How to maximise your impact with integrated search

So, what's the game plan when resources are tight but expectations are sky-high? It might be time to look closer at a strategy that often flies under the radar yet packs a serious punch: truly bringing together your paid and organic search. 

For too long, many businesses have seen these vital channels operate in their own little bubbles. But as Jaywing's guide, 'More than Marketing - How Jaywing Unites People, Tech and Data,' points out, "the age of siloed marketing is obsolete." This kind of fragmentation isn't just inefficient; it can properly dent your finances and lead to a disjointed experience for your customers. And with customer journeys now weaving across everything from social feeds to those new AI Overviews in search results, a disconnected approach just won’t cut it. 

The path to smarter spending and bigger impact: 

When it comes to search, thinking 'integrated' isn't just a preference anymore; it's pretty much a cornerstone for getting quick wins and building for the future. Jaywing's guide offers some great pointers, and here’s a taste of what that means in practice: 

1. Ditch the silos for real cohesion:

Get your paid and organic teams (and crucially, their data) talking and working as one, and you’ll start to see things really click. What you learn from paid ads can be gold dust for your organic content, making sure you're hitting the terms that actually convert.

And strong organic content? This can give your paid ad quality scores a welcome boost, which could mean lower costs. As the guide puts it, "Siloed marketing is a relic of the past; integrated strategies drive superior results." 

2. Get your data house in order:

With platforms sometimes giving us less of the nitty-gritty data, it's more important than ever to have your own solid ways of measuring what's working.

The guide notes that a whopping "70% of UK businesses [are] struggling to utilise data for strategic decision making." A joined-up approach gives you a much clearer picture of overall performance, helping you make smarter bets with your budget.

3. Put technology (and joined-up thinking) to work for real growth:

Trying to grow your organic search reach, especially when budgets are tight, can feel like an uphill battle. But as Jaywing's guide shows with real client stories, including Mobiles.co.uk tripling their organic clicks and Euro Car Parts enjoying consistent multi-channel growth year after year, smart tech and genuinely integrated strategies are game-changers. 

Get your paid and organic search working in harmony and you’ll build a smarter, more nimble way to reach customers at every step. But that’s just the start of making your marketing truly count. 

Today’s marketing hurdles demand we look at the bigger picture. That’s exactly what Jaywing’s new guide, 'More than Marketing - How Jaywing Unites People, Tech and Data,' helps you do. Beyond just smarter search, it gets into the nitty-gritty of other vital areas, such as: 

• Getting your data talking the same language: Uncover practical ways to bring all those scattered data sources together for one clear view of your customer – meaning better insights and less wasted cash.
   
• Tying marketing directly to the bottom line: Learn about fresh approaches including 'Storymapping' and clever measurement (think MMM & Attribution) to confidently show how marketing is hitting commercial targets and justifying its budget.
   
• Really getting to grips with the customer journey: Find out how to get a proper, all-angles view of how people are interacting with your brand, which is key for spotting those make-or-break touchpoints and improving their experience.
   
• Consider the impact of social and AI search: In a world of developing AI capabilities, plan for more complex integrated searches across multiple platforms such as social, traditional search and LLMs.
   
• Building effective, data-savvy teams + bulletproof data setups: Get clued up on putting together marketing teams that successfully mix sharp analysis with creative flair, making everyone more data-literate, and turning your data into a strategic asset you can truly rely on. 

So, if you’re ready to ditch the silos, get a real grip on your data, and show exactly how your marketing spend is paying off (especially when times are tight), then this guide is definitely for you. 

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Download your free copy today. It’s packed with these insights and more, designed to help you not just join up your search, but to boost your whole marketing game.