8 Ways to Integrate Social Media and Online Advertising

Traditional advertising gets a lot of criticism in the social media space. Many say ads don’t work anymore on an increasingly savvy audience, but what if that’s only part right? Sure, fewer people may actually click, but what if examining the overall effectiveness of campaigns sometimes requires a longer view?

What if Impressions Really DO Matter?

Like having interactions in social networks, encountering ads also becomes a part of our online experience. Just because I don’t click on an ad doesn’t mean that ad didn’t leave an impression. What if we only think we ignore ads online? A report from GroupM Search and comScore released late last year confirms this idea.

Search reveals consumer intent, but a branded social media presence, and advertising that includes paid search help shape that consumer intent.

The report found consumers who were exposed to a brand's social media presence as well as paid search advertising were more likely to search on keywords associated with the lower part of the funnel, like the company name and names of products

It seems that no matter how much we ask, some consumers simply prefer not to click. However, when they do encounter something of interest, they’ll instead Google the name of the company or product. The results resonate with me because I am this type of consumer.

Rather than focusing on what department should own social media, maybe it’s better to think about how social media can compliment other marketing and advertising activities. Below is a list of my ideas on how to align a social media presence with other types of advertising.

How to Influence Discovery: Aligning Social with Paid Search and Advertising

1. Find out what search terms your company or product teams are bidding on and integrate them into descriptions/bios on social profiles
2. Upload images of display ads into Flickr (lots of photo sharing sites out there, I prefer Flickr) and tag with the search terms the company or product teams are bidding on. Use those images in blog posts or Facebook updates about current promotions
3. Coordinate backgrounds of social profiles to reflect creative elements in recent display campaigns
4. Include links to social profiles in display ads when possible
5. Write blog posts on current promotions without being salesy – simply give the facts of the promotion and link to the pre-sell, or landing page for the promotion
6. Embed TV commercials on YouTube, or even Flash animations used in online ads. There are actually people who think advertising is interesting and they may just happen to be at the outer rim of your funnel.
7. Blog about your new commercial and embed it in the blog post, then ask for customer feedback.
8. Take still shots of your TV or animation and upload those to Flickr tagged with keywords your paid search team is bidding on

This list by no means applies to everyone at every time, but rather is meant to spark the conversation and get you thinking about how you can build a more integrated presence for consumers. Notice this post really isn’t about the conversation or approach piece – that’s a different set of tactics for a different post.

But What About Measurement?

There are many ways to look at multitouch measurement, but if nothing else, look at increased branded keyword search over time. If you’re coordinating this effort with creative redesigns, new campaigns and design refreshes you may even see little peaks in this behavior, but you might not.

You may simply see a nice, steady upward trend. Nothing wrong with that… just make sure you have a site that can convert that new traffic.

To Be Continued…

Do you have other ideas you would like to see added to this list? How can you integrate all your marketing and communications activities so rather than competing for money and glory inside the company, they work in harmony to attract the right consumers?
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WHAT IS AFFILIATE MARKETING?

HI GUYS.

just in case you do not know what affiliate marketing is, it is when you promote someone else's product online and earn a commission for every sale that results from referring the customer to the website.

There are very accurate and complex tracking systems in place that track your clicks, visits, purchases, etc.  In real time so that you can see how many people went to the site and how many people actually bought something... And of cource, how much money you have earned in commissions!

Basically, once you decide to promote a specific product as an affiliate - - let is say an ebook on weight loss - - you would be provided with a custom "affiliate link" that you would send your web traffic to.

Once they click on your affiliate link, they will be taken to the same sales page for the product as if they were to go to the product's main website themselves ( not through your affiliate link) only your affiliate link will have a special code in it that tracks your visiters, referrals adn sales.

It is much easier than it sounds, trust me. It is so simple and free to sign up as an affiliate to ClickBank.com, Cj.com, LinkShare.com, PayDotCom.com and most affiliate networksl. You can even be an affiliate for Amazon.com and Ebay.com

Contrary to what you might think, you do not have to get" accepted" to ClickBank or most of the above mentioned networks and they do not have to contact you out of the blue only if you have a bazillion dollar website like most people think....

You can sign up instantly without having to be approved and you can start promoting products and earning money with minutes!

However, i recommend ClockBank and PayDotCom because most products offer an astonishing 50%-75% COMMISSIONS.

That means if you promote a 47$ ebook, you make $ 35.25 commission for every sale you refer! IF you just made one sale a day ... You would earn $1092.75 a month. Not bad. eh

With this method, it should not be hard to make one sale a day, especially over time, as you build your business bigger and bigger... eventually into an empire if you so desire!!

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