Marketers would do well to ensure their search engine optimization (SEO) campaigns integrate with the company’s existing email and social media strategies, an expert has said.
SubscriberMail’s Jordan Ayan wrote in a post on the Email Insider blog that it is vital to first make sure the business is present on all three marketing channels.
Once this has been confirmed, campaigns can be combined in a number of ways, such as by using SEO to increase the visibility of email list sign-up pages and moving email newsletters to the web in the form of optimized pages, Mr Ayan said.
Companies could also use social media channels such as networking, bookmarking and blogs to promote website content to interested parties.
He explained: "If you blog, it should interact with your email marketing. For example, it should contain a subscription link to your newsletter.
"If people like what you blog about, they are likely to enjoy your newsletter."
According to Graham Charlton of E-consultancy, setting up a blog can help to improve SEO so long as it is updated on a regular basis.