Our series continues. So far we’ve learned that working in silos is not effective, and that all digital tactics must be grounded in an integrated strategy. We detailed how content strategy, SEO, and social media fit into our Connected Content™ approach. Last piece? Paid media.

Clearly define brand goals

Different paid channels have different strengths, so it’s important to define what success looks like for each. Set clear, realistic, and specific expectations prior to allocating a budget toward paid media efforts.

Promoted social posts are perfect for brand awareness, cultivating an audience, and driving traffic to your site. Use them when you’re introducing a new product or service. How will you know success? Audience growth, engagement, shares, and increase of website traffic.

PPC, or pay-per-click, is great at the conversion stage of the journey. Whether your consumers are shopping or booking an appointment, your paid search ad speaks to their wants and needs, easily guiding them to the next step of their consumer journey: conversions.

Know your audience

When you take the time to understand your audiences — both existing and ideal — you’ll uncover what it takes to guide them along the buyer journey.

Through paid efforts like programmatic and paid social media, you’ll learn your current audiences on a more personal level. Where they live, marital status, age can be easily identified, but their likes, interest, and aspirations may be more challenging to discover. These data, coupled with organic insights, inform audience segmentation for paid search.

Amplify and target content correctly

Clear brand goals, content strategy, and audience personas are all integral pieces to building your media amplification plan. So is keyword research.

For example, if your goal is to earn traffic to a page, but it’s not performing well organically, you have to amplify the content. By paying for it to be on page 1 of a SERP, the page’s improved visibility will help it earn more clicks than it otherwise would on page 4.

When you amplify the right message to the right audience at the right time, you will see an increase in content visibility, improved site engagement and conversions, and, over time, a lower paid budget necessity. As the visibility of your content increases, consumers are more likely to like, share, and react to it on social networks like Facebook.

An important part of a connected approach, paid media helps create long-term visibility, improving the efficiency of your brand footprint.

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