I was reading this great article on What B2B SEO Professionals need to know about Marketing Automation and it got me thinking about how closely related search engine optimization (SEO) is to marketing automation. SEO is used to draw more leads to your website. Marketing automation software is used to capture, profile, nurture, and convert leads after they have landed on your site. On the other side of the coin, an effective marketing automation strategy will enhance your SEO efforts. An important aspect of marketing automation is developing personalized and informative lead nurturing content. Posting and promoting relevant content will help to boost your search engine ranking, which in turn will send even more qualified leads to your website.
Higher Ranking = More Traffic
It is estimated that over 15 billion people conduct product searches online each month and that 70% of the world starts their buying process by researching their options online. There has never been a larger audience gathered in one place; there has also never been so much competition in one place. A high search engine ranking is the only way to keep your company ahead of your competitors. Think about the last time you conducted an online search. Did you look at any websites on the second or third page of the results? Unless someone is doing extensive comparison shopping, they will only look at the first few websites on the list. It pays to be on the first page of the results.
SEO + Marketing Automation = Success
Companies need to focus on SEO before they employ marketing automation software. This will increase the number of leads the software is able to track. The software will then profile the leads and rank each one based on their likelihood for conversion. Leads that are showing signs of conversion will be immediately past onto the sales team. A marketing automation strategy should also involve nurturing any leads that are not ready to be passed onto sales. This could be done using customized email campaigns, newsletters, or helpful how-to articles. To continue the flow of new traffic, lead nurturing efforts must take SEO into consideration. Any content connected to your website is an opportunity to improve your search engine ranking using relevant and strategically placed keywords and meta-tags.
Comprehensive Marketing Strategy
In today’s competitive marketplace, businesses need to employ any and every marketing technique that will give them a competitive advantage online. Their marketing strategy should always include SEO, social media marketing, and a complete marketing automation strategy. All of these strategic components will complement each other and enhance one another’s campaign results. They can even double or triple a company’s existing sales when they are effectively combined. That is why SEO is so necessary to the success of your marketing automation strategy.