It’s time to talk about something important: your scattered marketing efforts. But don’t fret, we’re here to help you navigate the maze and make your strategies shine! So, let’s dive in and uncover the secrets to a more cohesive and effective marketing approach.
Your consumers don’t see your marketing efforts as separate entities, and neither should you! Believe it or not, many agencies have SEO, PPC, and social media teams that work independently of each other, with little to no integration into their overall campaigns or their clients’ business goals. It’s time to break down those silos and start integrating your SEO, PPC, and social media efforts to take your marketing strategy to new heights.
Now, before we dive deeper, let’s get some definitions out of the way, just so we’re all on the same page:
- SEO – according to the folks at Moz (a company focused on SEO), is the art of boosting both the quantity and quality of traffic to your website through organic search engine results.
- PPC – as defined by Wordstream (an online advertising company), is a nifty model of internet marketing where advertisers pay a fee each time someone clicks on their ads. It’s like buying visits to your site instead of relying solely on organic traffic.
- Social media – according to the folks at The Balance (an online company dishing out money tips and advice), is a bunch of websites and applications designed for quick and efficient content sharing in real-time. Most people these days think of social media as smartphone apps, but the truth is, it all started on good ol’ computers.
At Cariad Marketing, collaboration is key for us. We’re all about bringing together employees, departments, and marketing efforts. Our mission has always been to generate high-quality leads that can be nurtured into loyal customers.
By aligning your social media, PPC, and SEO campaigns, you’ll achieve a common goal: turning strangers into die-hard customers. To learn more about the importance of aligning multiple touchpoints, the benefits they bring, and how to use them effectively, why not read the rest of our helpful blog articles here.
According to Search Engine Land, running organic and paid search campaigns together, with a single reporting point, allows integrated marketing teams to determine which keywords have the highest conversion rate. This way, they can optimise a brand’s overall digital marketing strategy. The secret sauce lies in rolling out this approach across SEO, PPC, social media, and other digital marketing channels, with each team working closely together towards the brand’s ultimate goals.
Now, let’s talk about the juicy stuff. SEO gives you a higher return on investment (ROI) in the long run. PPC, on the other hand, can instantly attract people actively seeking your product or service. However, SEO results are generally more trusted by consumers. When you implement and optimise both PPC and SEO to drive conversions on your website, you gain more control over your traffic. You don’t need to constantly pour resources into attracting new visitors. Instead, you can focus on turning them into loyal, repeat customers.
But here’s the catch: PPC falls a bit short when it comes to building a consumer database. In today’s digital age, consumers want personalised products and services tailored to their unique needs. To achieve that, you need to know as much as possible about your consumers. What other products and services do they like? What do their friends in their social networks like? Building this knowledge is crucial, and PPC might not give you the same flexibility and creative options as social media channels do to tailor your messages.
Social media is a different ball game altogether. It allows you to attract a more targeted audience in the early stages of their buyer’s journey. People are constantly socialising, sharing information, and craving content to read, share, and comment on. Social media platforms are perfect for satisfying these needs.
According to Upwork (a global freelancing database), social media advertising offers detailed demographics that surpass what Google and Bing ads provide. Social media platforms collect everything from our relationship status to our favorite music and travel plans. This wealth of information is a godsend for businesses aiming to reach their exact target market.
Now, here’s something that many marketers overlook: using social media for retargeting purposes. Imagine this scenario: You have an eCommerce website, and someone visits your site but abandons their shopping cart. With Facebook, you can retarget these visitors and entice them to come back. You can also employ similar strategies in PPC to target users who have previously viewed your product.
How does integrating your SEO, PPC, and social media efforts enhance your marketing strategy?
According to our experts, here are a few ways these channels can level up your marketing game:
- It’s a holistic approach that supports all the different channels within the digital ecosystem. They work together like a finely tuned orchestra, each playing their unique role.
- You have a higher chance of reaching your desired audience on the platforms they hang out on. This translates to increased engagement and, ultimately, brand advocacy.
- Consistent messaging is key. It ensures that your brand is easily recognisable across all marketing channels and touchpoints, providing a unified experience for your audience.
Now, let’s talk integration opportunities between PPC and social media
Keep an eye on the competition
See what trends and insights your competitors are leveraging to boost their PPC and social media efforts. By targeting the same audience on both PPC and social media platforms, you can find a sweet spot.
Take advantage of Facebook Lookalike Audiences
This nifty feature helps you find more people who are similar to your current customers, website visitors, and Facebook fans. It’s like finding your tribe in a sea of potential customers.
Use social media and PPC to capture leads
Once you’ve acquired leads through purchases or blog sign-ups, utilise Facebook to keep those customers in the loop. Remind them about special offers, new products, or enticing content that can supercharge your sales.
Remember, social media can help you tap into an audience that might not come across your ads through Google alone. Google requires intentionality, while social media exposes your ads to an audience that could be genuinely interested in what you have to offer.
Here’s a Cariad pro tip: Never put all your marketing eggs in one basket. Integrating SEO, PPC, and social media is the key to unlocking excellent results and a solid return on investment. Trust us, it’s a game-changer.
Now, let’s talk about some trends and predictions. Two major shifts we’ve seen recently is Facebook’s iOS 14 update, which severely limited user activity tracking for advertisers and app developers as well as the rise of AI, particularly ChatGPT, which will change the way marketers think, and do marketing. But fear not! We’ve got some useful tips to combat these changes.
According to the Search Engine Journal, here are some predictions for PPC in 2023:
- Automation: Get ready for more automation in your PPC campaigns.
- First-Party Data: Harness the power of your own data for better targeting and segmentation.
- Audience Targeting & Segmentation: Make sure you’re reaching the right people with tailored messages.
- Testing: Don’t be afraid to experiment and test new strategies.
- Diversification: Expand your PPC efforts beyond Google and explore other platforms.
- Responsive Search Ads: Embrace the future of ad campaign optimisation.
It’s clear that a scattered approach to marketing is no longer viable in today’s digital landscape.
The key to success lies in embracing the power of integration. By aligning your SEO, PPC, and social media efforts, you can create a harmonious symphony of marketing tactics that amplify your brand’s voice and drive exceptional results.
Remember, SEO offers a higher return on investment in the long run, while PPC provides instant visibility and targeted reach. Social media, on the other hand, allows you to engage with your audience on a personal level and harness detailed demographics. These channels, when combined strategically, can work in unison to elevate your marketing strategy to new heights.
Don’t forget the importance of collaboration and consistent messaging across all touchpoints. When your marketing teams work hand in hand, and your brand remains recognisable throughout various channels, you establish a unified experience that resonates with your audience and fosters brand advocacy.
So, it’s time to integrate, optimise, and seize the full potential of your marketing efforts. By leveraging the latest trends and combining the power of SEO, PPC, and social media, you’ll witness an improved return on investment and unlock unprecedented growth for your business.
Now, go forth and conquer the marketing world with your newfound knowledge and an integrated approach that sets you apart from the competition. Your brand’s success awaits!
Get in touch with us today and let’s create a cohesive strategy that brings your brand real results.