Craft messaging based on where the user is in the funnel, not which platform the

[Reyed Mia (Apprentice, DIU)]

Craft messaging based on where the user is in the funnel, not which platform they're using

Brands and agencies often plot out marketing messaging by channel, but consumers frankly don't think in terms of channels. Our always-connected, modern consumers expect consistency and relevance with brands at every touch point.

Michael McEuen, in his presentation, "How to Reach Ideal Customers Using Advanced Search & Social Tactics," recommends diving deep into identifying your ideal customers and their conversion paths in order to chart your strategy at each stage of the journey.

For example, sample tactics to consider at each stage:

Awareness — Video ads, display ads

Engagement — Sponsored content (e.g., Facebook, Twitter, LinkedIn)

Consideration — Search text ads (based on keywords around price, reviews, competitors, top-rated or "best" in your category), promoted-only social content

Decision — Brand keywords, search text ads based on high buying-intent keywords (specific product line, service, offering keywords), direct response social ads

http://marketingland.com/search-social-integration-takeaways-smx-west-210655