When deciding for a digital marketing strategy to go with, many businesses get overwhelmed with the abundance of choice out there. As a result of that, they opt for one thing and just stick to it. Even in digital marketing, there are people specialized in only one marketing technique.
In reality, things are always interconnected, so there is always a way to combine the best of two worlds and multiply your success. In other words, we’re looking for a symbiosis that will maximize the effectiveness of two or more marketing channels combined.
That’s why you don’t need to choose only PPC or focus solely on social media. These two channels can complement each other, and as you may or may not know, cross-channel efforts have proven to work best. Instead of looking at PPC and social media as if they’re from different planets, you can leverage them in a hybrid way that boosts website traffic and drives sales.
Social media and PPC are powerful marketing tools. Learn how to use PPC and social media marketing for an effective marketing strategy with these 5 examples.
Driving Social Shares with PPC
When a piece of content steps up to solve a question, meet a desire, or fulfill a need – people consider it valuable. With the right content, you can drive more shares on social media just by getting enough people to engage from the start.
Research the topics and trends, find the key phrases to aim for, and let that drive your content’s direction. Also, you have to keep everything “shareable” if you want to see your content go viral. You should pick a style that complements your website’s layout, use compelling social buttons, and make them stand out.
Without quality content and targeted PPC to bring it up, none of these tactics will actually work. So, don’t just write whatever comes to your mind, but focus on answering the current trends and tell engaging stories. If you are onto a solution for a problem, it’s important to present it properly and promote it the best way possible.
Gathering Valuable Insight
Insight from PPC can feed your social media, and vice versa. For example, you can spend some time on Twitter to discover what types of headlines are the most effective. Then, use the information to create an eye-catching headline for the content you plan to share on LinkedIn.
This is an excellent method of optimizing content across channels. By the time you’re done with a link promotion, you’ll understand which tactics work (and which don’t). When it comes to gathering information that can be utilized across channels, both social media and PPC come across as valuable tools. Here’s how to start using it to gather information.
- Use the right tools to dig up current trending topics (because they’re already resonating with the audience) and use the insight to tweak your campaigns later.
- Track ROI. In fact, track everything if you want to know which platform serves you best.
- In most cases, the most of your results come from a minority of inputs (if we are to follow the Pareto principle, according to which 80% of result from 20% of the causes). What are the social media headlines, blog posts, and strategies that are grabbing the most attention? Why? What content lags behind?
- See what your competitors are doing right and how they do it. What insights and trends are they using to boost their social media following and PPC success? Then just try to do that, but in your own way.
Raise Brand Awareness
We discussed the brand awareness phenomena with a trusted Toronto PPC management agency, and we told that brand awareness level is what dictates the effectiveness of one’s PPC campaigns. Making sure that your target audience is familiar with your brand is a must if you want to chase that higher ROI.
Now, how brand awareness and social media affect your PPC advertising campaigns? For example, you want to buy some health food online. Your open a Google Search page and begin your quest to find it. You come across four ads – one ad from a familiar health food brand and another three from unfamiliar brands.
Which link will you click first? Most probably the one by a familiar brand, because that is how our brains work. They choose the most familiar thing from all available options, and they do it unconsciously. However, some small (but still unfamiliar) brand may have posted something good on social media, and your eye caught it. If that happened, then its name will seem familiar to you the next time you bump into it. It’s familiar and now you think you can trust their website.
Try to raise brand awareness with your PPC ads this way. Publish and share great content on the platform where most of your audience spends their time, and do it consistently. This will help grow your social media presence and allow your brand to get noticed.
Remarketing with Social Media and PPC
When there is some brand awareness, it means your prospects already have some exposure to your brand. When it comes to clicking on your social media posts or sponsored search, you no longer have a cold sale to make. And by driving prospects who found you through PPC to your social media profiles, you can further build on this brand familiarity.
Remarketing is essentially all about creating a synergy among your marketing endeavors across channels. With social media and PPC combined, you can create new ways to target warm leads. You can use remarketing to combine social media and PPC in a few ways, such as:
- Use PPC to display ads to past visitors, redirecting them to social media. Simply put, it’s a nudge to your previous visitors in the right direction.
- Use remarketing insight to boost both social media and PPC. When someone visits your site and leaves, what makes them come back? For instance, your cart abandonment rate is high and your analytics show frequent visits to your social accounts. You can use PPC to remind those people to continue shopping while they browse Instagram or Facebook.
- Use email list remarketing to target paid ads specifically at those you already know. This encourages repeat business which is, in many ways, better and more cost-effective than new business. Email list remarketing can also help you tailor new offerings along with your ad campaign.
Cross-Channel Brand Unification
Branding inconsistencies easily sneak up on you. Visual changes between the link and landing pages, a slight difference in tone from sponsored ads to blog posts, and even different headlines you choose are problems that need to be addressed. When merging social media and PPC, this is especially important because you don’t want to appear like two companies.
With a brand that is consistent across channels, you begin to build trust with your prospects. Include the logo, match brand colors across channels, stick with a consistent tone in your content. To improve consistency across social media and PPC, you should focus on:
- Messaging. What is the selling point of your company? What is your unique value proposition? Before you start combining social media and PPC efforts, you should settle on that question first.
- Visuals. You cannot allow your social media profile and landing pages to mismatch.
- Tone. In order to achieve brand consistency, you don’t have to duplicate exact key phrases or headlines. Just pick a tone and stick to it. What is your style? Minimalist? Efficient? Humorous? Witty and quirky? Warm and professional?
Final Thoughts on PPC and Social Media Marketing
Even if you don’t have a social media following to begin with, you can use PPC to grow your social media presence. Direct your potential clients with PCC towards your social accounts, and if you have interesting content and valuable insights to offer – there are plenty of followers out there for you.
You also shouldn’t forget to embrace trends. With PPC, you can even buy your way into a certain trend by driving traffic to your social media headlines that talk about that very same trend. Many people out there turn followers after picking up just one viral story or trend.
So, the synergy effect is out there, waiting for you to put it to work. When two different strategies multiply success, they create synergy. And when it comes to digital marketing, never silo content marketing, email marketing, social media, PPC, and other methods. Combine your efforts on multiple channels, and be sure to think strategically when deciding on how to combine them.