Over the past two years, consumers have experienced continuous changes in their professional and personal world.
Demanding simplicity in an increasingly complex era, consumer behaviors have changed, search engine algorithms have continued to evolve, and so have the strategies that surround and support SEO.
While SEO is essential, relying solely on search to reach your market is not a winning strategy.
Instead, the importance of digital-first, connected and dynamic strategies – as adaptable as the consumers they aim to engage – is now abundantly clear.
Understand that the consumer journey is no longer linear.
To effectively engage with consumers, marketers need to step back and rethink their strategies, making dynamism the foundation of their approach to customer experience.
And while SEO alone is not enough, the challenges within the industry are many and varied.
But in short, it’s fair to say that SEO is complex and constantly changing – SEO insights provide a real-time picture of the changing voice of consumers, which can be leveraged to shed light on a number of digital strategies.
From this information, marketers can build comprehensive, multifaceted, and complementary plans, connecting with consumers across multiple channels and touchpoints.
In this article, we’ll see why the most effective marketing teams don’t put all their eggs in one basket because they know that focusing on SEO alone isn’t enough.
Why content marketing?
High-quality content remains the key to visibility. It is an essential part of the integrated plan of modern marketing.
Truly great content is naturally engaging. It answers priority questions throughout the consumer lifecycle, and consumers are looking for it on a number of platforms.
From ebooks and podcasts to explainer videos and social wellness posts, content marketing has evolved from blogging alone.
When marketers and communicators work closely with SEO, using insights from search terms and putting consumers at the very center of their content strategy, they have the best foundation for success.
Mapping the consumer journey – and the digital touchpoints at every stage – offers the opportunity to build a customer experience strategy supported by quality content that connects with consumers across all platforms, across multiple channels and touchpoints. contact.
The scope of content marketing is limitless, as is the ability to personalize, and it’s a recipe for winning.
Creating a holistic strategy that bridges content marketing and SEO is the new table stake.
Digital Advertising and Pay-Per-Click (PPC)
Because SEO is constantly changing and every business is different, investing time and effort into figuring out what works best for your business can be expensive.
Remember that although separate channels with distinct attributes, SEO and PPC share a common goal, to drive consumers to your website.
Approaching search holistically, ensuring that SEO and PPC complement each other, will help you navigate the changing environment, pivoting as needed in real time.
By combining strengths and sharing learnings, your team will have the opportunity to drive growth and improve budget efficiency in the process.
Building built-in dashboards that provide insight into organic and paid search results supports a comprehensive view of keyword trends.
Leveraging the right data can support the discovery of key insights, offering real potential for improving performance.
The example in this article looks at how PPC and SEO data can be combined to apply a cost savings lens to marketing budget reductions.
By combining organic performance metrics, such as impressions with PPC conversion data, performance improvement opportunities can be identified visually using charts and graphs.
Identifying keywords with high CPCs (costs per click) and low organic visibility, then combining that data with insights can provide the foundation for a strategic pivot that allows you to cut budgets in areas where you can sustain a downturn while sustaining performance with strong organic visibility. .
Relevance is key, and when we step back and look at the trends we can map based on SEO data, we can start thinking about the value that SEO data can bring to digital advertising through targeting.
When we think of ads in the traditional media space – OOH (out of home), print, radio and TV – we’re talking about reaching certain demographics.
But the demographic groups are large and varied. The Gen Z audience, for example, ranges from 5 to 25 years old. And what may be relevant to a certain individual within a broad demographic will vary widely.
A study conducted by Google and Ipsos in 2020 found that video advertising based on consumer intent is significantly more impactful than advertising based on demographics.
Providing consumers with relevant advertising that is focused on their needs and wants, rather than just their demographics, drives engagement, brand enhancement, and ultimately sales.
The numbers are clear: with more than one billion monthly active users on the seven major social networks, social media offers incredible opportunities to engage consumers around the world.
There’s no doubt that social media sites are authoritative, as building brand profiles on Facebook, LinkedIn, and Twitter has the potential to secure additional search results, supporting your SEO goals.
Beyond SEO, whether your social media goals are to increase brand awareness, build engaged communities, or simply sell products and services, social media platforms offer an essential method of sharing information. information and business promotion.
If you’re rethinking your social strategy, consider these recommendations for where to focus your attention for 2022.
If you’re just starting out, plan for integration from the start and consider strategies that support SEO performance.
Whatever your goals, continuous performance monitoring is essential – testing, learning and pivoting social media should be an ongoing process.
Creating a flexible social strategy is arguably much easier than planning for momentum in other marketing and advertising spaces, as social media channels offer a plethora of targeting options, with free and paid options, and settings can be changed simply – so there’s no need to set it and forget it.
Enjoy the flexibility!
Every interaction a consumer has with your business, whether it’s marketing, communications, virtual engagement, or person-to-person, contributes to the overall brand perception.
In the digital space, managing your reputation is particularly critical.
If you don’t manage your online reputation, your SEO efforts will be wasted. Why? In short, consumers trust user-generated content.
Online reviews help you build a good reputation, back to SEO, this is extremely important for local results.
Let’s think about the research process.
When a consumer searches for your brand, product or service, your website may be one or two of the results displayed.
Other search results may include social and review sites featuring what others are saying about you, whether negative or positive.
Proactively managing your online reputation, through review sites and social platforms in particular, puts you in control of the narrative.
Mistakes happen; how a business responds to consumer feedback has the potential to change consumer perception.
By engaging in a conversation, you have the opportunity to correct any misinformation and accept responsibility if something goes wrong.
If you’re not monitoring search results with your brand reputation in mind, you’re simply missing an opportunity.
Advertising by e-mail
Great email marketing offers brands the ability to engage consumers in their space at their own pace, fostering relationships with potential, current and past customers in a highly controlled environment.
The segmentation options are essentially endless, from interests to demographic details or trigger-based user experience. You are only limited by the creativity of your team and the data you have collected.
You can choose to deploy emails based on trending topics of the moment and again it’s easy to keep the pulse on leveraging SEO data as the voice of your customer.
Maybe you also want to send emails based on the customer lifecycle.
Both options offer a highly customizable and personalized experience.
Emails can be triggered based on the number of engagements with your site (helpful “you left something in your cart” emails come to mind!), or you can choose to set and d Forget about a time-based strategy that sees your site’s key permanent content pushed to new subscribers.
Whatever your strategy, email marketing offers a simple and profitable opportunity to drive traffic to your site.
Additionally, as is the case with social media platforms, the ability to test and learn provides the opportunity to maximize spend based on proven results.
And that’s exactly the kind of dynamic strategy we love.
To take your email marketing to the next level (and boost your SEO efforts in the process), check out these top tips.
Building customer-centric strategies means meeting consumers on their terms.
By starting with the voice of the customer and leveraging real-time SEO insights, marketers can reinvent the possible, connecting with consumers across all channels – digital and otherwise.
An integrated digital marketing strategy has the potential to increase brand awareness through a strong digital presence.
It can improve conversion rates and drive real value by connecting brand content and messaging across platforms, resulting in higher and faster ROIs.
The consumer of the current day is connected. Shouldn’t your company’s customer experience and marketing strategies be too?
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