If you are a true digital marketer, you will realize how beneficial it is to use both search and social media marketing in an integrated fashion since social drives demand, search captures intent. Learn more about the ways to use both in your holistic marketing campaigns. Presented by Geoffrey Colon of Bing Ads.

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SOCIAL CREATES DEMAND, SEARCH CAPTURES INTENT
BETTER TOGETHER:
SEARCH + SOCIAL

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This is how many of us define what we do…

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This is really how we need to define what we
do…

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Rule #1 of Social + Search Club:
Don’t talk about platforms or technology

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Rule #2 of Social + Search Club:
Talk About How People Behave…
2015 People Trends:
• Buying
convenience
• Omnichannel
solutions
• 24/7 convenience

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Question #1 of Social + Search Club:
Does Social Drive Awareness and Search Drive
Intent?…

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Answers #1
• Many think this is the case and align their
advertising so that social data fuels search
intent
• What keywords can one plant in social that
will drive in search?
• What content can one plant in social that will
drive SEO?

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Additional Questions #1
• The web and behavior aren’t linear so to think
people see content on social, then search is
too simplistic in the complexity of human
beings. Yet for the majority this is how the
river flows.
• Where is the source of demand being
generated? Where is your starting point?

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Question #2
Will additional search
supply yield higher
results if the keyword
“shower speaker” is a
highly profitable search
term for a marketer
yielding a 10:1 return on
ad spend.

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Answer #2
• No. If you, the marketer, try to invest more in
your search campaign, that will not cause
more people to search for “shower speaker,” it
will simply cost you, the marketer, more to
reach the same number of people.

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Additional Questions #2
• Isn’t it important to understand the psychology
of how people use Google and use it when
compared to how they use social?
• People are in discovery mode on social, not
intent mode, so they are more inclined to dig
for information later if they’ve discovered on
their own time.

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Question #3
If people don’t have purchase intent like they do
on Bing, how is social valuable?

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Answer #3
• It turns out that this is exactly why social is so
valuable – it is that very lack of intent that
creates an opportunity to win over new
customers.
• Marketers looking to search data to tell them
where the demand comes from is a reactive
strategy.
• Proactive is creating the demand.

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Additional Questions #3
• Is Google and Bing the last stops on the
customer purchase journey?
• The question marketers should always ask is
where did that purchase intent come from in
the first place? Marketers should be seeking
the source of demand (aka Twitter, Facebook)
and going there as a starting point.

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 Objective – Getting CMOs to Pay Attention to Search
Marketing
 Content – “Why CMOs Should Pay Attention to Search
Marketing” Video Series and Infographic
 Bing Ads – Keywords (Phrase Match): Search Marketing for the
CMO, Search Engine Marketing, Paid Search Advertising,
Search Advertising, Bing, Bing Ads,
 Social Distribution (Organic/Paid) – Facebook, Twitter,
LinkedIn, Instagram, YouTube, Pinterest
 CTAs/URLs – Point to Website Landing Page with additional
content (Nurtures SEO)
Example Applied to a Real Business

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Example Applied to a Real Business
Demand Ideation
Around Context,
Feature, PEOPLE
Social Network
Distribution:
Facebook, Twitter,
LinkedIn, Instagram,
Etc. Search Engine
Marketing Campaign
in TANDEM with
Social Campaign
Data Analysis of
KPIs Generates
New Data for
Future, Ongoing
Agile Marketing
Campaigns
Business
Objectives
Data insights to
inform Science and
Art of Next
Campaign

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THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016