Facebook marketing and advertising have a lot to learn from SEO, and vice versa. When integrated, Facebook and SEO strategies can be a powerful combination, though it might not be obvious at first glance. Here are some tips for synergizing Facebook and SEO to create more powerful results for your IMC campaigns.
Think Beyond Marketing Silos
Six years ago analyst firm Forrester published a report showing that 86% of marketers see an integrated campaign as crucial to their success. A siloed approach to social media, content, paid search and organic search can end up feeling disjointed. As two of the bigger components of an omnichannel approach, integrating Facebook and SEO makes sense as a marketing priority. It’s important that social media, content, and search teams are not only briefed on each other’s activities but working together. An integrated team approach will improve marketing results, and probably save you some money too.
When brands don’t connect all the different elements of their marketing strategies, they miss out on the potential to engage their audience from multiple angles. Facebook and SEO can work hand in hand when you're using communication as a basis for consistency. (If you're still planning your overall SEO strategy, there's more about SEO in 2018 here.)
Social media has opened up a world of affordable, highly visible advertising. Understanding this world requires a solid grasp on marketing and computer science. Facebook advertising offers more than one form of audience-specific advertising platforms, each of which has its own legal, fiscal and promotional considerations.
1. Custom audience advertising makes your company look big
For as low as $50 per month, Facebook will put your ad onto a viewer’s feed. Facebook advertising charges per impression, or each time the ad shows on a page, so it is important to put the ad on the page of someone who will care about it. The best place to start is with people who are already familiar with your services. Facebook’s custom audience ads let you upload your customer email list, so your ads only show on these people’s feeds. Because the users do not know that you specifically targeted their page, it gives the illusion that you have a successful business and the marketing budget to support it.
2. Lookalike audiences are the next step
After you have your base audience secured, it is time to bring in new customers.