A Step by Step Guide to Planning an Effective Inbound Marketing Strategy. Traditional interruptive marketing is increasingly ignored by B2B consumers, so it's crucial to adapt strategy to succeed. Inbound Marketing works to earn relevant engagement; helping target buyers learn more about the solutions they want - without interrupting. But planning an Inbound campaign is complex. Learn how to plan your campaign to ensure performance, the best lead quality possible and definite ROI in this slideshare.

1. Introduction

2. Introduction
Introduction

3. Introduction
Introduction
"Companies are 3x as
likely to see higher
ROI on Inbound
marketing campaigns
than on outbound" -
HubSpot
Statistics show that
Inbound Marketing
is the way forward
in the modern
marketing world.
But before campaigns
can begin, considered
planning is required to
ensure performance,
the best lead quality
possible and definite
ROI.

4. Introduction
Introduction

5. Introduction
Importance of Planning Inbound Campaigns Properly

6. Introduction
Importance of Planning Inbound Campaigns Properly
Why are some Inbound Marketing campaigns ineffective?
1. Buyer
Personas Are
Not Data Backed
"Only 25% of the leads you generate are ready to buy in the next 12 – 24 months;
the other 75% need nurturing" - HubSpot
2. Marketing
& Sales Are
Not Aligned
3. Directionless
Content
Produced
4. Lack of
Content Hubs
5. Poor
Channel
Promotion
6. Lack Of
Lead Nurture

7. Introduction
Importance of Planning Inbound Campaigns Properly

8. Introduction
Lead Volume & Revenue Targets: Planning For Success

9. Introduction
Lead Volume & Revenue Targets: Planning For Success

10. Introduction
Lead Volume & Revenue Targets: Planning For Success
If financial goals are unclear
and lead generation targets
undefined, Inbound
campaigns won’t be able to
deliver on ROI or timelines.

11. Introduction
Lead Volume & Revenue Targets: Planning For Success
To plan a financially successful Inbound campaign:
1. Identify
revenue
targets
2. Consider
sales cycle
length to define
timescales
3. Define % of
total revenue
that Inbound is
responsible for
4. Consider
conversion rates
through the
funnel
5. Understand
how to attribute
channels

12. Introduction
Buyer Personas & Data

13. Introduction
Buyer Personas & Data
To ensure you get
more of the clients
you want, persona
development must be
based on actual data:
Get it wrong and your
campaign will deliver
poor quality leads and
ROI.

14. Introduction
Content Hubs: Planning Campaigns For SEO

15. Introduction
Content Hubs: Planning Campaigns For SEO
Content campaigns face multiple challenges:
1. Digital noise
means it's
increasingly difficult
to get content seen
2. It’s hard to
consistently
create quality,
targeted content
3. Readers don’t
know what content
they want; they simply
search for answers

16. Introduction
Content Hubs: Planning Campaigns For SEO
The solution? Campaign
content hubs.
"A content hub is a
destination where website
visitors can find branded,
curated, social media, user
generated, or any type of
content related to a topic." -
Kissmetrics
In a content hub, you build
multiple content assets
around one umbrella topic
or keyword. The sum of
this content then helps to
build rank.

17. Introduction
Planning Inbound Campaigns For Your Buyers

18. Introduction
Planning Inbound Campaigns For Your Buyers
Every buyer looking for a
solution progresses through
a three step purchasing
process, known as the
Buyer's Journey.

19. Introduction
Planning Inbound Campaigns For Your Buyers
If content is tailored to challenges
buyers have at each Buyer’s Journey
stage, content will resonate and
quality lead nurture will result.
"90% of consumers find custom
content useful and 78% believe
that organisations providing
custom content are interested in
building good relationships with
them." - SmartBug Media

20. Introduction
Planning An Inbound Content Calendar

21. Introduction
Planning An Inbound Content Calendar
When planning an Inbound content calendar:
1. Start with
persona
development
2. Align content
to address the
persona
challenge
3. Create an
overarching
content hub
4. Buyer map
your content
5. Consider
editorial
outreach
6. Promote
content to
buyer-active
channels

22. Introduction
Digital Channel Promotion

23. Introduction
Digital Channel Promotion
It's crucial to action a digital
channel promotion strategy,
comprised of channels your
buyers frequent, to ensure
your work is seen by your
target audience.

24. Introduction
Inbound Lead Nurture

25. Introduction
Inbound Lead Nurture
"79% of marketing leads never convert into sales. Lack of lead nurturing is
the common cause of this poor performance" - MarketingSherpa
It's important to nurture with email workflows to increase
conversion. To do so:
1. Define the
persona you
are targeting
2. Consider
your campaign
goals
3. Buyer map
content
4. Understand
sales cycle
length

26. Introduction
Key Inbound Takeaways

27. Introduction
Key Inbound Takeaways
1. Keep
personas front
of mind at
every stage
2. Base activity
on realistic
financial and
lead targets
3. Base
personas on
real data
4. Plan
content in
hubs
5. Map
content to
the Buyer’s
Journey
6. Align
marketing
and sales
departments
7. Design a
digital channel
promotion
strategy

28. Introduction
About Strategic Internet Consulting
Strategic Internet Consulting is a full
service Google & HubSpot certified
B2B Digital Agency, specialising in
Inbound marketing and open source
web development, (including content
marketing, social media marketing,
analytics & CRO.
Like what you read?
Access our full step-by-
step guidebook to
planning an Inbound
Marketing Strategy at
http://hubs.ly/
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