So you have a unique offer that you know your audience are just waiting to get their hands on. You've created a call-to-action and your well-crafted landing page is ready to go. All you need now is traffic.
How do you get traffic to your offer? Start by choosing the channels that make the most sense for promoting your offer. Below we'll break down the best practices for each.
1) Emails If you've got an existing list of contacts who might be interested in your offer, start there. Or, you can create a list from your contact database by setting some targeting criteria and creating a smart list. When you're ready to create your email, here are a few things to keep in mind.
Subject line: When you craft your email, think most heavily about your subject line, that's the first decision point for your recipients. Avoid statements like "Free ebook!" or "Download this whitepaper." Instead, focus on what your ebook solves for them, for example: "[Topic] Tips for 2014" or "Learn how to [topic] in 3 easy steps."
Personalization: Keep the message inside your email short and action-oriented. Use personalization tokens to personalize your email to each recipient.
Social: Make sure you add social sharing buttons to your emails. If you've chosen a template with social sharing you can easily toggle on the social networks you want to include and link back to your campaign landing page.
Call-to-action: Finally, add a CTA in your email that will drive people to your campaign landing page.
2) Blog Posts Email is good for alerting your existing contacts about your offer, but what about attracting new ones? To do that, start blogging. Blogging about your topic will help build up search value and attract new visitors who may be interested in your offer. The goal of the blog is to attract people interested in the subject matter of your offer, so you'll want it to be on a similar topic and then link to your landing page for a deeper dive.
3) Social messages Once you publish your blog, you'll want to broadcast this to your social channels. You want your offer to be seen by as many eyeballs as possible and the best way to do that is to circulate your blog posts and your landing pages through social channels. Social networking sites are not just for networking – they are ideal places to get your content (blog posts, videos, whitepapers, etc) in front of people. Use Twitter, Facebook, LinkedIn or Google+ to share your offer(s).
4) Pay-per-click While paid advertising isn't a necessary ingredient for a successful campaign, if you have the budget, you can certainly support your campaign with pay-per-click ads. A successfully set-up and optimized PPC campaign can complement your organic search strategy and maximize your inbound marketing efforts – like driving customers to your offer.