you reach the goals you set at the beginning of the campaign, as well as identify which aspects of your campaign were the most effective. Which social media posts received the most engagement, and which channel did most of your new website traffic come from? Answering these questions can help you create an even better campaign next time around.
Read More: How to measure content marketing success
Why is goal setting important to inbound marketing?
Of course, the success of a campaign can almost always be traced back to the original aim. Goal setting is essential to inbound marketing because it provides a clear direction and purpose for the marketing efforts. Inbound marketing is all about attracting and engaging with potential customers through valuable content and experiences that address their needs and interests.
Without clear goals, inbound marketing can become aimless and ineffective. By setting specific and measurable goals, inbound marketers can ensure that they are focusing their efforts on the areas that will have the greatest impact on the business.
Goals also help inbound marketers track their progress and determine whether their efforts are generating the desired results. Using this information allows them to adjust their strategies and tactics to stay on track and achieve their objectives.
Some common goals for inbound marketing include increasing website traffic, generating leads, improving lead quality, boosting sales, and increasing customer retention. By setting and working towards these goals, inbound marketers can create a more effective and efficient marketing strategy that drives results and helps grow the business.
✏️If you need help implementing your inbound marketing campaign, why not use a trusted copywriting agency to produce engaging content for you?