When developing your digital marketing campaigns to grow a successful organic search strategy, your goal is obviously to improve conversion rates and expand your reach in a cost-effective manner. Organic search strategies are the long-term campaigns you need to get an edge against your competitors.
Long-Tail Logic Explained
The trick with organic search strategy is to focus on long-tail keywords, not head terms, to increase conversions. For example, trying to rank for “Field Service Software” is very competitive. But, if you go after long-tail keywords such as “boiler service software” or “crane service software”, you are applying a targeted industrial context that may attract prospects otherwise not looking for simply “field service”. Essentially, it broadens the audience you are targeting and drives more quality traffic that converts at higher rates when the content on the page relates back to the more specific, long-tail keyword.
In order to make that strategy successful, you need to have intelligent reporting that analyzes different content tactics by channel and offer type. Don’t just launch a stream of campaigns—define success and then measure it several different ways, moving beyond the traditional sales impact to consider content performance through your different campaign channels.
Move beyond traditional #sales impact. Consider cross-channel #content performance.
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Ensure you have the right tools in place to measure your ROI by having access to real-time reporting that identifies where your teams need to focus more—and less—and to determine where to allocate your budget. With each organic, paid, or social campaign executed on, you should know the detailed performance on the following facets:
- Traffic to your landing page
- Qualified leads
- CPL (cost per lead)
- Pipeline impact
Reporting on the different campaigns running to determine which strategies have the greatest impact on conversion rates is key to further refining your digital marketing approach. Identify how each type of persona is reacting to your messaging—providing organic intel into which personas will drive the most revenue for your business. Not only that, but optimized reporting on your campaign strategy identifies where the gaps are in your targeted content, allowing you to be proactive in campaign opportunities.
Digital campaign strategies should be fluid and consistent—develop campaigns that feed into your marketing automation solution, moving prospects through your pipeline more effectively. By scaling your programs with personalization, you can broaden your audience with your digital marketing efforts to keep your campaigns fluid—and cost effective throughout the entire prospect-to-customer lifecycle:
- Use data-driven landing pages through personalization (like industry, company size) with targeted search terms and solutions.
- Test strategies across targeted personas and industries, expanding your reach to a larger audience while refining your ideal customer profile.
- Uncover new opportunities – look for new ways to reach your buyers before they know about you via organic search and long-tail keywords.
The Bottom Line to Improving Your Bottom Line with Organic Search
In order to get ahead of your competitors—and in front of your target audience—marketers need an analytic tool that goes beyond stagnant reporting. You need to know what your prospects are looking for across the web and even more importantly, what your competitors are saying. This helps automatically generate targeted campaigns to engage prospects. The result? Intelligent, consistent pipeline impact.
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