Using SEO, content, and email marketing together is a powerful combination.
Many studies show that these three channels consistently outperform the others. According to Statista, 32% of marketers say that SEO drives the highest ROI, with 30% of marketers also citing Content Marketing and Email Marketing as top performers.
By integrating these three tactics in a structured way, you can better focus your time, budget, and attention and drive a much higher ROI from your marketing.
Here are 5 ways that you can use SEO, Content, and Email Marketing to drive better results and help you get more traffic, leads, and sales.
1. The higher your rankings in Google, the more email sign-ups you can drive
Gaining high rankings and visibility in Google for your target keywords will help to increase the traffic you drive to your website. A way to do this is to create long-form valuable content based on marketing research that helps your target customer solve a problem.
If your content ranks well, people will find you on Google and visit your website.
Your content provides them with a lot of value, and you strategically place CTAs (Calls To Actions) within your content, asking them to opt into your email list with an attractive lead generation offer. This can be a checklist, guide, whitepaper, report, etc.
Once the person has opted in, you can start your automated email nurturing welcome series.
When your prospect has completed the welcome series, they are then placed into your regular newsletter list (assuming they have given consent).
The more traffic you can drive and the better the lead generation offers you make, the more people you will get signed up to your email list.
Here is an example of how that funnel works.
If you’d like to see a more detailed breakdown of this funnel, our article Why SEO + Content + Email Marketing is a Powerful Formula goes through the process in greater depth.
2. Repurpose successful emails into website content
There are many approaches to creating successful email marketing campaigns and newsletters.
One of the most powerful is writing original content created specifically to help your email subscribers, which provides highly relevant advice and support aligned to their interests, challenges, and needs.
For example, if you’re a digital marketing consultancy like us, you could send emails explicitly created around the topic of SEO and how to rank higher in Google.
Alternatively, you could send an email with 10 tips on creating a content marketing strategy that builds a loyal base of fans—that kind of thing.
If those emails are successful and drive high user engagement, you can repurpose the content and republish it on your website (after the emails have gone out), thereby providing value to website visitors that aren’t yet subscribed to your list.
This helps you maximise the value you get out of your emails by republishing them on your website or blog – you’ll also enjoy the SEO benefits that come from creating high-quality content (see point 1).
3. Use email to drive highly qualified traffic to your website
A clear benefit of an email campaign is that it can drive targeted traffic to your website.
You spend a lot of time creating in-depth, valuable content on your website, so you need to promote that content to get views, likes, and shares.
A great way to do that is to announce your new content by sending your subscriber list an email letting them know that there is new content on the website and giving them a short overview of what to expect.
Simple emails tend to work best. You don’t need to use fancy images, or graphics, or a long intro. Instead, you just give a quick introduction and a link to your content. That’s it!
4. Improve website engagement and time on site
Another advantage of driving highly qualified traffic to your website is that it helps you attract visitors who are more likely to spend time engaging with content, downloading specific resources, and generally spending more time on your page.
Why is this important?
Simply put, the longer someone spends interacting with your content and website, the more likely they are to convert eventually.
These metrics may also contribute to your SEO efforts, as both times on site and bounce rate correlate with Google rankings.
The more effective you get at driving your email subscribers to content that meets their needs and matches their interests, the better your search visibility will become over time.
5. Encourage sharing
When your target customers get to see your content, you increase your chances of that content being shared on social platforms or their own websites (in the form of links).
A very effective way of doing this is to ask your subscribers if they can share your content on their social channels and websites.
This increases the reach of your content, which increases the number of people that see it, which can then increase the links you get, which then improves your Google rankings.
Improved Google rankings mean more traffic and more conversions. It’s a beautiful, virtuous cycle!
To sum up
While email marketing doesn’t directly impact your SEO and Google rankings, it can be a powerful way of driving traffic to your website if you use it strategically. The more relevant that traffic means you will help lower bounce rates and drive better engagement and more conversions.
As previously stated, you can also repurpose your emails, content, and newsletters to create blog posts, which can rank in Google.
You can also repurpose your blog content and share it in your emails.
It’s about doing more with what you have!
If you’re interested in finding out more about how SEO + Content Marketing + Email Marketing can work together to drive consistently more traffic, leads, and sales from your marketing, we have free training webinar where you can learn the 8-step framework we’ve developed from planning hundreds of campaigns for some of the world’s leading brands.
By Neil Cains, Co-Founder, Focus Mode Digital Marketing Consultancy