When you experience a marketing challenge—slow lead-generation, flat product demo signups or few qualified leads for sales, for example—your first inclination may be to create an eBook, publish it with a landing page, send an email promoting it to your list and hope it moves the needle in the right direction.
That’s one idea. It’s basically today’s go-to inbound B2B marketing plan to which many marketers default. However, it’s far from the only tactic available to reach your marketing goals. It’s not an inbound marketing campaign; it’s merely a one-off marketing action. A campaign is so much more—and achieves so much more than a one-off marketing approach.
Further, while eBooks have become the go-to content solution for many companies, and while they are valuable and have their place, you can publish many other types of content—some of which might, in fact, help you meet your objectives far better than another eBook. For example, you can create checklists, tips and tricks lists, case studies, surveys, infographics, ROI calculators, webinars, video, product demos, courses, white papers, reports and interactive web pages, to name a few content possibilities.
Often in the day-to-day demands of a modern marketing department, the concept of running marketing campaigns gets diluted or diminished. That’s a big oversight because marketing campaigns versus one-off marketing events can greatly improve your results—including more and better leads—as well as help you reach your long-range marketing objectives sooner and gain better ROI. It’s a smart move to keep campaigns central to your marketing strategy—replacing most one-off events with a bigger plan.
So, what is a campaign? HubSpot provides a simple definition: “Inbound marketing campaigns are concentrated efforts that align all of your marketing channels around a single message and goal. It starts with a marketing offer—something valuable and relevant for your audience that you promote through your marketing channels. Then, you nurture the leads from that offer and move them along your marketing funnel so they can become your customers. And don’t forget to measure and analyze your campaign.”
In other words, instead of merely a piece of content, a landing page and an email, a campaign is a full-bodied marketing event that aims for both immediate action and long-term results. Here’s an example of building out a one-off event into a full-blown campaign:
A campaign should align with your overall business goals. For example, a hospital may want to grow its cardiology, pediatrics, women’s health and diabetes management service lines. Those four services can become quarterly campaigns. Same goes for a software company that wants to grow its recruiting, payroll and employee performance product offerings.
Once those areas of focus are identified, there are dozens of inbound marketing elements you can use to reach buyers at all stages of the sales journey for each campaign. Here are a few ideas to inspire your next inbound marketing campaign planning session.
Inbound campaigns too often get overlooked as marketing departments work to solve immediately pressing marketing and sales challenges. But they are essential workhorses for long-term marketing and sales results. Much more than one-off marketing tactics, campaigns generate the power to deliver both immediate and long-term results. Launching one or more campaigns using strategic content will deliver results that far exceed simply sending yet another eBook out into the world.
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