For some time, marketing experts have pointed to the numerous benefits of integrating social and search capabilities. And yet, plenty of obstacles stand in the way despite the benefits this integration can do for your business.
Combined, they can inform your marketing strategy, capture demand, improve results, deliver insights, create efficiencies and encourage fluidity in your processes. They can also lead to social relevance and impact, social reach, focused search growth and search reach for your campaigns.
But, how do they work together?
Search informs social by using top SEO/SEM terms to buy on social platforms, increasing targeted frequency and driving action using relevant search keywords in social posts. This can improve paid social resonance and earned impressions and allow you to find new audiences based on search click volume.
Please read Kieley Taylor's full opinion in The Drum here.