NEDMA15: The Power of Projects: How to Run an Effective Inbound Marketing Campaign - Michael F. Griffin

Michael F GriffinImplementation Specialist@MF_Griffin#NEDMA15

THE POWER OF PROJECTS:HOW TO RUN AN EFFECTIVE INBOUND MARKETING

CAMPAIGN.

1 Strong understanding of inbound campaigns

2 Actionable steps to help launch your next inbound

campaign

KEY TAKEAWAYS

1 Laying the groundwork – foundational knowledge

2 Campaign theory overview

3 Campaign application

4 Key takeaways and Q&A

AGENDA

Laying the groundwork –foundational knowledge. 1

A QUICK CLARIFICATION :

Projects

=

Campaigns

Cold Calling Cold Emails (SPAM)

Interruptive AdsMarketer - Centric

SEOBloggingAttractionCustomer - Centric

INBOUNDTRADITIONAL

vs.

MEET MARKETING MARY:

• Who is she?: Marketing professional that wears multiple hats

• Roles: Marketing Manager, Marketing Director

• Goals: Support sales team by generating qualified leads each month

• Challenges: Too much to do, not enough resources, not enough time

• Age: 25-50

• Income: $70,000-$100,000

• Education: Bachelor’s Degree or MBA

Inbound Marketing = Content + Context

CAMPAIGN OVERVIEW. 2

• Social media

• Social media

• Email

• Social media

• Email

• PPC

• Social media

• Email

• PPC

• Blogging

An inbound marketing campaign takes into account the varied way that people learn online and encompasses many channels.

REMEMBER:

Unified, cross-channel messaging in support of a goal

What does unified cross-channel messaging entail?

UNIFIED CROSS-CHANNEL MESSAGING

1 Assets & activities

2 Efforts

3 Behaviors

• eBooks

• Landing pages

• Tradeshows

• Webinars

ASSETS AND ACTIVITIES

EFFORTS • Campaign planning meetings

• Mapping out campaign deadlines in calendar

BEHAVIORS

• Networking

• Promoting

1 Consistent messaging across channels

2 Saves you time

3 Increases effectiveness & ROI

4 Improve your analysis of what worked and why

WHY USE THE INBOUND MARKETING CAMPAIGN APPROACH?

CAMPAIGN APPLICATION. 3

It starts with an ultimate goal, and includes several micro-conversions along the way.

Prospect Customer

Prospect Customer

Email

Prospect Customer

Email Trial download

Prospect Customer

Email

Webinars

Trial download

Prospect Customer

Email

Webinars

eGuides & eBooks

Trial download

Prospect Customer

Email

Webinars Case studies

eGuides & eBooks

Trial download

Prospect Customer

Email

Webinars Case studies

eGuides & eBooks

Vendor comparisons

Trial download

Prospect Customer

Email Press releases

Webinars Case studies

eGuides & eBooks

Vendor comparisons

Trial download

Prospect Customer

Email Press releases

Webinars Case studies

eGuides & eBooks

White papers

Vendor comparisons

Trial download

Prospect Customer

Email Press releases

Webinars Case studies

eGuides & eBooks

White papers

Vendor comparisons

Trial download

Live demo

Prospect Customer

Email Press releases

Webinars Case studies

eGuides & eBooks

White papers

Comparison white papers

Vendor comparisons

Trial download

Live demo

Prospect Customer

Email Press releases

Webinars Case studies

eGuides & eBooks

White papers

Comparison white papers

Vendor comparisons

Trial download

Live demo

Call with sales

Important to note: Regardless of the channel that someone comes in via, their destination should be the same place.

Prospect Customer

Email Press releases

Webinars Case studies

eGuides & eBooks

White papers

Comparison white papers

Vendor comparisons

Trial download

Live demo

Call with sales

Q.) But what if I don’t have all of those? What if I don’t have many offers at all?

Q.) But what if I don’t have all of those? What if I don’t have many offers at all?

A.) Don’t panic… yet.

UNIFIED CROSS-CHANNEL MESSAGING

1 Assets & activities

2 Efforts

3 Behaviors

eBook

Prospect Customer

eBook

Prospect Customer

SEOKeywords

Blogging

Email

Social

Q.) I’m seeing some prospects filling out the eBook form. Awesome! What do I do now?

1 If we haven’t already, identify the next micro-conversion

2 Create a list of all prospects who download the eBook

3 Draft lead nurturing emails

4 Promote the next micro-conversion similar to how we did

the previous one

eBook

Prospect Customer

SEOKeywords

Blogging

Email

Social

Webinar

eBook

Prospect Customer

SEOKeywords

Blogging

Email

Social

Webinar

Thank you, soft ask

Trust build, soft ask

Hard ask

Hard ask, breakup

eBook

Prospect Customer

SEOKeywords

Blogging

Email

Social

Webinar

Thank you, soft ask

Trust build, soft ask

Hard ask

Hard ask, breakup

SEO

Keywords

BloggingSocial

Email

eBook

Prospect Customer

SEOKeywords

Blogging

Email

Social

Webinar SEOKeywords

BloggingSocial

Email

Vendor Comparison

Q.) What if my prospects registered for the webinar but did not actually attend?

Q.) What if my prospects registered for the webinar but did not actually attend?

A.) We can still follow the same playbook. We just need to change the verbiage we use in the first email.

eBook

Inbound marketing campaign

Prospect Customer

SEOKeywords

Blogging

Email

Social

WebinarSEO

Keywords

BloggingSocial

Email

Vendor Comparison

SEOKeywords

BloggingSocial

Email

Q.) How will we know what to adjust for our next inbound marketing campaign if we don’t analyze the results of this one?

Q.) How will we know what to adjust for our next inbound marketing campaign if we don’t analyze the results of this one?

A.) We won’t.

eBook

Inbound marketing campaign

Prospect Customer

SEOKeywords

Blogging

Email

Social

WebinarSEO

Keywords

BloggingSocial

Email

Vendor Comparison

SEOKeywords

BloggingSocial

Email

7%

5%

1 Strong understanding of inbound campaigns

2 Actionable steps to help launch your next inbound

campaign

KEY TAKEAWAYS

QUESTIONS?

THANK YOU.