Clearly, today’s brands need to have a strong social and inbound component to their marketing efforts. The pitfall here is believing that a stand-alone inbound marketing strategy will be enough to achieve success. In reality, inbound marketing by itself is not proactive enough and benefits greatly from the ability of paid media to reach your audience when and where you want it to. The result of using an integrated mix of both communication channels is that your outbound effort will greatly enhance the exposure of potential customers who view your content online.
Some may argue that audiences are tuning out or avoiding paid advertising altogether, but the reality is outbound advertising is far from dead and still plays an essential role in every marketing campaign. Keep in mind that outbound marketing is not simply traditional mediums like television or print—but any marketing that you pay for, online or off. By producing quality advertising, your outbound effort will improve the brands exposure and reach online. This greater visibility will result in greater brand awareness, increased sharing through social channels and amongst peers and improved search engine optimization. All of this will add up to your future efforts being even more effective.
As marketers, our job is to produce content which educates and build brand preference. Our efforts are no longer centered on going out and finding customers, but on helping customers find our clients. This requires producing creative content that is relevant, that educates and that moves people to share it with others. If you have been trying to achieve success through social media and inbound marketing alone, you probably have figured out that it is a lot of work and is not the be all and end all of your marketing efforts. To achieve meaningful results, social and inbound marketing must be done in partnership with traditional outbound marketing.