Digital Marketing - Study Notes:
Using search as a sales and marketing channel
You can use search as both a sales and marketing channel. Think about how customers use search at various stages of their customer journey and what they expect from each stage. Ask yourself: how do you want your customers to experience your brand through search? Then, consider these experiences from a content perspective for SEO and a conversion and visibility perspective for PPC.
SEO and PPC keywords
You can use keyword research in both paid and organic search campaigns to create synergy between both strategies.
SEO keyword research inspires you to create content that helps people discover your products, learn more about them, and make the decision to buy.
PPC keyword research is more concerned with purchase-based keywords. You can use these to create experiences for people who already know what they want and can easily search and buy. It's essential to keep your messaging consistent across your paid search ads, landing pages, and website content.
Using search to drive sales
You can use search to drive sales in an omnichannel strategy.
Digital marketing perspective
While many people are first introduced to products and services via outbound advertising techniques like banner ads, video ads, and social media ads, other consumers discover products by using search engines. Typically, they’re looking for a product or service that will solve a particular need or problem they have.
By identifying the types of needs these customers have - and how they can use your products to resolve those needs - you can use this information to create relevant and valuable website content. You can widen the reach of your content by doing keyword research around your customer need states and including these keywords and themes in your content also.
Then, when people search online to resolve a problem, they’ll find your content, which will guide them toward your product as the solution. Even if they discover your product on other channels, like social or video, they’re likely to reach a point in their customer journey where they need more information before they commit to purchasing.
Anticipating customer questions
By anticipating the type of questions people ask when deciding whether to purchase and creating content that proactively deals with these queries, you can create a seamless experience for customers. When they search online, find your website, and read your content, your content should answer all their questions and remove any hesitation or doubt they may have about buying from you.
In this way, your organic search strategy is a channel that facilitates sales from other channels. It gives people the information and the confidence they need to say ‘yes’ to buying from you.
Sales perspective
In any market at any time, there are those who are discovering products, others who are researching products, and some who have done their research and are ready to buy. When it comes to creating an omnichannel experience for those who are ready to buy, you should prioritize search, as it is a key sales channel.
Many people buy after doing a search. For example, when people type in queries like "buy an iPhone case" or "book a hotel" and so on, it indicates to Google that they’re ready to act. When someone searches using these types of keywords, it’s very likely that they’ll look at the available options on the SERP and consider clicking and buying.
Maximizing sales opportunities
To maximize sales opportunities, it’s important to be highly visible at the top of the SERP when people search. Depending on the keywords used by customers, both PPC and SEO can drive sales for a business.
There are certain niche and longtail keywords that increase visibility from an organic perspective. This can help drive sales through SEO.
Moreover, there are other short- and longtail keywords that you can include in your PPC campaigns to ensure visibility, based on customer needs at different points in the omnichannel journey.
This way, organic and PPC search channels can work side by side to drive sales and support other channels in your omnichannel strategy.
Back to TopMatthew Santos
Matthew Santos is the Vice President of Products & Strategy at Neil Patel Accel. He initially built the four major product offerings they provide to customers, and continues to oversee three of those: SEO, CRO, and Email Marketing. He has been in the industry for almost 10 years, primarily focused on Earned Media digital tactics.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
Neil Patel
Neil Patel is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Brooke Hess
Digital Marketing Strategist and VP of Paid Media (NP Digital)
Brooke Hess is a highly skilled and passionate digital marketer with an extensive background in the paid media space. While leading a team of Directors across strategy, paid social, paid search, and programmatic media, Brooke oversees paid media strategy for priority clients and develops effective strategies for new clients. Brooke is also recognized as a high achiever in providing effective educational opportunities for paid media professionals to ensure they get the most from their paid media strategies.
