Many years ago (not that long ago for many), organising and running a marketing campaign for your company or on behalf of a client, meant developing creative, deciding on DM, TV, Radio and assorted other expensive channels, pulling the trigger then crossing your fingers hoping that results would follow. I know, because I've worked on plenty of these traditional campaigns both here in NZ and in the UK.
It didn't matter so much because everyone was in the same boat and consumers were used to being talked AT in this way.
Fast forward to today and there is a much better way.
BUT despite marketers having a variety of new channels available many of the same problems remain because EFFECTIVE DIGITAL MARKETING is still not well understood.
One of the main reasons is a lack of a unified strategy focussed around one goal at a time and a system that remains disconnected to it. Because of this disconnect it remains tough to measure results, and the experience for your hard won leads is often not as professional as it could be.
Enter Inbound Marketing – One strategy, One Goal , a variety of great measurable channels!
How it looks in Practice
Inbound marketing campaigns are concentrated efforts that align all of your marketing channels around a single message and goal.
It starts the same as many marketing campaigns – with a marketing offer - something valuable and meaningful for your audience. Then you promote that offer through your marketing channels.
The difference is you nurture the leads from that offer and move them along your marketing funnel so they can become your customers.
So how does Inbound differ from a traditional marketing campaign?
An inbound marketing campaign...
...starts with the customer in mind. An inbound campaign is built to attract, not annoy. It takes every stage of your funnel into account to generate new, interested leads, and turns them into quality leads and happy customers through relevant, compelling content.
...uses integrated tools to connect everything. An inbound campaign uses interconnected tools to weave context about a lead into every channel and every tool. The result is a smooth, personalised experience for buyer and far better results for marketers and salespeople.
...works in any situation. Any campaign can be an inbound campaign. Whether you are starting with a webinar, a product launch, or a new list of leads, you can apply the inbound marketing campaign framework to organise and improve your effort.
NEXT – Your Idea, Your Target and Your Goal