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Inbound Campaign Deliverables

Guides > Growth Marketing Guides > Inbound Campaign Deliverables

What Inbound Marketing Looks Like…

An inbound marketing campaign is designed to align all of your digital channels around a single message or objective. In most cases, this involves creating a gated piece of long-form content that will be supported by blog posts, landing pages, branded emails, and graphical CTAs.

As part of your inbound engagement, you can expect to receive the following deliverables:

1. Content Asset

Strategy begins with understanding your business, mission, and target customers. We will work with you to develop an objective that supports your business goals.

What pain points are your customers facing? What information can we give them in order to move them to the next stage in the buying process? These questions will determine the topic for your content asset.

An outline is a bulleted list of talking points that will be covered in the final product. This gives you a chance to preview the direction your content is taking and provide feedback before a first draft is written.

Content Production
Once the outline has been approved, your content will be moved to the “production” stage. You will be given a maximum of two rounds of revisions before content is finalized.

2. Blog Posts

What information are your customers searching for? What keywords are they using? We will do the necessary research to develop an effective blogging strategy to support your content asset.

2-3 Blog Posts Production
We will place 2 – 3 blog posts on your site to support your content asset. Graphical CTAs will be used to direct readers to a landing page where they can download the content asset.

3. Call To Action

Blog CTA
We will place eye-catching, graphical CTAs at the bottom of the supporting blog posts to drive traffic to appropriate landing pages.

Website CTA (strip, pop up, slide in, etc)
We will also place graphical CTAs in strategic places throughout your website to create interest in and drive traffic to your content asset.

4. Landing Page

What are your customers interested in? What do they react to? We will use the right words, images, and colors to optimize landing page conversion rates.

Content production (teaser for asset DL)
The landing page will contain a brief summary of the content offer and a unique HubSpot form that we use to track views and conversions. Visitors will need to provide some basic contact information in order to access the content.

5. Thank You Page

Content production
After a visitor has filled out the landing page form and requested access to the content, they will be brought to a thank you page where they can download the asset and further engage with your brand

Hubspot (Technology & Automation)

1. Forms

Forms ask visitors to provide personal contact information in order to gain access to content hosted on your site. They are also used to track which campaigns and pages have the highest conversion rates.

2. Lists

Lists are used to organize your contacts into different segments that allow us to be hyper-focused in our marketing efforts.

3. Emails

Intro w/ Content Asset – Autoresponder
As soon as a visitor requests access to your content offer, they will be sent an automated email that provides them with a clickable link they can use to gain access at any time.

4. Workflow Emails

Email Drip Sequence
An email drip sequence is a series of automated emails designed to lead your contacts from one stage in the buyer’s journey to the next stage. Email content is mostly educational and solution-oriented, rather than sales driven.

5. Workflows & Automation

A workflow is an automated process where events such as sending emails are triggered based on the actions of a site visitor. Workflow strategy will be determined by the next logical step in the buying process.

Workflow logic is the path that a contact will take in order to reach predetermined goal criteria – such as requesting a consultation. For example, if a contact opens an email but does not click through, they will be sent different content than if they did click through.

Workflow cadence refers to the amount of time that passes between each event. The appropriate cadence is determined with insight into your sales cycle.

6. Launch Campaign!

We will review all campaign components with you before going live. Launching the campaign includes publishing landing pages, placing CTAs, turning on workflows, scheduling emails and blog posts, and any other relevant items.

7. Reporting

Once the campaign has gone live, we will closely monitor its performance and look for areas of improvement. We will regularly report to you on specific metrics which will be determined beforehand.

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