Designing an effective digital marketing strategy consists of finding ways to use each of your channel’s strengths to impact each other and elevate your brand. All digital marketing channels, including email marketing and SEO, should be aligned and working towards a shared goal.
On the surface, email marketing and SEO may seem unrelated; however, with the development of a clear strategy, these channels can strengthen each other by delivering valuable insights, driving traffic to your website, and encouraging your target audience to subscribe and engage!
Driving Qualified Traffic to Your Website
The contacts within your email list should reflect members of your target audience. These contacts are pre-qualified and interested in your brand. Perhaps they are prospective customers, or even already your customers! Ideally, these contacts have opted to receive communication from your business and are eager to hear from you.
Use email marketing to drive pre-qualified traffic to your webpage by using a clear call to action (CTA). Once the target has landed on your webpage, ensure SEO optimization by checking titles, URL structures, and relevant copy. Since this audience is already interested in the type of content featured on the landing page, they are likely to spend more time on your website. Not only will this help boost SEO rankings, but it will also increase the likelihood of customer conversion.
To ensure the contacts within your email list are the right target audience, use segmentation. Segmentation can be done in various ways—group contacts by general interests, demographics, or stage within the buyer’s journey. The process of segmenting your contacts will depend on your business’s goals. Build a variety of email content pillars that contacts can opt into to ensure that all content delivered is personal and relevant.
Email campaigns are a great way to see how your audience reacts to specific content or elements. Use data provided by email software such as open rate, click rate, and heat maps to determine which concepts receive a response from your audience. If they respond well to a particular CTA, consider using this CTA across all platforms, including your website!
Use A/B testing within your email campaigns to determine which elements, such as subjects, headlines, content, and CTA’s, perform best. Consider applying this information to your website to increase click-through rates and page visits.
Similarly, use pay-per-click (PPC) ads to test potential subject lines, clicks, and conversion rates from your website. Use this information within email marketing campaigns to help boost open rates and click rates!
Paying attention to which emails perform the best will provide insight into the type of content your target audience responds to the most. Align the content featured in your emails with content included on your website by repurposing your best-performing campaigns.
For example, informative emails that help educate your audience on a topic of their interest can be repurposed as a blog post for your website. Include a form or button for website visitors to opt in to email subscriptions featuring similar content. By putting out quality content that is helpful and relevant to your target audience, your business can position itself as a thought leader within its industry.
Alternately, by paying attention to high-ranking keywords from your website, your business can get a good idea of which pages perform the best and attract traffic. These high-ranking keywords can help develop relevant content for email marketing campaigns that your audience will love.
Capitalizing on Social Shares
The best ambassadors for your businesses are the members of your target audience who already believe in the work you do. By delivering relevant content to their inboxes, you remind them that your business is a valuable resource and hub of information!
Encourage your current audience to share your content with colleagues and friends by forwarding the email or sharing directly to social media. Consumers are more likely to follow the recommendations of someone they know. Social shares can help expand your existing email list and drive traffic to your website.
While social media sharing may not directly impact your website’s SEO, it can help members of your target audience become more aware of your brand. Shared content on social media and mentions of your brand can elevate perception and brand positioning. The target audience will have the opportunity to learn about your business and seek further information online.
Like any happy couple, the relationship between SEO and email marketing should find ways to build on each other’s strengths and positively impact each other. The relationship between SEO and email marketing should be reciprocal.
Elements of a solid digital marketing strategy should not exist separately. Each component and moving piece work together towards a shared goal.
Do you need help building a cohesive digital marketing strategy? Contact the GROWL Team today!