Are Your Digital Marketing Efforts Working Together?

Are your PPC, SEO, and social media working together?  What are these acronyms anyway? Is this just a fancy (and expensive) alphabet soup?

 You’re probably throwing lots of money at digital marketing campaigns, and reasonably, you want to know what the return on investment looks like.  Measuring the success of a campaign can require some skill and expertise, but you can use this information to refine your campaign and target more people.  Learn how to do that in our article here, where we’ll cover what these things are, how to use them effectively, and, most importantly, how to know if they’re working.

How do you define effective campaign objectives?

 A well-defined digital marketing campaign can make a big difference in your results.  Before you even begin, though, you need a well-defined set of campaign objectives. Campaign objectives help you define what you want that result to be.  Here are some things to keep in mind:

  1. Objectives need to be well-defined.  Their scope should be focused, and their language should be clear.  Your goals should also be specific. With all of these things in mind, it’s easier to evaluate your campaign when it’s over.
  2. Objectives also need to be realistic.  You shouldn’t overcommit money or time to a campaign. Instead, start with a moderate campaign so that you can devote the time and resources you need to effectively carry it out.
  3. Your objectives also need to be measurable.  At the end of a campaign, you want to know exactly how your campaign performed and what methods worked or didn’t work.  Make sure that you can communicate, preferably in numbers, exactly how effective each part of the campaign was.
  4. Make sure that your campaign is timely.  Your campaign should engage with relevant world events or cultural events that align with your mission and cause.

 These things in mind are important as you move forward in your campaign.  They help you define the tools that you will use and the messages that you will send.  So spend the time you need to create this road map.

 What are PPC, SEO, and social media?

 PPC, SEO, and social media are all tools that can help you meet your campaign objectives.  Although they make take a little know-how, they are simple, cost-effective ways to drive traffic to you and, ideally, increase conversion rates.

 Let’s start with PPC, which tends for pay-per-click.  In a PPC advertising model, providers charge you for every click on your website’s link.  There are many problems with PPC models, largely because they aren’t very precise, especially Google Ads.  Often they don’t target the right keywords, or they don’t optimally position your ads.

PPC can work if you have a new business or a new website, and you’re trying to find your niche.  51Blocks PPC services that target keywords with high conversion rates.  Our PPC services include A/B Testing, Conversion Tracking, Ad Copy Writing, Campaign Creation, among many other things.  We know that PPC campaigns are not for the faint of heart; we have the expertise needed to create a PPC campaign that will not only drive traffic to your site, but will result in conversions.

SEO, or search engine optimization, helps users find you through online searches.  For example, you may type in “burger place near me” into Google when you’re craving American food.  SEO helps your business’s webpage land at the top of the search engine results page (SERP).

What about social media?  Social media is a free way to advertise your website content and draw more traffic to your website.  Through social media, you can pinpoint exactly who you want to advertise to, and it works! You can increase your marketing success through targeted advertising.

Thus, PPC, SEO, and social media can work together to cover all of your digital marketing bases; that is to say, your business will appear high on searches, on social media, and have a strong advertising campaign.  While using one or the other can produce good results, the best results derive from using all three in tandem to drive traffic consistently from all available online avenues.


How do you leverage assets across avenues, and how do you have a good lead generator path for each?

In order for SEO, PPC, and social media to be effective, you will also need to consider how to generate business leads.  Lead gen, or lead generation, is important for a business that needs to do business with specific people. Perhaps you’re a law firm that works with specific clients, or maybe you’re a consultant specializing in a specific area.

Lead gens draw people into your business.  They include a few strategies, like trial periods, long sales cycles, or price quotes.  Lead gens ensure that your visitors are interested in your product or service.

You can use PPC, SEO, and marketing to funnel your lead gen.  These tools act as a way to market your lead gens. Visitors can then take advantage of the lead gens and learn more.  This model facilitates easier conversion, through either a trial, price quote, or free case review. 

You can’t just tell people about your product or service, you have to incentivize people to use it!  Lead gens provide that incentive while increasing your revenue.

How do I know all of this is working?  And what is UTM Tracking?

Your digital marketing is attracting traffic to your website, but do you have exact data to show for it?  Can you tell which posts generated leads? In order to understand how your PPC, SEO, and social media are working together, you need to be able to measure your rate of success.

UTM, or Urchin Traffic Monitor, is an effective tool to measure the effectiveness of your marketing.  UTM are codes that can be added at the end of a URL that allows you to track clicks and, subsequently, the performance of your marketing campaign.

There are five types of URL parameters that you can track: medium, campaign, content, terma, and source.  You can track these via your analytics reports, and they give you a better idea of how your campaigns are performing.

A typical UTM code might look like this:

The part of the code at the end, “?utm_source=instagram,” is the UTM code, and you can just attach it to the back of any URL to track your traffic.  There are two parts to this code: The UTM parameter and the tracking variable. The UTM parameter designates it as one of the five types of UTM codes.  The tracking variable, in this case, “=instagram,” tells you where the information comes from. UTM codes can combine to track some or all of the five different types of parameters, and the code could be quite long.

You can add a UTM code without changing the page or what your visitors see.  The only thing it does is help you track your information.

Making a UTM code URL is actually very simple.  You can create UTM codes in one of two ways: manually and through Google URL builder.  Both ways work simply and help you create codes that you can then put in your content to track your visitors.

Google Analytics allows you to monitor your UTM codes in real-time.  You’ll see that the traffic source will be displayed in Google Analytics, and you’ll be good to go.  You’ll also be able to learn which links will be clicked in a particular campaign.

Before you build your own UTM codes, there are a few things to keep in mind.  Firstly, pick a naming convention, and stick to it; you don’t want to confuse sources, especially since it will distort your data.  On a similar note, make sure your names are short and easily understood. Also, if you’re sharing your URLs with UTM codes on social media (which you should, because then you ‘ll know if people are clicking your links), you should use a link shortener (like or to shorten the UTM codes. 

Ultimately, UTM codes help you determine where buyers are coming from, and it can help you determine how to make your campaign more effective.

What is ROI, and how do you measure it?

ROI, or Return on Investment, is the ratio between the net profit and cost of investment.  In other words, you want a high ROI, which means that you’ve netted a high profit that relates favorably to what you’ve invested.

You can use the following simple formula to calculate your ROI:

ROI = (Net Profit/Cost of Investment) * 100

Let’s have a quick example.  Say you made $20,000 in net profit, or revenue, during a 3 month period.  However, you spent $2,000 on a digital marketing campaign. Your formula would look like this:

ROI = ($20,000/$2,000) * 100 = 110%

In your digital marketing campaign, you need to be able to measure your ROI in order to determine its effectiveness.  The higher the percentage, the better your campaign is doing, and the more return in revenue you’ve seen. 

Consider 51Blocks for your Digital Marketing Needs

PPC, SEO, and social media marketing are difficult tasks that require expertise and time.  Here at 51Blocks, we specialize in digital marketing and can design effective online campaigns.  Let 51Blocks decide how to best help you move forward in your marketing campaign. We know how PPC, SEO and social media can work together to produce desired results. Ultimately, we want you to succeed in your business.  Fill out this form to started optimizing your web content today!


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