Integrating Search & Social in 2013
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Integrating Search & Social in 2013
2012 was the year of the penguin
Everyone knows there’s huge benefits in combining search & social
http://www.seomoz.org/blog/inbound-marketing-is-taking-off
But in 2013 you need to look beyond search into integrated digital marketing
Marketing is simply taking a budget & spending where it works best!
What are your digital marketing goals?
Hint – it’s not this…
How do you measure success?
• Revenue• Profit• Volume of Sales• Volume of Leads• Market Share• Online Visitors• Search Rankings• etc…
How do you measure success?
Ultimately it’s about 2 things:
1) Generating new customers2) Maintaining relationships with current customers
What does the perfect digital marketing campaign look like?
It’s different every time – it needs to match your specific goals
You need to be agile & admit you might not get it right first time
http://searchenginewatch.com/article/2232618/Is-Agile-Marketing-the-Future-of-Search-in-2013
How can you maximise success from your content campaigns?
Focus on strategy, not tactics
Start with a solid strategy from all angles
What audience & demographics do you want to reach?
Which target publications do you want to be featured on?
What type of content do they publish?
/2011/01/28/text-messaging-comic/ /2011/11/08/starbucks-ar-app/ /2011/06/03/mi6-hacks-al-qaeda/ /2010/06/29/social-customer-service/0
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Top Content on Mashable.com
Who do you know who can help you get there?
Don’t just jump into content brainstorming
Figure out internal processes early to identify potential challenges & road blocks
Maximise synergies between channels
Integrate your brand team to ensure all content reinforces key messaging
Find out what relationships & contacts your PR team has to boost outreach
Leverage your social media channels
Ensure your SEO team is getting full organic benefit from your activity
Use paid media to re-market to existing customers/visitors/fans
Identify the gaps in your team or strategy& consider investing in writers/influencers
Once you’ve done this – you’ve cleared the path to focus on great content!
By promoting content to targeted audiences – you’re also sending Google strong link/social signals they can’t ignore
Benchmark & measure everything to prove your case & scale up activity
In Summary
1) Focus on strategy, not tactics
2) Ditch the silos & get everyone involved
3) Prove business value & opportunity cost of inaction
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