Even in this enlightened Information Age, too many companies try to promote their products and services through too few online channels, because they don’t understand how valuable using multiple online streams can be for compounding their marketing ROI. It’s a wrench to see hundreds of businesses miss out on easy pickings by being too conservative with the scope of their campaigns.
Let’s look at some examples of how different online marketing streams complement each other to achieve enhanced results.
Search Engine Optimisation
There is nothing comparable to SEO when it comes to driving qualified visitors to your website. It is a long-term strategy and you won’t get high rankings overnight, but once you’re at the top, the ROI can keep coming in for years – even indefinitely. SEO is the most sensible option in the long run, and should be the cornerstone of your online campaign. I like to think of SEO as putting a deposit down on your dream home and paying off the mortgage over time.
Pay Per Click
PPC advertising gives you a presence in the paid search section of the search engine results. It’s often said that PPC is a useful short-term fix while you’re waiting for your SEO keywords to start ranking on the first page. While it’s true that PPC provides a great instant traffic boost, that doesn’t mean you should turn it off once your SEO kicks in! Studies have shown that overall traffic drops when a PPC campaign is deactivated, even if your SEO campaign is going great. Also, consumers have more trust in a brand that appears in both the paid and organic results, which definitely won’t hurt your conversion rate. If those weren’t compelling enough reasons to invest in both SEO and PPC, another major benefit is the valuable SEO keyword research data you can get from running a PPC campaign.
Google Places Optimisation
What if your company operates in 2 different locations? You’ll definitely want to appear in the Google Places results. Not only are local searchers highly qualified, Google Places are often the first things that appear on the search results page. And let’s not overlook the fact that with SEO and PPC, your business is now showing up in 3 different areas of the results page, tripling your brand exposure. That’s 3x the opportunity to get clicked!
Conversion Rate Optimisation
Now that your traffic is booming, you need to ensure that all potential leads are converted into sales. Using Conversion Rate Optimisation (CRO) is actually one of the simplest ways to increase website revenue. CRO identifies and eliminates “conversion blockers” like confusing enquiry forms, offputting colour themes, difficult-to-read site copy, slow loading speeds, annoying shopping carts, and hard-to-find contact information. Most websites are afflicted with at least some of these blockers. Ready for the good news? If getting rid of them results in 2 out of every 100 visitors converting instead of 1 out of every 100, you’ve just doubled your revenue. Imagine if you got to 3/100 or 4/100, and there’s no denying that CRO is an essential part of the holistic online marketing picture.
Social Media Optimisation
A new adage for online marketing is “You can’t have search without social“. With search results becoming more personalised and increasingly influenced by social factors, the effectiveness of your SEO campaign is directly linked to your business’ online social presence. Basically, the more active you are on networks like Facebook, Twitter, YouTube, LinkedIn and Google Plus, and the more people are talking about you online, the more relevant and rank-worthy your website becomes. Social media also builds trust, increases your overall web presence, and allows you to engage directly with your customers. Market research, brand loyalty, thought leadership, and customer relationship management are all avenues opened up by using social media, so jump in!
I hope this post has given you some food for thought on how to leverage multiple online marketing channels. If you agree or disagree with any of my opinions, please let me know in the comments.