We’re continuing our blog series on the marketing funnel with paid social, the often overlooked, but oh-so-important element of the path to conversion. Previously we covered technical SEO and content SEO. If you haven’t checked those editions out yet, start there and come back … paid social will be waiting for you.
We’ve all heard the phrase, “you have to spend money to make money.” We cater to that to some extent as publishers. Your website could be the most search engine optimized website on the world wide web, but people have to take an active action to search for something that relates to what you’re offering. (I.e. Best restaurants near me). BUT … by using paid social, you can get your content in front of people and tell them what you have to offer without requiring an action from them. You go 90% of the way … they go 10% of the way.
It continues to surprise me that publisher’s don’t have it in their budget to promote their own content on social. I scrolled through my own Facebook feed to find examples of publishers promoting new content and all I could find were subscription offers. If I haven’t been to your website before, I’m not going to subscribe to anything you have to offer me on social media. When you’re working on your 2020 budget this fall, consider spending money to at least test filling your own funnel. We’ve seen both B2B and B2C pubs do this successfully.