How Digital Direct Marketing & Branding Work Together to Grow Your Business

Our approach to search marketing has always been to dominate all of the real estate on search result pages. The more places you occupy, the more likely you’ll get a conversion, generate a lead, make a sale, grab market share and grow your business.  And we’ve always found that combining, not separating, your paid search and organic branding is the key to success.

But this isn’t as it’s always been in digital marketing. Actually, it wasn’t always real digital marketing. Success for PPC and SEO were measured differently because there was only really Google to get to the internet. That’s no longer the case and here are some of the reasons why integration is the only path for successful digital marketing.

SEO & Earned Traffic

SEO & Earned TrafficSEO Has Changed: SEO has evolved over the years into a more holistic approach to make and promote phenomenal content that computers and people love.

SEO is both art and science:  It is art because a good content needs to connect with the audience. It is a science, because a successful SEO campaign relies on studying at data and trends and have a data oriented approach.

One size fit all SEO is no longer relevant: Google has become very advanced over the years and with their Artificial intelligence and machine learning algorithms, it is very important to look at your carefully study your site case by case.

Create value: You can’t hack Google any more. They have advanced algorithms,  ton of data and staffed with really smart people, the black hat and gray hat ways dont’ work as well any more and will not have any long term effect. Best is to create value. This mean create create content, informative blog posts, videos, infographics, etc.

User Experience is very important: Google wants to delivery quality content and excellent user experience to its users so it is important to consider that in every step. From design to content creation and promotion.

Build relationships online and offline: It is very important that people know about business and your website.

Have an integrated marketing approach:  This means Promote your business and content via social media, PPC, retargeting and other marketing channels. This improves website mentions and backlinks which will help improve SEO.

Reviews and ratings are very important:  Make sure you have satisfied customers and make reputation management part of your SEO and marketing campaigns.

Enterprise Level SEO with small business execution: Think big, but take baby steps. This ensures you cover everything and don’t go miss anything or go to too fast.

Select to work with a reliable partner: A good SEO vendor doesn’t just offer SEO, it provides solutions with an integrated marketing approach.

Pay Per Click & Paid Media

Pay Per Click & Paid MediaMore Ad Networks: Throughout the years SEM has been primarily known as Pay Per Click (PPC) and ran through one major media platform, Google AdWords. Today, with more media platforms being used by individuals, traffic platforms go beyond Adwords and this trend will only continue to grow.

Facebook Ads come on the scenes in a BIG way of recent. Facebook Advertising opportunities have been available since 2004 but in the past few years and the advent of News Feed advertising has skyrocketed the platform.

Not just for last click conversion anymore: The strategies used for driving paid media today is wide and vast. PPC ads on Facebook, Pinterest, LinkedIn, or Yelp can build trust when consumers are in exploration mode. Then market to these consumers through retargeting.

Mobile Ads on Google Search: The 800lb. Gorilla that Google AdWords is has been adding an incredible amount of new features to improve one-touch conversion from mobile devices to increase the speed to conversion. Testing, optimizing, and reviewing quality on mobile ad search is imperative in among itself.

Integrated Campaigns Increase Brand Search: Promoting messages to new market segments expands you voice and your brand recognition – your brand name is the highest converting organic search term and the lowest cost per click you can get. With the above said, there hasn’t been a better time to have a holistic SEO & SEM search marketing approach to not only efficiently utilize resources but to save on cost and provide a bigger impact by benefitting both disciplines.

Attribution Modeling: will become easier to measure. Inexpensive analytics platforms will be more readily available to more individuals to determine where and how multiple touch points affect one another in the marketing sales funnel. When we have better insights to this, it will reveal where to focus efforts because it contributes to attribution where before, it may have seemed like wasted efforts.

Landing Page Testing: User behavior has changed and is continuing to change rapidly. SEM needs to continually readjust landing pages to focus more on creating conversion driven mobile page experience. Moving towards a more custom mobile page as opposed to the typical responsive pages we see today.

Helping People Buy instead of Sell Them: We also need to look at how individuals engage online. The typical direct response approach of asking a user to immediately call or fill out a form is less effective (This strategy is like going on a first date and asking your date their hand in marriage… they will almost always say NO). We need to focus more on establishing a relationship, e.g. asking for their email in exchange for a GREAT piece of information or other form of lead magnet or tripwire. Establish multiple communication touch points to establish familiarity and credibility. Once this is established, introduce some sales related promotion.

As SEO, PPC and everything inbetween has evolved into true digital marketing where we’ve moved from keyword hawks to thoughtful brand builders that deliver promises through trust and efficiency. This is how we see integrated search. Let’s discuss how you see success and build a plan together today. Contact us today!