The Anatomy of an Inbound Marketing Campaign

Posted by Rich McElaney

In executing inbound marketing campaigns, there's a process and flow to follow in order for them to be successful. For many business owners, it can be difficult to understand what elements should be in a campaign and how these elements should be linked together in the optimal sequence.

One of the more common mistakes companies make is trying to do too much too soon. The best approach is to keep things simple initially, document your steps, measure everything, review your metrics and adjust accordingly.

Let's take a look at a simple inbound marketing campaign roadmap first and then we'll take a closer look at each step in the process. 

Inbound Campaign Flow Basic resized 600

 

Let's assume we're working with a fence company. The content asset we want to develop to drive traffic is a blog post. The post is titled "Tips for Buying a Fence for Your Home". Embedded in the blog post is a call to action button (CTA) that is offering a "Homeowner's Fence Buying Guide". 

Clicking on that CTA brings the site visitor to a dedicated landing page that clearly states the value of the free buying guide and includes a short form that requires the visitor's first name, last name and email address. Once that form is completed, the free guide is provided via instantaneous download.

Once the download has transacted, an automated email is triggered to the individual downloading the guide, thanking them for their interest and the download. This is good practice for two reasons: it closes the loop on this particular campaign and validates the email address provided in the form capture.

From a post-campaign measurement standpoint, we have several things to look at:

  • The page views from the initial post
  • The comment activity on the post
  • The new link activity from the post
  • The click through activity from the CTA
  • The form submission rate from the landing page
  • The number of new email addresses obtained from form submissions
  • The deliverability rate of the thank you email
  • The open rate of the thank you email

Once this campaign is complete, the fence company should be thinking about further outreach to the list of people who downloaded the guide, using the guide in other relevant blog posts to continue to build the email list, developing additional content assets to use in follow up to this campaign and reviewing the comment feedback to help develop new ideas. 

There's just as much work, in many cases even more work, to do in the post-campaign phase than there is in the pre-campaign process. This is why it's best to start out simply and then build on the experience and feedback to continallly refine results.

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Your Turn

What's working for you in your inbound marketing campaigns? With so many variables to look at within a campaign, how do you decide what to focus on?

As akways, I'd love to hear your thoughts!

Tags: inbound campaign planning, inbound marketing campaign