How Email Marketing Can Help Your SEO Efforts

increase traffic and sales

Search engine optimization is one of the more talked about topics in marketing today. So many companies want to be organically ranked at the number one position of Google and they are willing to do whatever it takes in order to achieve that goal, that they eventually neglect simple techniques that can help them profit along the way. If a company works to make their way to the top of Google, it will do them absolutely no good, if they fail to connect with every new customer and engage them regularly. To get a more clear explanation, you can check out what the folks at Ascension Marketing Solutions, a Lubbock SEO Company, have to say about this very matter in their YouTube Video posted here

How do you engage your customer as you rise to the top?

Email Marketing is the first, and easiest step toward converting from Search Engine Optimization to Search Engine Marketing. The goal is to use email marketing as a tool to capitalize on your SEO.  If you are moving up the ranks in search engines, you will gradually encounter a larger piece of the overall pie, so you need tools in place to capture and profit off of every new customer. This will not only justify the overall costs of SEO but it could prove to be the most profitable resource in your online arsenal.

But why is it so important to make
sure that you are engaging your clients through email as you optimize your site to be ranked by search engines?

The reason is, when you were engaging traffic primarily through branded or traditional marketing platforms, you’re Target demographic was easier to define. You knew that the people who were engaging your site we’re interested specifically in your product and your place of business. However, as you move up in the ranks of Google, Being, Or Yahoo, You must realize that you will be engaging a new customer that may or may not understand your unique flavor in the marketplace. By utilizing email marketing in your SEO domination, you are able to not only engage your customer, but also educate your customer as to the unique nature of your business and your product. It’s very similar to how you engage with folks on Social Media, just in a slightly different format. Again, as an example, you can take a look at Ascension Marketing Solutions’ Facebook Page, or check out the Lubbock SEO Company on Twitter.

Search engine optimization alone may increase your traffic, but if you fail to engage that client, customer, or viewer, you fail to capitalize on your optimization. In a way, what you’re able to do by capturing and utilizing high quality email marketing tools is create a relatable link between your customer and do your product.  As your products grow your regular interaction with your customer will help them to grow along with it.  As new products are placed on the market, your best customers will be able to form a foundation that can help your business reach new heights.

For example, I had a client years ago who wanted to be the premier wedding photographer in San Francisco. He assumed that because his customers were likely to only get married once, there was no need to regularly engage his customers. And in spite of the fact that he moved from the third page of Google to the third position for his particular keyword, his lack of quality engagement hampered his ability to develop his client. He failed to connect with his client on a regular basis before and after their wedding, which resulted in lower levels of satisfaction, As well as, a failure to be able to sell additional services.

You may be wondering what kind of additional services a wedding photographer could sell.  But when you consider the lifelong needs of families and individuals, it is easy to recognize opportunities to sell additional photography services.

Family photos, pregnancy and infant photos, Life events, and many other occasions call for the services of a great photographer. However, this particular client was unable to cash in on these additional services, because he failed to utilize email marketing as he grew his business through search engine optimization. Here is a resource you can check out to help you with up-selling your products in order to keep you from missing out on some additional sales like my previous client did.

Regardless of the product, the venue, or the area it is easy to see how search engine optimization is valuable for any company. However, email marketing is just as important and must be just as well developed in order for it to be well-received by your clients. Making sure that you are gathering and utilizing emails is a vital step in your long-term acquisition of quality customers who recognize you as the authority in your particular marketplace.

One additional benefit of having a great Email Marketing strategy as you work to improve your search engine rankings is the additional traffic and interaction on your own website. Simple links from your email to your site will help naturally boost your traffic and having an improved web platform (which is often necessary in SEO) will help your traffic interaction to improve.  You will have more people looking at more pages and spending more time on your site.  Each of these will bolster your SEO efforts and can make a substantial difference in your placement over the long haul.

Do SEO right, and do it ethically, but don’t forget your customers along the way!

Using Coupons In Your Email List

Recently, I was consulting with a client who wanted to get a lot more out of his email list.  He was a skilled email address gatherer, but he lacked creativity concerning how to use them.  Having a large email list is great, but if you aren’t doing anything with it, you may as well throw it away.   Also, you need to make sure that your email program engages your customers rather than putting them off.  Every time they see your email, they should be excited to open it.

How do you excite customers about your Monthly Email?

Simple, you only need to keep doing the thing you did to gather the email address.  Many of you are gathering email addresses by trading something of value to the customer for the address.  That’s great! Keep doing that!

Using the same technique to regularly engage your clients as you did to gather their information is a great place to start because you know that particular technique works on that particular client.

Simply stated, people want what they want.

If you want to make sure your customers are satisfied, with their experience then you need to keep giving them what they came for.

In the case of my client, we did a little brainstorming about what kind of customer he was trying to attract to his store.  Because of his particular circumstances, he wanted to attract people who fancied themselves fashionably advanced and frugal at the same time.  He wanted to engage a group of people who would come to shop for a great deal, and would pay a little extra when they found it because they knew they were getting a great deal on a piece of fashion that would cost them dearly somewhere else.

So when he wanted to use the email addresses he had, he really needed to appeal to his customer in a way that would resonate with them more than once.  The answer was actually provided by the clients he engaged.  He only had to appeal to their particular sense of style and sensibility.  He began a monthly coupon email that allowed his customers to chose the kind of clothing that they could get using the deep discount.

email couponsFor example, he sends out an email advertising a 40% off coupon for any kind of merchandise.  The customer gets to decide what kinds of items they will apply the coupon toward.

Some people may choose to use the coupon for shorts, while others use it for accessories.  In whatever case, they tend to purchase more of that item in one visit than they otherwise would.  Additionally, they are more likely to use their “savings” in another department.

Our Client found that his average sales increased dramatically as a result of the coupon codes.  On average, the customers that used the coupon codes in the store, spent 31% more than those who didn’t.  Even in instances where customers had other coupons for 10%-25% off their entire purchase, the customers were willing to purchase a greater quantity of items with the “Deep Discount Code” believing that they were getting a better deal in the process.

In one particular case, a customer found himself purchasing over $200 worth of hygiene products because he wanted to give them away for Christmas.  Additionally, he saw such “savings” that he spent another $100 on clothes for himself.  The fact that a person is able to save so much on one kind of product does not decrease their need for other stuff, and it makes more sense to most shoppers to capitalize on the discount by loading up on things they will, “eventually need.”

One of the more regular customers in the store saw the monthly discount as a way to stock up on one particular kind of item each month, and though she rarely bought anything that did not receive the discount, month after month she made her way back into the store.

However in order for the discount codes to work for you and your customers, you must make sure that they encourage the customer to do what you want them to do.  If you want people to shop online, make sure the email connection encourages that kind of activity.  If you want people to come into the store, give them a reason to do so. Here is a quick example of how a one might use a coupon in their email list:

If you don’t want to use coupon codes, or don’t want to deal with the process of discounted items in your register, consider giving away a particular product with all purchases over a certain dollar amount.

Get creative!

Maybe give a deep discount if customers bring an item to donate to a local charity.

Or even create an elaborate scavenger hunt inside your store to better engage your most diehard customers.

Whatever it takes to get your customers excited about engaging your product in a new and exciting way.  When you offer something that they can’t get anywhere else, they are more likely to think of you between emails.