Integrating your marketing channels is essentially allowing the left hand the ability to communicate with the right hand. Even the strongest man in the world can lift more weight if he uses both hands. For example, your left hand is SEO and your right hand is paid search. How are you using these channels together to maximize your return?
Lets say paid search is costing around $20,000 per month. What are you getting out of that $20,000? There is much to glean from this campaign besides how many “clicks” or “conversions” you receive. Although this may be a great way to measure success of your paid search campaign, how can you use this information for your SEO campaign?
What are your highest converting keywords?
What are your most expensive keywords? What keyword stands to make you the most money while saving you the most money?
Is this the same keyword your SEO is trying to rank for you organically. What ad campaigns are most successful and have a high click through? Does your SEO use this information to optimize landing pages? What keywords are driving lots of traffic but coverting at a low rate? Are you paying for keywords that drive traffic early on in the buying cycle? Wouldn’t it make more sense to drive this traffic for free?
This is an example of how you can leverage your internet marketing data and maximize the value of that data. Many similar integrated strategies exist. Does your organization have a CRM? This can be paired with social media and reinforce the community bond between you and your customers.
We learn daily on good sales services, but many of those who work in the network service have internet marketing master degree online.
Forester Research put out a great article in January 2017, Social CRM Goes Mainstream, that gives an overview of the benefits and the phenomenon of customer relationship management as a social necessity.
Today’s successful online marketers learn how to overcome the traditional siloed infrastructure and understand how collaboration and integration fosters efficiency.