Hybrid Marketing Channels: Ads & Email

For slightly different reasons, email marketing and search engine advertising straddle the line between outbound and inbound marketing. But regardless of which umbrella they fall under, they’re both phenomenally effective! We explain the reasons why below.

PPC Advertising:

Pay-Per-Click Advertising involves paying to place an ad on a major search engine such as Google or Bing. Normally ads are seen when customers and prospects plug specific keywords into the search engines themselves, but both Google and Bing operate an “audience network” through which they display banner ads on third-party websites.

These ads typically link to your website and drive traffic to a specific landing page.You only pay when someone actually clicks on your ad. If your ad doesn’t generate much traffic it won’t be a massive expense. 

Email Marketing:

Email is incredibly popular among B2B companies because it is a fast (and cheap!) way to send out information and attract leads.

Emails sent to recipients who have not opted-in to receive messages from you are known as “cold” emails. “Email marketing” typically refers to sales and marketing messages sent via email to people who have opted in to receive those messages.

While the perception is that GDPR, CCPA, and other similar privacy measures have put cold email on ice (if you’ll forgive the pun), a cold email can still comply with these regulations if you:

  • Use a person’s business, as opposed to personal, contact information 
  • Can assert a legitimate benefit from your product or service to the company that the person works for
  • Give the person a clear picture of how you obtained their information, what personal data you’re processing and why, and an easy way to remove their information from your records
  • Don’t store a non-customer’s information indefinitely (typically, longer than 30 days)

While there are still a host of privacy considerations even for opt-in email marketing, major Email Service Providers such as Mailchimp, ActiveCampaign, or ConvertKit typically do a good job helping you comply with privacy regulations.

Content in these emails typically promotes new information on your website, product launches, and reminders to draw attention to your company.