It seems counterintuitive, but think about how others respond when
someone whispers. They lean in to ensure that they can hear clearly.
The data-driven nature of the marketing cloud environment pushes the limits of customer privacy. But organic search
is inherently non-intrusive. It reminds me of whispering, while other
marketing techniques can get in the customer's face and scream their
name.
Clearly, a supportive approach is needed where marketing methods are
naturally hand-offs in order for this organic 'whisper' to transform
into an engaging conversation and a positive customer experience in a
cross-channel environment.
A study from BrightEdge shows that organic search drives 51% of
visitor traffic for both B2C and B2B enterprises. This results in more
conversions and a higher average ROI than any other lead-generation
inbound marketing effort.
Lead-generation inbound marketing effort.
Why do consumers respond in such great numbers to organic search marketing? There are several reasons:
- Organic search is a customer-initiated event. It is never intrusive in its pure form. The logic is simple: organic search was launched because the searcher needed an answer to a question. If you did your SEO right, the answer will pop up in the search query results on page one, position one. Potential customers are happy after a positive customer experience is achieved. Your brand is the winner, and all you did was whisper in the customer's ear.
- Additionally, organic search is convenient. Consumers can explore at their leisure. It's not a marketing push event where we shove things in front of them to force their attention on the brand. Rather, it's a marketing pull event where people can engage with what they want and ignore what doesn't interest them. If your SEO is on point, interesting, and relevant - you win. You didn't put spam in their email folder, or interrupt their favorite show or their social media conversations.
- When combined with paid search, organic search is an amalgam of content-driven and media-driven marketing messages with clear KPIs and ROI for both channels.
While I've compared organic search to whispering, this doesn't mean
it's effortless. In fact, it can take a good deal of vocal control to
speak softly, yet carry a big stick.
To help gain some perspective on the influential power of organic
search, we can analyze the role long tail keywords play in this form of
marketing.
Long tail keywords: what and why
Keyword research
is the lifeblood of organic search. Long tail keywords are three and
four keyword phrases that specifically apply to whatever you are
selling.
Whenever a customer uses an extremely precise search phrase, it
probably reflects exactly what they intend to buy. Therefore, keyword
research must be done in consonance with your product team so that your
company's product can be discovered in an organic search rather than the
product of a competitor, simply by optimal selection of long tail
keywords.
Uniqueness is a significant quality to consider when selecting long
tail keywords that support brand campaigns. How do you discriminate your
product from those of your competitors?
There are a lot of marketing clouds out there. Do you have a unique
and catchy elevator pitch that describes your product, or perhaps some
other form of media that differentiates it from the competition? Most
importantly, does the brands' message align with your long tail
keywords?
The relevance of long tail keywords to the marketing engine
Every tool in the marketing toolbox has a message to deliver.
Websites are created. Content is prepared. Audiences are segmented.
Personalized messages are developed. Consistency and continuity of the
marketing message in the cross-channel environment will make or break
your campaign.
We call it by a hundred different names as it passes through creative design, to website content, to blogs posted promoting the product.
However it all comes down to saying the same thing: the agreed upon
and relevant key phrases. Long tail keyword phrases provide the
continuity and consistency that is required to yield campaign success.
In conclusion
Long tail keywords drive organic search, and organic search marketing
is valuable because this is where we begin the courting of the customer
- gently whispering in their ear and encouraging them to lean in and
hear the rest of the message.
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