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Focus your inbound marketing efforts

The Key To Your Marketing Efforts Is Effective Campaign Management

The most common mistake we see in campaigns we take over is misdirected activity.  Many companies set out to launch an inbound marketing campaign and don’t connect the dots properly.  The result is a bunch of scattered assets and campaign elements that don’t feed each other properly.

Campaigns need to be managed with vision and strategy towards goals developed during the onboarding process.  With an annual campaign timeline in place we organize mini campaigns that focus on specific conversion goals, all feeding to the campaign SMART goals.  This structure organizes all efforts and provides the structure for all meetings and reporting we’ll provide within a campaign.

Building An Effective Blog Campaign Will Help You Share Ideas & Information

Your blog should be a primary source of new site traffic and eventually make up at least ½ of your monthly traffic. To build a successful blog that contributes to campaign goals we’ll need to write about the topics your target personas want to read about and focus your titles toward search engine strategy. We recommend focusing your titles and topics on your positioning documents & SEO strategy to ensure maximum effectiveness and dividing your articles across several different styles of articles.

A Solid Organic Search Campaign Will Help You Get Found On Google

A good organic search presence leads to website traffic with highly relevant visitors that are looking for what you sell.  It’s best to strategically position your website to rank well for the most relevant keywords we can identify. 

Visitors that find your site through highly relevant keywords convert into leads at a higher rate than other searches and traffic sources. Targeting a list of keywords and building strategy and content towards a page-one presence should be a primary goal of your campaign.

Implementing An Email Marketing Campaign Will Make Everything Come Together

Email plays a critical role with inbound marketing campaigns.  It’s the communication follow up device we use for delivery of premium content offers, relevant blog articles, and news events through automated workflows.  Email is also a critical element for promotional communication within each daughter campaign we run.

For your existing email database you should start by segmenting it down into smaller lists with what you know about their roles and history. Then you can come up with a strategic targeting campaign to qualify and convert contacts further through the buying cycle.  The more you know about your contacts the more effective your marketing actions can be.  Campaigns often require further segmentation into persona-based organizational roles before you can personalize the content effectively.

Premium Content Development Helps You Inform & Convert Website Traffic

The way to produce leads is to offer visitors valuable information as they seek to educate themselves before making a purchase decision. These resources should be gated behind forms on landing pages, so you can harvest contact information. Without marketing software in place, you’re missing an opportunity to convert a higher percentage of our traffic into leads. 

There are a wide variety of premium content types you should consider for your campaign.  Whitepapers, guides, eBooks, infographics, and case studies are typical outputs.  Webinars, podcasts, videos, and in-depth product demos are more interactive options for content. 

Designing An Effective Social Media Campaign

The role of social media is to help you distribute your content to the places your targeted personas spend their time. It allows them to ‘discover’ your business and messaging at their leisure by using the content shared socially too. When done correctly this is an effective community building tool and traffic source for your website. 

Social networks are a great place to share your blog articles, messaging, industry news, and premium content pieces. You should also have the ability to share everything on your website and blog socially, including social share buttons with key pieces of content will help drive awareness.

 

Add Social Advertising To Improve Your Reach

It may be necessary to boost exposure through some advertising budget throughout your campaign.  Social platforms such as LinkedIn, Facebook, and Twitter allow for highly targeted advertising with a variety of options.  We’ll advise on specific opportunities to boost results with advertising as your campaign matures.

 

Managing Your Leads For Sales Handover

The belief that inbound leads are the end-all goal of inbound marketing is a complete misconception.  Leads are just the starting point, they need to be managed closely as they progress through workflows and consume information & resources.  With a solid qualification and handoff procedure in place our team will monitor your leads for sales-readiness, passing only those that qualify over to your sales department.

 

Growth Focused Web Design For Continual Improvement

We believe that your website should never be ‘complete’.  Instead, your website should be a continual work in progress where user experience is continually tested and analyzed for new opportunities for improvement.  New content, offers, and conversion paths are continually developed into current and new web pages to improve search engine rank and user experience.  This process allows your website to grow with intelligent application of analytics.

 

A Paid Search Campaign Can Take Results To A New Level

Search engine advertising is another option for boosting campaign performance and exposing your brand to new audiences.  Google and other engines allow companies to pay for placement atop selected search phrases you’d like to display for, even if you don’t rank organically.  This allows you to target your competitors, specific resources, and primary services to anyone searching for related terms we want to target. 

As your campaign matures and the necessary assets are built we can explore whether or not we want to add paid search campaign strategy and budget to our inbound marketing efforts.

 

Now You Can Get To Work, But Don't Forget To Put First Things First

Whether you're setting out to build a digital marketing campaign for the first time or you're trying to overhaul an underperforming campaign the job is largely the same.  You have to start with the fundamentals and form a solid foundation.  Spend your time building detailed buyer profiles, developing a positioning guide to capture their voice, and build strategy around each element listed in this article.  Remember, sometimes slow is fast and if you don't sharpen the saw before you start cutting you'll waste a lot of energy.

To get you started on the right foot I recommend going through the persona exercise below.  It has instructions, examples, and templates included to make the job easy.  Give it a try, if you find yourself needing help don't be afraid to reach out for some advice.

Eric Pratt

Eric Pratt

Eric founded Revenue River in 2009 and has driven it into one of the most successful digital marketing agencies in the country. He wears many hats at Revenue River, while running the company is his job, he’s happy to be on the ground floor in the marketing and sales departments whenever the opportunity arises. On the rare occasions that Eric isn’t working, he’s somewhere in the high country stalking game or with his wife and two kids cheering on the Seahawks.

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