You might remember our last blog, Your Guide to Inbound Marketing and Business Growth, in which we told you all about inbound marketing and how it can help you to grow your business. This week, we want to provide a deeper insight into Inbound Marketing and the strategies you can use.
We’re going to focus on using PPC as part of your inbound marketing strategy and how it can help to boost your results. Due to its paid nature, PPC is regarded by many marketers as interruptive but, before you exclude it from your strategy completely, think about how it can be used to complement your overall inbound strategy.
So, why should you class PPC as inbound marketing and not interruptive? PPC ads will only appear when your prospects search for specific questions or phrases surrounding your product or service. This means that your PPC ads are mainly controlled by consumers and the information they’re searching for. In other words, you’re providing the content and answers they need to start their customer journey with you. PPC is a great way to drive consumers to your website where they can be nurtured and educated via your inbound marketing strategies.
How do I use PPC as an inbound strategy?
The key to PPC as an inbound strategy is not to use it as a direct selling tool. Rather than focusing ads on YOUR product, YOUR business and what you have to offer, turn it around and make it more prospect focused. How can you help answer their questions and queries? Do you have educational content you can provide to start their journey in your sales process?
When used in this way, PPC is the perfect complement to your inbound marketing strategy, helping to boost website traffic and giving you deeper insights into your audience and their behaviour which can then be used to shape and refine your overall marketing strategy.
Invite customers to your business
Your inbound marketing efforts should help customers move through the sales funnel. But, how do they find you in the first place? Your PPC ads should be their first invite to start connecting with your, encouraging them to access your inbound marketing efforts and taking the first step in their journey.
If your PPC ads are being used to direct prospects to your content pages, you’re able to use landing pages rather than just the homepage of your website. PPC campaigns which target specific landing pages usually receive higher quality scores from Google which results in a lower cost per click and much higher rankings. In addition, pay per click campaigns that use landing pages convert three times better than those which direct to a generic website page.
Promote your content
Inbound marketing allows you to distribute your content to those people who already know about you and your brand. However, PPC allows you to share and provide educational content to those people who don’t already know about you but who are searching for information around your product or service. This means that it’s an additional channel to pull prospects in with a free offer in order to obtain their contact details and nurture them through each stage of your sales process.
Use PPC tools to inform your content strategy
PPC may be a short-term solution to help give your inbound marketing strategy a boost but it’s a great way to gather detailed data on your target audience too. With campaigns running in Google AdWords, you’ll be able to see which terms and phrases your customers use to talk about topics around your business or simply the words they’re searching for which trigger your ads.
You might already use the keyword research tool to fuel your SEO strategy but, this tool is unable to tell which keywords convert into customers for your business and so are worth including in your SEO strategy.
Answer customer questions
Now that you know what your prospects are searching for, you’re in a much better position to create ads and content around the questions and terms that your customers are actually searching for. After all, when people search on the internet, they’re looking for answers. When creating your PPC ads, make sure you provide these answers and target relevant people. Don’t overcomplicate with too much irrelevant content.
If you’d like to know more about using PPC within your inbound marketing strategy, please contact our team of experts.