Search engine optimization, content marketing and email marketing can work together to create a virtuous bike that attracts customers to your e-store, encourages them to engage with your brand and take them back for purchase after purchase.
Each of these marketing disciplines complements the others.
SEO aims to attract more and better quality website traffic from Google, Bing, Duck Duck Go and the like. The discipline tries to make it easy for search engine spiders to access and understand the content of the site. But it doesn't end there. SEO tries to understand what your potential customers are looking for to answer their questions.
content Marketing is to create or compile content, publish it and distribute it to attract, engage and retain customers. This is due to reciprocity – to offer something of fair value (compulsory content) and in exchange, customers may feel an obligation to the company, to buy products. Content marketing is also an excellent fuel for SEO as it can answer questions from potential customers.
Email marketing can engage customers and customers in a personal and relevant way. It can help your company stay connected, deliver current, useful and engaging materials. It makes your customers aware of your latest products, offers and content. It informs your customers and opportunities about your brand and keeps them engaged between visits and purchases.
To illustrate the combined benefits of SEO, content marketing and email marketing, consider a hypothetical online store. I start with SEO.
Keyword Survey. Imagine that you are marketing the online store, which sells cookbooks, kitchen appliances and utensils. You want your company's pages to rank well for important, traffic-driven keywords.
You monitor keywords, choose which ones you want to target, analyze traffic volumes for each, and monitor each phrase's average conversion rate. While these SEO efforts are only part of what you do – there is also technical SEO, on-page optimization and the like – but these are particularly helpful in identifying content opportunities.
Your SEO research for the hypothetical cookery shop may lead you to discover that the key phrase "vegan recipes" has had a threefold increase over the past five years, according to Google Trends.
In addition, some specific keyword phrases, such as "vegan lasagna recipes", "vegan soft pastry" and "cauliflower steak vegan recipes," have seen growth in recent months. These SEO insights can help you plan and plan a new vegan-related content marketing series.
Content Ideas. Your "Best Vegan Recipe" campaign may include a weekly recipe video on Monday on Instagram TV and on Tuesday on your store's YouTube channel. On Wednesday, you publish a new post on your store's blog, which contains a transcript of the video, several Pinterest-worthy photos and the embedded YouTube video.
The content not only helps your SEO efforts. It also provides quality info for visitors coming from Google or another search engine.
Good content grows your list. As an experienced marketer, you have included an email subscription form on every vegan recipe. The subscription form offers new visitors to your site – the people who found your post on Google, for example – the opportunity to sign up for your editorial and promotional messages. Later, when these subscribers share your content, you can earn backlinks, which helps with SEO.
The vegan recipes you publish encourage email subscriptions. Before you know if your store's mailing list is growing fast.
Email encourages sharing. Every Thursday you send a new newsletter via e-mail to your vegan recipe group. The newsletter includes a link to the latest vegan recipe, links to other articles on your site that may be of interest (to avoid dairy, eggs and meat), a link to a curated recipe, and a product such as Chef Del Sroufe's best-selling cookbook, " Forks Over Knives: The Cookbook, or an attractive Le Creuset pan.
Your audience of email subscribers clicks on your posts and shares recipes on Facebook, Pinterest and, most importantly, on their own blogs and websites. The combination of your store's social media connections and backlinks from blogs and websites (maybe a Alltop list?) helps increase your store's domain classification and improve its backlink profile. This nudge, however small, contributes to your company's organic ranking and gives us a full circle for SEO.