by Anna Wybieralska Aug 28, 2020

Digital marketing is defined as selling and promoting services and products by using online marketing tactics, such as email marketing, social media marketing and search marketing.

Email marketing is one of the oldest forms of digital marketing. SEO aims at ensuring your business ranks highly on search engines. The correct optimization of keywords can lead to quality lead generation. 

One common mistake small business marketing teams or owners make is focusing on one strategy or concentrating on each plan individually. If you notice you fall into this category, don’t worry. We have all been there. As a business owner, it’s crucial to use all the channels at your disposal to launch and execute a successful marketing campaign. Each avenue has a specific demographic that you can reach. Successfully combining these channels can be quite rewarding. Whether you’re talking about no deposit bonus or any keywords related to your business. 

All in all, you need to understand that email marketing and SEO are symbiotic. They can substantially lead to the exponential growth of your company. As a small business owner or marketing manager, we recommend taking advantage of this relationship to generate search traffic. In this article, we’ll discuss how you can use email marketing strategies to better your SEO. Let’s begin. 

Using emails to bring in quality leads

When using SEO, your goal is to drive more traffic to your site, attract your target audience, generate leads, and ultimately, close sales. Your massive email list is an opportunity to bring quality visitors to your website. These people are already inclined to make a purchase or hire your services once they access your offers. 

Do you want your content to stand out? Personalizing your emails before sending them out will catch the attention of potential customers. For example, you can talk about mobile apps for Android when emailing users who have business subscriptions. The more personalized emails you send, the more it augments your small business SEO. 

Highly personalized content to a targeted demographic will generate a lot of interest in what you are offering, drive more traffic to your site and help you attract highly qualified leads.

Email marketing encourages increased onsite engagements

It’s no secret that some visitors hop on a site and disappear almost instantly. One of the leading causes is a lack of interest in the content, resources or products and services offered there. You definitely don’t want that for your website. One way to avoid disengaged visitors is by turning to your email subscribers. Your list of subscribers is already interested in your content and may have engaged you once or twice before. The more they stay on your site accessing specific resources and content, the less the exit rate.

When visitors spend time interacting with your website and content, they are highly likely to convert. Onsite engagement also boosts your SEO efforts. That's because search engines such as Google will rank you higher if you have a lower bounce rate on your site. Also, as you remain consistent with delivering the right info, your email traffic helps you grow your visibility. 

Retain your email marketing content on your website

If you are focused on sharing newsletters and blog content through email, you need to ensure the same can be found on your small business website. That way your subscribers, who receive many emails daily, can access the same information - perhaps even more detailed on your platform. 

Repurposing this content also solves one of the biggest problems marketers face: fresh and engaging materials. Coming up with new, useful and original content continuously is a challenge even for the gurus in this industry. 

Suppose you have lots of amazing offers for email, but you're experiencing issues developing site content. In that case, you can combine and repurpose your newsletters and emails. Come up with high-quality, original content for your resource and blog pages. This boosts your SEO efforts and also provides more insight on important information in a way that’s not possible with emails.

An effective method of curating great content is to come up with topics related to your industry. They need to be still relevant to your target audience's interest. Through emails, you can talk a bit about the posts, then have a link where your email subscribers can click to read more details on your website.

Testing your content

When it comes to using engaging content, SEO and email are alike. However, you might not want to check which specific keywords work best by posting the content on your website and wishing on a prayer. Email marketing gives you a unique opportunity to test your messaging. The subject line, keyword usage, CTA, and even the tone of the text need to be verified whether they generate the desired response.

Testing regularly enables you to collect invaluable insights and data on your marketing efforts. You can rely on them as they come from your willing subscribers on your email list. From the results gathered, you can either change your strategies or adapt the best ones and use them to increase conversion. For example, if you realize that most of your subscribers respond positively to a certain CTA, that would be your cue to incorporate it into your blog articles, resources and the homepage. The more impactful the message is, the higher the impact on SEO. 

Encourage social media shares

It’s true that by the time a customer reaches out to you via email, they have no issues connecting with you on social media. You can draft specific emails encouraging your subscribers to share your content on their social media platforms. You can even include links to your social media platforms, requesting that your subscribers follow you for more exciting content.

An easy thing, such as providing links on emails to all your social media pages, can generate quality leads. Customers may send you an email after seeing what you can offer. However, there is a high likelihood that you will close the sale through one of your social media pages. Besides, increased social media visibility will boost your SEO, and you can use it indirectly to gain more positive brand mentions and create valuable partnerships.

Brand awareness

As you send content to your potential customer’s inbox, your aim should be to have your brand name, logo and image on top of their mind. As such, whenever they search for a product or service you offer, they’ll think of you first. Picture this, if you have a limited time for shopping, you usually get into the store and quickly pick your trusted brands before making your way to the counter. We are sure you want to create that same effect for your brand. 

You may think sending many emails can create that effect, but quite the contrary. This could be classified as spam. Ideally, you should create relevant and interesting emails and newsletters, perhaps weekly or monthly, so that customers can anticipate them. Include links to your site for how-to vlogs and blogs. Throw in brand-related content and watch how your business achieves top-of-the-mind awareness status.  

Final words

As a marketer or a small business owner, once you understand the relationship between SEO and email marketing, you will employ these tools to grow your business. Remember, combining the two digital marketing strategies and incorporating social media can grow your company in leaps and bounds. When you effectively use email marketing, you increase the chances of generating high-quality leads only, which will lead to growth in your bottom line. Personalizing the content to address the specific needs of your clients is a sure way of amplifying SEO. 

Onsite engagements are highly beneficial to your business. Sharing highly engaging, relevant content can lead to more extended site visits, which will lower your bounce rate and improve your ranking on search engines. 

Finally, it’s important to integrate your social media with your email marketing. Social media is here to stay, and for each platform, there is a specific demographic it addresses. Keep your pages linked in all the communication you share with your email list to continue growing your brand. Connect with us and tell us which digital marketing tips you have used. We are waiting to hear your success story. 

About the author

Thomas Glare has been involved in digital marketing for many years and saw the industry shift from tons of content marketing to influencer and ephemeral marketing. While he’s convinced that content marketing shouldn’t be forgotten altogether, Thomas writes a lot about how influencer marketing is for a startup that wants to make quick steps in the market.

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