How To Make Paid Search & Social Media Marketing Work As One
Boosting your performance on one of your marketing channels is often dependent on the next, helping you to grow your audience to a desired size whilst driving traffic to your website to enhance its overall success.
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As a full-service digital marketing agency, we’re well versed in the world of paid search and social media marketing, helping our clients to achieve new heights through both marketing methods. For more information, get in touch with a member of our expert team on 0800 088 6000, today.
Table Of Contents
- Observe Your Marketing Performance
- Be Consistent
- Use PPC To Grow Your Social Media Reach
- Boost Your Remarketing Efforts
Observe Your Marketing Performance
Marrying up your Paid Search and Social Media Marketing campaigns can initially seem challenging but, by gathering insights from both of your campaigns, you can identify what is working well where and why this is the case. For example, Twitter can be used to help you pinpoint effective headlines, which you can then proceed to use on LinkedIn or another social media networking site. Through this type of optimisation, you can easily select a tactic that works before breaking down your marketing performance better.
Of course, it’s not just your marketing performance you need to keep a close eye on, as your competitors are often snooping on your ideas to turn them into their own. With this in mind, you need to closely observe your competition on a regular basis to identify any new threats and/or understand the trends that are leading the market to boost your paid search and social media marketing campaigns.
Despite paid search and social media marketing taking place on two completely separate channels, it’s important that they remain consistent with each other. Afterall, consistency is key! If yours brands advertising is somewhat inconsistent, people will notice and they may be confused as to why. Essentially, if you carry out an update to one of your marketing channels, you need to make sure that the rest follow suit. This can help to avoid confusion which, in turn, gives your campaign a better chance of converting.
Whilst your paid search and social media marketing campaigns need to be consistent, testing out different aspects of each campaign remains a key factor to improving your campaigns ongoing success. Instead of changing your businesses tone according to the channel, consider how an updated graphic or ad copy may impact your audience on the channel you are advertising on.
Use PPC To Grow Your Social Media Reach
You can actually use your paid search advertising to grow your social media presence in order to leverage your followers to help ensure that no channel significantly lags behind the other. Some brands, such as American Airlines, have set up sponsored PPC clicks to their social media pages in order to build a greater organic following, helping to drive traffic to their Instagram pages.
However, in order to convert these clicks into followers, you need to make sure that your social media channels, whether that be Facebook, Twitter, Instagram or Snapchat actually provide users with valuable insights and content. These “insights” may vary accordingly to season, such as when people are most likely to travel where in American Airlines case. Other businesses may be able to rely on their best-selling products to help them shape a successful social media strategy.
When using PPC to grow your social media reach, it’s just as important to consider the current trends that are doing their round on their internet. Covering the different trends in a way that relates to your business or product can easily help you gain followers, whilst helping to drive traffic to your social media profiles and website.
Boost Your Remarketing Efforts
Paid search and social media marketing are excellent ways to remarket to your audience, including those who may have visited a certain page of your website or abandoned their shopping cart at the last minute. It’s safe to say that all, if not most, of us have been a part of a business remarketing activity whether that be from a paid search or social media side of things.
Remarketing works like this: if you visit a certain page on a website, this information is stored, enabling businesses to create what is known as a “Custom Audience” on Facebook. When setting up a custom audience, businesses can choose from numerous options including targeting people who have landed on any page of the website or people who have landed on a specific category or product or service page. When an ad is created the “custom audience” becomes the “audience” of the ad, making it easier to retargeting those who have previously expressed an interest in the product or service. Google AdWords remarketing works in the same way.
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In many ways paid search and social media marketing work in the same way, just on different channels. They are both as effective as the other, helping to drive traffic to the website in question, further supporting sales. For more information, get in touch with a member of our expert team on 0800 088 6000, today.