Pay-per-click (PPC) and social media are very diverse digital marketing approaches. While pay-per-click (PPC) is based on immediate calls-to-action via push marketing, social media is based on brand awareness via pull marketing.
Use this to your advantage. Utilize paid search data and metrics to strengthen and support social media marketing efforts. In this sense, they really do work hand-in-hand.
First, remember to stick to the 80/20 rule when creating content for social media channels. This content should be 80% thought leadership, tips, industry news, resource shares, etc., while only 20% of this content should be promotional.
Social media is no place for push marketing, hard sales or spammy links. However, make the 20% you get to be promotional count. You do want assisted conversions from social media, right?
Look at your PPC data to determine what is working for your target audience at large to help determine how to reach your social community:
- What is getting clicked?
- How is that content written?
- What are the topics?
- What are the keywords being used?
- Are the keywords capitalized or lower case?
- What calls-to-action are getting the action?
- What demographic engaged the most with your ads?
Use that knowledge to create great social media content. Then test and experiment with different post types. Implementing these PPC strategies into your social media strategies, as well as any content marketing effort, should yield more likes, comments, shares and links clicked. Your analytics may show the increase in assisted conversions and social value you’ve been looking for.
Also utilize the strength of PPC’s ability to get the clicks on short-term campaigns and promotions. Just as PPC is a traffic driver to your website that also increases conversions and visibility, it can also do those things for your social media campaigns and channels:
Set up PPC’s to drive users to your social media promotion through a strong, appealing call-to-action that yields some sort of benefit to the searcher. Use PPC ads to:
- Direct users to your social media promotion
- Build awareness for your social channels
- Grow your social communities with an incentive
- Direct users to a multimedia resource, such as a video on YouTube
Now turn the tables. Use your social media analytics to strengthen paid search efforts. With Facebook ads you can specifically target your desired audience. Use the analytics from that to determine what audience you can now target in paid search.
Use both social media and PPC for remarketing purposes. Use the analytics from PPC, such as identifying the audience of users who put items in their shopping cart but never checked out and create a targeted social campaign for them. Sometimes it’s just the extra nudge and additional exposure to your brand that converts the user into a customer.
Use some of the same strategies across both PPC and social media to remind users they have seen your brand before. This eventually builds trust. Use some of the same images and echo some of the same words in your ads. Offer something similar to what they have viewed before.
The key takeaway here is to use what you know. Stop thinking of PPC as a whole other world from social media and vice versa. Instead, realize they are both working on the same overarching goal of reaching your target audience(s). Use what you know from one to identify new strategies and secondary audiences for the other. Use both the remarket appropriately across the mediums. Test and refine. Rinse and repeat. This should yield some very targeted and streamlined marketing efforts across the board, giving you a win in multiple areas.