Email Marketing & SEO Working Together in B2B: 5 Top Hints
Updated on August 23, 2021 | by James Stone
Today, social media has transformed how B2B businesses engage with prospects and clients. Different social media platforms have a very high potential in the success of B2B marketing. However, they cannot entirely replace the traditional marketing methods that businesses have used for years. These methods are email marketing and SEO (search engine optimization). These two veteran digital marketing strategies have been the backbone of B2B marketing since the advent of email and search on today’s internet. While they might be traditional, they remain as effective as ever.
How Do Email Marketing and SEO Work Together?
Email marketing and SEO have the same goal—lead generation. Businesses use these two strategies to drive visitors to their websites to get them to convert. However, SEO and email marketing are mostly entirely different marketing strategies. Ensuring that the content is written can be used for on-site content and in emails is key for an effective content and email marketing strategy.
Any person seeking to grow their online presence can easily achieve this. In this post, we shall discuss the top 5 hints to help you implement email marketing and SEO in B2B. Read on for more information.
Re-Use Your Emails in Your Blogs
Creating an email takes a lot of time. When you do it the right way, you will be sending actionable and insightful content to your audience. Thus, you should make full use of your content and repurpose it. That way, Google can index your content, and your email campaign will positively impact the ranking of your website.
There are a few ways that you can use to repurpose your emails. These include:
- Turning longer newsletters into blog posts. Here, you will still use the same content, add the relevant links, and share the blog post on social media.
- For the shorter email campaigns, look for the ones with related themes, and put them together to create one blog post.
When you repurpose your newsletters and emails into blogs, you give people who do not subscribe to your newsletters and emails a hint of what they are missing out on. Besides, this is a good way to create quality content for search engines to crawl—which is a win-win state.
Optimize Your Emails for the Correct Keywords
In a bid to serve online users with relevant and authoritative content, Google no longer prioritizes exact-match keywords. Rather, Google wants to understand if your content is in line with the search intent.
So, knowing the phrases that users are searching for isn’t enough. You need to understand why they are searching for them. Other than the traditional keyword research tools, you can use other keyword research tools, such as Answer the Public, Wordtracker, or Google Trends.
When optimizing your email for keywords, ensure that all your digital platforms are aligned. So, if a visitor lands on your dedicated landing page, blog, or website through your email, they should get a consistent user experience. And, if you are not experienced in optimization and keyword search, don’t hesitate to consult an expert in SEO to assist you in targeting the right keywords. Besides, an SEO expert can help to maintain your digital presence relevant and on-rand on all digital platforms.
Encourage User Engagement
In addition to creating leads and increasing conversions, email marketing also helps engage and build stronger and better relationships with users.
For instance, let’s say you’ve published a new blog on your website, and you want to promote it through email. You can start the email by stressing a few important facts and statistics from the article. After that, you can offer a link to your blog, and make sure you’ve created a captivating CTA asking people to check the article and comment on it. Besides, you can add social media buttons to convince users to share your article.
In case you share the same niche with some of your subscribers, you have the perfect opportunity to get authoritative backlinks, which can improve your rankings.
By having people comment on, link back to, and share your content, you boost your website’s exposure. Most of all, user engagement with your content is proof that your content is relevant and quality, informing good to improve its ranking.
Create Captivating Subject Lines
The different B2B SEO techniques used to create captivating subject lines are the same used to create headlines and titles for blog posts. That means your email subject lines should be direct, thought-provoking, and direct to encourage open rates and clicks.
Here, you must rely on your SEO reports to find out the keywords that are directing traffic to your site. Then, include those keywords in the subject lines of your email. For example, if your website is earning traffic from the keyword “marketing strategies 2021,” you can transform the keyword to “These 2021 marketing strategies can boost your marketing campaigns today” as your email subject line. If possible, add a snippet of text to give users a hint of what your email is all about.
Please note that people choose to open an email or link the same way they do on Google. So, using relevant keywords will encourage more subscribers or customers to open your emails. Here are a few hints to guide you:
- Use relevant keywords when creating your emails
- Make good use of long-tail keywords, even if your aim isn’t to rank better in search engines
- Create your emails the same way you create your blog posts. Don’t forget to incorporate relevant keywords, and use a simple and easy-to-read email layout.
Survey Your Audience
Experts from Miromind B2B SEO Company say that surveying your target audience helps you to define your content. SEO is all about sharing informative and high-quality content, which satisfies the user’s intent. It’s very common for digital marketers to create a content plan based on keyword research. Unfortunately, they don’t consider their existing audience when creating their content plan.
Although new visitors will indeed find your content every day, you still need loyal subscribers that engage with your content if you want to build a sustainable business. That means you should put their informational needs first. Recent research revealed that close to 90% of all successful B2B businesses put the informational needs of their clients first.
Also, you should get feedback from your audience to keep them engaged and happy. To achieve this, you can ask your target audience through emails for certain topics that they are interested in. Once you get the topics, take your time to incorporate relevant keywords in the blog posts, and make sure that the keywords have a decent search volume.
In addition, you can create a survey and send it to your subscribers. This will not only help you to capture their intent, but it will help you to boost the effectiveness of content in the future.
Although SEO and email marketing might seem like they are completely different generation B2B lead practices, they perform best when combined. Search engine optimization can help you to optimize your emails with the right keywords, boost click-through rate and open rates, as well as understand user search intent. Email marketing, on the other hand, helps to engage users, boost brand loyalty, and to distribute your content to the right users.