Inbound Marketing

What to Consider When Promoting your Inbound Campaign Offers [Video]

Picture of Victoria Chemko
By Victoria Chemko

You spend so much time creating great content and offers for lead generation, how do make sure they are all promoted through the proper channels? Even if your social media following is small, and those that are already going to the website have a pain and are finding the content via solid organic search engine rankings, how do you make even more potential customers aware of your brand and company?

Here are key considerations to keep in mind when promoting your inbound campaign offers.

Email Your Prospects

To increase the awareness of the content offers you have available within your inbound campaigns, it’s helpful to distribute your landing pages and offers via email.  First, determine a list of contacts in your database who would benefit from receiving this offer via email.

Then, create an email that is targeted to your prospect list, unveiling the offer, with the goal being that the reader clicks on the Call To Action to download that offer and learn more about your products or services. The email itself should explain the value of the content you have to share, and let the reader know what they will gain from taking action.

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Expand your Paid Advertising Reach

While a key goal for these offers will be lead generation, brand awareness and expanded reach is also possible via paid advertising channels. You can complement organic promotion of your Offers by determining which goals you want to achieve with your paid campaigns, and then selecting which channels to use based on your Buyer Personas (ie. Google AdWords, Facebook Advertising, or LinkedIn Ads or other types of media buys).

From there, you can create various types of campaigns, with multiple creative and ad options that you should test and optimize over time. The key here for lead generation is that you’re optimizing for conversions. No matter which goals you have for these campaigns, make sure to freshen up your ads and images often, to prevent boredom from your audience who may be seeing the same ads over and over again.

Write Related Blog Posts

Writing related blog posts won’t only help improve your organic search rankings for the pain points your visitors are looking to solve, it will also provide a relevant space for readers to take the next action for your offers. What’s helpful is to ensure that you provide high level information about what question a visitor may be asking, and then you can lead them into taking action to learn more, or even to move further down the Buyer’s Journey from the Awareness to the Consideration stage.

Add relevant Calls To Action within your blog posts or website pages, either within a text hyperlink to your landing page, or with an Image CTA that links to your offer.

Schedule Social Media Posts to Share (and Boost as Needed)

Social media promotion for your content offer doesn't need to end after a couple of posts when you first launch your campaign. Regularly schedule posts even months after your campaign has launched, as you never know who will be looking for what you have available at a given time in future.

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Share with Your Customers

And don’t forget, if this content is valuable for your prospects, select pieces are also likely valuable to your current customers! Not only will they see that you continue to create new content to addressing their pain points, but this will help continue to delight those who are already working with your business, which will not only keep them happy and have them retain your services, but also more likely to refer you to others in future!

Summary

To summarize,  when Promoting your Inbound Offers, key considerations include:

  1. Email Your Prospects
  2. Expand Your Paid Advertising Reach
  3. Write Related Blog Posts
  4. Schedule Social Media Posts to Share (and boost as needed)
  5. Share with Your Customers

Now that you understand more about what to think about when setting up your Responsive website, please check out our recent blog posts covering more useful marketing tips.

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