Using insights from one channel to position or target in another is an extremely effective way for businesses to optimize the value of their first party data.

Sometimes, a fresh, new approach to a digital marketing campaign is all it takes for a business to break through a plateau and serve their target Audience better. Listed below are ways that cross-channel insights can improve digital campaigns and generate greater sales.

Paid Search & SEO

Businesses should not only look at high-converting target keywords to focus on in organic search but should also look at longer-tail variations of targeted keywords and consider the intent of the user in both verticals.

Paid search is a low funnel approach that usually attracts high intent-based users ready to purchase or convert into a lead submission. Organic search, however, usually attracts information-seeking users. As SEO depends on effective content marketing, targeting longer tail keywords with higher performance helps businesses support their ranking and engagement goals.

Targeting a longer tail term as a content topic allows brands to provide valuable content within a topical family and shows search engines that the company is an industry expert. It also keeps the brand away from higher tail, competitive terms that are dominated by the bigger and more established brands.

Google My Business & Paid Search/Social

When it comes to paid efforts, the more a business can refine and target their audience the better it is for lead generation and sales. Initially, brands can start by targeting broadly to better understand unforeseen interests, geographies, affinity audiences, etc.

Polling & Content Marketing

Polls are a great way for a business to understand what their audience wants. By posting questions on their social media platforms, brands can get better insight about what type of content their target audience wants to see. It is also a great way for brands to interact and engage their audience. This can also lead them to share the post with people of similar interests and help the brand grow their social media followers. Additionally, these new content ideas will also give brands a boost in ranking for certain search terms in the organic search realm.

Email & Organic/Paid Social

Content marketing initiatives can be quite time-consuming and require a lot of resources. To ensure their success, it is essential to identify the right content types. Businesses can start by reviewing the content their current audience prefers and examining their email marketing insights. The statistics they need to look into are “what headlines saw the best open rates”, “which emails see the best user engagement with their website, etc. The content should be of focus on the brand’s efforts in organic social posts as well as paid social advertising placements.

By learning how to use insights and trends from one platform to assist in another, brands can benefit greatly and increase their lead and revenue generation.

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