Marketeers and Marketers

The battle of the Marketeers (or marketers, whichever you prefer!) has been raging for years. Before the internet progressed and brought countless more into the online arena, it was fought offline by courageous and battle hardened marketing departments.

In the modern day, marketing presents short term daily battles and challenges. Cut-throat has evolved to cutting edge!

In this increasingly technological battle, SEO, CTR and CRO have joined forces to create a strong allied force. If you can get this strong acronym army working strategically together then the marketing war has far fewer casualties. The sweet smell of victory beckons.

Battle Lines are Drawn

The SERPs (Search Engine Results pages) are a very competitive place. Global businesses are all battling for prime spots on Page 1 of the search results and the illustrious top spot.

The competition for first page real estate is being fought locally, too. Local search, voice search, and laser focused customer intent search are all influencing rankings and subsequent marketing tactics to achieve those rankings.

So how do you, as a marketeer, put your website in the best position to boost your rankings and get clicks onto your site?

In this article we’ll cover how you can align your inbound marketing strategy website to take advantage of search engine changes and the behavioural habits of increasingly savvy and impatient consumers.

We’ll cover search engine optimisation (SEO), click through rate (CTR), and conversion rate optimisation (CRO). Together they form a strong fighting force: The 3 Marketeers!

Bringing these 3 areas of website marketing together will create a self-fulfilling loop, with improvements at each stage feeding back into the other two areas.

This will help your customers to find you through more powerful inbound marketing. It will also help your lead generation and delivery of your business goals.

SEO Specialist:

The first of the 3 steps to get your website appearing on the search engine results pages (SERPs) is to work on your search engine optimisation.

The most affordable SEO services are the ones you can do yourself. Professional SEO services are worth investing in as your company grows, but in the infancy of your business there are a number of things you can work on independently.

As search engines and search trends evolve, it is important to try to keep up with changes in consumer behaviour. When you’re researching your keywords, think local and think of the increasing impact of voice search.

Imagine what types of searches would bring customers to your site (search intent), then include these keywords and phrases in your copy.

Remember to put your customer at the heart of your website content. Ensure that your content aligns with search intent. Always be aware of the usability and accessibility of your site for both humans and search engines.

There are many more aspects of SEO to consider, which we cover in length in a separate post.  But for now, we’ll move onto the next one of the Marketeers: CTR (Click Through Rate).

Click Through Rate

Once search engine optimisation is ticked off, the next step is to refine CTR marketing. It’s true to say that a lot of the click through rate will be determined by material have covered in the SEO section – namely the metadata.

Unfortunately, unless you’re already a global or recognised brand, you’re unlikely to get a ‘reputational click through’ at this stage.

This is when, for example,  a searcher may be more likely to click on a link from Amazon when searching for a term. This may be because they have a pre-defined expectation about the quality of the destination.

So, unless you’re a multi-national corporation or have built an enviable reputation in your niche, working a bit of metadata magic is essential. Which brings us to our next point…

Title Tag / Headline:

Once your SEO has propelled you onto Page 1 of the results for your chosen search term, you’re in click contention.

If you’re hovering around the Top 3, you should now prioritise beating your competition by standing out from the crowd. Your headline is one way you can outshine other contenders.

Check out the example below with “create a compelling headline” as the search term. These are the first 3 organic results below the featured snippet:

create a compelling headline google search results

As you can see, the Title Tags (the blue text) are the largest and most prominent.  Whereas some people may be drawn to the URLs in this case (the green text), the majority of people may not have heard of Neil Patel or Crazy Egg and so they may not draw a ‘reputational’ click. 

There is also a suggestion that Google may start to remove the URL completely from search results which makes the title even more important – and potentially powerful for new and evolving brands!

The titles above also draw on a lot of tried-and-tested ways of constructing a ‘clickable’ headline. Some examples of these include:

How to Lists: Offers quick, actionable and easily digestible content.

Step-by-Step Guides: Great for simplicity, easy to follow, and instructional.

9 Tips: People love hints and tips. These are quick learning resources and suggest easily ‘digestible’ content.

All of the above are powerful attention grabbers. They have zeroed down on search intent, keyword placement and the ‘WYSIWYG’ (What You Say Is What You Get) mentality!

Description / Meta Description:

So, if there are 3 results like the ones above (that are equally clickable) the next step is work on the descriptive text to describe a page or post. This could very well be the deal breaker.

Looking at each one of the meta descriptions under the above titles, all of them highlight the fact that you need a compelling headline: Neil Patel and Crazy Egg know their stuff!

Use this descriptive copy to reinforce how you’ll be answering the question the searcher has asked. This has got to entice the user, so it’s time to include keywords and a persuasive reason to gain the click.

Once you’ve succeeded in getting that all important click, the next few seconds can make all the difference. All your hard work getting a visitor to your website is wasted without the CRO Marketeer doing its thing!

What is CRO?

CRO refers to the Conversion Rate Optimisation on your website. This can take various forms depending on what your company’s goals and objectives are.

A ‘macro’ conversion could be to inspire users to make a purchase.  A ‘micro’ conversion could encourage a visitor to leave a contact email in exchange for a free instructional PDF. This information can then be used for future contact and re-marketing.

It’s imperative that main conversion pages are set up to do exactly that: convert.

Tactics for this include content such as testimonials, calls to action (CTAs), and high quality imagery and multimedia to showcase products.

Landing Page analysis can help to pinpoint different types of behaviour on different areas of your website. This in turn can be used to allocate resources more effectively towards high converting offers and pages.

The Marketeers Battle Continues:

In conclusion, it is important to write user focused and emotive copy that not only resonates with visitors, but helps customers through whatever journey they intend to travel.

Each one of the 3 Marketeers should have honest, positive and trustworthy content as its central pillar. When each one supports and fights for the other, these areas will feed each other and subsequently be a strong collective marketing force.

It just wouldn’t be right to end this post by not sending out a marketing rally cry…

 “One for all, and all for one!”