- Improving their organic search presence is the top inbound marketing priority for 61% of marketers.
- It’s imperative that today’s marketers leverage paid search at every stage to create more sophisticated strategies because greater sophistication means less wasted budget and higher quality conversions.
- Erica Magnotto gives a crisp breakdown and categorization of how to make your sales and marketing funnel work through SEO.
Improving their organic search presence is the top inbound marketing priority for 61% of marketers. But many are unaware their tried-and-true search engine optimization tactics have lost their potency thanks to today’s more fluid marketing funnel.
Every marketer knows the marketing funnel: The famous upside-down triangle used to visualize the customer journey from “awareness” at the top to “action” at the bottom. Paid search is typically considered a lower-funnel tactic used to nudge customers toward a conversion. But in today’s digitally-dominated landscape, paid search plays a more integrated role.
It’s imperative that today’s marketers leverage paid search at every stage to create more sophisticated strategies because greater sophistication means less wasted budget and higher quality conversions. Here are seven tips to plug in paid search throughout your customer relationships in 2020.
Phase one: Awareness
If you’re currently investing in awareness channels, you’re likely using a combination of programmatic display, video, social and influencers to connect with your audiences. But don’t overlook paid search, which is also effective at driving new users to the website through competitor and educational campaigns.
1. Competitor campaigns
If a customer is looking for your direct competitor, it’s likely they’re in need of your services as well, so bidding on competitor terms is a great way to capture your competitor’s customers. Keep in mind though these keywords are usually expensive and receive lower quality scores, they can help inform customers of their options within your industry.
2. Brand education
Customers looking to educate themselves on a particular product or service are likely to go to Google first. Use this knee-jerk reaction to send web traffic in your direction by adding specific content on your website that answer their questions. Blogs, white papers, FAQ