It is already the fourth post in the Integration series but only the first male to contribute! Today Raventools’ Taylor Pratt takes the stage. He is looking at PPC, Social Media and Conversion to SEO.
Over the last year I’ve been so excited to see just how many people are beginning to take a different approach to their online marketing. A holistic approach, if you will. Holistic Internet marketing creates unity between all of your online marketing activities to increase effectiveness and success. Put simply, it’s the best and fastest way for our industry to continue to perform at such a high level.
If you’ve been thinking about ways to unite your various Internet marketing activities but aren’t sure where to start, I thought I’d share with you a few of my favorite holistic marketing strategies I use when marketing Raven.
One of the most common complaints SEOs have is how long it can take to see results for new keywords they are targeting. The quickest workaround for that is keyword testing through PPC ads. It’s not groundbreaking by any means, unless you take a different approach to it. Obviously you want to see which keywords are going to get the highest click-throughs and convert the highest in your PPC test, but have you thought about setting up tests to determine keyword volume? I don’t think anyone would disagree that when you use Google’s Keyword Tool to estimate search volume, the numbers come in a little high. In fact, it’s hard to get a truly accurate count on search volume at all. Unless, of course, you set up a PPC campaign with the goal of getting as many impressions (not clicks) as possible. That way you can get a much stronger idea of just how many people are looking for your targeted term. You can even set it up regionally if you run a local business to get better localized results.
The other PPC “test” I run is to make sure I’m targeting the right keywords on the right pages. We get so concerned with making sure we’re targeting the right keywords we forget that it could be the landing page that is the problem. Test multiple keywords for each landing page and see which perform the best.
When you’re stuck for content ideas and are looking for your next piece of linkbait, being able to see which blog posts have been shared the most can be extremely valuable. The problem is, it can also be extremely time consuming. Wouldn’t it be great to also see which of your top shared pieces of content also lead to the most conversions? You can easily set this up using event tracking in Google Analytics. Just set up an event for each of your social sharing buttons and you’ll be able to easily sort by each social channel’s share count and see which leads to the most conversions. Now you’ll be fully equipped to come up with new content you know will have a good chance of succeeding.
User testing can be both time-consuming and expensive, but it always pays off. It’s often a missed opportunity for new keyword ideas, too. When you set up your user test, be sure to include a question or two that asks the user to describe what the site is about and/or how they would describe it to a friend. You can even do this for the pages on your site you’re having the most trouble finding good keywords for. It’s a fast way to get into the mind of a qualified user.
The more the Internet marketing world quits siloing itself into specific divisions, the faster we’ll all achieve success. I hope these tips will help give you more ideas for finding stronger marketing intelligence to drive your campaigns. What’s your favorite way to learn or benefit from a different marketing channel?
Taylor Pratt is the VP of Product Marketing at Raven Internet Marketing Tools. With Raven you can conduct research and analysis, manage link building campaigns, monitor social mentions in real-time, manage Google AdWords campaigns, instantly produce ROI reports for SEO, PPC and SMM campaigns, and collaborate with team members with intuitive multi-user features.