It wasn’t so long ago that marketers were screaming from the rooftops about their new favorite duo: Email marketing and social media.
They’re like peanut butter and jelly!
Peas and carrots!
Batman and Robin!
Two great tools that work even better when used together!
Fast forward a couple years, and the fact that email and social media go together is old news. (Yawn.) Now there’s a new favorite marketing team: Outbound and inbound.
Most of the marketing you do now is probably of the outbound variety. Email, social media, online surveys … those are all outbound communications. “Push” messaging, if you will.
On the other hand, inbound marketing is a catch-all term for the activities that increase the amount of website traffic that comes your way organically. I’m talking about content marketing (blogging, etc.) and search-engine optimization (SEO), among other things — tactics that make it easier for potential customers to find you on their own.
If you’re doing both of these things — you send emails, have an active social presence, and you’re blogging too — that’s great. But now you need to take it to the next level. You need to integrate these two strategies to get a full picture of your marketing effectiveness.
More information leads to more targeted marketing
For example, you may know the open rate of your emails, but do you know what effect your email and social campaigns have on driving traffic to your website? How many people who read your emails come back to your site a day or two later — unprompted by a message from you — to make a purchase? What is the source of your web traffic?
Knowing your open rate tells you how good your email subject line was. Knowing someone came back to your website days later shows that you left an impression. It’s the difference between something working and knowing it actually worked.
Making those kinds of connections can help you to focus on certain areas, demographics, products, services, or marketing activities. A more targeted approach, in turn, can help you reach new audiences and reach existing customers more effectively.
When you integrate your outbound and inbound marketing, using a tool like ConnectedView (naturally), you hit the new marketing sweet spot.
If right now you’re only focusing on your open rate, and you’re not as aware of what inbound tactics are driving people to visit your website beyond that, then you’re only focusing on half the equation. It’s like eating the cake and forgetting the frosting.
To start making connections between your outbound and inbound marketing, sign up for a free trial of ConnectedView today.