Optimize your marketing ROI with SEO, PPC and email. Using these channels alone is a budget waste and restrains returns. Organic visibility and credibility obtained through SEO is sustainable. PPC provides instant and qualified traffic and Key Intent information. Email marketing fosters leads and repeat-conversions. Strategic synergy is their real strength. Data shared among channels ensures better targeting, messaging and spend plan across the whole customer journey. Such a coordinated strategy is always more effective than the uncoordinated ones. This convergence is what you need to master in order to get the best return on investment in your marketing.

Foundations of Integrated Digital Marketing

Integrated digital marketing demands the consolidation of all internet channels into an omnipotent approach that is data-driven. It is based on three principles: transparency, quantifiable goals, and business goals, profound knowledge of the audience for personalized communication, and brand consistency at all touchpoints. This requires a smooth data integration and analytics to monitor the performance and to optimize the campaigns. The key to this success is coordinated implementation in which channels support one another, and there are no channel silos. To hit the core is to give the appropriate message to the appropriate person in the appropriate platform.

Unify SEO and PPC Keyword Strategies

To combine keywords strategies in SEO and PPC, combine keyword research. Use performance data of PPC to find high-converting, commercially valuable keywords having high click-through rates. Focus on the following keywords to optimize them on SEO. At the same time, take advantage of SEO research results to find new relevant keyword opportunities to test right away in PPC campaigns. Compare and contrast the results on a regular basis. In cases where SEO has managed to pick-up organic rankings and traffic on particular keywords, decrease PPC bids on the keywords strategically. Reallocation of the PPC budget can be done to experiment with new keywords, or prop up areas of lesser organic presence. This integrated model ensures that internal competition is removed, that data is used synergistically and that overall search marketing budget is maximized.

Leverage Email to Nurture Search Leads

Use email to foster leads created as a result of search. Segmentation of these leads should be done according to their search intent and keywords. Implement remarketing automated email campaigns based on particular search actions. Provide resultant content to the original query. Offer valuable educational content that speaks to the needs that the prospect has. Utilize search and engagement data collected to personalize and thus increase relevance of messages. Keep the communication frequent to stay in trust and lead the leads to conversion. align each email to the search interest shown by the prospect.

Measure Combined Channel Impact on ROI

To measure attribution channel impact on ROI, one has to look at the interactions between multiple marketing channels that, when combined, can result in conversions and revenue generation. Get rid of channel silos and last-touch attribution, which under credits assist channels. Adopt multi-touch attribution (MTA) models, or marketing mix modeling (MMM). These attribution models apportion partial credit at every touchpoint on the way to a conversion. This shows channel synergies, i.e. paid search and social media. Use this total measurement in order to fairly evaluate the actual contribution of every channel to the ROI. The findings allow efficient budgeting and strategic investment decisions made with regard to the revealed drivers of return.

Sustain Growth Through Ongoing Integration 

Integration is a discipline that is required to sustain growth. This is a systematic process of introducing acquired entities, novel technologies and methodologies into the operational mix. It coordinates systems, processes and cultures within business units. Successful integration stops value bleed in acquisitions, and speed time-to-value on new initiatives. This free flow of assimilation keeps the operations agile and scaled up. Continuous integration provides structural coherence to achieve sustained robust growth in turbulent markets. It converts additions to lasting competitive advantage.

Conclusion

To make the most out of digital marketing ROI, it is critical to master the art of integrating SEO, PPC, and Email Marketing. The isolated implementation is a waste of resources. Take advantage of their natural connection: Use PPC to get instant exposure and fine-grained testing of your audience; put high-intent keywords and audience conversion data straight into your SEO campaign. SEO creates long-term organic power and creates content assets to use in email nurturing flows. Email builds on captured leads, retargets visitors to the website (including PPC traffic) and sends personalized offers backed up by PPC performance data. The resulting feedback loop is one in which insights across every channel drive and encode insights in the others, generating compounding returns. Adopt this integrated strategy and tremendously increase the conversions and the overall cost of acquiring a customer will reduce. It provides an accurate, high ROI.