The combination of SEO marketing and EDM marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

This afternoon participated in the Radica Network Marketing Café theme for the integration of EDM and SEO. The following section of the content of the interception of my speech for your reference.

Quality information acquisition can better tap potential customers, reduce inefficient resource input, enhance investment return

e-mail marketing plan can communicate effectively in customer consumption lifecycle, promote or strengthen purchasing behavior.

Enhance loyalty is to understand the different customer attributes to make different customized mail marketing, to retain the user's business activity/loyalty

As a result, quality information acquisition is like "find the right person", automatic email marketing as "the right time", strengthen customer loyalty as "Say yes". and SEO optimization can be done from the three to do integration optimization, so that the impact of e-mail marketing expansion.

Overall, SEO plays 4 roles throughout the EDM marketing. Role 1 for the filter, in the previous chapter on the Magic Weapon of EDM is the quality of access to information, and natural search flow generally better quality, and can be targeted optimization. For those who can generate sales of keywords, is the EDM potential information source, from the search engine to obtain quality information is even the most cost-effective.

Role 2 for spices, EDM information collection is diverse, and from their own site users to intercept information is essential. In order to increase the effectiveness of registration information, users feel that the value of the site is particularly important, so that they will give real information. Therefore, SEO can not only enhance the keyword ranking and improve the quality of content, so that users get their needs.

Role 3 for the catalyst, free incentives must be the nail on the plate to attract a large number of registrations. But users may only be able to see in the station, how can the same attract users outside the station? What else is there besides paid ads? SEO can be through the copywriting and outside the chain construction to promote activities to attract information registration.

Role 4 is the material source, and business content is certainly not the best fit for first-time mail. So "What to say" is important, through the station inside the station outside the user behavior analysis, can understand the user most concerned about the product is what, the most acceptable product is what, the most long-term retain the user interest of the method is what, SEO data analysis can be used as a reference source to help write content or even email plate design.

Quality information acquisition is roughly divided into three processes, collecting shop sub mail, authenticating email, and understanding your customers

In the collection of e-mail links, EDM methods are many, we only talk about how to use the Site information collection. For SEO, first of all, we should be able to increase our natural search flow, in principle this is free flow, and good quality. Traffic base is big, that in the registration rate is unchanged, information registration will become larger, and also said before we can optimize the registration rate is good keyword, so say there is to do SEO is advantageous. In addition, such as a Web site using similar images in the mail subscribe to the small box, SEO advice is not limited to the traditional station registration, we can through the functional chain construction of the registration of the small box outside, that is, can be in such as blog, personal stand up to build such a submission box, increase our registration entrance, enhance exposure.

Certified email is simply to filter out those addresses that are not valid or hard to return information, this does not mean that it must be a garbage user, because part of the user may feel that the product or information is not enough to let them give real information, so SEO here is to be able to optimize the content of the key pages, around the user's attention, Enhance the experience and accuracy of the content. In addition, for the registration page itself ranked optimization is also necessary, because the registration page can be accessed directly through search engines, to a certain extent, reduce the loss rate between page browsing.

Know your customers, is from the limited information to find their attributes, give the corresponding marketing. SEO here can play a role in data analysis, such as the analysis of keyword registration rate and user site browsing behavior. For example, we find from the data through the keyword "Silk orchid coupon" came to the website of 2% will register newsletter, then we can analyze the word user browsing behavior, such as to the promotion page, click on the Lancome lip gloss, finally settled in the registration page. Then we'll know. The registered user may be an active user, interested in the promotion and Lancome brand and lip gloss of the users, can be categorized.

In the EDM automatic email system is generally divided into 3 categories of users, new users, members and sleeping customers according to the user purchase cycle. Messages are sent automatically based on a set mechanism throughout the period. And for SEO, there are some can be integrated into the place, such as part of the stage of the Mail can be made Web version, most of the e-mail marketing to prevent Outlook will not normally show the Web page version, but few people will optimize the web version of the e-mail content. So these Web page version of the flow can only be limited to email users, rather than a broader search engine users, such as a new product reminder page, can be ranked for it entirely.

Second, in the Mail how to "say what" before the more important, reduce the rate of users to increase mail clicks is to understand whether the content and customers want to see the same, so the SEO data is the actual behavior of the user to refine so it is necessary as a guide to the content of e-mail.

Finally, strengthening customer loyalty will generally split the user base. VIP members are mainly the activities of the invitation and exclusive preferential marketing, relatively few SEO optimization points. and products Active class customers can be implanted in different SEO ideas, products interested in the type of customer's e-mail mainly concentrated in the multi-user product introduction, such as best-selling goods, new products on the market, so do the web version of SEO optimization is meaningful, so that the flow width becomes larger. Active users are more personalized product recommendations, so the SEO data research and make a combination can be more appropriate user needs.

The most recommended SEO recommendations are in the dormant customer community, because the cause of dormant customers may be many kinds, and from the SEO point of view, we are not aware of your products or brands have negative news, so affect the desire to buy a lot of potential users.

Article source author boson Sina Weibo @boson burst sound