As a business owner in the information age, you probably utilize a variety of digital marketing channels to help you grow your brand.
You could be on various social media networks interacting with customers—both potential and actual. You may be using email to build awareness for your brand. You might also be optimizing your website through SEO.
These are just some of the tools a business owner can have at their disposal, and which ones you use depends on your budget, your type of business, and the products or services you offer.
But did you know that you actually combine the power of certain channels? Yes, you read that right, Specifically, you can merge your email marketing and SEO efforts in order to get better results.
Why should I combine email marketing and SEO?
You may not be convinced. You may be asking yourself: why should I integrate these two strategies? Well, to change your mind, here are the advantages that email marketing has on SEO.
It drives traffic to your website.
One key metric in SEO is website traffic. It just so happens that email marketing is one of the best tools you can use to increase traffic to your website—and not just any kind of traffic either.
Through properly tested and executed email campaigns, you can increase the number of qualified visitors to your website. These are the visitors who will most likely convert once they are on your website, whether it’s by making a purchase or downloading one of your content offers.
It reduces your bounce rates.
Your bounce rate represents the percentage of people who visit your website and leave after viewing just one page. Naturally, a high bounce rate means a significant number of visitors exit from your website after viewing a single page.
You can reduce your bounce rates by sending emails with links to content that are relevant to the reader. When subscribers find your content relevant, that means it interests them, which makes them less likely to leave your website and more likely to convert.
It does wonders for your social media presence.
If you want to strengthen your presence on social media sites like Facebook or Twitter, it’s not enough that you engage with your followers via messages, likes, and comments. You should also encourage people to share your content on their pages.
Doing so will improve your reputation on social media and boost your search engine rankings at the same time. Need proof? A study published in 2016 found that the stronger a brand’s social media presence was, the higher it ranked on Google.
It saves high-performing emails.
If you’ve already been using email marketing for your business for some time, then you probably have a treasure trove of previous emails you’ve sent that have performed well.
Did you know you could still find a use for these emails? You can publish them on your website as new content in order to increase your website’s organic traffic.
How do I combine my email marketing and SEO efforts?
Now that you know why you need to put the two strategies together, it’s time to learn how to reap the aforementioned benefits. how to do it. There’s no need to fret, though. While it does take some work, it’s not that challenging as long as you plan beforehand. Here’s what you should do.
Send targeted offers.
If you want to drive more qualified traffic to your website, then avoid simply sending all your offers to everyone on your list. Instead, send targeted offers to different segments of your list based on the subscriber data that you have.
For example, your company sells various types of athletic wear from different brands. The simplest form of targeting you can do is sending offers based on your subscribers’ data. It’s as simple as sending offers for your women’s line to your female subscribers and then sending offers for your men’s line to the male segment of your subscribers. Here’s an example.
The more subscriber data you have, the better. For instance, as a seller of athletic wear, you can do a survey and ask your subscribers for information like what type of sports they play.
You can then target your emails based on your subscribers’ responses. You can send offers for basketball gear to subscribers who like to play basketball and send offers for running shoes to subscribers who are running enthusiasts.
Send personalized and relevant content
Always remember that when it comes to email marketing, personalization is incredibly important. Why? Because your subscribers are more likely to open your email if it is personalized.
Make it a point to use your subscribers’ demographic information to personalize the emails that you send. You can start by including your subscriber’s first name on the subject line of your email as well as in the greeting. This helps you connect with your customers better and also makes them feel more valued.
In addition to personalizing your emails, send content relevant to your subscribers to keep them engaged, thereby reducing your bounce rates. If your company offers a myriad of marketing services and caters to clients of different specializations and industries, send content that are relevant to each of your client segments.
For example, if you have a significant number of email marketers on your email list, then send them newsletter content focused on email marketing such as tips, current trends, and the latest news in the email marketing industry.
Encourage your subscribers to share your content on social media.
There is a huge possibility that you have subscribers on your list that are loyal customers and vocal supporters of your business (brand ambassadors) who are also very active on social media.
Increase traffic to your website by allowing your content to be shared by subscribers on their social media pages. Place highly visible and easily clickable social media buttons to encourage subscribers—especially brand ambassadors—to share your content.
Reuse high-performing email content.
Don’t let old newsletters go to waste. You can still use them for SEO by turning them into high-quality content and publishing them on your website as blog posts. The great part is that it takes only a little effort.
If you send long newsletters, you can post the same content on your blog page. All you need to do is make some tweaks, and add images and keywords as appropriate for the topic of the newsletter.
If, on the other hand you send short newsletters, you can collect those that talk about a similar topic, make certain changes, and publish them as one cohesive blog post.
Regardless of your type of business, you can use these tips as a guide to improve not just your email marketing and SEO efforts, but your overall marketing strategy. So, if you want to see results, try these tips out today.
About Jericho Gonzales
Jericho Gonzales is a Content Marketing Specialist at email marketing and automation software provider, Campaign Monitor. After years of working in the financial industry, Jericho decided to follow his dreams and create a career in the world of wordcraft. In his spare time, he’s a huge fan of fantasy and science fiction, enjoying most formats, inclulding novels, video games and movies.