Keyword rankings aren’t worth a damn by themselves anymore. Seriously, they’re not. Even if your analytics show you in the #1 spot for a given keyword, there’s a good chance you’re still appearing on the middle of the results page. Here’s an example of a search for the word “bankruptcy” on a mobile phone:
If your website ranks #1 in the search results for the keyword “bankruptcy”, the user still needs to do a whole lotta scrolling until they get to your listing. All of that stuff before it? Yeah, none of that counts in the rankings. SEO is still an important strategy, but it can’t be your only strategy.
Integrated marketing is about delivering the right message to the right audience at the right time through the right channel. To get the job done, your strategy needs to include email, direct mailing, public relations, social media, and digital advertising.
It’s not enough to optimize your website. You need to be everywhere your customers are. Think of it holistically:
This isn’t the flow of every integrated marketing strategy, but it’s an example of how the system can work. Five different marketing tactics were used in that customer’s journey before they bought something. The campaign utilized direct mail, social media, email, SEO, and PPC to make a conversion.
Everything works together and builds momentum. It’s not an easy task, but it can be done with the right gameplan. Just make sure you track everything to give proper data attribution throughout the process.
As a marketing agency in Burnsville, Minnesota, we do a lot of awesome stuff for our clients, including print and digital services. If you want your small business to be remembered and get more sales, we’ll build a powerful strategy that gets results.