Digital marketing is full of different specialties that can be hard to master. That’s why marketing agencies and brands usually have dedicated teams focused on such as areas as social media, SEO or display advertising. However, coordinating these teams is essential for effective messaging.
We discussed the marriage of social media and marketing in a previous article, but the headline here is that keeping these departments separate is not the way to go. Let’s look at some tips on how to push search, social media, display and SEO in the same direction.
Communicate with other teams
In our fast-paced industries, we’re sometimes so engrossed in our own work that we forget our wonderful colleagues who could probably help us with our projects, proving useful insight, data and resources. It’s too common that organizations operate in “silos” of work when everyone is actually working towards the same goal and communicating with the same consumer. Asking for suggestions and brainstorming ideas with other teams is a great way to make the most of your digital marketing strategy.
Use social media to push your SEO and search campaigns
Google’s algorithm is constantly being updated to include new features, so it’s important to stay up to date.
It can be difficult and slow to grow solely through organic SEO and search campaigns, so social media can be very effective as part of your integrated strategy.
Promote your content on social media
Content creation is clearly a crucial part of marketing strategies, but sometimes it’s hard to grow an audience based solely on your website content. Here’s where social media comes in handy.
If you’ve created blog posts, videos, articles or podcasts, you can complement them by creating fresh social content that heavily promotes your website resources and drives your social media audience to your site, increasing traffic.
While social media doesn’t directly affect SEO and paid campaigns, it can help improve your ranking on search consoles by creating opportunities to rank your site on keywords that would otherwise be too difficult to do without social media support. Social media can also help build backlinks, which will influence your SEO results.
Link building is a marketing technique created to generate and acquire external links from your website to other web pages, creating opportunities for other professionals, bloggers and brands to interact with you and promote your content.
Social media can help you create these opportunities by providing contact and interacting with other brands to suggest pieces of content as recommendations. The better relationship you have with your peers, the easier link building can become!
Match your paid ads and SEO data
You can leverage the results of your paid ad campaigns and use the keyword data to improve your SEO. After all, paid advertising and SEO can complement each other and create great synergies.
If a specific keyword in a paid campaign is too expensive or is not particularly profitable, you can target them in SEO instead. It might not be an easy task, as expensive paid search keywords can also be competitive in SEO.
It also works the other way around. You can target expensive SEO keywords in paid ad campaigns instead – particularly with highly competitive keywords that are difficult to outbid and surpass in the search engine rankings.
Improve your ad user experience
Display advertising can also indirectly impact your SEO.
Having a constant and well planned display ad strategy improves your brand recognition, which will eventually lead to people remembering your brand and looking for it on search engines and social media.
According to CTRfy, if you are an ad-heavy site and your ads generate a poor user experience, Google has the power to penalize you and impact your SEO ranking negatively.
That’s why we suggest constantly checking your Google ad experience report to know if your audience is having a good user experience with your ads.
Good planning, timing and communication are all you need to improve your strategy and your digital marketing results.
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What are the benefits of coordinating different marketing strategies?
Integrating digital marketing specialties can help you create a seamless strategy, improve your results and increase your ROI.
Can display advertising impact SEO?
Display advertising can’t impact SEO results directly. But it can help you to improve brand recognition, which will ultimately lead to traffic increase to your site. Also, making sure that your ads are providing a good user experience will avoid a negative impact on your brand in Google.
How can paid advertising and SEO improve each other?
Using existing data from your paid ads campaigns can help you make decisions towards your SEO strategy and vice versa. Whether it’s copying the same strategy or using data about your keywords and ROI results, paid ads and SEO can impact and improve each other’s results.