The first step in creating an effective inbound marketing campaign is to come up with something to offer potential customers or clients. You need to show them how your business can benefit them – and you do that with marketing offers. These offers come in many forms, but most of them will be different types of content, including e-books, white papers, webinars, podcasts, and infographics. This was originally a blog post from the VIEO Design blog here: http://bit.ly/1vilzMn

1. How to Create an Effective
Inbound Marketing Campaign
Develop
an Offer
S te p #1
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2. Come up with
something to offer
potential customers
or clients.
These offers come in many forms, including:
• ebooks • white papers • webinars
• podcasts • infographics
• product demos
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3. Have a
Detailed
Picture
of Your
Target Market.
The following questions can help you develop
the buyer personas that will guide the kind of
content you create and how you deliver it.
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4. Ask Yourself...
• Who are your ideal customers and prospects?
• What are their biggest concerns, needs, and interests?
• Where can you reach them? (search engines, social
media, blogs, etc.)
• What types of content do they prefer?
Once you’ve defined your audience, use this
checklist to get great results with your content!
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5. Focus on the
Right Stage.
1. Awareness – The prospect is getting acquainted with
your brand. You are trying to show them why they will
want or need your product or service.
2. Research & Education – The prospect has identified their
problem and is searching for potential solutions (including
yours!). You are trying to anticipate their needs and be
there to provide the answers.
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6. 3. Comparison & Validation – The prospect is examining options
and narrowing down the list of potential vendors. Anticipate
the points of comparison and offer your own pros and cons.
4. Purchase – The prospect makes a purchase decision. Your
website can help them have a smooth, pleasant transaction
that affirms their choice.
5. Satisfaction & Advocacy – Having converted the prospect
into a customer, you can earn their return business and their
referrals by continuing to offer them valuable content suited
to their evolving needs.
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7. Create Content
that Drives Traffic.
Before leads can be cultivated and converted
into customers, you need to attract traffic
and convert website visitors into leads.
To launch a powerful marketing campaign that drives
traffic, you begin by focusing on the first stage of a
customer’s experience, creating awareness of your
business through your marketing content.
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8. Use Your Data.
• What are your most popular blog posts?
• What are the most-viewed pages on your website?
• Which offers led to the most engagement?
Your content must be relevant and valuable, but these indicators
help you understand what your audience is most interested in. Let
your past performance dictate your direction in producing new
marketing content, and use it to refine your marketing personas.
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9. Determine the
Optimal Formats.
• Will your audience listen to a podcast, or would
they rather read a white paper?
• Do they have time to read an ebook, or would
they prefer to watch a short video?
• You can rely heavily on past data to help you
know how your audience prefers to consume
your content.
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10. Build a Team of
Content Creators.
Each person in your company has a unique voice
and a valuable perspective on important aspects of
what you do and what your customers need. Make
use of their specialties.
• Ask them to suggest topics for valuable content.
• Interview them for blog posts or short videos highlighting their expertise.
• Ask them to co-write a white paper or ebook.
• Invite them to host webinars to answer common questions.
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11. Repurpose
Your Content.
Almost every piece of content you create
can be adapted, reused, modified, and
republished in another format.
With each piece of content you produce, come up
with multiple ways to package and distribute it in the
different formats that suit the material. An ebook, for
example, can make for a great series of blog posts.
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12. Some Ideas
• Combine text from an old white paper with new videos
to create a multimedia ebook.
• Turn blog posts and ebooks into videos or webinars,
and vice versa.
• Use common questions and comments from webinars,
videos, and posts to create a new ebook.
• Create infographics from guides, white papers, videos,
and blog posts.
• Be sure to read critically and update your content. You
don’t want to share out-of-date information.
• Don’t forget to share your content across multiple formats.
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13. Download Our
Free Ebook!
Download our ebook
to learn more about not
only what constitutes
an effective marketing
campaign, but how to
build and implement one!
HOW TO CREATE
AN EFFECTIVE
INBOUND
MARKETING
CAMPAIGN
A publication of
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