Blending Organic & Paid Growth channels — OMG

Quotes

• “When we’re trying to do multichannel marketing programs, you should try to leverage for whatever it is that you are producing to as many channels as you can.” -Jon“People need to understand this. Sometimes for a good, strong SEO campaign, you will produce content that is definitely more for Google than for the users and you’re not wrong in doing that.” -Jon“One thing that we’ve noticed in one of our recent studies is that Google is far more likely to rank a page that has at least 2,000 words of content or more. That’s a lot of content. In fact, that much contentis absolutely horrible scroll.” -Jon“So using that content or a piece of that content as part of an ad, or something that you post on social, to start some sort of an engagement and then people can click to learn more. You are putting a lot of hard work into creating things, are you sharing them on all of the channels that you can, and are you promoting the stuff that actually is good and could potentially drive you customers.” -Jon“We’re talking about Google as opposed to conversion optimization. Sometimes they’re the same but in reality, different pieces of content have different pieces of utility.” -Ben“Let’s say we’re doing a Facebook full-funnel campaign. One of the first things we’re gonna do is produce something that is very content-heavy but also very informative, fun to read, something that is engaging.” -Jon“Clickbait-y?” -Ben “Almost yeah. I hate clickbait but yes. Something that is..” -Jon “Let’s just say, thumb-stopping.” -Ben “That’s way better, Ben. I love that.” -Jon“So something thumb-stopping and then when you’re actually done reading it, you say to yourself that you got something out of it. That was interesting and I wonder what else have.” -Jon“And guess what, that piece of content should be somewhere on your website where Google is indexing it where they can see some of the stuff because now you’ve done two things. You’ve helped your organic growth because Google is genuinely interested in putting the engaging content on top that’s why little of it actually gets read.” -Jon“What you do is you take the interaction. You have to build the subsequent campaign that tries to capture those that are interactive.” -Jon“That’s the point I’m trying toget at. You can create a thumb-stopping piece of content. Something that is not necessarily about driving a sale but something that is about driving an engagement and to me, that’s what the top of the funnel is about. How do we build little awareness justsee who wants to engage with our content and then when somebody engages with your content, now all of a sudden, you have an engaged audience.” -Ben “You hit right on the head when you said engage. That is what you have to do. There is so much content that is produced that is just not engaging. It’s not fun, not interesting and it’s not thumb-stopping and even if it’s thumb-stopping, it’s so bad after that initial thumb stop that they just move on.” -Jon“So make that your highest priority. Run it pastyour marketing team, and make sure that it is actually good content. Then after that with some of the follow-up things, what did they engage with?” -Jon“Follow the trail of when engagement happened and continue to feed it. If they clicked and downloaded it, what’s the next follow-up piece.” -Jon“Email is a great way to market to them in an organic fashion. If you’re going to enterprise-level deals, and let’s say you have an account list and somebody on that list interacted or engaged with a piece of content that you produced, you should have a play or some sort of sequence where you attack them in the next piece of content, even if it’s not your own, that’s also engaging.” -Jon“You want them to associate your name, your brand, company with solutions that they might here or in the near future but that’s an organic thing. You can actually engage with people on LinkedIn in a very organic fashion that doesn’t cost you a thing. Start with the ones that actually talked about something that you produced.” -Jon“My takeaway here is when you’re talking about blending your organic and paid growth channels, you’re really trying to drive someone back into an organic funnel. You’re building an engaged audience with your paid channels, and you try to drive them into some sort of data capture, and if they’re not going to do that then you’re going to put them back into a performance marketing channel.” -Ben“At times you might be doing both. You might be marketing to someone using your PPC efforts and still distributingyour emails and trying to get to sign up for a webinar or whatever the piece of content maybe. But you’re always trying to build in these organic growth funnels to give the most engaged, lowest hanging fruit part of your audience and a vehicle and a path to be able to convert without you having to rely on paying the Facebooks and LinkedIns of the world for every single conversion.” -Ben“One thing I’ll add to that, you can drive paid traffic through clicks on Adwords, and then you can remarket, retarget them again on the Google network on Facebook, Instagram, on YouTube but you will have a far more profitable campaign, if you drive that initial visitor through an organic channel because the most expensive part of paid, is first-click. Remarketing is significantly less expensive.” -Jon