Congrats, you created a dozen informative articles for your website and set up a marketing automation platform, it’s time to grow your business. When creating your marketing strategy, you probably know that all the automation tools in the world are not going to help much unless you can generate good traffic and your traffic generates SQL’s.
This is where SEO comes in the picture.
Google, the search engine king, gets over 63,000 searches every second of every day. That’s a huge audience, regardless of your industry. However, you won’t taste even a drop of it if your website doesn’t make it to page 1.
People are already searching for your products or services. You only need to show up because they will never find you if you are buried beneath millions of other web pages. Make your marketing automation and content thrive by pairing them up with smart SEO techniques.
Web users take advantage of the search engine no matter where they are in the buyer’s journey. Whether they’re just researching, comparing, or looking to buy immediately, hitting on the search box is their go-to. A research conducted by Forrester revealed that 71% of consumers search for new merchandises and services using a search engine. Also, 74% uses a search engine for research, analogy, and purchase.
Here are a few reasons you must combine SEO with your marketing automation strategy:
1. SEO boosts your opt-in rates
A web-visit is the first step to your thousand-mile marketing rollercoaster of every potential customer. An opt-in is just the second. Therefore, your opt-ins directly results from web visits. More web visits mean more chances for opt-ins.
You have to rank on the first page of google to get page views bonanza and that’s exactly what SEO does. Take note that you’re aiming for page 1 because websites on page one of Google SERPS own 95% of web traffic.
2. SEO helps with lead nurturing
As much as getting page views is important, marketers often forget that what happens after a web visit is just as if not more important. This is the role of marketing automation, to make sure that your SEO efforts don’t go to waste.
Your goal should be to increase your opt-in rate, the percentage of viewers who subscribe to your email list. One way to do this is to provide gated content or incentives. People love receiving things for free, especially if it’s valuable. An email is a private information. No one will be easily giving it out without a good reason.
After successfully generating leads, marketing automation will take it from there. It provides the right content to the right person at the right time. You can smoothly inform, educate, and empower your leads until they are ready to purchase from you.
3. SEO shortens the conversion process
Visitors you get through SEO initiated the connection. They chose to be on your web page. You did not have to use a disruptive ad to get their attention. This means that there is less convincing to make.
They can even purchase on their first visit. Even if only around 4% of visitors buy on their first visit, that number is still significant if you have outstanding page views. Let’s say you have 10,000 pageviews per day. Four hundred buyers on the first visit is already a great achievement!
4. It will save you when Ads flop altogether
Around 80% of search engine users are disregarding the paid advertisements and are only looking at organic results. According to Statista, ad blocking rate in the U.S in 2016 was 23% and, over the years, this number has only risen. People don’t like ads as much as they like coming across the content or product they need organically.
Meanwhile, search engines aren’t going away anytime soon. Their influence is only getting wider as more and more people use search engines in making day-to-day decisions from looking for a nearby café to considering a major operation. Brand centred marketing is quickly fading out from the picture.
As technology progresses, the power is shifted to consumers. They can control the information they want to get and how they want to get it. So if you’re still relying heavily on ads, it’s time to modify your strategies. Strengthen your content, SEO, and marketing automation instead.
5. SEO improves data for customer journeys
How, where, and when a visitor searched for your website can provide helpful data so you can provide a better customer journey. Each customer’s journey is unique. You can’t just rely on a single persona and think that all your tactics will work for everyone.
Merging SEO with marketing automation allows you to provide more personalized and relevant nurturing. The data from these two marketing essentials will give you a better insight into what the customer needs at the right moment. Does he need a new lawn mower, fix a broken shower, or buy a perfect dress for a party? It also provides data so you can tailor better content on your website.
6. It gives you 2nd, 3rd, 4th, and nth chances
Not all people are willing to opt-in. Many people are uncomfortable in giving away their information to random websites. Better accept it. Yes, you must do everything to earn the trust of your visitors.
This doesn’t imply that you have to give up on reaching out to them. A competitive search engine rank will make sure that they can still easily find you even if they don’t buy the first, second, or third time. This, coupled with retargeting efforts of your marketing automation will give you better chances of winning your hard-to-get visitors.
The best part of SEO is that with professional and methodical work, you can keep improving your ranking. You always have the chance of becoming number one.
7. SEO keeps the customer journey rolling
Continuously generating top-notch content and keeping it on top of google searches is a surefire way to keep the dice rolling. Marketing success is quality plus quantity. Search engines favour websites who regularly publish fresh content.
It is hard work. But you don’t have to make it harder than it already is. Using the latest marketing automation technology means that you don’t have to do everything from scratch. The software will do the repetitive tasks for you so you can pour out your creative juices in generating fresh and valuable content. While SEO ensures that your hard labour gets all the attention it deserves.
Content is the blood of your online presence, SEO is the heart, and marketing automation is the brain.
Content nourishes your clients, it delivers what they need. SEO pumps out your content, it propels your message as far as possible so everyone who needs it will see.
Lastly, marketing automation is the mastermind. It gathers up information and directs the content to those who need it and those who are searching for it. It analyzes what’s lacking and provides it on time.