Getting great results from search marketing means having a good strategy in place. As with most marketing activities, the more targeted, focussed campaigns with clear goals, the better the results.
Here are some tips on things to think about when writing your search marketing strategy:
1. The right tool for the job
Remember PPC, SEO and Content Marketing has different strategic benefits, with different speeds of result. Choosing the right tool for the online job is crucial to obtain the results you want. Your marketing objectives will dictate the right combination of services for your strategy i.e:
2. What’s the competition doing?
Keeping track of your competition means you can identify gaps and opportunities in your marketplace. If you operate in a competitive environment, a frontal SEO attack is a long term strategic plan, talk to your agency about mixing news, PPC and SEO longtail to achieve greatest benefits.
3. Exploit Your Longtail Attraction
SEO, especially longtail, can help identify untapped sources of new business and shifts in buying behaviour. If your objective is increasing online transactions then understanding how your prospective clients search can help increase the number of channels by which you can draw in new visitors. Equally, you can use PPC to test new messaging and explore new target markets before launching SEO campaigns.
4. Think Beyond the Homepage
Measure traffic, measure the click through rates on PPC and your website, the most popular pages, the frequency of repeat visitors, popular landing pages, anything you can. Feed it back into your strategy to ensure that you are maximising the web journey and filling in the gaps where visitor fallout occurs. Remember PPC and News are both excellent tools to attract visitors to pages throughout your website, so think beyond the homepage to gain the most from your web strategy.
5. Create Pathways
Dont forget to cross pollinate your website and other marketing activities with threads from each other. By creating pathways from one push source to another pull and onto your website you will increase the references of your site and stretch the value of your marketing outside its normal remit. Put the web at the heart of your marketing strategy and you can run multi-faceted campaigns which can be measured and enacted upon.
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