In the world of inbound marketing, integration of tactics offers marketers incredible leverage. However, integration can often be challenging, as individual marketing tactics sometimes exist in silos with little collaboration. This is especially true in the case of the unlikely power couple, search engine optimization and email marketing.
Search Engine Optimization is probably already a major source of traffic and leads for you. And email marketing is the main inbound lead generation channel for most businesses. While both tactics work on their own, when combined they experience exciting reinforcement. Let’s look at some ways we can combine search and email to get even more leads!
- Distribute link building content through Email:Yes, email is mostly used to generate leads. But don’t be too naive when it comes to lead generation. Over time, search engine traffic can provide a steady flow of high-quality leads. Email marketing is the most widely used marketing channel for many businesses.While emailing lead generation-based offers is a terrific idea, you can also boost the reach and, as a result, the inbound links and authority of the pages where that material exists by sending out information like info graphics or awesome blog articles regularly. You could then update the content on that page with a fantastic lead-generating offer in the future to capitalize on all of the search engine traffic the page is receiving.
- Optimize for the Best Lead Generation Topics:Take a look at your email history. What are the most popular offers and subjects in terms of open and click-through rates? If you’ve been doing email marketing for a while, you’ve most likely accumulated a wealth of historical data about your lead-generating activities. Make use of this information to help you prioritize your SEO efforts. Then, based on the results of your email campaigns, optimize for the top-performing keywords and offers.
- Test Offer Conversion Prior to an Email Send:You don’t have to send an offer to your list right when it’s finished. Instead, you can examine the conversion rate of the landing page and the offer using traffic from search engines, pay-per-click (PPC) advertising, and your blog. Use this information to make changes to the text or the landing page before distributing it to your full mailing list.
- Use PPC to Boost Email Click-Through Rate (CTR):Your prospects will likely need to be exposed to your ideas numerous times before they convert to the congested realm of inbound marketing. Plan a PPC campaign that starts the day before and lasts a few days after your next large email send- for lead generation to help provide additional support for the email and its offer. The awareness generated by these PPC advertising can aid in increasing email click-through rates.
- Search Engine Optimized landing pages:Hiding your landing pages is not a good option! Landing pages are critical to the success of your inbound marketing campaign. Make sure you optimize the content of your landing sites for search engines in addition to sending them out in marketing emails. This entails compelling page names, a well-structured URL, and relevant material that are keyword-optimized on the page itself.
- Focus on Email sharing:Getting your information in front of as many people as possible is a part of generating links for search engine optimization. To build links, simply sending out material isn’t enough. Instead, include social sharing links in the email content you’re promoting. Include a brief message encouraging recipients to send the email to their friends.
- Use PPC to test Email subject line:The success of email marketing relies heavily on subject lines. Rather than guessing which subject line will work best, utilize PPC to gather statistics on subject line alternatives. Make five different subject lines. For each subject line, create a separate PPC ad. After you’ve gathered enough data, figure out which subject line received the most clicks and use that for your email send.
That’s it. An email campaign by itself will not raise your SEO or improve your rankings. Your newsletters, on the other hand, have a significant impact on behavior factors.
You can get your readers to share, comment on, and link to your pieces if you use the appropriate method. This improves your engagement characteristics, such as time spent on site, numerous pages visited by the reader in a single visit, low bounce rate, high traffic, and on-page activity, as well as an increase in the number of referring pages. As a result of these elements, website search ranks improve.
As a result, make sure your email campaign is set up to handle this complex algorithm. Experiment with all of the options and keep track of your progress. Some of them may not work with your target audience, so test them out, choose the most successful approaches, and discard the ones that aren’t working. It’s fine if some of them don’t work for your blog, but they’re all worth a shot!
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