When you think about inbound marketing, you probably don’t think about pay-per-click advertising or other paid media strategies. (That would make sense.) But maybe it’s time to consider how a “push” strategy like PPC could power up your inbound program.
A strategically selected and tactically executed paid media plan can add just the right kick to increase traffic, improve your SEO, and produce more qualified leads.
But that doesn’t mean pay-per-click is right for every inbound marketer or for every opportunity.
This week’s Weidert Wednesday video can help you decide whether and how to make paid media work for you.
PAID ADS = INBOUND?
If you made a list of inbound tactics … would pay-per-click ads make the cut?
Paid media’s not inbound, right?
The short answer is NO.
In marketing-speak, paid ads are a “push” tactic.
So you can be an inbound purist … or, you can explore how tactical use of PAID ADS can complement and strengthen SOME holistic inbound programs.
Before jumping into paid media, you need to know the steps of an effective paid ad program to avoid spending money on conversions that may not be qualified leads.
That’s paying for dead ends.
But with a measured approach, you can avoid mistakes.
And our free guide walks you through the steps. Here’s a quick preview.
Supporting B2B Inbound With PPC in 7 “easy” steps
First, we list a dozen questions to help you decide whether paid media’s a match for your plan in the first place, like ...
Step 1: Is PPC right for you in the first place?
Are you launching a new product?
Do you have content that needs a boost?
Do you need deeper keyword research?
Step 2: Research
Next, research like your budget and ad spend depend on it … because they do.
It’s easy to see that paid media options can open up a whole new suite of possibilities for promoting your business and boosting your inbound marketing and sales programs.
It’s just as easy to see how complicated the choices can become. If you’re thinking about jumping into pay-per-click advertising, it’s wise to consider the advice of a PPC agency with inbound expertise — and, check out our Paid Media Guide. It’s loaded with free information and resources to help you make informed decisions moving forward.
Posted by Charles Greenley Charles is our Paid Media Specialist here at Weidert Group and is interested in all aspects of content marketing, marketing automation, and paid search ad campaigns. Charles brings high-octane energy to the projects he works on, and always keeps the client in mind as their happiness and satisfaction is paramount.