Massive thanks to Adam Bastock for writing this post for us!
We work regularly with Adam to help strengthen clients’ social media and SEO strategies. His advice is simple yet effective. This article about how to combine social media with SEO explains how to ensure you’re not losing potential customers once they’ve visited your site.
When advertising on social media, don’t forget your SEO strategy
Often when considering digital marketing strategies it’s easy to view social media advertising and SEO, or organic search marketing as very separate activities.
But combine the two, and you have a cost-effective way to target your customers at the exact point in their customer journey.
This likely sounds like a lot of usual marketing waffle (it is) – so later we look at an imaginary example to explore what I mean.
But before we get to that, a brief explanation. If you have the Facebook Pixel installed, it tracks pages that people view on your website.
When people google something, they’re very often looking for a solution to a problem. They might not know what their problem is yet and are still trying to define it, but none the less they have a problem – and you hopefully have the solution.
The idea here is that when someone clicks on your site from Google, you know exactly what their problem is, and can, therefore, tailor the adverts you show them on social media accordingly. Blogs are a great way to target these specific search queries.
Let’s take an example
We are an online-only retailer selling high quality, durable and long-lasting paints for interiors.
We have a blog post called “How to Paint your Kitchen” which is a long form article discussing the logistical challenges and considerations on painting a Kitchen, such as covering darker colours, drying time, water proofing, best ways to paint evenly, choosing a colour, the lot.
We get 500 clicks a month on this article which we’ve worked hard to get to the top of the search, but people just aren’t converting.
They’re browsing but not buying any paint.
Because we’ve put so much effort into this page, we know the exact concerns that our potential customers have.
They’re researching their problem, wondering what paints they can buy that are suitable for kitchens and survive the oil splashes and utensil scrapes of everyday life.
Retarget people while they’re still thinking about your product
Using the Facebook Pixel, we can target everyone who has visited this page in the past 90 days, and target them while they’re still thinking about what colour paint they need or planning how best to cover it up.
Now that we know they’re in a certain stage of their journey, we can hit them with the right type of advert at the right time and hand-hold them to the natural next step of their journey.
Let’s take a step back and look at their “purchase funnel” at a bigger level.
Step 1: Awareness
The customer expresses symptoms of a problem but is unsure how to name it.
They’re researching to educate themselves and understand the problem.
Example Search: How to paint a kitchen
Step 2: Consideration
The customer has defined and given a name to their problem.
They’re now researching all options available to them in solving it.
Example Search: Best paint for kitchens
Step 3: Decision
The customer has decided on their solution and are shopping for brands or products to provide it.
They’re researching a long list and whittling it down.
Example Search: buy white kitchen paint
How does this look for the customer?
Step 1: Customer Googles and finds our “How to paint a Kitchen” article. They read it, but leave. There’s a high chance they will purchase elsewhere.
Step 2: Having read our article, they now know they’ll need a thick, high-quality paint. However, they’re unsure the best way to cover the colour on the walls currently.
Social Ads: There’s a good chance they will browse but never revisit our site again. However, they see an ad on Instagram advertising high-quality paints that are designed to resist splashes in kitchens and click through to browse further.
Step 3: They’re now browsing multiple sites but see another Facebook feed carousel advert for the exact product they were browsing a week ago appears which they had forgotten about, and click through to buy without needing to go back to Google and search more.
Without social media ads, despite them landing on our well-crafted SEO article at the start of their purchase journey, we may have lost them forever as they continue their journey elsewhere.
By empathising with the customer and creating highly relevant, targeted adverts, we were able to capture them back onto our website to make a purchase and guide them through their purchase journey before they reached competitors.
Website Entry Point from Google – Step 1
Social Advertising Message –
Take them to Step 2
|How to paint garden fence||Fast Drying Fence Paint|
|How to choose an engagement ring||Discreet Packaging, Full Tracked Engagement Rings|
|Veg Box near me||Locally sourced produce from farm to fork in 2 days|
|Vegan recipe ideas||Vegan recipes and ingredients delivered fresh every day|
|How to pick a mattress||100 Sleep Return Guarantee on all mattresses|
My point here is that marketing works best when it is multi-disciplined. Social advertising is great, but so is SEO, depending on your aim. Where they both become powerful is using them together to build out complementary campaigns and keep customers engaged.
Don’t think that SEO is something that only affects customers coming from Google. Use it to improve conversion rates and remind people on other platforms that you’re still the best solution for them.
Your Facebook Pixel contains a huge amount of data about where people are coming into your site, giving you really accurate information on what their concerns and needs are. A bit of empathy goes a long way – so be useful to them!
Adam Bastock uses SEO to grow businesses. Taking years of knowledge and experience across digital marketing, Adam ensures that your business is found at the right time by your customers when they search online. His focus on transparency and education ensures SEO is no longer a ‘dark art’ but is instead a bold marketing channel that drives growth and yields excellent ROI. Find out more about Adam’s eCommerce SEO packages.
Want to learn more about SEO? We’ve also recorded a podcast with Adam – How to Create a Customer First SEO Strategy
If you’d like to discuss how we can help with your SEO and social advertising strategy so ensure you’re converting customers, drop us a line and let’s chat.