How Enterprise SEO Can Maximize Traditional Marketing ROI

Traditional marketing refers to a form of promotion that reaches an audience offline. Companies use marketing channels such as print, broadcast, telemarketing or direct mail to engage their audience and broaden their reach.

When traditional marketing and SEO approaches are intertwined for enterprises, the customer’s journey becomes a robust experience which carries your brand from one part of the marketing funnel to the next. Enterprise organizations are able to leverage this journey in order to bolster traditional and digital marketing efforts, enhance brand recognition, connect as well as strengthen the consumer experience, and ultimately drive ROI.

Here are tips on how to use enterprise SEO to support your traditional marketing strategy to dominate in your niche.

What is traditional marketing? 

Traditional marketing refers to any type of marketing that isn’t online. This means print, broadcast, direct mail, phone, and outdoor advertising like billboards. From newspapers to radio, this method of marketing helps reach targeted audiences.

Traditional marketing is not only one of the oldest forms of marketing, but also one of the most researched. Marketers lean towards this method because it’s tried and true. Everyone encounters some sort of traditional marketing in their everyday lives, whether it’s getting the mail or your daily newspaper.

Moreover it plays an important part in reaching local audiences. Ads can be kept for a long period of time, if they’re physical. Plus, there’s an audience who’s easier to reach through traditional marketing than online marketing.

What is ROI?

ROI stands for Return on investment. It is a performance measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of a number of different investments. ROI tries to directly measure the amount of return on a particular investment, relative to the investment’s cost. 

To calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment. The result is expressed as a percentage or a ratio.

Current Value of Investment” refers to the proceeds obtained from the sale of the investment of interest. Because ROI is measured as a percentage, it can be easily compared with returns from other investments, allowing one to measure a variety of types of investments against one another.

Understanding Return on Investment (ROI)

ROI is a popular metric because of its versatility and simplicity. Essentially, ROI can be used as a rudimentary gauge of an investment’s profitability. This could be the ROI on a stock investment, the ROI a company expects on expanding a factory, or the ROI generated in a real estate transaction.

The calculation itself is not too complicated, and it is relatively easy to interpret for its wide range of applications. If an investment’s ROI is net positive, it is probably worthwhile. But if other opportunities with higher ROIs are available, these signals can help investors eliminate or select the best options. Likewise, investors should avoid negative ROIs, which imply a net loss.

We live in a multi-device, multi-screen world

The reply lies in how customers work together with conventional media comparable to tv commercials or radio adverts. Today, 71% of people who find themselves watching TV use a second display screen, comparable to a cellphone or pill, to search for details about what they’re watching on TV.

That connection exhibits an actual relationship between the buyer, conventional media, and on-line advertising and marketing potential, particularly because it pertains to search engine marketing (SEO). Traditional advertising and marketing efforts are sometimes one-sided, usually viewers members can’t work together immediately with a billboard or a tv present.

They can, however, use the information they’ve gained from that interaction and use it to drive a search online. When traditional marketing and SEO strategies are intertwined, the customer’s journey becomes a robust experience that carries your brand from one part of the funnel to the next.

Enterprise organizations can leverage this journey to bolster traditional and digital marketing efforts, improve brand recognition, connect and strengthen the consumer experience, and ultimately drive ROI.

Why does traditional marketing still matter for enterprise?

We are dependent on digital platforms and our dependence on them have moved traditional marketing radio, TV, billboard, and print out of the spotlight, but that does not mean those channels lack potential.

Instead, traditional marketing channels can add significant value on their own or combined with other marketing initiatives. Here are a few reasons why:

1. Content commands attention

Content captures the attention of the audience. Traditional marketing channels and approaches can help with this. Furthermore, the traditional means of publishing or presenting content to the public like TV, radio, billboards, and similar are still very eye-catching. That’s why marketers make the content to match these traditional means.

These formats, along with billboards and radio, command attention. You can change the channel, but that isn’t as simple as scrolling past a paid search result on social media or in Google search results.

Also, today’s marketing experts work to create ad spots that seamlessly bleed right into radio, TV, or print content. A pasta brand ad in a cooking or home magazine, for instance, may take on the appearance of engaging content rather than an intrusive ad. Similarly, a radio ad script may seem like an organic review from a trusted host.

2. Traditional marketing leads to familiarization

The more the audience is engaged with the content and willing to collaborate, the chances of becoming recognized are greater. Understandably the digital tools offer more options yet there is always something special about a memorable message in the newspaper, on a billboard or on TV. When these two approaches are intertwined the brand’s awareness and its success are slightly increased.

Brand familiarity can take place at different speeds. In some cases, a truly memorable commercial will lead to instant brand awareness that may even carry out into social streams or video-sharing platforms.

In other cases, ongoing exposure to a particular ad spot or series of ad spots can also lead to brand awareness, even if the audience member isn’t fully engaged. Familiarity can and frequently does impact our buying decisions, whether it’s early in the funnel or at the very moment we’re deciding which product to purchase or service provider to choose.

3. Staying Power

Many of us spend a significant amount of time wrapped up in digital communications. But that doesn’t mean we don’t occasionally put the phone down and turn to less pervasive means of entertainment.

Though statistics can change based on demographics, many of us still spend time watching TV, listening to radio shows or podcasts, and flipping through a newspaper or magazine. And though dependence on those traditional channels may ebb and flow, it is unlikely those channels will become obsolete any time soon.

Traditional SEO is only one part of a comprehensive enterprise SEO strategy

Enterprise often refers to the size or scale of a website or business. Enterprise websites may have complex site structures with hundreds and hundreds (if not thousands) of pages.

An enterprise website may also refer to a website that may be rather small but still manages millions of visits each day. Finally, the term “enterprise” may also be used to refer to large businesses or organizations.

As you may imagine, each of those enterprise scenarios creates a unique set of marketing needs. A basic SEO approach may be enough to help a small business grow, but those same strategies may not be as beneficial for enterprise websites and organizations that have more complex needs.

Enterprise SEO goes beyond common strategies to create a holistic approach that includes and influences cross-departmental decisions encompassing sales, branding, digital marketing, print marketing, web development, and user experience.

Few one-size-fits-all business strategies consistently breed success, and that’s true of your SEO and marketing efforts. Larger companies or businesses that maintain high-traffic websites face unique challenges that simply cannot be addressed using a basic, single-vision approach to SEO.

Enterprise SEO experts recognize these challenges and can help companies deal with issues and concerns or, in some cases, avoid them altogether. This is particularly true as it relates to the following concerns:

• Legacy issues: Complex legacy tech stacks, inconsistent platform alterations, CMS changes, URL restructuring, and poorly maintained content can decrease the effectiveness of new and existing SEO initiatives.
• Poor content quality: Gone are the days when any keyword-driven content would suffice. Outdated, thin, or duplicate content can cause ongoing site reputation damage in the eyes of site visitors as well as search engines.
• Crawlability and indexability: Search engines determine credibility and quality in several ways, including crawling and indexing. When a website has thousands of pages that aren’t optimized and aligned with marketing goals, new, valuable content can get lost, ranking can slip, and it can even increase business server costs.
• Conflicting corporate environments: Every enterprise company wants to make money, but not all departments and decision-makers agree on how to get there. Any marketing expert will tell you that SEO is frequently the backbone to success, but metrics aren’t always cut and dry. Without the support of Enterprise SEO, it can be challenging to bring together various organizational arms to create a unified approach.
• Scalability: Smaller companies enjoy the freedom to make page-by-page updates, carry out testing, or tweak their SEO strategy as they see fit. That isn’t always the same for larger companies. Creating a scalable enterprise SEO strategy can make it easier to accommodate changing demands without causing irreparable damage.

Tips for using SEO to support your traditional marketing campaigns

• Consider the customers’ journey through the sales funnel – Customers enter the sales funnel at different stages, so brands should work on increasing the awareness of the company. SEO helps here to help bring the buyers from this stage to the one where they’re ready to make a purchase.
• Create a seamless transition from physical to digital – Many potential customers may have heard about the brand on TV, radio or read something in a magazine. So, when they move into the digital, online world, your brand should welcome them with an SEO-friendly landing page that will bring them value.
• Mobile-friendly landing pages – More and more people replace their desktop computers with mobiles. Make sure you’re optimized for mobile screens.
• Work on your Google Business Profile – Your business should be well presented on Google. And that means entering a valid address, an optimized description, working on legitimate reviews, and more. Your possibilities with Google are close to endless – from geofencing to IP targeting, and everything in between.
• Know your objectives – Marketing is nothing if you don’t have concrete objectives in mind. What’s more, they should be aligned across all platforms and channels. In turn that doesn’t mean copy-pasting everything. It just refers to the fact that traditional marketing strategies should be formed with SEO in mind and vice versa. Make sure they’re complimentary.
• Multi-channel content – Work on optimizing your content such as your ads for both magazines, radio, TV, social media, and website.
• Focus on different channels of communication – Be aware that not everyone will look you up only on Google. Some may find you via Facebook, Twitter or Instagram. So, make sure you work on the different social channels that work for you best.
• Target the right keywords – SEO is all about the keywords. So, incorporate these catchy phrases and elements into your traditional ads, too. These words are associated with your company and will build the brand and the awareness about it.

Pin traditional Ads on social media

This is a super useful way of bridging traditional marketing and social media. Moreover, your profiles on social channels such as Facebook, Twitter, LinkedIn, and such usually appear first on Google. So, when people click on them, make sure that the first thing they see on your social media profiles is the traditional ads you’ve been working so hard on.

Why enterprise SEO must play a leading role in traditional marketing

Marketing can occasionally breed uncertainty, but two things are consistently true:

1. Traditional marketing channels are not going away.
2. SEO remains a driving force across multiple marketing channels.

If you want to maximize your traditional marketing ROI, you need to bolster it with a strong enterprise SEO presence. Doing so can help consumers move through the funnel without unnecessary interruptions. When you combine traditional marketing with enterprise SEO, you can expect the following.

1. Consumers Can Easily Integrate Their Real-World Experience With Their Digital Searches

Enterprise SEO helps unite the initiatives of each marketing channel. For traditional marketing efforts, this leads to an environment where a consumer can listen to an ad, read a flyer, or take note of a billboard and easily use a search engine to connect the “real-life” experience with the digital presence.

2. It Reinforces Brand Recall and Customer Trust

Consumers are savvy researchers, and though some may purchase a brand they never heard of before, many rely on their past interactions – direct and indirect – with a brand. In fact, the old “Marketing Rule of 7” suggests that consumers typically need at least seven interactions with a brand before they consider it for purchase.

Traditional marketing efforts can be a great starting place for brand interaction, but they can be one-sided. Combining ad, print, and radio advertising efforts with enterprise SEO makes it more likely that a consumer will continue to interact with your brand. And, once they move from traditional to digital, it becomes easier to gain their attention through email lists, social media relationships, text messages, etc.

3. Enterprise SEO Inform and Improve Traditional Campaigns

It may seem that the relationship between traditional marketing and enterprise SEO focuses on moving consumers from the “real” world to the online space, and that’s true. However, because enterprise SEO offers a holistic approach to marketing as a whole, the relationship can also help your marketing team enhance their understanding of buyer personas. Ultimately, they can make more informed and impactful decisions about traditional marketing strategies.

How to dominate enterprise SEO to support your traditional marketing campaigns

Using enterprise SEO to support your traditional campaigns requires a little forethought.  Here are eight tips on how to use enterprise SEO to support your traditional marketing strategy.

1. Align your goals

Marketing is a connected web of channels, and the best way to support any single channel is to ensure that your goals align. That doesn’t mean that each channel should adhere to the same strategy or even attract the same audience. It does however suggest that your traditional marketing campaign should be built with SEO considerations in mind. Take time to think about your audience, your goals, and how to leverage enterprise SEO to really maximize traditional marketing ROI.

2. Consider the consumer journey

Not every marketing effort should be designed for immediate conversion. Buyers enter the funnel at different points. Some are gathering information or may not even be aware of a particular need. 

In that case, your efforts should be targeted at brand awareness. Others are ready to make a purchase. Create SEO and traditional strategies that can work together to help consumers make their way from the first impression to conversion.

3. Create content that establishes a seamless connection with radio and TV viewers

As mentioned above, marketers are becoming skilled at creating ads that fit organically with print, TV, and radio content. This creates the unique opportunity to cultivate organic relationships with an audience. Work with print, radio, and television personalities and outlets to share specific content with their audience or link your brand’s website in promotional posts.

4. Create a destination

It isn’t enough to send consumers from traditional spaces to your website. Instead, the transition to digital should be paved with purpose. Create landing pages that offer value based on where the consumer came from (e.g., specific radio/podcast, magazine, flyer, etc.), as well as their assumed buyer persona.

5. Don’t forget your other channels

Enterprise SEO should bring together all your channels under a unified strategy. Though many users will head directly to their nearest Google search bar, some will may end up searching for your brand on Facebook, Instagram, or other popular social platforms. Consider how each of these channels can work together to support the other.

6. Offer Mobile-Friendly Landing Pages

Seventy-seven percent of people across all age groups keep a second screen open while watching TV. For adults under 55, that figure stands at over 83%. Assume that people are Googling your brand and products from a smartphone. Include links to mobile-friendly landing pages in your traditional ads and search results.

7. Consider What Keywords Viewers Might Search

Think carefully about your traditional ad copy and scripts. When someone sees or hears them, what might they type into the search bar, and what do the search results look like? Aim for a holistic search presence around these branded keywords or product keywords with things like:

• Third-party blog reviews.
• Guest blogs on other websites.
• Google reviews or other user-generated review sites.

8. Optimize Your Google Business Listing

Your Google My Business listing functions as a virtual business card. It gives your brand authority and enforces trust. Make sure you have a valid address and an optimized description. Focus on generating Google reviews, and claim your search panel so Google knows to embed it in the search results. There’s more to Google My Business than basic setup and maintenance, however you can:

Use Geofencing and IP Targeting to Reach Billboard Viewers

Billboard ads are more affordable than they’ve ever been – and thanks to digital marketing, you can maximize your ROI from them as well. IP targeting and geofencing allow you to run banner ads and social media ads across the digital screens of anyone who came within a certain distance of your billboard. Consider their state of mind by expanding the conversation you started with the billboard.

Pin Social Media Posts That Relate to Traditional Ads

Social media sites like Facebook and Twitter are high-authority domains, so they tend to show up at the top of search results for branded keywords. Use this to your advantage for traditional campaigns. Assume customers will click your social profile links and optimize your page for their inevitable visit. Pin content to the top of your profile that relates to any traditional campaigns you’re currently running.

Why enterprise SEO should play a major role in traditional marketing

Marketing can occasionally create uncertainty, but two things are always true:

• Traditional marketing channels are not disappearing.
• SEO remains a driving force in many marketing channels.
• If you want to maximize the return on traditional marketing investment, you need to boost it with a strong SEO company presence. This can help consumers get through the pipeline without unnecessary disruption.

Use enterprise SEO and traditional marketing to dominate in your niche

Enterprise SEO and standard promoting and advertising and marketing couldn’t appear to be they’ve a great deal of overlap, nonetheless that’s faraway from right. Customers who’re influenced by typical promoting and advertising and marketing strategies are susceptible to work together collectively along with your mannequin on-line, whether or not it’s by means of a search, a direct website go to, or by means of social media platforms.

Combining the two could provide help to stable a wider, however additional, centered web which will enhance web site guests, mannequin consciousness, and at last conversions. The benefits will broaden previous typical promoting and advertising and marketing wins, however.

This unified technique that enterprise SEO embodies could assist strengthen not solely your promoting and advertising and marketing efforts nonetheless your group as a complete.

Final Words 

At first glance, it may seem like these two terms have nothing in common. But that’s far from the truth. Moreover, these two make such a powerful duo that when they’re combined, together they can help you dominate your business niche.

As we’re living in an online era, people who have engaged and who you’ve reached via traditional marketing, won’t stop there. In fact, they’d like to continue the relationship with you online. That’s when SEO steps in. So, the two of you will increase and boost your marketing efforts to get more customers. Also, they’ll only positively impact your entire business.