Inbound

Campaign
Checklist

HubGem Marketing Ltd

www.hubgem.co.uk
How to: Run an inbound marketing campaign
Ready to get started with an inbound marketing campaign? Here's a checklist for schools and colleges to make sure you've covered all your
bases.

Identify your audience

Identify your campaign audience. Who is it that you are talking to? Spend some time
identifying your buyer personas before launching into a campaign, so you can target them
correctly.

Is your campaign targeting the student themselves - are they a school leaver or mature
student? Or is the parent you are appealing to? The more you understand what makes your
audience tick, the better your campaign will resonate with them.

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Set your goals & benchmarks

Having SMART goals can help you be sure that you'll have tangible results to share at the
end of your campaign. Consider which KPIs are the most important for your organisation
and senior leaders. Know what you want to measure and what success looks like before you
launch your campaign.

In education, raising conversion rates between initial engagement and enquiry, and then
between enquiry and enrolment are often priorities. Your campaign focus should be specific,
this may be raising brand awareness, or attracting visitors to your open day.

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Create your landing pages
Create the content that is designed to convert your prospects. Think about content offers
(prospectus download, free revision guide) that will encourage people to convert into
enquiries.

Make sure your landing pages have clear calls-to-action, have simple lead capture forms
and don't forget to optimise them for SEO. Ensure that every touch point in your campaign
has a clear value proposition and call-to-action.

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Plan your lead nurturing

Your campaign doesn't end when leads convert on your landing page. Plan and build your
follow up campaigns to nurture leads down your funnel, embrace marketing automation
workflows to save you time and make sure your ongoing communications are timely and
effective. By mapping out your prospect's journey to enrolment and planning your
communications in advance, your campaign will continue to convert beyond the initial lead
capture. This is especially important in education, where the buyer's journey can take
months or even years!

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Write a blog post
Your hard work is starting to pay off and your campaign is converting your prospects into
leads.

Use your blog post as an opportunity to introduce your website visitors to the value they?ll
find in your content offer (or upcoming open event).

Remember to add a call-to-action to your blog post aimed at converting readers to leads

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Share it on social media

Promote your blog post and content offer through social media to drive traffic into the top
of your funnel. This is your opportunity to provide value to the masses, promote your
content by shouting about the benefit it offers - not just the content itself.

Remember that people interacting with your campaign on social media still need to be
shown the 'why'. "Why should I download this?" "What benefit will I get from attending
this open event?"

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Add in long tail keywords
Think about what your prospects will be searching for in future and include these long tail
keywords in your content.

Make sure your campaign is SEO friendly - that way, interested prospects will find your
campaign long after you stop actively promoting it.

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Consider paid search & ads

Paid channels can be a part of your inbound campaign too, just be sure that you are
measuring the effectiveness of these channels. Think about who would genuinely find your
content valuable and target those people.

Even better, retarget your website visitors and reach those who are engaged but have not
yet converted to leads.

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Track your URLs
Track where your traffic is coming from, and how visitors are finding you.

If you aren't using a system like HubSpot to manage everything in one place, tracking URLs
can help. Use this insight to inform your future marketing campaigns.

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Report on your results

Hard work shouldn't go unmeasured. You set goals at the very beginning; now it's time to
celebrate your success.

Organise and show off your numbers at the end of the campaign, share your reports with
senior leaders and keep an eye on these prospects over time - in a year's time you will be
able to see how many prospects who interacted with your campaign converted into
students at your school or college.

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About us

We help schools, colleges and universities improve their student recruitment

processes and grow their student numbers using inbound methodology.

We work proactively, as a member of your team, to bring new ideas, optimise

conversions from marketing activities, and streamline processes.