(article originally posted on Pomeganda.com)
One thing I’ve noticed from internet marketers is that there seems to be a great divide on the concept of what gets the best “bang for your buck” with internet marketing. There are the “marketing traditionalists,” as I like to call them, who focus their efforts solely on search engine optimization and online paid advertising, and then there are the “new age” marketers who believe that digital and social media is the marketing wave of the future. My biggest issue is with the divide itself. Why focus your efforts on one aspect of marketing when you can take the two practices and marry them? Moving forward, you can call me the Minister of Marketing, because I am about to pronounce Paid Search and Social Media as husband and wife.
Building the Foundation for Marriage
Paid Search/SEO and Social Media need each other like a fish needs water, but for different reasons. Many traditional marketers aren’t viewing their targeted search from a brand identity perspective, which is a big mistake. As a devout supporter of social media, I know how important it is to participate in social brand engagement as a way to create an active dialogue with consumers around products and services. The main goal is to build brand value and connect with consumers, with the secondary goal of driving traffic, and, ultimately, sales. It’s important to stress that if you are looking to drive traffic for instant sale conversions, social media is not going to give you direct results. On the other hand, most marketers know that using paid search and standard SEO practices will primarily drive sales, leads, and conversions, but they don’t expect the short text of their paid search ads to do much for branding.