To many marketers, the concepts of inbound marketing and pay per click advertising are mutually exclusive. The latter is a traditional ‘push’ technique in which you showcase your product or brand to an audience even though they have not sought it out, while the latter seeks to combat the downfalls of this type of advertising through a more organic, interest-based approach.
But in fact, both concepts can work well in concert. Used correctly, pay per click marketing matters, even if you have adopted an inbound approach. There’s countless online marketing courses that teach you how to make it work, but here are 3 ways in which you can integrate your pay per click advertising and inbound marketing into one coherent strategy.
1) Native Pay Per Click
First, it’s important to understand just how many possibilities exist within the pay per click realm. You may think of PPC ads as typical banner ads on websites; in fact, the opportunities extend far beyond that.
For example, Facebook offers PPC ads that appear right in your users’ newsfeed. Google does the same, with search ads that show up atop organic results. Both are examples of PPC advertising that integrates into your audience’s user experience, appearing not as an annoying promotional message but relevant content.
A core part of inbound marketing is allowing your content to be found through social media and SEO. But often, especially small businesses struggle getting the initial social exposure and search engine validity necessary to actually reach their audience. In those cases, focusing on native PPC opportunities allows you to showcase your brand without seeming intrusive.
2) Supporting Relevant Content
Another core part of inbound marketing is creating relevant content on your website that helps you get found and drive conversions. High-quality content that is relevant to your audience plays a crucial part in establishing the credibility necessary for your visitors to remember you when they’re ready to make a buying decision.
Unfortunately, that premise can once again run into a road block: even the best content will not make an impact on your business if no one can find it. So why not help that process along a bit?
While PPC advertising is traditionally thought of as a way to boost your brand awareness, consider using it to promote specific types of content that will make your business stand out for your audience. We don’t propose putting your budget into promoting every single blog post, but if you have a core piece of content you want the majority of your audience to see – a comprehensive whitepaper, for example – PPC ads can help you increase its visibility on search and social media.
3) Remarketing Possibilities
Finally, don’t forget about PPC’s considerable advantages after your audience has already visited your site. Networks like Facebook, Twitter, and Google enable marketers to run retargeting campaigns that are shown only to members of your audience that have visited your site in the recent past.
Within the inbound spectrum, the possibilities for this remarketing possibility range widely. You could use it to simply drive past homepage visitor toward a specific piece of content. Or perhaps you prefer to use it as a lead nurturing tool, showing personalized retargeting ads only to marketing qualified leads that are already in your database. You may even consider running remarketing ads specifically targeted toward your current customers to increase retention rates.
The beauty of PPC advertising is that regardless of how you choose to use it within your marketing strategy, you will only pay for users interested enough in the ad to click through to your website. That, in addition to the wide range of possibilities that exist for integrating PPC into your inbound philosophy, make it a great tool to help your business increase its exposure. To learn more about pay per click advertising and how it can benefit your business, contact us.