Consumers who are exposed to a brand on social media are more likely to conduct a new search about the company on their mobile device. Even better, small businesses see the largest increase in referral traffic from social to search.
So, what does this synergy mean for your business? It proves that the customer journey is evolving and cross-channel marketing should be a big part of your online strategy.
Erin Sagin, PPC Evangelist at WordStream, and Andrew Caravella, Facebook expert at Sprout Social, will show you how to craft a consistent story across search and social to drive consumer discovery, traffic, and conversions.
During the webinar, you'll learn:
-Best practices for Paid Search & Paid Social
-The power of brand storytelling in Organic Social
-How to use multi-channel marketing as a lead vehicle
2. 2@erinsagin @andrewcaravella
Meet Your Presenters
Erin Sagin
• PPC Evangelist & Community
Manager
• 4+ years at WordStream
• Hoola hooper, avid traveler, and
devotee of just about every
Netflix original TV series
• Tweet me! @erinsagin
Andrew Caravella
• VP, Marketing at Sprout Social
• 3+ years at Sprout Social
• Industry speaker, SoulCycler,
Tennis fanatic and known jet-
setter.
• Tweet me! @AndrewCaravella
3. 3@erinsagin @andrewcaravella
Agenda: Our Traffic Funnel
Organic social media boosts:
• Reach of your social posts
• Size of your social following
• Amount of search traffic you receive
Integrated paid search and social strategies:
• Capitalize on your newfound search volume
• Convert social media impressions into revenue
7. 7@erinsagin @andrewcaravella
Step 2. Study Your Most Successful Posts
What Post Types Perform?
• Links
• Photos
• Videos
• Gifs
• Text Updates
• Offers
• User-Generated-Content
What Content Performs Well?
• Company Updates
• Articles from Your Blog
• Articles from Other Blogs
• eBooks
• Webinars
• Templates
• Free Tools
15. 15@erinsagin @andrewcaravella
Get Your
Customers
Talking
1. Identify customer thought-
leaders and active users
1. Understand why customers
would want to talk about you
2. Provide amazing customer
support to ensure happiness
3. Engage with and amplify
customer content as you would
your own
16. 16@erinsagin @andrewcaravella
Get Thought
Leaders Talking
1. Identify thought-leaders important
to your brand/category
• Scale with tools
• Buzzsumo or Followerwonk.
2. Follow their social profiles and
engage with their content regularly
3. Ask them for content/blog quotes
and contributions, then mention
them when you post it
4. Grow the relationship until they
organically share your content
45. 45@erinsagin @andrewcaravella
Putting It Into Practice
• Cross-Sell/Upsell/Resell existing customers
• Segment and prioritize top candidates
• Exclude Existing Customers
• Extend to Similar Audiences