Optimizing Your Inbound Campaign

Optimizing Your Inbound Campaign

Now that you have created and implemented your strategy and plan, take what you learned in your analysis and optimize your campaigns and strategy for higher efficiency towards your SMART goals. Here are some steps to take when looking to optimize your overall marketing.

  • 1. Optimizing Your Website
  • 2. Optimizing Conversion and Leads
  • 3. Promoting your Content

1. Optimizing Your Website

Site Pages:

  • Now that you have analyzed your website pages via the Page Performance tool, be sure to update the on-page SEO elements
  • Determine which pages get the most visits and add in at least one CTA to each of those pages. Keep in mind we want content offers that are relevant to all stages of the buyer’s journey
  • Which blog posts get the most views? This is likely an indication of the type of content/topics your audience is interested in. Create more content (blogs/offers/emails) around that topic to drive further engagement

Blog Posts:

  • Ensure blog posts are tailored to your specific buyer personas and focused on and optimized on one primary Long Tail Keyword

 

Pro Tips:
  • Tailor the language of your blog post to mirror the language of your persona. Would they be looking for a blog post on how to "eliminate the burden of debt" or how to "get out of credit card debt"? 
  • Tailor the examples, facts, stories, and other supporting material to your persona. Are they the type to prefer a story or would a fact resonate with them more. What type of analogies respond most to them - pick something that is rooted in an understanding they may already have. Analogies  build strong foundations for learning. It's like building a house, a strong foundation is necessary. Without a strong foundation, the house won't be stable and the structure will easily topple over. We want our content to help our persona build a strong foundation for learning.
  • Tailor the content of your blog post to the persona.  Address their top questions, goals, or pain points around that topic.
    • Include a relevant CTA at the bottom of the blog post. Ensure the CTAs on your blog posts are not always the same, and be sure to include CTAs for educational and awareness stage content

2. Optimizing Conversion and Leads

Optimization of conversion paths can be broken down into a few analytics, you are either:


  1. Not getting enough views on the page and therefore few conversion, which would be driven by the Call to Action
  2. You have many views on the page but conversion are low, this means your CTA is working for you but the information on the landing page is unclear or not optimized well or
  3. You are getting views and leads, but not necessarily qualified leads, meaning you will want to re-assess your form fields as well who and how you are targeting the offer to your audience.

Drive more CTA engagement:

Ensure your CTAs are on relevant blog posts as well as placed above the fold on website pages

  • Is the language of the CTA clear so that people know what they will be downloading? Does the CTA language match the actual offer?
  • Customizable CTA templates

Pro Tip: If you observe a high number of CTA clicks, it would be an indication that the CTA is working as intended to appeal and entice visitors to get the offer.



Landing Pages:

Optimized Landing pages will drive higher submissions on the page’s form


  • Is the information clear, concise and in bullet format? Will someone scanning the page know what the offer is and why it is valuable?
  • Does the page pass the blink test?
  • Limit distractions by removing menu items and navigation on the landing pages


Pro Tip: Aim for a 5-15% submission rate on the landing page.


 Forms:

The form should be above the fold of the landing page
  • Did you use progressive profiling for your form questions? *Be sure NOT to make e-mail address a smart field
  • Only ask the necessary questions on the form fields to capture relevant information for segmenting.

Pro Tips: Make a list of the most important questions you need to ask to best segment and market to your contacts. List them in order of importance, starting with the most important.

Ask your sales team what information is important to them for qualifying and assigning leads. Also list these in order of importance, starting with the most important. This step is optional but, recommended.

  • Choose which questions are most applicable to the buyer's journey stage for this form.
  • If your landing page is Awareness Stage: Pick the 3 most important marketing questions.
  • If your landing page is Consideration Stage: Pick the 3 most important marketing questions + up to 2 of the most important sales questions.
  • If your landing page is Decision Stage: Pick the 3 most important marketing questions + up to 2 of the most important sales questions.

3. Promoting your Content

Social Media:

Here's how many marketers handle their social media strategy:

  • Craft update.
  • Select Facebook, LinkedIn, and Twitter
  • Auto-publish update to all three networks.

But there's a huge flaw in this strategy.Users interact and consume content on each of these social media channels differently. So to make the most of these platforms, you need to optimize your posts for each social network.

Here’s a handy guide to optimizing your social media channels as well as some tips on crafting the perfect posts for Facebook, Twitter & LinkedIn.


 Email Marketing:

Practicing good inbound marketing means sending emails to people who actually want to hear from you. But oftentimes, your emails still end up getting lost in the inbox clutter -- or worse, in the spam folder. And then, when someone actually opens your email, they don't actually click through.

Resources: Follow this guide on how to optimize your email for better engagement and these 19 simple tips to improve your email open and clickthrough rates