How to Work Paid Media Into Your Inbound Marketing Efforts

04/06/2023 3 min read Written by Roman Kniahynyckyj

There's no doubt inbound marketing works — all the content, social media posts, and emails you've created will continue to pay you handsome rewards. The downside? It takes a minute to see results.

If you want to boost your efforts, paid media is the way. In this blog, we’ll discuss the benefits of using paid media and share some examples of when to inject paid media into your inbound efforts. 

The Benefits of Using Paid Media

Adding paid media to your inbound marketing strategy is a great way to amplify the content you’ve spent time creating or the product you’ve designed. Here are a few other benefits of using paid media.

  1. You’ll get faster results
  2. It’s targeted
  3. You’ll reach more people
  4. It will provide meaningful analytics 
  5. It offers lead nurturing opportunities when using pay-per-click (PPC) ads 

When to Use Paid Media

Here are a few great opportunities for using paid advertising to promote your work.

Use Paid Media to Promote Savings

Spending money on paid media to promote discounts on your product or service is useful. You could even tie in savings with a specific holiday or time of year. For example: If you're an HVAC company and summer is the slow time for furnace installs, now would be a perfect opportunity to advertise a discount.

Use Paid Media to Announce New Content

Paid media can support the release of a new piece of content like a case study or eBook, especially if the content includes new research or campaign results.

Promoting new content catered to the top of the funnel (TOFU) through paid media also helps you bring potential customers into lead nurturing campaigns and move them through the buyer's journey. 

Use Paid Media to Encourage a Specific Action

When one of our clients wanted to capture 100,000 signatures through an online petition form dealing with a highly charged healthcare industry issue, we created ads for LinkedIn, Facebook, and Twitter that encouraged stakeholders to sign. Our Facebook paid media efforts proved to be very successful and were shared to encourage friends of friends to sign the petition.

If you want to drive traffic to a certain area of your website, you can also use PPC ads to direct visitors to a specific webpage. Here, they may find gated content or a form asking for more questions in return for a helpful ebook, whitepaper, or product demo.

Use Paid Media to Find New Customers

Get in front of a new crowd using native advertising. Native ads come with a “sponsored” label, and creating them usually involves working with another publication to create content that’s relevant to you and resonates with their audience.

Use Paid Media to Target a Specific Audience

When you target your paid media, you get total control over who sees your ad, so you know you’re putting the right message in front of the right people. Social media platforms are a great place to target your ads. You can even create lookalike audiences to find new customers.

Use Paid Media to Boost Brand Awareness

Advertising on social media is a cost-effective way to get your brand out there. When you start appearing in people’s feeds regularly, you’ll build recognition. When you provide posts that add value, you’ll build brand loyalty.

Get Started With Paid Media

Remember, inbound marketing takes time. If you need a traffic boost around a specific event or campaign, consider support from paid media ads. If you’re not sure where to start, we can help. Reach out to our team for more information, or click here to learn more about our marketing services.

By: Roman Kniahynyckyj

Roman has been helping clients develop and implement revenue enhancing inbound marketing strategies since 2009. Prior to becoming an inbound marketer, Roman was a management consultant with Ernst & Young, Booz Allen Hamilton, BearingPoint, and KPMG. Roman's relentless focus on client satisfaction and client results has garnered accolades from many clients and teams.

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