When to Integrate Paid Media into Your Inbound Marketing Campaigns

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inbound marketing campaignsInbound marketing has proved time and time again to be effective in helping companies attract and convert more leads. But even with a stellar inbound marketing strategy, you may find that some of your company’s campaigns need a little helping hand. This is where paid media comes into play. Integrating paid media into your marketing campaigns can help give you just the boost you need.

Below we discuss some of the instances when introducing paid media can help you get better results with your inbound marketing campaigns:

Your company is publishing a new piece of content.

Paid media is a great way to promote your new content. Though search engine marketing and organic social media reach can be effective in getting your whitepaper, case study, or other material out to the public, paid content distribution can amplify your exposure. By promoting top of the funnel content with paid media, you can reach and attract more new leads.

You are running a time-sensitive marketing campaign.

Paid media is great for providing a short-term traffic boost. This makes it ideal to incorporate into your marketing mix when you are running a time-sensitive campaign or promotion. For instance, let’s say that your company is holding a webinar. You have been promoting the webinar through inbound tactics, but you have yet to fill all of the empty seats. By introducing targeted paid media into your campaign, you can quickly increase your exposure and improve your chances of getting more people to sign up.

Your company wants to test lead generation strategies.

If your company is about to embark on a big campaign or just wants to work on improving marketing strategy, paid media can be a great way to help you figure out what works best. It is the quickest way to test keywords, headlines, offers, and design elements such as fonts, colors, and images. For this reason, it can also be the most cost-effective because it saves your company from creating content around keywords and concepts that don’t bring in the right kinds of leads.

Most successful marketing strategies will use a combination of both paid and inbound tactics. Even if you prefer to rely mostly on inbound marketing, it is sometimes necessary to include paid media on certain campaigns in order to get the results you want. Integrating paid media into your inbound marketing efforts during these opportune times gives your company just the boost you need to take your campaigns to the next level.

If you want to augment your inbound marketing campaigns with paid media, then SevenAtoms can help. Contact us today to learn more.


Image source: Startup Stock Photos

Author Bio

Andy Beohar

Andy Beohar

Andy Beohar is VP of SevenAtoms, a Google and HubSpot certified agency in San Francisco. Andy develops and manages ROI-positive inbound and paid marketing campaigns for B2B & Tech companies. Connect with Andy on LinkedIn or Twitter.

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