When used correctly, PPC has the potential to accelerate up business growth by turning on the MQL tap. In the wrong hands, PPC can be a money pit that leads to despair and wasted marketing budgets. I’m cutting to the chase and spilling the beans on how to run campaigns for maximum ROI.
Is inbound marketing your hero? Yeah, it’s ours too. We all share that love affair with long-term B2B tech marketing strategy. We can’t get enough of the way it nurtures organic leads and lays the foundation of your customer base, but have you ever considered that you might be getting a little obsessed?
Not in a bad way, that is. We wouldn’t want you to stop with inbound marketing. We’d just like to suggest that you share a little attention for today’s bad boy of marketing: paid ads.
We’ve all heard the complaints that PPC is disruptive outbound marketing, but we believe it’s just misunderstood. When your Paid Ads campaign integrates with inbound marketing, you’re looking at marketing’s star couple. Paid media helps add more detail to target audience insights, so you can craft ever-more relevant content. With PPC, you can target the right people on every channel to generate quality leads, build relationships, and quickly scale your inbound marketing. It’s a beautiful friendship, and it’s in your hands.
There’s so much to dig into with this topic that I’ve written a whole eBook about it, but we’re short on time, so let’s cut to the chase. Here are the highlights:
Like with inbound marketing, understanding the 4 stages of a buyer's journey is your foundation for effective Paid Media campaigns.
So many channels, combinations and limited budgets. What you choose and when is key. We recommend:
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I’m an enormous fan of LinkedIn lead generation ads. One of the reasons why LinkedIn lead generation is so effective is that it’s one of the few platforms that still displays organic content, so you should make the most of it while it lasts. Build an ad that directs people to click through to follow your company page, so they’ll stumble over more of your excellent content.
On the downside, Linkedin limits exposure for each blog post. Overcome this hurdle by promoting more than one blog at the same time.
You should definitely take advantage of LinkedIn’s audience-building tools to target your lead generation ads carefully and effectively. Create ads based on your persona’s job title and related skills, and then use these tactics to develop target audiences that are most likely to be interested in your content.
This is just the tip of the iceberg for PPC. PPC can kickstart your inbound marketing and generate the mass of qualified (and unqualified) leads that you need to test targeting, content, and creative. PPC delivers the customer data that helps you develop targeted and effective inbound marketing campaigns.
However, if it’s not managed well your PPC campaigns could bleed you dry, as you throw money away on lead generation that leads nowhere. It takes a good 2-3 months to see results, but some marketers still believe that PPC is a magic spell for MQLs. Connect with the right marketing agency that understands how to integrate Paid Media with your other marketing tactics to really see results.
Our eBook contains a lot more inside tips and actionable takeaways for developing a powerful B2B tech marketing strategy that unites PPC and inbound marketing into a seamless marketing and sales funnel that scales business results fast.
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