Launching your first inbound marketing campaign (either for a new company or a new position) is very exciting. Congratulations, this is a memorable moment!
You'll probably always remember this inbound marketing program. At every new job I've started, I've remembered the first big marketing campaign I launched on my own.
Since you don't just wake up one morning and launch a brand new campaign, some careful and strategic planning should go into it.
These four steps are crucial pieces of putting together the puzzle. If you keep these top of mind, you'll be way ahead of the game and ready to rock and roll.
1) Map Our Your Personas
First of all, what are personas? Personas are a fictional representation of your ideal buyer(s). Most companies tend to have 3-5 personas. While some people refer to personas as your target audience, they are a lot more than that.
When putting together personas, you need to know their background, hobbies, points of pain and really understand how your product or service helps them. Clearly defining your personas is a very important first step. You must know the people you are marketing to if you want to be a successful marketer.
2) Set Your Goals
Goals are often considered the most important part of any major project. It's not enough to just set broad goals for your inbound marketing campaign; you need to set SMART goals that are:
Sticking to this recipe for goal setting will make it easier for you to check the progress you're making and avoid setting yourself or your team up for failure.
3) Define What Success Means To You
After you set your goals, it's time to clearly state how you will determine whether your campaign was a success.
Does a successful inbound marketing campaign in your business mean reaching every single goal? Or does hitting 80% of your goals still make it a successful campaign?
Are there any other factors your business needs to consider that will contribute to running a successful campaign?
Clearly define what success means to you. As you probably know from experience, anything that can be misinterpreted will be misinterpreted, so make sure everyone is on the same page.
4) Get Moving
I'm not implying here that you should rush through goal setting, persona creation and the actual launch of your campaign. Those are critical steps and you should take your time, especially with goal setting and persona creation. However, don't overanalyze your inbound marketing campaign. You are bound to make mistakes along the way and that's OK, as long as you learn from your mistakes.
What's the best way to learn? Keep trying and experimenting. Practice makes perfect, so instead of talking about your marketing campaign until you're blue in the face, get out there and make it happen.
You'll always be learning and always be improving, so get going.
As you work on your campaign, keep in mind that inbound marketing is a marathon, not a sprint. Now go get after it! (And let me know how it goes; I'd love to hear about it!)