The simple elements that make up an Inbound Marketing Campaign

In my never-ending quest to help you develop better inbound programmes, I was trying to find a simpler graphic to explain the elements that make up a straightforward inbound campaign.  There are lots of diagrams that show the process from Awareness – Consideration – Decision and from strangers – visitors – leads etc. but nothing that showed the specific elements you need to build a campaign.

In the end I created my own, so in the absence of something online, here’s mine:

Elements of a simple Inbound Campaign

The Landing Page

Right at the heart of this is the Landing Page.  The principle here is that you put your premium content behind a landing page to capture email addresses.  This helps you build up a database or list of contacts who are interested in you and your content.  From there you can further segment, nurture then, hopefully, convert your contacts. 

There are arguments that you don’t gate your content, but  Inbound demands the mighty email address so you can carry on the marketing conversation, in the absence of a sales conversation. Think of this as someone handing over a business card to you, treat it with respect and don’t abuse the privilege.

The Landing Page comprises a number of elements – The Landing Page itself (remember no other links on the page), a form (the simpler the better – First Name and email address will suffice), and a Thank You page where you download the content after filling in the form.

Premium Content

Let me first try to state what Premium Content is not:

News Items
Price Lists
Product Brochures

Premium Content is all about content that customers will find useful and helpful and are prepared to hand over their email address to obtain.   It might be a white paper, 10 top tips… etc.  Webinars are a great way to engage with new customers so you can think of Webinars as premium content.

Linkedin Ads

About the only paid ads we use these days is Linkedin.  The reason is simple – with Linkedin you are able to target more accurately the sorts of customers you want to attract.  You can target countries, industries, interests, job title and many more, and you know that the recipient is likely to be the right type of contact.  It’s also not as expensive as other methods.

The same caveats apply – you have to have content that’s worth it.  If it’s just another puff piece, or company news or a new product release, it will have zero impact.  This is why people complain that paid ads don’t work – it’s normally because your content is not interesting enough.

If you would like a quote, please fill in the form below and we'll be back in touch.

More Articles

Why you need to break away from your web supplier

Cutting ties with your current web company can be a wise decision that can bring numerous benefits to your business. Firstly, it allows you to explore new opportunities and potentially find a provider that better aligns with your evolving needs and goals. A fresh perspective can often lead to innovative

Read More »

How to break free from your web agency!

In our last blog here we talked about the need to be in control of your website, and how you know whether you’re in control or not. Now we want to talk about how, if you are not in control, how do you wrestle it back from the agency. Let’s

Read More »

Case Study – Website Conversion

Although we’re not able to publicise the name of our client all of the details are real and can be corroborated by the client, if needed. Our client had a major issue with their main website. It was built using code, by a web agency. The website looked good, great

Read More »

Are you in control of your website?

Why control What do we mean when we ask the question about being in control of your website? Fundamentally we think all small businesses should be in total control, because if you’re not then you’re at the mercy of the web agencies. Many of these web agencies are decent and

Read More »

Top 3 Website Frustrations for Small Businesses

As a small business you often face frustrations when it comes to your website. While these frustrations can vary depending on your specific business and its goals, there are three common issues that we find small businesses encounter: Lack of Visibility and Traffic: You may find that your website looks

Read More »