"A Tightly Aligned Campaign Will Generate Sales
A report by Search Engine eMarketing Professional
, based on a global online survey of more than 1,500 marketers and agency respondents, estimated that the North American search engine marketing industry will grow to $16.6 billion by the end of this year - a +14% change. But this increase won't come from e-mail budgets.
The report found that respondents would be shifting that money from print and from direct mail. In fact, this shift in spending only illuminates an opportunity for e-mail marketers.Include an e-mail sign-up on every search landing page, and make it very visible.
This is a huge opportunity because, when someone opts in when they find you via search, you can tie back any e-mails to the original search terms.Tightly integrate search and e-mail marketing. What was the subject of this week's e-newsletter? Did you update your paid search terms to reflect it?
If you didn't, you may be missing out. If a current reader does a search for something they see in your newsletter and you're the first paid link on the page, it boosts your visibility and caché in that customer's eyes. A tightly aligned campaign is going to generate synergy.Post your e-newsletter content to a blog
to boost organic search rankings. Hosting versions of the newsletter on your website-in proper directory structure, of course-creates content that's multipurpose and will be indexed by search engines, that's the low-hanging fruit.Contact us if you need extra help incorporating Professional Email Marketing into your business plan.