How to Use Social Media to Improve SEO Strategies or PPC Campaigns
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Social media marketing can massively enhance your SEO strategies and PPC campaigns. If you have done all the hard work of improving your page rank, or paid your money to have a successful PPC ad on top of the search results, then you drive a certain amount of traffic to your website. It’s successful, because you’re solving people’s problems. If you’re in eCommerce, you may get a conversion rate of 2% to 3% (on a good day) and this can go up or down depending on your industry.
No matter what your industry, the vast majority of people who click through your genuine SEO enhanced listing, or your PPC ad will not become your customers. You’re losing 97% to 98% of people who have already interacted with your website once, seemingly forever. That is until social media and retargeting comes in.
Using Social Media To Improve SEO Strategies Or PPC Campaigns
The Power of the Pixel
You can put a pixel on your landing page. It’s a piece of HTML code that tracks the people who visit your site — all 100% of them. You can even have a different piece of code (or a different pixel) on each page on your website which can track how much interaction your potential customer has had with your website. So, you can see people who have just reached your landing page, but you can also see people who have made it to the basket screen, but not made it through to the payment page.
You can then take the information collected by the pixel, and retarget your audience. You will have targeted them once through your search result, whether that’s PPC or SEO based. Now you can retarget them. All the major social media platforms have the ability to use a pixel or tag to track people.
So, if you’re looking to focus on B2B, you may want to use Linked In for retargeting, or if you have a strong Twitter following, you can use Twitter’s website tag. We’ll look at Facebook, because with around 2 billion active monthly users, it has the largest audience – and it also includes Instagram, purchased by Facebook – which appeals visually to a different demographic but still falls under Facebook’s ‘Audience Network’ banner.
Customise Your Audience
You can use the information taken from the pixel within Facebook’s Ad Manager to create a custom audience. This will be the actual people that have visited your website. You can then send an ad to them directly in their Facebook feed – but that’s not all. The Audience Network doesn’t just cover Facebook and Instagram, it also puts ads on other websites your audience will be looking at, as well as in apps they will be using on their mobile phones. Your message will find them where their attention already is.
It’s important to know that your message will appear on multiple devices – in terms of in app ads, it could just be your company logo, your headline and the first 89 characters of your message. Make sure you front load your copy with important information designed to make people click through. Images and videos will appear on mobile – think about creating square videos and pictures that work better on a mobile or Instagram format, but also still look good on Facebook.
Stay on Re-target
Retargeting tends to have a better return on investment than strict PPC – and it makes sense. People who found you once are more likely to become your customer if you come to them again. In fact, each time you retarget people, the better the result – because the retargeting you do helps to strengthen your brand, especially if you change up your message. An advert to someone who has just clicked through to your website should be different to someone who very nearly took action.
Changing your message allows you to directly address your customer’s needs, and also ensures that they don’t suffer from ad fatigue, because you’re not bombarding them with sales messages, you are consistently trying to solve their problems in various ways. The more you solve their problem, the more likely they are to convert – and later on recommend you over social media.
Social media retargeting doesn’t just have the short term benefit of picking up people you may have lost from PPC or SEO alone, it also helps increase your engagement with your audience, and raise your brand value. The fact that PPC and SEO provide an audience who are already interested in your business makes it the first step in a really successful social media marketing campaign.
Not only can you create custom audiences based on people who have already been to your website, you can use those custom audiences to create lookalike audiences. These are people who have a similar demographic and interests to the people who have already interacted with your site. Your PPC and SEO audience will help you to find similar receptive audiences.
Adapt Your Message
At this point, you need to remember to change your messaging again. Even though lookalike audiences will be receptive to your business, they may never have actually interacted with your brand before. Your messaging to them at this point should be to new but receptive customers. If they interact with your initial post, but don’t convert – then you can direct them to your retargeting posts that have already been successful with your custom audiences.
One of the other benefits is that you can segment your message to your new audience base. You can split your audience along any demographic lines that you see fit. You can split your audience into male and female, and give them a different message which is more likely to appeal to them at every stage of the sales journey. Or you could split people into high and low income, addressing their different concerns as they go along their individual sales journey path.
Test While You Work
Most importantly, you can split test. This means that you can change your imaging, or change your copy to see what has the best effect on conversions with your audience. You can essentially conduct market research while you’re still selling to people. If you split test copy, you can fairly quickly find out what kind of message your audience responds to the best – and that has real benefits for your SEO and PPC.
Once you have found out what your audience responds to, you can then feed in those keywords into your SEO. As you know the phrases that actually convert people who are already interested, you can start including conversion friendly keywords into your SEO strategies, making people searching for those terms more likely to want to buy from your site. Your social media market testing actually helps inform the specifics of your SEO.
How Social Media, SEO and PPC Help Each Other
Social Media has another beneficial impact on your PPC. A successful and well tested message that provokes a reaction on social media is also more likely to entice people to click on a PPC link, moving them through to your website – increasing your traffic and conversions. With more traffic and conversions tracked by the pixel – you can then update your custom audiences and create new lookalikes, who will now be more receptive to your honed messaging and sales funnel.
Done right, social media enhances what PPC and SEO does well, and can actually improve the effectiveness of PPC and SEO itself. Social media doesn’t just enhance PPC and SEO, it becomes an integral part of your digital marketing strategy. Social media marketing works better with good PPC and SEO, and PPC and SEO become more effective with good social media marketing.
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