The digital marketing landscape, over time, turned into a pretty hectic marketplace where both startups and companies that have already established themselves are constantly trying to reinvent themselves and their offer in order to grab a customer’s attention (both new and existing ones).
Luckily, there are lots of effective digital marketing strategies, such as SEO, that can help them accomplish that; however, at times, it’s necessary to implement something that’s even more efficient and faster, which’s going to help them reach more people in a flash.
And that’s the moment for PPC (Pay-Per-Click) marketing and social media marketing to join forces and come into play. Although each of them is powerful on its own, when they collaborate, they turn into a massive juggernaut.
If you haven’t considered this option before, then maybe after going through this educational guide, you just might change your mind!
One Channel Is Simply Not Enough
Putting all your eggs into one basket at first glance may look like a good idea, but keep in mind that it’s risky, as well, because you will never be able to tell whether that “basket” is going to give you the results you’ve been longing for.
In these instances, some firms rely solely on social media platforms, posting various videos and pictures, hoping that all of them (or at least some) will become viral and stimulate more engagement with their followers.
On the flip side, many brands invest their funds in PPC campaigns only, which also doesn’t guarantee fast success. Both of these strategies come with certain drawbacks you need to be aware of:
- Social media marketing is undoubtedly great; however, if you’re looking for fast results in terms of sales and brand awareness, then this strategy alone is simply not going to cut it. Don’t forget that algorithms restrict organic reach, which means that even the most interesting content may not reach as many people as you initially planned.
- PPC, in contrast, is much faster, but it’s highly unlikely that it’s going to accomplish anything major without social proof and brand trust because most customers nowadays are pretty skeptical and untrustworthy.
On the other hand, when these two are combined, you get a full package that’s going to bring sustainable and faster results. If you’re unsure how to mix them, then just find a proven PPC management agency that’s going to help you create an impactful digital marketing campaign that will properly target the right audience. With a knowledgeable expert by your side, great results are inevitable.
You Will Boost Your Targeting Opportunities
PPC campaigns, regardless of where they are, enable companies to effectively target their audience based on various factors, such as location, demographics, keywords, and others. On the flip side, social media like TikTok, Instagram, Facebook, etc. hold important information about the person who has a profile on these platforms, such as their preferences, habits, and lifestyle.
Therefore, when you put these two digital marketing strategies together, you get fantastic targeting opportunities:
- A good PPC campaign is going to find people who are constantly looking for services and/or products that your business offers, too!
- Ads that are on social media platforms are going to retarget these people (that were previously mentioned), making sure your brand is always visible to them!
It’s safe to say that this mixture will not only expand your base of new consumers but will also ensure previous customers turn into loyal ones.
The Omnipotence Of Retargeting
How many times have you browsed a particular site that was selling the products you were interested in, but then you suddenly decided you won’t buy anything after all? And then, that same day, the products that you saw on that website suddenly pop up on your Instagram feed.
If you think that’s a coincidence, then you couldn’t be further from the truth. In the digital marketing world, this is called retargeting, and it’s by far one of the best strategies that you can use when combining social media marketing and a PPC campaign. So, how does it work?
- A person is going to click your PPC ad, but it’s not going to encourage them to purchase anything.
- Then social media marketing decides to meddle by reminding that individual of alluring discounts or promotions that may change their mind in terms of the purchase.
- This turns out to be extremely effective, meaning that they decide to obtain the product they previously gave up on.
This just goes to show how powerful this pairing is and that God knows whether you’d have the same outcome if you hadn’t taken this step. In other words, with retargeting, you are boosting your conversion rates significantly!
You Are Working On Trust Between You And Your Prospective Customers
The customer journey is definitely something you should always have in the back of your mind when you’re trying to create a solid digital marketing campaign. If you solely resort to PPC, you may or may not have a successful outcome, and who’s willing to take that risk?
Why is that? Well, that’s simply because a person who saw your ad isn’t familiar enough with your brand and what it has to offer, so they may hesitate to acquire anything from you, regardless of how promising you appear in their eyes.
However, things will drastically change if you add a social media platform into that equation. When you post interesting, updated, engaging, and informative content all the time, you are effectively building trust with potential buyers.
If you include things like positive testimonials, behind-the-scenes videos, and other engaging elements, then you are further leveling things up! Your business will, all of a sudden, become a trustworthy and credible company in the eyes of the people who’ve never bought anything from you.
And then, at some point, when they once again see your PPC ad, they’ll think of the posts they saw on social media and will most likely purchase your products.
Every seasoned marketer will tell you that these two phenomenal digital marketing strategies should never be separated, but the most amazing results are received only when they work together!
