With robots and machines doing seemingly everything for us, we’re not far off from any 20th century science fiction movie predicting the future. While we don’t have flying cars or people living in space yet, we do have dependent relationships with robots. We live in an age the Jetsons would recognize.
Just like the Jetsons rely on Rosie to care for them, we’re becoming increasingly reliant on machines in all aspects of our lives. For our purposes here, let’s talk only about our reliance on machines when it comes to digital marketing. With so much data available to us, some digital marketers feel that it’s ok to set up keywords and leave the rest to algorithms. That leaves them without the single most valuable component of any marketing campaign: human intelligence.
Don’t get me wrong. Data is great! Where data becomes problematic is when people don’t think critically about the results. I call this approach “intuitive search intelligence.” It calls for holistic digital marketing campaigns that share insights and strategy across channels; the communication component is something only people can do. The combination of data-driven decisions and human marketing expertise is extremely powerful in digital marketing campaigns.
Now that I’ve convinced you that humans and robots make the perfect digital marketing combination, here are four steps to creating that perfect mix:
Launch a large-scale AdWords campaign
The first step is setting a broad range of terms for an AdWords campaign. This will help identify which keywords to use as data comes in. You can sift through and pick the best ones by volume, click-through rates and conversions. That doesn’t mean just the high-volume keywords; you want a mix of high- and low-volume terms at first to capture your entire audience.
Since it’s the beginning of baseball season, let’s use America’s favorite pastime as an example. If you’re a marketer for the Los Angeles Dodgers and want to sell game tickets online, in this step, you would set a broad range of keywords from “baseball” to “dodgers” to “dodgers stadium.” In this initial data, you find that “baseball” is too broad for your purposes, but “dodgers” performs well. In a strictly machine-operated program, Keyword Planner would drop “baseball” and focus on “dodgers.” That makes sense.
However, that scenario doesn’t consider an alternative, potentially better term. That’s the ISI difference. A human marketer can say “what about this alternative?” You, the individual, can consider “dodgers stadium” and “baseball la” as other keywords in this campaign.
Apply PPC lessons to SEO
The first step laid the ground work for this one since PPC and SEO work so closely together. Now that you have your top keywords for PPC, you can use those same words for search optimization. Not only can those terms improve website architecture and meta descriptions, they also give your content a great competitive advantage. By writing SEO copy based on PPC keywords, you’ll boost your organic search rankings for those terms.
To illustrate, you, as the Dodgers marketing manager, can develop web content from landing pages to blog posts with the language you know your audience is searching for. That’s powerful!
Adjust PPC based on SEO results
As your keywords climb the organic search result ladder, you can tailor your paid search strategy accordingly. This continuous feedback loop between channels hits at the core of ISI. Machines do not have the capability to analyze and be creative; humans do. They should take the data from algorithms and make it meaningful.
Let’s say you write a blog post for the Dodgers. Since your SEO and PPC teammates have shared the top keywords for selling tickets, you know to incorporate those into your post to boost organic search results. If consumers are gravitating toward the team’s history page, for example, then you should make sure “dodgers history” is a search term in PPC. That language should also be included in a landing page for SEO purposes. Cross-channel communication enhances keyword relevance, allows ad copy to complement text in organic searches and optimizes digital marketing budgets.
Use results as you expand into other channels
As I alluded to in the last step, PPC and SEO aren’t the only channels where ISI is useful. These same principles apply to every aspect of your digital marketing strategy: email marketing, social media and more.
Using social media as an example, when you wrote your blog post and the SEO team told you that “dodgers history” is a valuable term, you should share the news with the social media team as well. They can use it in their content and ad strategy on each social network. Likewise, if they find that posts surrounding giveaways generate higher than average engagement, they should share that information with the other digital marketing teams.
Sharing insights helps all marketers shape their brand’s perception across channels. The success of ISI relies on smart marketers questioning results and striving for excellence.
The Jetsons’ Rosie has her place, but we can’t leave all aspects of digital marketing up to her and the machines. It’s time to reintroduce people into the fold. With man and machine working side-by-side, digital marketers can produce better results credit-n.ru
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