How to Develop a Search Marketing Campaign That Generates Organic Leads
Organic traffic, every marketer’s dream, usually pays off if you create useful content for your audience and promote it. But if your web pages aren’t visible in search engine results pages (SERPs), your audience can’t see your product, let alone buy it.
To build a successful business, you need to develop the right search marketing campaign. And with search marketing, you can promote your web pages so the right people can easily find them in the SERPs. Why? Because you need to be where your ideal customers are. According to HubSpot, 44% of online shoppers begin their shopping experience on a search engine.
Here are four simple steps that will help you develop a search campaign that brings in organic leads:
1. Start with keyword research.
Keywords are the cornerstone of organic traffic. If you haven’t mastered keyword research, don’t focus on link building just yet. First, you need to understand the keywords, which can be leading or long-tail keywords. Main keywords are usually competitive, high search volume, and not very descriptive. Some examples are:
- “Nike Shoes”
- “Small business”
- “Lead generation strategy”
On the other hand, long-tail keywords are descriptive, fairly easy to rank for in Google, and have lower search volumes. Some examples are:
- “Best Running Shoes for Women Nike”
- “Small Business Proposal Templates”
- “Lead Generation Strategies for Plumbers”
Ideally, you should focus on long-tail keywords because they are less competitive and convert well because they have a clear business intent. Take the time to conduct good keyword research; the lessons you will learn are invaluable. Search Engine Journal saw a 78% improvement in organic traffic after naturally optimizing its individual web pages for long-tail keywords. KeywordTool.io is also a great tool to use for conducting keyword research.
2. Create high-converting landing pages.
Once you’ve chosen your long-tail keywords, it’s time to create your landing pages. An attractive search result will entice people to click through and visit your landing page. Therefore, creating landing pages with an embedded form to collect contact information from visitors is vital. If you’re able to convince a visitor to fill out your form, that means the visitor gives you permission to continue emailing and communicating with them.
Here are the characteristics that make a landing page design poor:
- Several offers on the page. You should only have one offer on your landing page.
- Bad typography. Use fonts that are attractive and appropriate for your audience.
- Browsing menu. Keep it simple. A landing page doesn’t need a clickable menu.
- Misuse of color. Colors define moods. Use colors that complement your offering.
- Too much text. Strike a balance between text and images.
- Generic calls to action. Instead of writing “submit”, be descriptive and write “get free access”. Let the CTA tell the customer what to expect.
Since your landing page forms are part of your main inbound strategy, you need to make them attractive and high-converting. According to MarketingSherpa, you can convert 64% of your website visitors with a good landing page. And once users click through to your landing page, make sure you have content that’s useful to them so they can share it with others. If you do this regularly, your organic traffic will increase.
3. Understand how Google AdWords works.
These ads normally appear at the top of a SERP or on the right side of the page and look like organic results; Google currently places a small yellow or green “ad” tag there. If you’re looking to get instant targeted traffic, advertising on Google can help you as you build organic traffic over time.
To determine which ads appear at the top, Google Adwords mainly looks at three important factors:
- The keyword you are bidding on;
- The maximum amount you bid; and
- The quality score of your ads.
As long as you are successful on these factors, you will have success with Google AdWords. You don’t even need a huge budget to be successful; PPC advertising gives you the ability to reach an audience quickly.
On the other hand, you have to engage in a lot of tasks if you really want to drive organic traffic. For example, you must cconduct market research to learn more about your customers, do keyword research, aanalyze your competitorscreate compelling content and bbuild backlinks. Therefore, you need to leverage ads to grow faster than your competitors.
4. Create ad copy that matches your landing page.
When it comes to developing an effective search marketing campaign, you need a message match between your ad text and the landing page. For example, if you added the price of your product to the title of your ad copy, your landing page should also contain the price in the title. Your landing page should perform better if the titles resemble the content of the ad.
A brand is built with color, font, content, and overall website design. Make sure they’re consistent everywhere you show your ads. This, in turn, will impact your Quality Score, lower your CPC, and increase the quantity and quality of leads Google sends you. Imagine visitors arriving at your landing page and seeing a different headline or image that doesn’t match those in your ad copy – confusion ensues.
You have to know when to go for paid advertising and when to expect organic traffic, but smart marketers use both strategies to grow their brands and increase their revenue. All in all, you need a proven search marketing campaign to make them successful.