Inbound Marketing + Digital Printing = A Successful Campaign
The new buzzword in marketing communications these days is ‘inbound marketing’. HubSpot, one of the leaders in the field, has made available a great publication ‘100 Awesome Marketing Charts and Graphs’, which provides a lot of stats on the growth and effectiveness of inbound marketing, such as:
- 61% of B2B marketers are increasing their budgets toward inbound marketing,
such as social media, virtual events and SEO - The average budget spent on company blogs and social media has nearly doubled
in two years, from 9% to 17% - Inbound marketing costs 62% less per lead than traditional outbound marketing
So inbound marketing makes sense and is only going to grow as we rely more on social media and websites for providing marketing information. But digital print needs to be an integral part of an inbound marketing campaign, in both leading people to a website and then enhancing the experience for those providing their contact info with the organization.
By using a personalized direct mail campaign with a PURL and an offer, you give people a reason to go to your website. And then when they respond and provide their contact info, send them a personalized thank you letter, personalized brochure and/or personalized marketing piece such as a calendar or poster. They have given you their personal information – respond accordingly using that information. Then watch how effective your inbound marketing becomes.