In session 14 of A Marketing Podcast I discuss what digital inbound marketing is from a comprehensive, full life-cycle, point of view. I dig into each section of an inbound marketing campaign, from advertising to ROI calculations.
Session 14: Show Notes
What is digital inbound marketing?
The use of content/value proposition to provoke a user’s interest and conversions through a conversion mechanism.
Can you do inbound marketing offline?
You can do it, however the idea behind inbound and allowing users to self serve on your content is much easy in the digital world. For example, things like catalogs for potential customers to take home and do their own research would be a form on inbound marketing. Typically this kind of offline tactic promotes an online action anyway.
The elements of a digital inbound marketing campaign
- Driving traffic to your campaign – advertising
- Your landing page – designed specifically for an inbound campaign
- A conversion mechanism – typically a form
- A value proposition – used to provoke conversion
- A thank you page – more important than you might think
- An email followup / sequence – capitalize on your conversion
- Tracking and reporting your campaign’s progress
Developing your campaign
Devise a very specific message or subject matter. I recommend starting with just one message and one landing page.
Once you get the first inbound campaign under control, you can develop additional messages and landing page.
Driving traffic to your campaign
Essentially two ways to drive traffic.
- All sorts of online advertising can be used to generate traffic to your landing page
- Type of advertising depends on your marketing strategy
- Consider display advertising, and when you do, ensure that your creative on banners matches the messaging and offers that are on your landing page
Free and Organic
- Using methods that require no financial requirements
- Email list – send a link to your list
- Social media – post in your streams
Your landing page
This is where all the magic happens!
The landing page is the hub of your inbound marketing campaigns.
Keep it simple, so simple you should do the following:
- Remove your website’s main navigation from the page
- Remove any elements that are not related to the core messaging of the page
- Remove any links that are not conversion links (trackable)
- A footer should have nothing but your copyright and company name
A Conversion Mechanism
The idea of an inbound campaign is to get conversions, or leads. The best way to do this is through a web form that provides as fewer fields as possible.
The best combination is simply:
- First name
- Email address
You could just do email, but I like to personalize my emails and having a first name allows me to do just that.
Depending on your campaign’s objectives and your business, you may add additional fields that are important to your customer profile information, and that your customer won’t see as a huge barrier to giving you their email.
- Company name
- Maybe it’s truck type (if you’re a truck accessory business running a campaign)
A Valuable Proposition
You’re only going to get conversions through your inbound campaign is what you’re offering is worth giving your email for.
It doesn’t have to be a downloadable document, although they work well, it could simply be an offer that’s only available to those who signup through your landing page.
At a marketing podcast I have a several value propositions to achieve conversions. They are:
- Marketing Strategy Template
- Basic Email Automation pdf
- 7 Day crash course
- Digital Marketing Setup Checklist
- And more to come
It’s important to relate your value proposition not only to your landing page, but also to the future possibilities in relation to your business.
There’s no use offering a day spa coupon, if you’re a truck accessory business. Although ti sounds nice, you’d be better off offering something related to trucks to increase the chance of purchase later in the customer journey.
A thank you page
Do not under-estimate the importance of a thank you page!
Here’s a few reason why the thank you page is so important:
- It’s the first point of your new leads journey and experience of being, essentially, one of your customers
- First impressions only happen once!
- The subscriber is primed to want more – as long as you deliver on what you promised
- So deliver on what you promised right on the thank you page
- there are some pages where I ask the subscriber to go to their email to download the new file to make sure they read the email and get some additional value there. But the thank you page explains that and provokes action
- It’s an opportunity to show what else you provide – to cross-sell
Again, just like your landing page I recommend keeping its content simple and focused. But it’s also ok to bring back your main navigation and footer elements to allow the visitor to begin navigating through your site.
Follow up with your new lead
Don’t make the mistake of not following up with your new lead. They are primed and ready to be interacted with (at different level depending on your value proposition).
Ways to follow up:
- Personal email
- Automated emails (most common)
- Email sequence / drip campaign (My favourite for so many reasons)
- Phone call (if you asked for phone number)
Again depends on your value proposition and business type as to which one makes most sense.
But I would recommend following up in the next 24 hours – any longer and you risk the chance of losing your engaged lead. Again depends on value proposition.
- If your inbound is for a product launch in two months – no need to follow up right away
- If you inbound is a discount offer to a grocery store – then deliver it right away
Tracking and reporting on your campaign’s progress
By now you should have google analytics setup – if you don’t Download the digital marketing online presence setup checklist I’ve created to show you how to get that in place.
But before I get into Google analytics your reporting should start with your advertising.
Make sure your advertising is performing well. This is a huge subject in it’s own right so I won’t get into in this session – but make sure your advertising is optimizes and send the best traffic for the most value to your landing page.
Landing page Analytics
Google Analytics is your friend for on-page activity tracking and reporting.
Set up goals in google analytics – goals are essentially conversions and indicate that a visitor to your website has performed a certain action, or group of actions, that you consider to be a conversion.
It’s also a good idea to track events such as link clicks. If for example you have a soft conversions, such as a social media icon directing people to your facebook page, track that click. It’s not our desired conversions, but it does mean that that visitor is interested in our facebook page.
Also, events on your download links to indicate that someone has downloaded the file you provided as part of the conversion is a nice thing to track.
Ideally, you are able to track your conversions all the way to a sale,. Allowing you to very accurately calculate your ROI from your campaign. This is super easy for online stores.
For offline, bricks and mortar style businesses, look to implement a CRM tool that you can connect data from your inbound campaign to, such as Pipedrive.
Links & Resources
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