Pat Racco
An inbound marketing campaign is one of the best strategies for companies to promote a single service or product. By focusing all resources on magnifying that one aspect, a business can increase the visibility of a product, which in turn can generate more leads which can ultimately be converted to sales.
The beauty of an inbound marketing campaign is that it allows a business to track progress over multiple marketing channels so that they not only understand what works but also what doesn’t.
However, to have a successful inbound marketing campaign, companies need to focus on these five key components. With these five areas taken care of, the probability of new customers goes up considerably.
How to conduct a successful inbound marketing campaign
These five actionable steps will help any company sail through a successful inbound marketing campaign.
Clear goals
At the very start of planning an inbound marketing campaign, a company needs to set its objective of the campaign.
The clearer the objective, the better. For example, if a company makes baby formula, a clear goal would be to sell 10,000 more tins of formula in a particular city by the end of three months. A not-so-clear objective would be; increase sales of baby formula.
With a clear goal, the company can then focus on all the reasons why the formula has not reached that target yet and what can be done to change that.
An inbound marketing campaign can then be designed to give the brand better visibility like having special offers of buy one get one, endorsements by paediatricians or nutritionists, and so on.
Track progress
With an inbound marketing campaign, a company is pretty much going all out for that one product or service. What is essential for them to remember is that the success of the campaign has to be tracked.
Sales for the baby formula might increase because of a paediatrician’s endorsement, but not so much with the special offer. Tracking the results and knowing the outcome enables the company to focus on that is going well and make adjustments to what is not.
A good inbound marketing campaign leaves room for tracking of the campaign which adds to its ultimate success. Tracking potential sales is incredibly important which is why most companies use solutions like SalesForce. There are plenty of partners that can help with CRM implementation like SalesFix.
Keep the content on point
Inbound marketing campaigns use several channels to market a product. It is essential for companies not to get carried away with the multiple channels and stay focused on key selling points.
The content used for each marketing campaign should maintain a common thread and stick to what is important. Over the top claims are usually met with scepticism, and not enough wow factor will fail to capture the audience’s attention.
A smart balance between making the facts look good and avoiding frills is what an excellent inbound marketing campaign requires. Relevant information is a must, what makes this product better than others will undoubtedly help, and a real guarantee of good quality will take things a long way.
Defined conversion method
The point of an inbound marketing campaign like any other marketing campaign is to get conversions. Leads that are generated need to be converted into solid customers for the campaign to be ultimately called a success. To help increase conversions, a company needs to have a clear call to action.
People whose attention has been engaged need to be told what to do next. Something as simple as a link saying click here to buy or subscribe now is sometimes all it takes.
A little nudge in the right direction with the help of eye-catching pictures or text also help the customer decide to buy the product. Too many choices can confuse and dissuade a customer, so companies should keep the alternatives to a minimum and make the CTA inviting and simple.
Analyse
After every single marketing campaign inbound or outbound, a company needs to analyse the results. What worked, what didn’t, where was there room for improvement, is the product actually worth it?
Are all valuable questions that need answers. Without an analysis of each campaign, the same mistakes can and will be repeated time and time again. It is only when the facts are collated and studied that an inbound marketing campaign can be a complete success.
Inbound marketing campaigns can potentially decide the future of any product, be it old or new. The intensive focus put on the product will finally determine if it is worth the added effort or not. But, for an inbound marketing campaign to have a fighting chance, the five steps discussed should be followed.