Getting Started With Paid Promotions

Posted by anthonycoraggio

I’m receiving more and more questions from clients about how best to leverage paid content distribution and paid social platforms (here referred to together as ‘paid promotions’). There’s a lot of reason for increased interest—as content production has ramped up in digital marketing, it has become harder and harder to stand out from the crowd and reach the audience you want. Facebook shutting down companies’ free lunch social distribution has only further pressed the issue—and sometimes you’ve simply maxed out on other paid channels!

But more than simply being an extra ’pay to play’ option, paid promotion is a crucial part of any holistic digital marketing strategy. By using the range of paid online promotion and advertising tools available, we can take more comprehensive control in presenting the best user experience throughout the funnel—delivering the right content, at the right time, to the right person. There are three primary functions of paid promotions:

  • Improve the breadth and depth of content distribution
  • Use powerful targeting to drive more qualified traffic
  • Capture, retain, and shepherd qualified users to ultimately produce conversions

How and why you might use paid promotions will of course vary quite a bit, but regardless of your … Read the rest

November 24, 2014  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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