The consumer of today is highly sophisticated. She takes several steps, across multiple channels and devices, to convert from search to buy decision. The period can last from days to even months. As per Google, 65% of sales results from more than one step in the journey, and 47% of sales takes more than a day.
The buyer’s conversion path could include different touch points of a product through several channels,
search and social comprise the most critical in researching and making purchase decisions. To win against competition, digital marketers have to integrate their search and social strategies across the consumer purchase journey. The channel is only the medium, instead they have to concentrate on the customer.
Why Integrating Search and Social Marketing Campaigns gives better ROI
Users who clicked on both your search and social ads have greater chances of buying.They yield around two times greater conversion rate than users who clicked a search
ad only.
Users who click both the search and social ads are likely to spend more. Google’s research says that users who clicked both a search and social ad gave around two times more sales per click than users who clicked search ads only.
Integrated Search & Social campaigns perform better than pure search campaigns. Such joint campaigns enjoy 200% revenue per click as compared to search campaigns managed in a silo. Talk to an agency who is an expert in both pay-per-click advertising and Social Media Marketing.
Four Steps to an integrated Search and Social Marketing Strategy.
1. Analyze Your Cross-channel Campaign ProcessDo your search and social campaigns share the same business objectives? As an example, the social marketing team may have fan acquisition of Social Page as objective while the search team is invested on lead generation.
Are the brand message and value proposition congruent across channels? Say, is your social team marketing a "low price" proposition, whereas while the search marketing is shouting "high quality”? Discordant messages will turn off the prospect; it may harm your brand equity.
Is revenue from each channel being properly attributed? You should be tracking
conversions for search and social from the same tracking source. As social is an assisting channel, using two different tracking sources will cause duplicate conversions, and give misleading conclusions.
Is the marketing budgeting being allocated across channels based on ROI? It is possible that
search campaigns may be getting more dollars than social campaigns with a higher overall ROI.
Check if your campaigns are aligned across channels in terms of timing and promotion? Are you launching and ending promotions simultaneously across search and social? Customer will get conflicted if you have channel-specific campaigns.
Are you looking at your performance reports and making decisions across channels?
2. Target High-Value Audiences Across Search and Social
Successful multi-channel marketers strive to reach the right customer with the right buying intentions at the right time. This audience-centric approach to marketing focuses on targeting each customer across channels using a combination of intent (search query) and audience (customer profile) data. Campaign Managers can implement an audience-focused approach by implementing a multi-channel marketing automation platform that enables retargeting across search and social platforms.
Search to social retargeting.
Marketers can create Facebook Custom Audiences based on search query data from their marketing automation platform. These audiences can be targeted on Facebook with tailored messages based on their search queries. Using this strategy, a marketer can reach previous website visitors on Facebook who have intentions to “buy” as expressed in their search queries.
Social to search retargeting.
Marketers should create Google Remarketing Lists based on visitors from social marketing ads. Then, use Remarketing Lists for Search Ads (RLSA) to retarget your social audiences when they search for your keywords on Google. Using this strategy, it’s possible to automatically bid higher on Google for searchers who fit audience profiles and have previously engaged with Facebook ads.
3. Measure Performance Across Channels
Marketers looking to maximize overall campaign ROI require a single source for measurement, insights, and analytics that aggregate search and social marketing campaigns in one interface.
Marketers who manage their search and social programs independently often make optimization mistakes based on over- or under-counting conversions.
4. Optimize Across Channels Toward Audience Lifetime Value
Marketers should instead optimize toward the incremental revenue of their target audience across both search and social channels, using cross-channel lift as a guideline for success.
- Automate your cross-channel bidding
- Use click-weighted attribution to assign revenue across clicks
- Create lookalike audiences based on the LTV of converting audiences.
Conclusion
Smart marketers has learnt that they get highest ROI when they synchronize their message across both search and social. In order to effectively acquire these types of customers, the two channels must be managed in an integrated manner.
Integrating search and social campaigns enables marketers to better manage, measure, and optimize
customer lifetime value, improve efficiencies, and improve overall ROI.
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