Integrating Inbound Marketing and PaidCampaign

Becoming a proven methodology for company growth, inbound marketing is starting to become a methodology to look for by many companies. Consist of integrated strategies using SEO, content marketing, social media marketing, email marketing, and lead nurturing, inbound marketing methodology is believed to bring more revenue effectively by generating better-quality leads than outbound marketing.

Paid campaign such as PPC and social media ads, on the other hand, is seen as an outbound marketing approach that is interruptive to audience. It comes out when people don’t actually need it and gets ignored by the audience as a result.

Or it can be the opposite–you might think signing up for Google AdWords and pay a certain sum of money will help you launch a successful paid campaign. People will always see you and be more engaged with your products so they will make a purchase eventually.

Feature Download: Infographic – How to Combine Inbound with Outbound Methods

Here is a little fact: inbound marketing is a strong marketing strategy for company growth, but with a thorough planning and execution, integrating inbound marketing and paid campaign tactics can be a relevant and valuable strategy to drive more leads and ROI to your marketing campaign. Here are some ideas to combine inbound marketing and paid campaign harmoniously:

  • Create Paid Campaign that Associates with Content Offers

As you created a content that answers your audience’s problem the right way, you need to make sure that your content is found right when they need it. This can be done by creating paid campaign using keywords that match with the content you have to the right target audience. Therefore, once your target audience is looking for an answer using particular keywords, your content will be shown on the top list of search result.

One of the things you need to do to increase the conversion rate is by optimizing your landing page and make sure it is effective to convert your audience into leads. Use A/B testing to find the most effective and engaging landing page structure that generate the best leads conversion to your marketing effort.

  • Combine Organic and Paid Social Media Promotion

Social media is used to create brand awareness and engagement to keep your brand on the audience’s top of mind. You can incorporate paid campaign into your inbound marketing tactics if you want to start your social media promotion. Use sponsored feed content and paid social tactics available on social channels, such as Twitter, Facebook, and Instagram. These channels will target the right users and deliver your content to them based on the targeted keywords. To make it work, you need to be precise and clear about your targeted users and keywords.

Not only that, you also need to choose the right channels where your prospects mostly active on. Even if your content has been optimized accordingly, the scoring and engagement will be flat if you post on the wrong channels. To avoid this, you can always do the testing before you decide which channel will deliver the best ROI. Consider the times of day your prospects are online so that you will know when exactly those social channels will publish your content.

  • Blend SEO and PPC Strategy

SEO and PPC are two search engine marketing strategies that can be seen as two opposite options. In fact, these two can blend as one complementary tactic. By harmonizing SEO as inbound marketing approach and PPC as the outbound one, you can get higher traffic result to your website as both approaches complement each other to reach the first position in search engine.

To get this strategy right, start your integration by creating the PPC campaign first. Define the important keywords that help you to get found by target audience and match with the landing page. This will increase your awareness and give you more data  about your visitors’ behaviour and experience within your website. As you find out what makes your website’s quality score and ranking increase, you can begin to formulate your SEO strategy and decide which you should be more focus on.

Paid campaign is like the polar opposite of inbound marketing. After all, it is a part of outbound marketing. But with the right strategy, you can combine both inbound marketing and paid campaign effectively to gain more return of investment from your marketing campaign.



Access time: 3 March 2018