Many “experts” consider Ppc (pay-per-click) advertising and Social Media Strategy as entirely different branches of Internet Marketing, and rightfully so. Both are extremely involved processes that can live entirely independent of each other. But with the goldmine of information available with Ppc keyword research, Social Media Strategy without using Ppc advertising basics is just plain foolish.
Consider what you learn from Ppc keyword research.
Search Volume– First and foremost, you get a strong feel for how many people are actively searching for keywords that you want to target. If the monthly search volume for a particular keyword or keyphrase is high, than doesn’t it make sense that high quality content using those keywords would spread quickly?
But if nobody is in search mode for the keywords you want to target, what’s the point? You’re just going to end up spinning your gears.
By incorporating phrasing you’ve found in your keyword research, you’re addressing a need that your target community is actively searching for.
Address that need with optimized videos, infographics, webinars, or podcasts and you just may be on to something.
In the war for people’s attention, knowing who your enemies are, and what they’re targeting, will give you a leg up.
My favorite tool for competitive keyword research is Spy-fu . This tells you not only what paid keywords your competitors are targeting, but also what keywords they’re showing up for organically in the search engines. Knowing all of this, you can then decide what keywords you want to compete for with the social objects you create. House all of these on well optimized landing pages within your site, and link back to them on social networks, you’re now attacking your competitors on multiple fronts (search, social, and if you’re paying for it, Ppc)
Analytics-By far the most important piece of this whole equation. Learn to love your keyword analytics tools, they’re going to give you all of the information you need to know for what phrasing will work when titling social objects. Simply put, if people aren’t clicking on your Ppc ad, they’re probably not going to click on your video, or picture, with the same title.
Additionally, if you’re doing any sort of Ppc on Facebook, and I recommend you do, this system doesn’t target based on searches, but rather information entered into profiles by users. The Facebook Ppc platform gives you access to a “Responder Profile” report after two weeks which allows you to see the top trending similarities between the people who click on your ad.
How to incorporate Keyword research into your Social Media Strategy
Use the information you’ve found in your Ppc keyword research to build a profile that represents your core users. Spend a lot of time with this information to get a very clear understanding of who your core users are. What do they search for? What grabs their attention? Which ads gain clicks that lead to conversions?
Using that information, create a content strategy that addresses these very specific search needs.
Schedule into your content calender a series of social updates, blog posts, video ideas, that will address the topics people are looking for.
Using Facebook ppc information, develop a brand character that delivers your content. Your voice should be designed to speak directly to the people you’re looking to attract.
If you know what kind of movies, television shows, books, etc. your core user base is interested in, you should get a pretty good idea for how to appeal to them.
Think of it this way, when you see updates in your feed that appear to speak directly to you, do you interact with them?
Do they cut through all of the other hundreds of pieces of mindless status updates/tweets that are blasted at you?
Fulfilling a need, and in a way that is approachable is what makes us share content, recommend to our friends, and keeps us loyal to brands in the online world.
What are your thoughts? What are you doing to talk to the people who interact with your brand? What’s been working? What could you be doing better?