Don’t call it a comeback. Outbound’s been here for years. And believe it or not, snail mail is cool again, and should be a major part of your marketing mix. The only problem? HubSpot’s Inbound-centric philosophy has disrupted the world we we once knew, causing a major shift in marketing theory and practice. But now, Boingnet and Hubspot are aligned, and together we are poised to change the marketing world yet again.
The ultimate goal of every marketer and salesperson is to convert a lead into a sale. Optimizing this process and thereby improving conversion rates are some of the most obvious ways to grow a company. However, consumers are constantly flooded with content. They could not possibly open every email or read every social media post that they receive. So how does a marketer ensure that their material ends up in a consumer’s hand, or on their computer screen, instead of in the trash bin? The easiest way is to create content marketing campaigns with marketing automation software and build a microsite at its core.
Marketers today know that using pURLs in direct mail is a marketing best practice, but are unsure of how to use them effectively in their direct mail campaigns. pURLs are unique, personalized URLs that serve as the foundation of a variety of marketing campaigns that use direct mail, email and mobile channels. So, how do pURLs work? pURLs send recipients to a personalized landing page or microsite with customized content. This content will contain more information about a product or offer and will most often include a form or call to action. Once the recipient goes to the pURL, marketers can easily track results and the details of campaign response and actions on a one to one basis, rather than aggregate information gathered from typical web or offline data analysis tools. pURLs in direct mail campaigns help connect the offline and online channels into one powerful integrated marketing solution.
As companies of all sizes look to reinforce, reposition, or expand their brand image, more and more are turning to content marketing as a powerful yet cost-effective tool. Content marketing, a company’s distribution of material that a consumer will find helpful or interesting, has rapidly become a major marketing buzzword as companies scramble to master this form of brand management. In addition to branding, marketers have also discovered content marketing’s usefulness in directing a consumer’s research on a product. In the age of the internet, consumers will almost always research a product before engaging with sales teams, placing orders, or making decisions. Content marketing pieces empower marketers to help consumers with their research, or at the very least point a consumer’s research toward their product.