Marketers leverage multiple channels to succeed on the web and drive SEO

Published on
by Brafton Editorial
Implementing a multi-channel web marketing strategy is becoming increasingly popular and common.

A report from Chief Marketer found that companies are relying on multiple web marketing channels to ensure that they improve visibility and conversions. The study suggests that these businesses are using a series of popular new media channels and niche techniques to appeal to their target audiences, suggesting integrated internet marketing is a mainstream practice and competitive must.

In terms of the channels marketers use, 78 percent said email marketing is a part of their campaigns, while 59 percent said they use email newsletter marketing. Fifty-eight percent said they invest in social content to appeal to their target audiences. SEO is similarly popular, with 48 percent of marketers applying it to their websites and content.

However, as internet marketing becomes more pervasive, emerging new media marketing methods are also becoming popular. Thirty-three percent of respondents said that they use video marketing, and another 30 percent have adopted long form content marketing with white papers. Each of these methods can help organizations diversify their website content and presence throughout the web.

The channels can help companies improve their search ranking as site traffic and other metrics are becoming more influential in SEO with Google so focused on quality. Sixty-eight percent of respondents said social sharing buttons on their site encourage readers to post articles to their own social profiles as a strategy for boosting search engine optimization.

Landing page content creation is another top tactic for improving search standing. More than half of respondents use product and service pages, which are critical to conversions, to strengthen their site’s appeal to both search crawlers and prospects alike. Keeping these pages updated as new data becomes available will keep them dynamic and engaging for users – and using fresh content pages to direct visitors to landing pages is becoming more common. Forty-seven percent said they create new content more frequently than they did prior to launching a concerted search marketing campaign, while 45 percent are diversifying their websites with blogs.

In general, more high-quality content is likely to help organizations improve organic search ranking. Other SEO methods increasing in popularity include video marketing, with 37 percent of respondents saying they use it.

Twenty-four percent said that have opted to integrate user reviews, ratings and comments onto their content pages as a means of building their organic search standing. Additionally, these methods help prospects glean insights into products and services from customers, which will only help improve trust.

Brafton recently reported that one B2C ecommerce company successfully integrated user comments and reviews onto its website and increased conversion rates by more than 150 percent for those accessing the user-generated content. The new content from prospects and customers also boosted engagement and SEO as other metrics that influence search ranking, including dwell time and pageviews per visit, increased as well.

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