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Web marketing is more integrated than you think (Small Business E-commerce Link Digest – October 7, 2011)

Marketing on the Internet seems to get harder all the time, doesn’t it? Content marketing, paid search, natural search/SEO, display advertising, remarketing, and on and on and on. How can anyone expect to keep up?

Well, happily, here’s a secret: They’re all much more related than you might think. You build content to meet your customer’s needs. That’s a landing page. Make sure it’s got some appropriate keywords in it, get some folks to link to it, and you’re doing SEO (admittedly, a simplified version, but it’s better than nothing). The better its relevance, the less you pay for clicks if you point paid search or display ads to it. And so on.

Happily, loads of resources exist to help you tie your activities together. Here are just a handful of excellent posts to help you start:

  • Google’s Agency Blog has a great look at using Audience insights to improve your ad campaigns. While Google’s presentation focuses on paid search and display media advertising, the tools offered can help you develop better content and understand your customers’ behaviors more readily, too. (I’ve added the full video below if you’ve got the time to watch it.)
  • Rimm Kaufman Group’s RKGBlog (one of the Thinks 2011 All-Stars), explores paid search conversion by position. Very cool.
  • What, you don’t do and paid search or display advertising? You might want to consider it. The Certified Knowledge blog shows how to use PPC to test SEO. Sweet. (And sorry about their “enroll” popup when you land there. The content’s still worth reading.)
  • Social Media Explorer follows up this theme of “content meets search meets SEO” with this post that, well, explores the future of content in SEO. Very much worth the read.
  • Now, in case you wonder why all of this is a good idea, check out Drew McLellan’s report on mixing media types. It seems customers exposed to the same message in multiple media channels (surprise, surprise) showed better recall than those seeing the message in only one. Offering the same message, in multiple channels, targeted to the right customer, goes a long way to achieving your best results.

Have a great weekend, folks. And remember, we’re here at Thinks every day helping you untangle the Web to improve your marketing and e-commerce activities. Why not subscribe via email and get these updates delivered to you?


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Tim Peter is the founder and president of Tim Peter & Associates. You can learn more about our company's strategy and digital marketing consulting services here or about Tim here.

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