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SEO, PPC, and Social Media: The Trifecta of Digital Strategy

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SEO, PPC, and Social Media: The Trifecta of Digital Strategy

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Between Google's Hummingbird algorithm (which favors social presence), Facebook's throttling of organic visibility (which means your fan page won't be seen without paying for it), and the rise of mobile (which means your message must be optimized in new ways), the only effective digital strategy plan must integrate your resources and attention across display, search, and social. SEO depends on social, display supplements SEO, social works best when informed by search strategy. And all of these platforms need a smart content plan.

Krista Chism, manager of digital strategy at Avnet (SEO); Eric Elkins, CEO and chief strategist at WideFoc.us Corp (social media); Andrew Fischer, CEO of Choozle (display and programmatic); and Brian Grayson of Digital Age Marketer (PPC and social advertising), often work together to maximize results for their clients.

These four hashed out the best ways to integrate your spend and strategy for measurable results during their 2014 Denver Startup Week talk, "SEO, PPC, And Social Media: The Trifecta Of Digital Strategy." Download the Demystifying Digital Strategy
flowchart as a PDF at http://ow.ly/BHB5F

Between Google's Hummingbird algorithm (which favors social presence), Facebook's throttling of organic visibility (which means your fan page won't be seen without paying for it), and the rise of mobile (which means your message must be optimized in new ways), the only effective digital strategy plan must integrate your resources and attention across display, search, and social. SEO depends on social, display supplements SEO, social works best when informed by search strategy. And all of these platforms need a smart content plan.

Krista Chism, manager of digital strategy at Avnet (SEO); Eric Elkins, CEO and chief strategist at WideFoc.us Corp (social media); Andrew Fischer, CEO of Choozle (display and programmatic); and Brian Grayson of Digital Age Marketer (PPC and social advertising), often work together to maximize results for their clients.

These four hashed out the best ways to integrate your spend and strategy for measurable results during their 2014 Denver Startup Week talk, "SEO, PPC, And Social Media: The Trifecta Of Digital Strategy." Download the Demystifying Digital Strategy
flowchart as a PDF at http://ow.ly/BHB5F

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SEO, PPC, and Social Media: The Trifecta of Digital Strategy

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  3. 3. Partner Sponsors The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
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  5. 5. SEO, PPC, and Social Media: The Trifecta Of Digital Strategy Krista Chism, Practice Lead, Digital Strategy, Avnet Digital Business Services, @KristaLeah Eric Elkins, CEO and Chief Strategist, WideFoc.us Corp @datingdad, @widefocusco Andrew Fischer, CEO, Choozle, @AndrewFischer_1 Brian Grayson, Partner, Digital Age Marketer @briangrayson #DENstartupweek #TrifectaDSW #TrifectaDSW
  6. 6. How We Want It To Work 1. Launch a website 2. Optimize website for search engines with code and copy 3. Build social media profiles, post about products/services and events; post some videos and photos 4. Buy some PPC ads and/or banner ads 5. Get lots of traffic to website 6. Increase sales, leads, downloads… REVENUE! #TrifectaDSW
  7. 7. How It Really Works 1. Create timely, relevant, authoritative content 2. People find your content relevant and share it (or at least engage with it) 3. You curate/share content from influencers with your audiences 4. Your content is shared by influencers 5. Content is used as foundation for paid campaigns, to drive targeted conversations 6. Increase sales, leads, downloads or other website goals
  8. 8. So What Does That Mean? • SEO is now about visibility. • It’s about the authority and relevance of your content. • It’s about using social platforms, paid and earned content, and search engines as channels to market content in real-time. • Authority and relevance scores are driven by others talking about (and linking to) your content. • Your content must be relevant, timely, interesting, and/or authoritative in order to be ranked higher over competitors’ domains.
  9. 9. The Interdependencies Of Real Time Marketing Real Time Marketing SEO Paid Social #TrifectaDSW
  10. 10. The Four Types of Content In Your Digital Ecosystem 1. Owned – most powerful and authoritative, using key words and phrases; easily shared; may live on website 2. Earned — third-party credibility; repackage and use across social platforms + website 3. Paid — resonant and strategic, tied to target audiences; linked to relevant pages on your website 4. Curated — become a resource for your target audiences; supplements social presence and develops thought leadership; demonstrates generosity and community spirit
  11. 11. Simple SEO Example: You’ve written a new blog post, and you’re ready to promote it through social media. Keep In Mind: • At least one internal link back to website, referencing static content with appropriate anchor text • Article title and URL - targeted long-tail keyword phrase • 56-70 characters in title Hints • Blog title is answer to question being asked by your ideal customer • Remember Google Alerts, and write title and first paragraph for clicks! • Craft social post per the channel need to maximize clicks and shares/retweets
  12. 12. Simple Social Media Example: Nearing launch of your product, and you want to drive awareness, clicks, and purchases. Keep In Mind: • Target audiences → social platforms • What are your goals? How will you measure success? • Integrate with SEO • Content calendar: 7-day template, or blown-out plan (four kinds of content – don’t forget curated) • Roles – who does what? Hints • FB (2-3/day), Twitter (10+/day), LinkedIn (1/day), Instagram, Pinterest, etc. • Schedule time to be social #PayYourselfFirst • Be generous • Social advertising (pay for visibility…which sucks) #TrifectaDSW
  13. 13. Simple Paid Media Example: All of those beautiful likes on your Facebook fan page suddenly don’t seem to mean anything. Your post to 20,000+ fans is seen by approximately 213 people. Keep In Mind: • Two roles for paid traffic: 1) direct promotion 2) supporting core content marketing strategy • Understand what drives each platform’s algorithm…selling more ads. Help them do that! • Example: Facebook… low fan page engagement = weak content-to-audience match • Mindset is critical: “Buying Data” vs. just trying to get clicks Hints • Ratio of “people talking about” your page vs. total likes • Understand which role you want paid traffic to play • Just like SEO, algorithms run the show • Get one traffic channel tested and optimized, then add another. Lather, Rinse, Repeat.
  14. 14. Simple Programmatic Plan Example: Pinpoint SUV purchase intenders in a specific market (and/or zip code) Keep In Mind: • Determine your target: platforms leverage data to build scalable, yet highly-targetable audiences • Build your campaign: RTB (Real Time Bidding) makes it possible to build and run advertising campaigns everywhere online (including social media) • Optimize: Real-time reporting enables quick optimization, making the most of your precious budget • Do you have the resources to self-manage a platform, or does it make sense to work with an agency? Hints • RTB is primarily focused on display ads (banners, video) and Facebook Exchange, but can be targeted by device type (mobile, desktop, tablet) • Purchasing digital media via RTB is 50% more cost-efficient than buying media directly from websites or networks #TrifectaDSW
  15. 15. Demystifying Digital Strategy Download the Demystifying Digital Strategy flowchart as a PDF at http://ow.ly/BHB5F
  16. 16. Your Next Steps! • Actionable • Reasonable • Achievable • Moving you closer to where you need to be • (Fun?) Examples: • Build a 7-day social media template for Facebook • Define roles, set expectations • Set up Google alerts • Make a list of long-tailed key words phrases to be used in owned content • Calculate lifetime customer value and ideal cost-per-sale or –lead • Activate Google Analytics on website • Subscribe to digital marketing daily newsletters for tips and trends (Mediapost, AdExchanger, etc.)
  17. 17. Krista Chism (digital strategy, SEO) Krista.chism@gmail.com @KristaLeah Eric Elkins (Social Media) eric@widefoc.us @datingdad Andrew Fischer, CEO, Choozle (Programmatic) andrew@choozle.com @andrewfischer_1 Brian Grayson, partner, Digital Age Marketer (PPC, traffic) brian@digitalagemarketer.com @briangrayson #TrifectaDSW

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