Radio and TV ads: You could argue that these are the antithesis of inbound marketing. Instead of pulling people in with quality content, you push your message to your target audience via TV or radio.
Instead of engaging, you interfere.
Instead of earning attention, you buy it.
Let's call a spade a spade here: TV and radio advertising are decidedly not inbound. But that doesn't mean you can't use them in the short term to help achieve your long-term "inbound" goals.
To be clear, TV and radio may not make sense for your business at all. In this section (and the rest of the guide), we won’t encourage you to resort to traditional marketing tactics — we’ll simply highlight some ways you can make these tactics more “inbound” if you choose to use them.
When it comes to television and radio, there are many ways to do this.
1. An integrated, not “isolated” approach
Just because you're using outbound tactics doesn't mean you can't tie them into your inbound goals. Lead generation and nurturing, closing deals, satisfying customer needs—those goals don't go away if you taiwan phone number data decide to launch a TV or radio advertising campaign.
As Eric Pratt, managing partner at marketing agency Revenue River Marketing, points out, “When you’re thinking about running a TV or radio ad, the first step should be to consider the offer strategy, creative, and messaging associated with it. How will the ad tie into the rest of your marketing? What are you trying to offer or sell?”
He continues: “Ultimately, your ad shouldn’t be a standalone message: it should be an addition to your larger inbound marketing goals – attracting visitors, converting them into leads, and closing the conversion cycle by turning them into customers.”
5-Stage Marketing Funnel Diagram
A 5-stage marketing funnel diagram that takes Strangers through to Visitors, Leads, Customers, and ultimately Promoters. To make these step-by-step transitions happen, a marketer must complete 4 actions: Attract, Convert, Close, and Delight. Each stage and action in the funnel is matched with specific marketing tools and content types: Blogs, Keywords, Social Media; Forms, Calls-to-Action, Landing Pages; Emails, Signals, Workflows; Events, Social Inbox, Smart Content.