How does Search Engine Marketing fit into Marketing Automation?

A question that I often get asked is “How does SEM” fit into Marketing Automation?

Well.. I will tell you, but first let’s review a few parts of Search Engine Marketing. It’s a form of Internet Marketing that involves the promotion of websites by increasing their visibility in search engine results pages. The listings for a website are displayed through either organic search or paid search.

Organic Search focuses on Search Engine Optimization. It is the process of affecting the visibility of a website based on how relevant it is to the key words or phrases that are searched for. If you want higher rankings for key words, your pages need to be more relevant for them.

Paid Search focuses on Pay Per Click advertising, which also uses key words. The difference is that it relies on a bidding system. The higher you are willing to pay per click, the higher you will list as an advertisement.. typically displayed above/separate from Organic.

In both situations, it’s imperative that the landing pages contain two components. 1) The information has to be incredibly relevant to the search term. 2) There must be a form that someone can fill out to receive more information

…and wha la..here is where we arrive at how you can involve Marketing Automation .

Most companies take a form fill and send it to sales, which is a mistake. Just because someone filled out a form doesn’t make them a qualified lead. It makes them an inquiry. They are at the very top of the sales funnel.

If your form is feeding a Marketing Automation platform, we can have that inquiry show up in the database. From there, we can qualify it and move it through the sales funnel. That could be extra scoring through personalized landing pages or a nurture e-mail campaign.

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