By Jen Spencer

There are three distinct types of media that make up any digital marketing mix: earned, owned, and paid media. Inbound marketing traditionally couples the latter two, as it’s a method to draw in your audience with stellar website content, blog articles, premium content, and social media engagement. As a digital marketer, rather than trying to separate your inbound efforts from paid efforts, try treating those paid media campaigns as an inbound amplifier.

It takes a lot of planning and strategy to do it well, and I spoke with four digital marketing professionals who have experienced success layering paid media tactics onto their organic inbound efforts.
 Trying to predict how many conversions you will get and at what CPA for a paid  campaign can be difficult. Let us help with this worksheet.

"Our entire business revolves around using paid media to help drive inbound marketing. Our current paid structure is to use video as our top-of-funnel channel to try and be the first touch for our brand. Then we use display as our mid-funnel channel, trying to push people further down the funnel. Towards the end, we have paid social acting as both a promoter and also a closer. Finally, at the end sits paid search and all of our SEO efforts.

- Brad Reifschneider, Assistant Director of Digital Marketing at Grand Canyon University


"I try to view and treat paid media as a part of the whole, rather than an independent effort. Setting AdWords campaigns to use the time decay model and looking in Google Analytics at assisted conversions, in addition to last-click conversions, can offer a more holistic view of how users interact with your content and convert.”

- Charlotte Price, Paid Search Analyst at Venture Automotive


“With such a wide variety of targeting technologies across social advertising platforms, it’s more critical than ever to dial in and present the right message to the right audience at the right time. At Stratasys Direct, we saw a significant return with our video marketing. Any savvy digital marketer is going to make use of pay to play when there is a three to one return, but video advertising blows those numbers away and has the potential to offer evergreen organic value long after the budget has expired.”

- Jared Rowe, former Director of Digital/Interactive at Stratasys Direct


"Using AdWords to accelerate inbound marketing is an extremely effective way to target keywords that our products don't organically rank in the top placement of SERPs for.

Paying to appear above organic listings increases our inbound traffic by getting in front of visitors who would not have otherwise been exposed to our organic listings.”

- Sara Breeding, Director of Marketing at Axosoft


Photo from Pixabay


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Jen Spencer

About the author

Jen Spencer oversees SmartBug's entire customer and revenue lifecycle. Over her career, Jen has built several demand generation and sales enablement programs from the ground up and has experience working within tech startups, publicly traded companies, mid-market organizations, and the not-for-profit space. Jen subscribes to the notion that “we’re all in this together,” and great communication leads to great partnership. She loves animals, technology, the arts, and really good Scotch. Read more articles by Jen Spencer.

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