3 Ways to Integrate Inbound Marketing

How we engage with customers has profoundly changed. Has your marketing strategy?

Inbound marketing helps you attract customers with content designed to attract qualified prospects, convert them into leads and customers, and grow your business. Even the words associated with inbound drum up positive connotations (think – organic, engagement, permission-based, valued content, etc). Inbound marketing techniques include blogs, white papers, and articles; search engine optimisation (SEO); social networking; and landing page optimisation.

On the other hand, ‘traditional’ outbound marketing is increasingly vilified. Many believe that outbound marketing alone is responsible for the 2000+ messages bombarding us on a daily basis. But, is inbound marketing really saving us from outbound? Is it making advertising less intrusive?

I don’t think so. In my opinion, inbound marketing and outbound marketing must be cleverly integrated if you want to see bottom-line results. But how? Here are three ideas to provide a seamless customer experience without breaking the bank.

1. TV & Radio Ads

When creating a TV or radio ad think about the customers who are likely to be interested in your products or services and create your ad with them in mind. Delve into your target market profiles and find out what television channels or radio stations your buyers would be most likely tuning into. Keep in mind that timing is everything in TV and radio advertising. Do your research on the best days and times your audience would be tuning into these media outlets, and capitalise on the events or shows that are relevant to your audience and industry.

To support TV and radio ads with digital marketing initiatives, you need to measure their performance and know the ROI. If you’re using your ad to drive people to a landing page, set up a custom URL to help track the amount of traffic the ad is driving. Just make sure the URL is something short and easy for people to remember.

Focus on a single action or offer, and make it measurable. If like me, you love data then Google Analytics is a great tool for understanding and optimising your marketing campaigns. Its Demographics and Interests information delivers a new level of insights into visitor age, gender and interests. More importantly, this data can also be used to segment standard reports and to create remarketing lists.

Extend the reach of your advertising by posting your latest video content on your website, embed it on your blog, and distribute through your social channels (including YouTube). Or if audio is more your thing, why not start a podcast?

2. Print Ads

Highly targeted and specific trade publications subscribed to or followed by your target audience provide powerful opportunities to get right in front of your potential buyers. If you’re a local business trying to appeal to a local audience, putting print ads in the local paper might also make sense.

Because traditional ads can’t be ‘clicked,’ they need to prompt people to act in a meaningful and trackable manner. Push interest towards a landing page for a sign-up or offer and you’ll create a more measurable marketing event than traditional methods alone.

To measure the performance of your print ads use vanity URLs and tracking phone numbers specific to each campaign.

Alternatively, if your primary goal is to generate buzz and brand awareness, the content of your print ad should be more creative, more interactive and designed for shareability.

3. Events

Who doesn’t love a great event? Whether you’re hosting or attending events, present a great opportunity for engaging with potential and existing customers face-to-face.

The registration process presents an opportunity for you to ask more questions about attendees. You can learn even more about your audience so that you can be sure to deliver an event that fulfills all their needs. You can also use this additional data to refine all your future marketing efforts.

Use social media! Use these tips to optimise your event for social sharing:

  • Pick a catchy hashtag.
  • Tell everyone what the hashtag is.
  • Provide real-time updates.
  • Display the tweet stream.
  • Provide a place to take photos.

So there you have it. Some simple ways to make your outbound marketing a little more inbound.

At MAXEMUS we understand one size does not fit all. We take a collaborative approach to truly grow your brand. We create a personalised marketing solution that wraps around your identity and your needs, to get the right message to the right person at the right time. Talk to us about your marketing needs today.


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