Go to the Campaigns Dashboard
From your HubSpot Marketing Dashboard, navigate to Productivity > Campaigns.
Here you'll see the Campaigns Dashboard for your account. Even if you've never used the tool before, you'll see some related content already formed into campaigns on your Dashboard. You can filter your campaigns by date, author, and persona.
Click on Create a new campaign
Click on the Create a new campaign button or choose one of the campaign recipes.
Name your new campaign
Type in a name for your new campaign into the Campaign Name field. You should choose a unique name for the campaign that other HubSpot users on your account will easily understand. You will not be able to change the campaign name later on.
You will now be brought to the Campaigns Overview screen. This view shows and allows you to do the following:
- Presents a visual checklist of the content you need in order to launch an inbound campaign
- Guides you through all the tools and assets you need for creating an inbound campaign
- Allows you to schedule emails, blogs, and landing pages from the same spot
Set goals and timelines
At the top of your new campaign, there's a tab to Show more info. If you click on this tab, you'll be presented with fields to set your description, start date, end date, budget, and assign personas.
Customers who have the most success with HubSpot tend to identify their marketing goals using the SMART goal framework.
SMART stands for:
- Specific - Your goal should be unambiguous and communicate what is expected, why it is important, who is involved, where it is going to happen, and which constraints are in place.
- Measurable - Your goal should have concrete criteria for measuring progress and reaching the goal.
- Attainable - Your goal should be realistic and possible for your team to reach.
- Relevant - Your goal should matter to your business and address a core initiative.
- Timely - You should have an expected date that you will reach the goal.
Some example SMART goals might be:
- Get 12,000 new visits by January 1, 2014 through the content related to your new campaign.
- Get 1,000 new leads by June 1, 2014 through the content related to your new campaign.
- Get 250 new customers by March 1, 2014 through the content related to your new campaign.
How to determine a visits, lead, or customer goal
Examine your current situation.
- What have you been focusing on in the past? Is it visits, leads, or customers?
- What are you currently spending the most of your time on? Is it visits, leads, or customers?
- How much time do you have per week? A few days or a few hours?
- Who else is helping you? Are you the only one using HubSpot or do you have colleagues?
You should set goals based on your business's performance in the past, projections of your team, and, if applicable, on data about other businesses in the same industry. Make sure that your goals are consistently relative to your business.
Click the no goal set link (or just click on the number if you've previously set a goal) next to the number for visitors, contacts, or customers to set your goal for all three. Once you input your goal numbers into those text fields, click Update.
The "Convert Contacts" section is where you'll select keywords that will be used in your campaign and create a landing page and thank-you page, which will be how your prospect will get your offer and convert into a lead.
Add keywords to your campaign
Click on Create new under the Keywords section to add new keywords to your campaign.
Add the keywords that you want associated with this campaign. Choose keywords that will be used throughout the different campaign assets. You can select keywords that you've added to the Keywords tool or create a new keyword.
Create landing page and thank-you page
For content items, you'll also want to click on the Create new link under the respective content type which will launch you into a Wizard that will guide you through the creation process and attach it to your campaign. You can always choose to go back to the campaign overview screen at any time, or choose a new asset to work on from the drop-down menu on the right of the next asset button ("Next, create email).
The Wizard will also copy information from landing page to thank-you page and will carry the name of the campaign across both assets.
Your landing page and thank-you page will be the platform for your offer, but you will still need to promote your campaign to attract prospects to your offer.
The "Promote" section is where you'll create email, CTAs, blog posts, and social media messages to drive traffic to your campaign.
Just like with the landing and thank-you pages, by clicking on the Create new links you'll be taken to the corresponding tool in HubSpot, but will continue to be guided with the Wizard.
If you are using a simple landing page and email template, the copy from the landing page will get copied over to the corresponding email in the campaign. Also, when you create a CTA and blog post with the Wizard, your CTA will be automatically added to the post.
This section will show you your associated workflows with this campaign and, of course, will allow you to create a new workflow for your campaign.
Creating a campaign from a content tool
In the Settings tab of the editor for any of the content tools, you'll see an Add new... button next to the Campaign drop-down menu. Click on this to be prompted to create a new campaign.
Creating a campaign from the Keywords tool
Navigate to Reports > Keywords. From the Keywords side menu, click on Manage campaigns. This will bring you to the Campaigns Dashboard where you can follow the instructions above to create a new campaign.