How Can PPC & Inbound Marketing Work Together?

It’s an interesting question to ask.

Quick facts: To date, Inbound marketing is primarily focused on 4 major components.

  1. Blogs
  2. Email
  3. Social Media
  4. Landing Pages

Inbound marketing gets results. PR2020 published a book on just how effective the Inbound strategy can be (you’ll have to buy it to see their results). Basically the gist of a great inbound campaign focuses on Generating Leads, Converting those leads with a CTA (Call To Action), Closing the lead with the proper workflow, and finally making the customer happy by showing them smarter content. In practice, Inbound marketing results in more back links and “crawl-able” content.

Using Inbound marketing and PPC isn’t talked about often. (which is why we are talking about it)

First – PPC (Pay Per Click) advertising are those ads you see on the right side of your Google search screen and often “Premium Ad Space” is reserved for the top of the search window. (See image)



So how do you take the age-old (not that old) method of PPC ads and make them work for your inbound strategy?

Simple! just link the ads to relevant landing pages!

If you take the time to link your ads to landing pages specifically built to capture leads, you will have an even deeper understanding of which ads work the best. You should be paying attention to this through an analytic setup of some kind. Most commonly, people use Google Analytics.

Wait… you mentioned “Landing Pages”

That’ll be in another post… stay tuned for our Landing Page update!

Lead Generation & Twitter Cards – Inbound Marketing

Leads Funnel


(for everyone this time)

So what are “Twitter Cards”?

From Twitter (thanks Twitter):

“Twitter cards make it possible for you to attach media experiences to Tweets that link to your content. Simply add a few lines of HTML to your webpages, and users who Tweet links to your content will have a “card” added to the Tweet that’s visible to all of their followers.”

How Do I Use It?

You can use it to have SIGN UP forms for your email lists available on Twitter directly… AWESOME! Also, you can have a particular look and feel associated to each type of card you assign to your websites. Embedded information allows the cards to appear just the way you want them. Check out these screen shots below of the sample cards.

Twitter-Image Twitter-Image3

How do they perform?

Well.. no one really knows how well they will perform in the long run, but for now we have some research to refer to.

Check this out… Mashable shared how Twitter Lead Generation Cards performed for some companies. “In a case study quoted on Twitter’s blog, outdoor gear and apparel company Rock/Creek saw a 4.6% engagement rate and generated more than 1,700 new email contacts in one week by using a Card within a Promoted Tweet.”


Can I Integrate with My Company?

Actually yes!

According to Twitter Support you can link them with the following CRM / Marketing Automoation tools:

And possibly with: