Ah yes, Marketing Automation. That catch all phrase that can be applied in so many ways to anything and everything on the digital landscape. A popular question that I often get asked is “How does Search Engine Marketing” fit into Marketing Automation?
Well.. I will tell you, but first let’s review a few parts of Search Engine Marketing. It’s defined as a form of Internet Marketing that involves the promotion of websites by increasing their visibility in search engine results pages. The listings for a website are typically displayed through either organic search or paid search.
Organic Search focuses on Search Engine Optimization (a whole topic in itself) and is the process of affecting the visibility of a website or webpage higher based on how relevant the page is to the key words or phrases that are searched for. If you want higher rankings for key words, your pages need to be more relevant for them.
Paid Search focuses on Pay Per Click advertising, which still uses key words but relies on a bidding system. The higher you are willing to pay per click, the higher you will list as an advertisement.. typically displayed above/separate from Organic.
In both situations, it’s imperative that the landing pages contain two components 1) The information has to be incredibly relevant to the search term and 2) there must be a form that someone can fill out to receive more information…and wha la..here is where we arrive at how Marketing Automation can be incorporated.
Most companies take a form fill and send it directly to sales, which is a mistake. Just because someone filled out a form doesn’t make them a qualified lead. It makes them an inquiry. They are at the very top of the sales funnel.
If your form is hooked up properly to a Marketing Automation platform, we can have that inquiry show up as a Prospect or Contact in the database. From there, we can do any number of things to qualify it and move it through the sales funnel (or have Marketing manage the relationship). Maybe that’s additional scoring through personalized landing pages… or a nurture e-mail campaign to learn more about them or just sending reminders to submit a quote and holding them as an inquiry until they do.
This is a lot of information. Send me a message if a white board session is in order to draw out these examples. In addition, I can recommend some other firms that can help you with just the SEM component.