How Email Marketing Can Be Effective for Your SEO Campaign

Digital Marketing

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If you’re trying to grow your business, you’ve probably tried every business marketing trick in the book to build your client base and boost your sales. You’re ticking all the marketing boxes: you’re on social media, your website in on point and you sent out regular email newsletters. You’ll also know how important Search Engine Optimisation (SEO) is for business marketing, and what it can do for your business, but did you know that creating the right email marketing campaign can also improve your SEO rankings? Here’s how.

Connections

No matter how many buzz words you pack into your emails, there is no way they are going to affect your SEO ranking. That doesn’t mean, however, that sending out newsletters is a fruitless task.

By creating links between your email content and recent updates to your website or social media you can create a buzz about certain terms or phrases. People can read about the new concept, product or event you’ve written about, and then search for it themselves.

image of organic looking natural colored booklet with call to action: Don't Just Stand There

Call to Action

It may seem obvious, but people really do react to calls to action. Subconsciously, we just love being told what to do! By ending your email with a friendly invitation, or even something a little stronger such as a challenge, you are more likely to engage your reader.

Ask for your reader’s opinion on a current trend or have them offer advice to other readers via social media. You could also connect with a charity or good cause and ask people to share posts or donate. This way you’re increasing your presence, and doing great work for the community. What’s not to love!

Calls to action don’t always need to involve any work for the reader. Even by explicitly asking or telling them to ‘check out’ your blog posts, you’re more likely to encourage people to do just that.

RSS IconsUse email as a gateway

While email newsletters and e-shots are great ways to give your client base a friendly nudge every now and then, the Holy Grail is to have your customers and potential customers connect via RSS, taking your marketing to another level.

RSS (called Rich Site Summary by some and Really Simple Syndication by others) is a system that allows users to connect with certain websites and platforms and receive notifications when the sites are updated. With RSS, you can be sure that a certain percentage of your client base will click through the notification link, driving up your views. It forces them to access the content on your site, not via email.

Other RSS options include asking people to subscribe to blog post notifications, subscribing to a company YouTube channel, ‘liking’ on Facebook and following on Twitter and Instagram. The more of these networks you can be across the better. Email marketing is the first step to hooking customers into connecting with you via RSS.

Make the most of your business marketing content

image of computer screen with website traffic increasing.Every email newsletter takes time to prepare. You may have spent an hour or two writing a few short articles, a few more on the layout and a little time preparing the address list. Don’t throw away that work. Make the most of it by creating a place where your work can be placed online and accessed via search engines. This way, you’ll get two for the price of one, and you’ll end up with a great way to see your progress as a business through the quality and content of your newsletters.

A huge amount of importance is placed upon search rankings these days, and many businesses have stopped producing email newsletters because they don’t directly boost their hits. Remember that for many people, email is still a respected and enjoyable medium that they use around the clock.

Creating a beautifully put together newsletter or e-shot can be all a customer needs to be encouraged to click through to your website and start a connection with your business. There are plenty of businesses offering email advertising and marketing services out there. Pick up some tips on using email marketing as a way of wielding your traffic, and you’ll reap the rewards.

Written by Emma Newbury, Content Marketing Executive at Yoma

Robert is the Chief Marketing Officer at Exodus Digital Marketing. He has achieved a 1st Class Honours B.A in Marketing from Vangaurd University, California, and 1st Class Honours M.B.S in Management Consultancy from UCD Smurfit Business School, Dublin, Ireland.
 
He has worked for companies like IBM and BT Telecommunications. He consults and trains small businesses in all things digital marketing. Learn more about us here

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