A major shift I’ve observed taking place in both the paid search and social advertising industry is a move toward relationship marketing. Brands can no longer be available to customers only when they’re ready to convert. Advertisers must now be ready and willing to provide value to their customer’s days, weeks, or even months prior to a conversion taking place.
The key to a successful relationship marketing program is to take customers on a buying journey. An effective paid search and social program must create brand awareness, generate demand, force a buying decision, and finally inspire brand loyalty and advocacy.
This article outlines strategies for effectively leveraging paid search and social in a way that builds sustainable relationships, which ultimately drives ever-increasing amounts of revenue and profit.
Strategy #1: Be there for your customers
The first step toward building sustainable relationships is being where customers are either searching for information or consuming content.
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