There are so many different avenues of digital marketing, each one with its own potential, its own advantages and its own pitfalls. It’s tempting to focus your digital marketing efforts on just one of these avenues – such as paid marketing – but by doing that, you’re missing out on the potentially massive benefits of combining your marketing channels.
Building brand awareness
Social media is arguably the best channel for building brand awareness for any organisation, no matter the industry. A carefully curated Instagram account, impactful posts on LinkedIn and clever campaigns on Twitter can all be used to position your brand as an authoritative, trustworthy voice in your industry.
Once you’ve built brand awareness via social media, you’ve then got a wider audience who are already open to your offering, and therefore are more likely to be receptive to paid advertising.
Utilising more detailed data
Social media analytics can provide you with a serious insight into your audience. You can analyse customer behaviour to see what they engage with and what they don’t, you can gauge responses to your brand in almost real time, and you can even see the types of content they prefer.
Equipped with these insights, you can then refine your paid advertising campaigns to ensure you’re targeting people who are more likely to convert, rather than wasting time, money and effort on advertising to people who are unlikely to be interested.
Monitoring the competition
Every brand or business that is serious about marketing will have their own social media channels, and this means that you can easily keep an eye on what your competitors are doing. So, you can tweak and tune your social media campaigns to stay ahead, and your Google Search Ads can follow suit.
Keeping track of trends
Most trends start on social media, and anybody can get in on the ground floor if they’re quick and savvy enough. This extends to businesses, too; keeping track of what’s going on and seeing the emerging trends amongst your audience gives you a head start when it comes to developing and optimising future Google Search Ads. You can start targeting the people you need to target before everyone else does, meaning there’s less noise for you to cut through.
Extending your audience
People that see your Google Search Ads and people who follow your social media channels are not necessarily the same people. By taking time to build a proper social media presence and really refining your output, you can grow your audience significantly. This larger audience + the deep insights you’ve gained from social media analytics + more refined ads = more effective targeting and more people seeing your campaigns in the first place.
It’s important that you think about your marketing strategy as a whole, rather than always keeping each discipline separate. With the right planning and communication, your PPC can support your social media and vice versa.
At Ogendo Media, we’re experts in delivering marketing campaigns that make people take action. Contact us today to find out more.