SEO Is Not the Lone Ranger: How to Maximize its Success with an Integrated Campaign

SEO Is Not the Lone Ranger: How to Maximize its Success with an Integrated Campaign

Marketing ChannelsOnline MarketingSearch Engine Optimization

Brands and business owners are bombarded by information and opinions regarding the importance of an SEO strategy to their financial success. We agree with that theory in general, but we recognize that that statement is a little misleading; while important, SEO is not magic; it can help elevate brand visibility and direct larger traffic streams to a company website, but it can’t do all of the work for you. If you want to get the most out of your SEO – and your digital presence – you have to integrate it into a larger digital marketing strategy in order to sustainably boost conversions and sales.

SEO drives traffic to your site, but it doesn’t keep it there. You need those users to convert on your website – to take some desired action, whether it’s to fill out a contact form, download an asset, or make a purchase. SEO can’t help you make conversions; that’s your website design’s job. SEO success is ultimately measured by conversions, so invest in both SEO and in website design and maintenance.

Once you have converted that user, you need to maintain the relationship – after all, the key to success is not just converting a user one time, but further converting that customer into a repeat and hopefully lifetime customer. SEO got them to your initial touchpoint, but it won’t help nurture that relationship. Instead, email marketing and social media interactions are great ways to encourage repeat purchases, and to reward customers with exclusive offers. Email marketing strategies and social media marketing strategies are key for continuing the marketing success that SEO triggers.

Even if your SEO is on point and your website is flawless, not every single user who comes to your website will convert or buy on the first visit. While it is frustrating, it is still a good idea to not let that lead that your SEO program delivered to you go to waste. Social media and email are great ways to continue the conversation with these leads, as well as remarketing ads.

Every time you convert a lead delivered to you by SEO, or nurture that lead to an eventual conversion, or encourage repeat purchases or create a lifetime customer, you’re improving on the overall effectiveness – and ROI – of your SEO campaign. No one digital marketing tactic can exist in a vacuum; only an integrated strategy will truly maximize the return on your marketing investment, and bring out the best elements of each individual strategy.

Need help putting all of the pieces together? We help tailor individual, comprehensive strategies that align with your brand’s needs and goals – see how we’ve helped brands just like yours succeed online, and contact us today to get started yourself.