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Engaging Your Search Engine Traffic Post-Click
April 22nd, 2008 by Sally Lowery
You’ve crafted a dynamic, relevant landing experience for your prospects based on their search criteria, now what? As you drive them to convert, regardless of acquisition model, the question remains…"How do you keep them engaged post-click?” Email marketing is an excellent way to communicate to your search engine marketing prospects with a highly relevant, engaging campaign. Consider the following:
- Including an email opt-in throughout the conversion cycle. Adding this small piece to a form, or through banner presence, will allow you multiple opportunities in the future to connect. Allowing preference management will also ensure that you deliver the most relevant email campaigns.
- Adding a transactional message post acquisition that includes cross-sell and up-sell opportunities as well as introduces new content or product, while reinforcing your brand.
What about those that don’t convert to an acquisition? It’s always a challenge to keep prospects engaged who didn’t initially convert, this is especially true with search marketing. Using integrated analytics, you can create several email campaigns that target the respondent, for example:
- An email sent several days later that incorporates the keyword they searched on, product or content.
- A cart abandonment email that reminds them that they have items in their shopping cart.
I’ve outlined just a few ways that you can incorporate email marketing into your search engine marketing, but there are many more you can explore that will fit your business objectives. Always ensure you have obtained the appropriate permissions to email your respondents and ensure that what you send is the right message at the right time and you will find post-click success.
Sally Lowery
Online Marketing Manager at Bronto
Posted in Optimization |
Tagged With: email marketing and paid search • post-click marketing • search engine marketing
Those are some great tips.
Thanks!
I can verify that the keyword tip works wonders. It's easily one of the most powerful pieces of non-standard personalization I've seen used, though I haven't worked in an environment with a shopping cart tied to email, so I imagine that one's quite powerful as well.
Obviously the real power here lies in its chronological proximity (presuming you include it in your opt in message/autoresponder) and in its ability to indicate a more intimate relationship with the recipient than is conveyed by the banal "Dear James, [etc]" stuff.
Excellent tips, I enjoy reading your blog more than most. You have a lot of original content and 500% fewer entries quoting useless whitepapers containing surveys of other people who work ankle deep in the industry who themselves get most of their knowledge from useless whitepapers. Marketers are the absolute worst peer group in terms of producing quality content because they never stop marketing long enough to say something of substance without trying to turn it into a call to action, so thanks for being an exception and click here now as seen on TV!