Pay per click advertising should form part of any inbound marketing strategy to maximise the reach of the content being promoted. The two should work together to complement and enhance one another. Once pay per click and inbound marketing strategies are pushing in the same direction with the same goals, your business will reap significant rewards.
Aligning PPC and inbound marketing
While it is common to think of pay per click advertising and inbound marketing as separate strategies, the two can complement one another if used correctly. Paid advertising increases the prominence of your content and sends more people to your website where they can engage further with your inbound marketing content.
In order to run an effective pay per click advertising campaign, you should know who you are targeting, which keywords you would like to focus on and make use of data from testing and analytics to back those decisions up.
Rather than running general ads promoting your brand visibility in a pay per click campaign, use it to promote your strongest content instead, so that consumers are more likely to engage with it. This works best on social media where people are looking for interesting content rather than just information.
Paid adverts have been proven to work even once the customer knows what they are looking for, as long as the content is linked directly to a commercial opportunity. Make sure that your pay per click landing page is aligned to the content of the advert.
Any good digital marketing strategy should look to integrate pay per click and inbound marketing devices to make the most of the money you are investing in paid advertising and the organic SEO content you are creating to represent your brand.