You don’t need to be an expert in inbound marketing to use our step-by-step guide to plan your first inbound marketing campaign. Through a process of trial and error, we’ve identified the most important information you’ll need to guide you in developing your first campaign.
Perfect for small to medium businesses that want to take their content to the next level, or simply to assist marketing managers, content strategists and other content creators to structure their content marketing efforts.
Step 1: Download your campaign planner
If you haven’t already, download our free campaign planning tool here.
Step 2: Identify your buyer personas / audiences
The most important part of planning any content strategy is understanding who you’re talking to. You need to allocate time to building your buyer personas and doing research about your potential customers. Get this right, and you’ll know that the content you’re creating is on-point. This is the first tab in your campaign planner.
Step 3: Note the pain points and aspirations of your audience
By having this information visible in your plan, it’ll be easy to see what kind of content you need to produce to solve their problem and offer something of value. Remember, these pain points don't need to be directly linked to your product or service in order to be of value. Brand awareness is an important step in nurturing a visitor to become a lead. This is the second tab in your campaign planner, called “Campaign Overview”.
Step 4: Identify your first offer
An offer is a valuable piece of content created for a specific buyer persona or your target audience. It should be hosted on a website landing page and give a brief overview of what the visitor can expect from the offer. Include a contact form to capture their email address so as to deliver the offer to them. Now you can start nurturing them through email marketing until they become a lead. Add this information on the Campaign Overview tab.
Step 5: Identify keywords to include in your content
You can also include keywords in the Campaign Overview tab. Research the top keywords and search terms related to the topic you’ve selected for your content and ensure that they’re used in your blog headings and throughout, so that your content can be found on Google. Incorporating keywords into your content is also essential for your SEO rating.
Step 6: Identify blog topics
Once you understand what topics are important to write about, you can map out your blog articles for each month and include them in your social media content calendar. Your blog articles should all link back to the landing page that hosts your offer, so as to capture your audience's contact details and continue nurturing them until they become leads.
Step 7: Use a strong, clear, call-to-action
A call-to-action (CTA) should preferably be a visual button or image that guides the visitor to take action. CTAs are based on the goals you’ve identified for your campaign.
Step 8: Identify the topic you want to ‘own’ in your industry
Being as specific as possible will help you cut through the clutter and help position you as an expert in a particular field.
Step 9: Choose the most relevant social media platforms
Publish to the platforms where your buyer personas and audiences are active, and decide which platforms are worth spending time on.
Now that you have mapped out all the elements of your first inbound campaign, you are ready to go live.
As a bonus, we have included two extra tabs in the inbound marketing campaign planner called Communication Plan and Content Inventory, where you can include all your planned posts and assets for your campaign.
If you have any questions, feel free to contact us for help in planning your inbound marketing strategy.