Those new to search engine marketing often think of it as being focused only on a single channel. However, while this was true of the field during its earlier years, the rise of such sites like Facebook and Youtube, have now made it a more complicated affair. Thus, to make your marketing efforts a success, you have to take on all of these new channels at once.
Understanding multichannel marketing
One thing that you will likely notice when looking up things on search engines like Google is that a lot of the results that shows up are those coming from popular social media sites like Facebook and Twitter. From that alone, you can get a good idea of the visibility you can gain in the SE’s when you are able to make the most out of these other channels. And that is not where it ends. As it is, sites like Facebook have also begun incorporating search functions similar to that of the SE’s, which further increases the value of multichannel search marketing.
However, as Victoria Edwards points out, being in all of these online places at the same time is not the only thing that there is to it. Your search engine marketing efforts’ ultimate goal is to draw potential customers back to your business’ website. This also extends to the other marketing channels that you use for your effort. However, to do that effectively, having a strategy to cover everything is going to be a big help.
Creating your multichannel marketing strategy
One of the key components of an effective multi-channel search engine marketing effort is consistency. This is particularly the case with the keywords that you use in your search marketing work. You need to use the same keywords in every channel to be able to lead back to exactly the same place. However, as each channel often has its own set of rules regarding allowable keywords, using the exact same ones might not be possible. Hence, you need to be creative and come up with variations of your keywords that fit the specific channel in mind.
Speaking of these channels, Rebecca Murtagh explains that, while these should lead to your site, there should also be cross linking between them. The idea here is that by leading them from one channel to another, you can increase the chances of them ultimately landing to your website no matter which route they take. Of course, the cross linking should be done in a natural manner so as not to confuse target customers as to why they are landing on particular pages.
Going beyond the search engines
Note that marketing extends beyond the search engines. And in order for your multichannel efforts to be even more effective, you need to extend it to encompass all those channels outside the SE’s as well. Here, Ashley Zeckman says that you already have the initial info that you need for that from your SE marketing efforts. However, as she further says
“Identifying the information within the context of what your customers are searching for will help identify how best to target them now, and in the future. Determine how you can use this data to articulate the opportunity so that you can take action immediately.”
And to know more on how you can extend your multichannel efforts beyond search engine marketing, feel free to contact us today.