Inbound marketing works because it builds trust. Instead of pushing your way into a prospect’s life, you create content that helps them at every stage of their buyer’s journey. That way, whether they’re just starting to research or ready to buy, you stay top of mind.

Here’s how to build an inbound campaign that actually drives results.

1. Identify your campaign audience

Before you create a single blog or email, know who you’re talking to. That means defining your buyer persona—a semi-fictional snapshot of your ideal customer. Think: job role, goals, challenges, financial situation, and motivators.

Skip this step, and your campaign will miss the mark.

2. Set goals and benchmarks

At Accelity, we stick with the SMART framework: specific, measurable, attainable, relevant and timely. Vague goals like “get more leads” won’t cut it. Instead, aim for something like: “Generate 100 qualified leads in Q4.” That way, you’ll know if your campaign worked—or didn’t.

3. Do SEO & GEO research

SEO & GEO shouldn’t be afterthoughts. If you’re going to create content, make sure people can actually find it.

Ask: What questions are my prospects Googling? How are they using tools like ChatGPT? Use a tool like SEMrush to validate, then weave those long-tail keywords into:

• Titles
• Headers
• URLs
• Meta descriptions
• Image alt text
• Naturally in your copy (3–6 times per page)

Additionally, use a tool like ChatGPT or Perplexity to ask questions like, “What would an unbiased, neutral party think of [your company] as it relates to [campaign topic]?” See what brand sentiments exist as a result of AI’s answer and fold in insights as needed.

4. Create your offer

This is the hook. Your content offer should solve a real problem your persona cares about. It could be an ebook, checklist, video, podcast interview, webinar, free trial—you name it!

The key? Don’t make fluff. If it’s not valuable, people won’t download it. Take time to brainstorm and really sit in the minds of your buyers.

5. Build a landing page

Landing pages are where the magic happens. The ultimate goal of a landing page is to help you convert leads. A good page is:

• Clear. Simple copy, straight to the point.
• Optimized. Keywords in place, SEO-friendly.
• Action-oriented. A form with a strong CTA.

Tip: gate your content with care. High-value educational content is okay to gate. If you have sales pieces or shorter educational content, don’t put up a wall.

6. Plan your automation & nurturing workflows

Getting a lead isn’t the finish line; it’s the start. Use automated workflows to follow up with leads in a timely, relevant way.

Example: If someone downloads a guide about SEO, enroll them in a series of emails on SEO best practices. Automation lets you nurture without manually chasing every lead.

7. Write a supporting blog post (…or a few)

Blog posts boost visibility and help prospects stumble upon your offer organically. Tie your post to the campaign content, sprinkle in keywords, and link readers directly to your landing page. 

8. Share on social media

If you’re not promoting your content, no one’s going to see it. Share across LinkedIn, Reddit, Instagram, or wherever your audience hangs out. Social puts more people into your funnel, and the right people, if you target smartly. 

Tag others to boost post visibility and encourage your team to share with their audience when it makes sense.

9. Consider paid search and social

Paid search can give your inbound campaign a major boost. Yes, it requires a budget, but it pays for itself with qualified leads when implemented well. Just remember: track ROI closely. If a channel isn’t working, cut it. 

Need help with LinkedIn ads campaigns? This blog could help.

10. Track your URLs

Where is your traffic coming from, and how are visitors finding you? Not all traffic is created equal. Use tracking URLs (UTMs) to see what’s driving leads and what’s falling flat. Double down on what works. Learn from what doesn’t.

11. Analyze and celebrate your results 🥳

Did you hit your SMART goals? Which content pulled the most leads? Which channel flopped? Gather insights, share wins with your team, and apply lessons to the next campaign.

Pro tip: don’t skip the celebration. Marketing is a grind, and acknowledging wins keeps your team motivated.

Plan for inbound success

Inbound campaigns aren’t about one-off tactics. They’re about creating a system that attracts, engages and converts the right people over and over again.

Follow these 11 steps, and you’ll give your campaigns the structure they need to succeed (plus a repeatable process you can refine over time). Don’t just run campaigns… run ones that convert. See how Accelity can help.