Digital marketing has come a long way since the birth of SEO and Google. Social media marketing is also nothing new and many businesses are relying on this form of marketing to generate sales, leads and awareness. Digital marketing isn’t new and not just a trend that will pass. Digital marketing is at a mature stage for many, but measuring the true ROI and results of online marketing is still a mystery to some and often I get asked which digital marketing tactic is the best to use.
Even though there are many answers to this question and a wealth of content available about this in books, white papers, reports and blog posts, in my opinion there’s not one single digital marketing tactic that can be described as the best. Also, if you are only focusing on one single tactic, you are missing out on a huge opportunity to generate business.
To be successful with digital marketing it’s important that you never focus on only one tactic or channel and that you combine all of your marketing tactics to reach your business goals. You can do this by combining all the digital marketing tactics to support one another and not live in separate silos.
Using a combined approach, I’ll explain how we can use search engine optimisation, paid advertising and social media to support each other instead of each living on its own. With this combination, each tactic will play a solid role to achieve your goals.
Paid advertising supports SEO
With search engine optimisation and paid advertising (Adwords), it’s all about rankings for specific keywords and key-phrases. Since it’s almost impossible to rank organically with SEO at #1 for relevant keyword phrases in a competitive market for a specific period of time, with paid advertising and a price, you can. Paid advertising can help you achieve rankings, especially if you are starting with a new SEO campaign. To keep the “Quality Score” higher and the cost per click low with Adwords, it’s important that your SEO and Adwords teams work hand in hand to ensure the pages that are used are as relevant as possible.
Paid advertising supports social media
With Adwords and other paid advertising strategies, you have to do keyword research and competitor analysis. This information will then be used to guide your strategy and which companies to look out for. This information can also give you a good indication of which competitors are using social media aggressively. Use this information to your advantage and check what topics they are publishing that are getting the most engagement. Create relevant content and promote this content with your paid advertising campaigns.
SEO supports social media
The keyword research information you obtained from your SEO campaign can be used to create social media content that is in line with your marketing campaign. Create relevant and unique content that is engaging and stand a chance of getting shared and linked to which can increase your reach and also your companies website authority. Publish this content on your blog and share it via your social media accounts so that it can help your social media and SEO strategy.
Digital marketing is all about marketing your business online to generate awareness, sales and leads. By combining these marketing tactics to support each other you are basically decreasing unnecessary ad spend, accelerating your SEO campaign and reaching your target audience organically on the social web.
Ranking organically for specific keywords and key-phrases can help your paid advertising campaign. You will basically spend less for clicks because the results will be available organically.
Paid advertising can help you rank at the top for specific keywords until your SEO campaign matures and increase the reach of your social media content.
With social media you can reach people on the social web with the content you are promoting in your paid advertising and SEO campaign. It will also help you research your competitors to give you an idea what is working and what is not.
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Author | Anton Koekemoer
I'm your friendly neighbourhood digital marketing specialist. I specialise in helping brands connect with targeted customers by enhancing their online presence through emerging web-based communication channels. I translate business objectives into comprehensive initiatives that focus on humanising brand identity while maximising measurable business results. More