Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2021

Read it now Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
The Ultimate Inbound Marketing Strategy Playbook 2021
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2021
Covers-FINAL

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

The Critical Elements of Launching Your Inbound Marketing Campaign

By John Bonini

John Bonini also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2021.

The Critical Elements of Launching Your Inbound Marketing Campaign Blog Feature

 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2021

The Critical Elements of Launching Your Inbound Marketing CampaignThe following is an excerpt from IMPACT's ebook, "26 Ways to Generate More Inbound Customers in 2013." For more expert tips on improving your overall marketing campaign this year, be sure to Customers in 2013">check out the full ebook.


The modern day marketing campaign is one built on information and segmentation. Giving your prospects what they want at the exact moment that they need it.


However, in order to successfully launch a powerful inbound marketing campaign, there are essential elements that must consider.


We've detailed just a couple of the most important considerations when getting closer to your inbound launch.


What are your specific goals? Who is your ideal prospect?


Launching Your Inbound Marketing Campaign


Implementing SMART Goals


Every successful business shares a common thread; clear and concise goals. Not only will focused goal setting provide you with a blueprint of success along with a timeline for getting there, but it also gives your entire company a more clear, targeted approach.


Goals are just as critical as the results themselves; therefore creating a realistic plan is essential. In late 2012, HubSpot laid out a blue print for identifying business goals, using the acronym SMART to paint the picture.


SMART Business Goals:



    • Specific – Set real numbers and real deadlines. Unclear goals such as, “I’d like to drive more visitors this year” lack focus, and as a result, often yield minimal success.

    • Measurable – If there is no way to track and measure your progress, how can you achieve the ultimate goal? If you haven’t already, start using an inbound marketing software like HubSpot to track and measure your entire campaign.

    • Attainable – You know the saying, “Rome wasn’t built in a day?” Well…it wasn’t. Unrealistic goals can actually lead to failure just as quickly as having no goals at all can.

    • Realistic – Know you and your teams capabilities. Consider any challenges that will be faced along the way.

    • Timebound – Set strict deadlines for yourself. “Someday” may never come, and only leaves the door open for procrastination.


With clear, definitive goals and set deadlines in place, you can approach the new year with a much more focused marketing strategy. Your team will also have more direction moving forward, increasing the likelihood of your goals being hit!


Says Paul Roetzer, founder and CEO of PR 20/20:


"In order to set, and reach, your business goals—leads, sales, conversion and retention rates, revenue, profitability—you have to start by assessing your foundation, and your potential for success,” says Roetzer. “Consider core areas such as marketing team strength and technology utilization, and identify the metrics that matter most to your company. From there, establish performance benchmarks, define realistic expectations, and align your marketing resources and strategies."


And don’t forget…when goals are hit, celebrate!


Development Buyer Personas


Do you know who your ideal prospect is and what their challenges, goals, and needs are? Where can you reach them?


Not only should you have a detailed picture of your target audience is, you should also know the personality traits of your prospects. What affects their purchasing decisions?


Personas are fictional representatives of your ideal prospects based on real data and information regarding customer demographics and online behavior. So how exactly do you go about creating one?


Segment by Demographics


Research your existing customer base in order to identify the most common buyers of your product or service.


You probably have several types of buyers, so be sure to create buyer personas for each of them. Create detailed descriptions about each buyer, including:



    • Name

    • Job title or role

    • Industry or company information

    • Demographic information


Identify their Needs


Based on the profiles you’ve created of each type of buyer, you can now work to outline their goals, needs, and challenges.



    • What are their biggest challenges?

    • What problems are they trying to solve?

    • What information are they looking for?

    • What current trends are influencing their success?


Develop Behavior-Based Profiles


The last step is developing a profile of each personas typical online behavior. Now that you know who they are and what their needs are, think about how they’re researching potential solutions.


Ask yourself what their online experience looks like.



    • What do they do online? Read blogs? Download ebooks? Interact on Facebook, Twitter, Pinterest? What search terms are they using to find solutions?

    • What types of information do they consume online? Educational? News? Industry trends?

    • What product or services are they spending the most time researching?


After completing this process, you should have a detailed description of your personas’ needs, demographics and behavior.


Continue reading the full ebook...

Covers-FINAL
Covers-FINAL

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2021

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Inbound Marketing
Published on March 9, 2013

Recent Articles

4 Signs Your Revenue Team Is Slowly Failing

By Will Schultz on October 23, 2021
9 min read

17 Examples of Inbound Marketing That Drive Sales

By Kimberly Marshall on October 11, 2021
13 min read

HubSpot and Data Privacy: How to Collect Contacts the Right Way

By John Becker on October 4, 2021
4 min read

Best Virtual Selling Tips, Tactics, Strategies, and Tools (Updated in 2021)

By Paul D. Grant on September 22, 2021
8 min read

5 Key Elements of a Winning Inbound Marketing Strategy

By Kimberly Marshall on September 14, 2021
14 min read

The Fundamentals of Inbound Marketing

By Kimberly Marshall on September 9, 2021
13 min read

Inbound Marketing Strategy: 7 Steps to Success

By John Becker on August 11, 2021
8 min read

How to Learn Inbound Marketing in 5 Easy Steps

By Kimberly Marshall on August 4, 2021
7 min read

Your Buyers Want to Control the Sales Process; Here’s How to Let Them

By Marcus Sheridan on July 28, 2021
6 min read

What is the Inbound Marketing Funnel? (+ Examples)

By Avery Ashley on July 26, 2021
7 min read

How Can the StoryBrand Framework Be Used for Inbound Marketing?

By Zach Basner on July 21, 2021
6 min read

I’m a word-of-mouth business: How can inbound marketing help me grow?

By Marcus Sheridan on July 20, 2021
5 min read

5 ways you can use the StoryBrand framework to make a better website

By John Becker on June 14, 2021
5 min read

9 ways to get the most out of IMPACT+ in 10 minutes a day

By Connor DeLaney on June 4, 2021
8 min read

Outbound vs. Inbound Marketing in 2021: Which is Better?

By Liz Moorehead on May 18, 2021
10 min read

Green energy marketing strategy: The DIY approach to getting more customers

By John Becker on May 17, 2021
9 min read

Who Should Use Inbound Marketing?

By John Becker on March 9, 2021
9 min read

What is the Inbound Marketing Methodology? (Updated for 2021)

By Allison Melnik on March 3, 2021
17 min read

How Much Does Inbound Marketing Cost?

By Ramona Sukhraj on February 26, 2021
11 min read

How to manage your online reputation and reviews in today's marketplace [Free IMPACT+ Course]

By Connor DeLaney on January 28, 2021
6 min read

Marcus Sheridan: 'Virtual Sales Can Work in Any Industry'

By John Becker on December 14, 2020
4 min read

New Pinterest weighted ads have better CX customization

By Allison Melnik on December 8, 2020
3 min read

7 Inbound Marketing Strategy Mistakes that Will Cost You in 2021

By Kevin Phillips on December 3, 2020
8 min read

4 simple inbound marketing tips that will get you big results in 2021

By Mary Brown on December 2, 2020
6 min read

Why You Need a Content Manager On Your Digital Marketing Team [+ Video]

By Liz Moorehead on November 5, 2020
9 min read