Combining Content Optimization & Paid Marketing

In part one of the Digital Journey series posts, we explored the research and insights phase of creating an effective digital marketing strategy. During that phase, we work closely with our partners to learn about their company, audiences, and competitors. We review audience engagement data, create personas, and compile competitor and keyword analysis. Combined, these research reports and resulting insights lead to key actions that can guide content optimization strategies that can be elevated through paid media. 

Search Engine Optimization (SEO) Strategies to Improve KPI’s

Using data and insights collected through research, search engine optimization (SEO) strategies are focused on increasing brand awareness and visibility by inviting search engines to find a website as a source of information for specific questions. The ultimate goal is to increase site traffic and bring users to your site. If your site structure and content aligns with the user experience and customer journey, then an increase in visits should also result in increased conversions.

Creating and activating an SEO strategy will be focused on key metrics, which include:

• Organic Traffic – all visitors that visit your site through search engines 
• Click Through Rate (CTR) – the percentage of people who click on your website when they see it in their search results
• Bounce Rate – the percentage of visitors who leave your website without taking any action
• Pages Per Session – the amount of different pages visitors venture to while on your site. Time spent on-site/on-page is also an important metric to analyze

 The key to a successful SEO strategy is understanding Google algorithms, SEO best practices, and knowing your audience well enough to align content with their search intent. Essentially, Google is not as concerned about your business as much as it is about delivering the best and fastest solution to its users. A strategic SEO Campaign ensures your website will hit the multiple requirements of Google’s algorithms by implementing prime keywords for organic search, local SEO, and voice search. These keyword terms, along with carefully placed internal links, will boost your relevancy in the eyes of Google. Subsequently, this will lead to increased traffic, quality leads, and conversions.

Leverage Pay Per Click (PPC) Marketing to Increase Conversions

Aside from organic SEO, another strategy to increase your visibility online is through pay-per-click (PPC) marketing (sometimes referred to as cost-per-click). Google Ads and social ads that incorporate keywords to appeal to your target audience can be highly effective in catching a user’s attention in search results, which in turn increases click-through rates.

When implementing a paid strategy, the goal is to use the budget to strike an effective spend by reaching a cost per acquisition (CPA), which is also known as cost per conversion. By ensuring landing pages are optimized through keyword term integration and CTA (call-to-action) placements improve the CPA. The primary benefit of PPC is quick results. However, PPC requires a budget and once the campaign is inactive, the benefits are lost.

Convert Visitors Into Leads With Quality Content

Increasing traffic to your website through SEO and PPC is half of the battle. The next step is providing optimized content that directs visitors to your site and offers solutions to their search intents. When done properly, conversion rate optimization will convert passive visitors into active visitors that are influenced to engage with your website and take action. At BNP Engage, we provide our partners with in-depth digital marketing reports to evaluate how conversion optimization efforts are performing and if there are opportunities for improvement.

Keep in mind that all information and content on your website should be consistent with your brand. A brand isn’t just a logo. It is the tone felt in the content on your website including the copy, images, and overall theme. Content should be written in a consistent voice and follow editorial guidelines. Without consistency in voice, tone, and messaging, visitors may lose interest or trust. Therefore, you should establish editorial guidelines to keep consistency. These brand guidelines include tone, grammar style, keywords, and any specific phrases to use or avoid.

Another way to strengthen your brand and site content is through storytelling. Tell the story of your company, founders, services, and work to humanize your brand so your audiences can relate. BNP Engage helps businesses understand their unique story and how to get it out to their customers.

Build Upon The User Experience

Along with informative and engaging content, the other side of conversion optimization is the user experience, which will be explored in part 3 of this series. To learn more about how these services have created measurable results for our partners, view our case studies spanning multiple industries. If you’re ready to start a project or join us as digital partners, contact BNP Engage today!