Digital marketing is full of different specialities that can be hard to master. That’s why marketing agencies and brands usually have different teams focused on one of these disciplines, like social media, SEO or display advertising. But, sometimes, these departments are hard to coordinate.

However, we’ve already talked about how an integrated marketing strategy is crucial to create synergies and bring your marketing results to the next level. And, you’ve guessed it, keeping these departments separate is not the way to go.

The complexity of these marketing specialties makes it difficult for brands and marketers to join forces and be more coordinated.

And, trust us, we know that as well. That’s why today we bring some tips on how to push search, social media, display and SEO in the same direction.

Communicate openly with other teams

This may not be the first thing you thought you’d see, but having good communication between departments is probably the first tip we’d like to share.

In such a fast paced industry like advertising, we’re sometimes so engrossed in our own work that we forget we have wonderful colleagues that can help us on our projects and can provide us with useful information, data and resources.

Asking for suggestions or doing a brainstorm of ideas on how to make the most of your digital marketing strategy seems like the easier way to get out of a possible slump, although we sometimes forget that we even have this option to begin with. So don’t be shy and don’t hesitate to work together with your other colleagues!

Use social media to push your SEO and search campaigns

Google’s algorithm is constantly being updated and including new features, so it’s important to be up to date to all these changes.

It can be difficult to grow solely with organic SEO and search campaigns, that’s why social media can be of great help for your integrated strategy.

Promote your content on social media

Content creation has become a crucial part of marketing strategies. But sometimes it’s hard to grow an audience organically based solely on your content. Here’s where social media comes in handy.

Whether it’s blog posts, videos, articles or podcasts, you can complement them by creating fresh social content and promote those pieces heavily in order to drive your social media audience to your site and increase its 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 be, otherwise, too difficult to do without social media support.

But not only that, social media can also help build backlinks, which will allow you to influence your SEO results as well.

Link building is a marketing technique created for the generation and acquisition of external links. In other words, they are actions focused on getting our website linked on 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 getting in contact and interacting with other brands and suggesting pieces of your 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 it’s not particularly profitable, you can target them on SEO instead. It might not be an easy task, as expensive paid search keywords can be also quite expensive and competitive in SEO. But since PPC keywords have a commercial intent and they are used to drive conversions, it can be easy to say that they can be useful in SEO as well.

Or the other way around! You can target expensive SEO keywords on paid ads campaigns instead. Especially with high competitive keywords that are too difficult to outbid and surpass in the search engines ranking.

Also, another option is to try and use the same PPC keyword strategy for your SEO. If you know that specific keywords can bring more ROI and better results, why not use the same ones on your SEO strategy as well?

Whatever you do, what matters is that you can leverage the data obtained from your SEO and paid advertising strategies and leverage them to improve each other’s results.

Improve your ad user experience

Display advertising can also impact your SEO, but not directly.

Having a constant and well planned display ad strategy can improve your brand recognition, which will eventually lead to people remembering your brand and looking for it on search engines and social media.

But also, 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 and avoid a penalization.

As you can see, all digital marketing departments connect with each other in one way or another, so it’s important to rely on each other to increase efficiency. Good planning, timing and communication is all you need to improve your strategy and your digital marketing results.

Do you want to learn more about having an integrated marketing strategy? Click here and let us know!

What are the benefits of coordinating different marketing strategies?

Integrating digital marketing specialties with each other can help you create a seamless strategy and 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 getting 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.