1. SEO
Let’s first clear up
the misconception that advertising in Google can directly influence
your search engine rankings. That’s simply not true. However, advertising
can actually help your SEO campaign in other ways. For example, by
advertising on relevant keywords you’ll be able to more quickly
determine which keywords drive leads and sales for your business.
SEO is a long term
investment and the biggest mistake is optimizing for keywords that
ultimately do not generate sales, even when you’re ranked #1. By
testing with advertising first, you’ll mitigate this risk. But that’s
not all…
Online advertising,
both search and banner ads, can increase organic search volume for your
brand and products or services. That means prospects may first find you
via an online ad, but then they’ll “Google” your business name to learn
more and eventually convert to a lead or sale. These leads or sales
would show up as organic, or SEO conversions, but they were originally
generated from the online ads.
Finally, let’s talk
about email and social media, and how they relate to SEO. Both email
and social media are great tools to form relationships with other
businesses, which can lead to more high-quality backlinks via content
sharing. If you’re familiar with SEO, then you know that having more
backlinks from legitimate websites leads to a higher domain authority,
which in turn, leads to higher search engine rankings.
2. Online
Advertising
How do social media
marketing, SEO and email marketing affect online advertising? They all
play essentially the same critical role in the sales process. The role
I’m referring to is follow-up.
The vast majority of
prospects who click on your online ads will not convert to leads or
sales. That’s just the reality of online advertising. If 2% buy right
away, then you’re doing pretty well. That means 98% do not buy and end
up surfing around more online.
If you have strong SEO
rankings, then guess what those prospects will inevitably see when
doing more research? Yup, your website.
And if you’re using
social media marketing, then you could have convinced many of those
prospects to like or follow your social media profiles where you can
continue to follow up via posts. Similarly, if you’re using email
marketing and you captured your prospects’ email addresses, then you
can follow up via email to close the sale.
3. Email
Marketing
Email marketing is one
of the most effective digital marketing tactics. Where else can you
literally generate sales on-demand? All you need to do is type up an
email promoting a special offer, click send, and sit back as the leads
and sales come in.
But there is a big
catch. You need to have a list of email addresses to email!
That’s where the other
tactics come into play… SEO, online advertising, and social media
provide the website traffic you need to generate more email
subscribers. And as your list grows larger and larger, then sales from
promotions will increase proportionately with no additional work! It’s
the same amount of work to email a list of 10 as it is to email a list
of 10,000.
4. Social Media
Marketing
Similar to email
marketing, the main benefit social media receives from the other
tactics is an increased audience. Businesses using SEO, online
advertising and email marketing have more website traffic they can use
to build up their social media audiences.
Plus, email marketing
now plays an important role in Facebook advertising. More specifically,
I’m referring to Facebook custom audiences, which you can create by
uploading your email list to the Facebook Ads platform. Facebook then
matches your emails to existing Facebook users so you can advertise
directly to that custom audience. Pretty cool right?
It’s not just cool,
it’s effective. These ads are much cheaper than traditional ads and
they are obviously much more targeted since you literally tell Facebook
who you want to target.
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