It takes far more than a great SEO strategy to be successful online. Don’t get us wrong, we’re champions of white hat SEO but as a team, we firmly believe that an integrated approach to SEO and digital marketing is the best approach.It offers much more powerful results and prevents you from setting yourself up to fail with all your eggs in one basket.
What is digital marketing?
Digital marketing is the marketing of products and services through various different digital channels to reach a wide customer base. An integrated digital marketing strategy is made up of several components, which seamlessly fit together and work towards a shared goal.
Below we’ve outlined some of the key components of an integrated digital marketing strategy and how they can benefit your business:
Branding and content creation
Without strong branding and a great content creation strategy, an integrated approach to SEO and digital marketing will fall flat. If you think about it, all of the components mentioned below require the use of both branding and content creation, so if they’re not there to utilise, your marketing strategy isn’t going to work.
When we speak of branding, we’re not just talking about brand names, logos and taglines; we’re thinking more along the lines of brand personality, values and ethos. Your integrated digital marketing strategy will be built around your core values and your brand’s persona, so it’s essential that you can identify these before attempting any of the marketing methods detailed below.
Content will play a crucial role in your SEO and digital marketing strategy. Whether you are creating a pay per click ad, marketing email or blog post for SEO, great content is what’s going to get your message across to customers and get them to complete your call to action. Your content must be interesting, relevant and of value to your customers; it should portray your business as an industry expert and be tailored to each individual marketing channel you use as part of your integrated strategy.
Search engine optimisation
Whilst we started this article by saying a great SEO strategy alone isn’t enough to make your business a success, this doesn’t mean that it’s not important. All online businesses need to optimise their websites for search engines and build a strong SEO strategy if they want to increase their online visibility. Good SEO techniques will get you to the top of search engine results pages (SERPs), where you’ll gain the most click-throughs. The more people you get visiting your site, the higher chance you have of increasing your conversions.
When it comes to building an SEO strategy, you need to keep it white hat. By this we mean avoiding any bad practices like keyword stuffing and paid backlinks, which could get you penalised by Google. Creating great content for your blog, utilising social media and providing a great website user experience are the best ways to improve your SEO and gain powerful results from your integrated approach to digital marketing.
Social media marketing and engagement
Social media marketing plays an integral role in today’s integrated digital marketing strategies. Not only does it provide businesses with a way of engaging with their target audience and building up a following but also the opportunity to drive traffic to their website. Though it must be considered that there’s definitely a right and wrong way to do this. Social media users are savvy and aren’t going to respond to a brand that simply pushes links their way. They expect something in return for their loyalty, in the form of unique and interesting content that is of value to them. Think carefully before posting to social media – your posts need to be worthy of people’s time, shares and click-throughs.
Your website is the online face of your business
Think of an integrated SEO and digital marketing strategy as a spider diagram or jigsaw. Each component fits together to make the picture whole. In the centre of the jigsaw is your website and all of the pieces link back to it. Some of the prices may link to other components too; like SEO and social media or blogging but even still, they all link back to your website.
This is representative of an integrated digital marketing strategy. Whilst each component has a different strategy, it’s goal i.e. driving traffic to your website, remains the same.
With this in mind, it’s important to make sure that you build a website that is worthy of all your marketing efforts. You don’t want to spend time and money driving people to your site to find that they’re disappointed when they get there and fail to convert anyway. Your site needs to continue to keep your audience engaged and ensure they make that all-important call to action.
Great web design, excellent functionality and captivating content will make for a high converting website. All of these three elements need to be present if you’re going to make your marketing strategy worthwhile. Make your website the best last point of call it can possibly be and you’ll benefit from an excellent ROI from your integrated digital marketing strategy.
An integrated digital marketing approach is the way forward
Opace has long been championing integrated approaches to SEO and digital marketing. We believe it offers clients the best chance of making their business a success. Find out more about our bespoke integrated digital marketing strategies by getting in touch with the team today.
Image credits: Peter Ras