The Virtuous Cycle of SEO and Email Marketing

In this tutorial, we map the cycle of SEO and email marketing. We begin with how to leverage your SEO strategy in order to craft your email and lead acquisitions strategy, and follow with a look at how email marketing and segmentation can in turn help boost SEO results.

The following four steps, when followed sequentially, allow you to identify key terms to generate more and better leads, and in turn permit email marketing efforts that bolster your SEO.

Steps 1 and 2: Determine PPC and Top-of-Funnel Terms

Step 1: Determine Terms Specific to Your Offerings (‘PPC’ Terms): PPC is your pay-per-click terms, though you might also want to use these terms to rank well for SEO. PPC terms are direct terms that have to do with buying intent i.e. buyers who use the search engine and enter these terms (unbeknownst to them) are looking to make a purchase. Here are some example PPC terms that a buyer might use when searching for a consultancy like CLVboost:

  • Email marketing consultants Boston
  • Experienced InfusionSoft Consultants
  • Marketing automation agency
  • Landing page copywriting consultants

Step 2: Determine Terms of Related but Indirect Interest (‘Top-of-Funnel’ Terms): Top-of-funnel terms do not explicitly have to do with buying, and in general would not be winners for PPC terms, but they are related to and could potentially lead to PPC terms. These terms might be used by someone who is just starting a business, or is googling and exploring any set of ideas.

They may be willing to pay for products ad services, or they might not be – but they’re likely still in the beginning stages of the market. While it may not make sense to solicit these people for direct offers, but you might be able to get an email address and provide them with fantastic content. Here are some examples of top-of-funnel terms:

  • How to make a better email newsletter
  • How to set up InfusionSoft
  • Compare InfusionSoft to HubSpot
  • How to create profitable autoresponder sequences
  • How to test my email marketing
  • Case studies of commerce email marketing

This is by no means a complete list, and you will ultimately want to determine all the major aspects of your business when creating PPC and top-of-funnel terms.

The Brainstorming Process for Steps 1 and 2

I encourage you to come up with four to six of your own PPC terms in order to help craft the terms in step 2. Your direct PPC terms are going to mirror the actual services and products that a company offers. Using CLVboost as an example, I came up with four major categories or quadrants in which to fit my PPC terms:

  • Email marketing
  • Software help
  • Copywriting
  • Marketing automation

Using these quadrants or categories as my guidepost, I want to expand on these four when I come up with 6 to 12 related terms for indirect keywords (i.e. your top-of-the funnel terms).

Again, the top-of-funnel terms are less competitive, but they are certainly worth writing content about for lead generation, in order to direct prospects to blog postings that deal with the search topic. These blogs are often the best place to put a white paper (visit blog.hubspot.com to see great examples for how to use top-of-funnel type content to generate leads).

Steps 3 and 4: Create Blogs and Opt-ins and Segment and Automate Marketing

Step 3: Create Relevant Blog Topics (Many) and Opt-in Resources (Fewer): When I create my opt-in topics, white papers, webinars, my free video courses, etc. – whatever I use to solicit email addresses – I don’t want these to be outside of the box of what I offer in terms of services. For example, I would not want to create a white paper about Facebook marketing; in general, I should always be advertising a service that I can provide (read this article on great tips for cross-promotional copywriting tactics). Here are some examples of opt-ins for each of my main service categories:

  • White paper: Double Your Profits from Autoresponders
  • White Paper: Email Marketing Software Buyer’s Guide (Year)
  • Webinar: Action-Based Email for eCommerce
  • Video Series: 4 Great Landing Page Case Studies

Step 4: Determine Marketing Automation and Database Marketing: If we have additional opt-in content, we now have two major benefits i.e. more tailored autoresponders and more segmented database marketing. We want to use different funnels when prospects opt-in for various services.

Let’s say a person comes looking specifically for copywriting basics – it makes sense to have all 12 emails sent to that prospect in an initial outbound campaign relate to their exact interests i.e. copywriting. I might include related white papers, videos, blog content, and/or links to webinars. This all happens before I ask the prospect to become a customer.

Quick recap: We can now step back and view the “virtuous” cycle of the connected opportunity, starting with step 1 (brainstorming direct, PPC terms), connecting the dot to step 2 (coming up with related indirect, top-of-funnel terms), then to step 3 (the segmented opt-in), and finally connect that last dot to step 4 (automating marketing and reeling in the dollars).

The Final Flourish – Boosting SEO

Now, here’s where the SEO benefits feed into the cycle. In that segmented autoresponder, I’m going to give the prospect blog content related to copywriting. If you do this consistently, you will likely get a certain percentage of people to comment on your blogs or videos along the way, before giving them opportunity to become a customer. This is an automated sequence that encourages the prospect to engage and boost your SEO, all done through the conversion process.

You can use database marketing to help boost SEO as well. Let’s say that over a certain number of months, I gain 2,000 leads who are interested in copywriting, and I store these leads in my Customer Relationship Management (CRM) database system. Now, I know who in my database is interested in copywriting, and if I want to solicit comments or shares via social media, then I know that I need to send new copywriting or a related blog post to that segmented group first. Additional engagement on social media is more likely to feed into better SEO results.

Remember that segmentation is not just about converting sales, but also bolstering SEO online.

-Daniel Faggella
CLVboost Founder

About The Author

Daniel Faggella

I grow businesses with marketing automation, email marketing, and conversion-rate optimization. I’ve spoken on business and emerging technologies internationally and at some of America’s finest schools (Yale, Stanford, Cornell, etc…). My marketing strategies have been featured in the Boston Business Journal, MarketingProfs, Direct Marketing News, and much more. CLVboost is where I share marketing strategies, TechEmergence.com is my major pursuit.