Steps to Take Before Implementing an Inbound Marketing Campaign

Inbound marketing is one of the most effective strategies a company can leverage to increase sales of its products and services. Inbound marketing focuses more on the user experience while interacting with your brand, as opposed to focusing on the outbound marketing message you want to send. Inbound marketing brings more people to your company portals, like social pages or your website and blog, through more organic means than traditional marketing tactics.

In fact, according to the Economist, spending on Internet advertising is set to balloon in the next few years to over $150 billion a year. There are numerous methods to conduct an inbound marketing campaign, including hyper-targeted ads to people based on their geographic location (like ads you see on Waze as you drive by a business). Large corporations, such as BMW, and small companies alike are embracing this technique. However, inbound marketing isn’t some magical tool that immediately generates returns and results for your company. Inbound marketing campaigns require preparation, data, and testing to be fully realized. Inbound marketing is a process that is continually refined and adjusted to ensure that it remains relevant to your customers and a money-making machine for your business.

If you're considering implementing an inbound marketing strategy for your business, consider these few things before diving in:

Review Your Analytics


First, you need to review your analytics of your business. This can give you a baseline of your current output of your business. Depending on your goals, you can analyze a couple of things:

  • The number of unique and repeat visitors to your website
  • The duration of their stay on your website
  • The pages they viewed
  • How many people signed up to join your mailing list
  • How many current followers you have on social media


You are by no means limited to this list of analytics, but it is important to consider these in your strategy.
By analyzing your current data, you can then tailor your strategy to optimize those specific data points. Aligning your marketing efforts with a smaller optimization goal is a good way to build out your over all inbound marketing strategy. Once you have an established baseline, then you can move on to setting goals.

Each marketing strategy has a series of discrete goals. Are you trying to generate more conversions? Increase subscriptions to your email list? Generate increased activity and participation in your social media platforms? Your campaign should avoid trying to do too many things at once but you can also convert one campaign goal into another once you have the tools, information, and processes established.

Using your baseline, you can measure the effectiveness of each iteration of your inbound marketing campaign. Inevitably the marketing campaign will be optimized as more information is gleaned from your customers (online marketing is data-driven). Eventually, you will be able to set milestones for your inbound marketing campaign.

Develop the Target Persona

Once your goals and milestones are established, it is time to establish your target buyer persona. Strong inbound marketing campaigns are personalized for the right buyer persona. The more targeted you can make your campaign, the more effective it will be at generating the right leads and conversions.

Developing your target buyer persona takes time and data - you need to review your analytics to determine the groups of people who visit your website. What demographic is the most active? What are their wants and needs or current problems they're facing? How can your service solve that problem?

Once you have identified a few target personas, you can begin preparing A/B tests for your segments. The A/B test refers to small portions of your potential leads seeing slightly different variations of your inbound marketing tactics. The response rate of the A and B groups will tell you how to modify your campaign to become more effective. You use the A/B test to ascertain what the target persona wants to see or feel when they view your ad. It will inform how you approach them with your products or services.

>> Read This: How to Accurately A/B Test Your Marketing Content <<

The beauty of this system is that you are generating leads while simultaneously refining your marketing campaign. Eventually, you will amass a library of knowledge and procedures that A/B testing will become second nature, and optimizing your inbound marketing content will help create a smoother experience for your potential customers.

Work With a Dedicated Inbound Marketer

While inbound marketing does sound like a silver bullet for many companies, it takes time to implement and dedication to manage. Most companies may not have the resources to manage the inbound marketing process by their selves. Relying on the advice of a professional inbound marketing agency to help you create, manage and optimize a strong inbound marketing campaign.

Free inbound marketing consultation 

If you're considering an inbound marketing service, we offer a free 30-minute consultation! The marketing specialists at 41 Orange have experience creating strong and highly optimizedinbound marketing content for your potential customers. If you're considering taking your marketing effort to the next level, consider adding professional inbound marketers to your team. Whether you're looking to start small and add content marketing to your strategy, or looking to implement marketing automation, 41 Orange can help you achieve your goals.

About the Author: Gregg Anderson

Gregg Anderson

Gregg is principal and senior advisor of 41 Orange.