5 Elements of Successful Inbound Marketing Lead Generation Campaigns
No matter which lead generation techniques you decide to use, consider these five elements of successful inbound marketing campaigns:
1. Defined Goals
Inbound marketing campaigns usually require a platform that consists of social marketing pages, landing pages, performance analytics, and of course, great content. However, there is no way to construct an effective platform without agreement about what the platform is supposed to accomplish. Marketers need to clearly define their target market, the action they would like their visitors to perform, and their other goals in advance.
2. A Way to Measure Results
There is no way to tell if inbound marketing campaigns are worth the time and expense without having analytics in place to measure results. With good analytics in place, even a problem campaign can yield valuable information that can help improve the next campaign.
3. Compelling Content
Compelling content, including articles, graphics, and videos, engages visitors on social networking pages and websites. Engaged visitors are more likely to stick around long enough to learn the rest of the marketing message, complete a lead form, pick up the phone, or maybe even share content with others. Also, search engines may give more weight to sites that keep users on their websites longer and enjoy more return visits.
4. Targeted Landing Pages
Marketers and small business owners who are new to social media and inbound marketing seem to focus on sending visitors to the main page of a website. Seasoned Internet marketers know that they only have a few seconds to capture a potential customer's attention. Companies that use inbound marketing proficiently almost never send people to the main page. Content developed around the topic of "blue widgets" should send visitors right to the "blue widgets" page. When it comes to increasing conversion rates, distractions should be reduced or eliminated. In most cases, the main page of a website is designed to cast a wide net, but landing pages are tightly focused.
5. Ability to Test and React to Results
If goals have been defined and website analytics have been properly installed, it should be easy to see what lead generation techniques work well and which ones work less well. Beginning with the expectation that inbound marketing campaigns will get measured, tested, and tuned along the way leads to an improved ROI in the end. Expecting great conversions and a fantastic ROI right out of the gate might lead to frustration.
With Inbound Marketing: More is Better
In some markets, it is not always possible to predict exactly which angle, marketing message, or even style of landing page will collect the most leads at the lowest cost. Inbound marketing is part science and part art. Also, results could change seasonally or over time. Inbound marketing is proving to be the most effective method of lead generation, but the most successful marketers never rest on their laurels. They keep testing.