The company can create useful website content, get people to the site via search engines and deliver e-mail newsletters regularly. All of these actions may become ineffective if each one is implemented separately. The visitor can find a useful article on the website but never hear anything about the updates. Likewise, an email marketing campaign can inform about the service but not provide enough details about it.

Combining website content and email marketing will help to make the user experience more consistent. It will also be helpful for the company to use its content in a more effective way. We have combined SEO tools, web analytics and e-mail marketing tools at Traffsite.

Give Every Website Page a Clear Purpose

Each web page on a website does not need to accomplish the same goal. There may be some web pages about introducing the business itself, some about the services offered by the business, and then some answering questions of customers' needs.

When coming up with new content, one must make decisions on what information is necessary to convey to the website visitor. The service page needs to tell all about the service, while the article page has to answer a certain question.  A keyword research technique can also be used in order to understand which topics can be included into website content. There are some good SEO tools offered by Traffsite.

Turn Published Content into Email Campaign Ideas

To generate new material for emails regularly may be difficult, especially if the marketing team carries out several different types of activities. There is one good way – making more use of data which is already available on the website. An extensive article can be made a brief email. An update of the service can be turned into an announcement, and a compilation of tips can be used as a regular newsletter. However, this does not mean that you just copy all the text from your website article in the email. All you have to do is to introduce the topic and explain its importance and relevance. Using email marketing tools offered by Traffsite, any company can provide its communication activities with proper support.

Understand Which Topics Attract Visitors

Analytics from websites can help businesses learn which pages are visited by their customers. It can be a good hint for the selection of topics for the next email campaigns.

For instance, if people often visit some service page, the business may think about sending a guide or answers to frequently asked questions related to that service. If some informative article is popular among the visitors, it can be used in one of the next emails. At Traffsite, our web analytics tools allow users to track their website traffic and visitors' behavior. These observations can be helpful while planning content.

Be Consistent in Communication

Let us imagine that someone finds a business via a search engine and gets an email about the same service. If the information is consistent and clear, the experience is more coherent. It is essential for businesses to provide the same information about services, features and other important things in their website pages and emails. The descriptions of services should not confuse the customers. It is better to use a content calendar for planning the topics for website articles and email campaigns. It will be easier to organize the communication process and avoid repetition.

Use SEO Insights to Plan Future Communication

Search research does not only bring ideas for website articles but can also be used to learn what topics and questions should be covered in email communication. If many people are searching for information on choosing a certain service, the business can develop a guide on its website and then promote it by sending an email campaign with some important points of this guide. The analysis of keywords performance will show which new topics could be covered. Traffsite provides SEO tools together with web analytics and email marketing tools.

Review Results and Optimize Your Content Plan

A connected marketing strategy should be constantly reviewed. The business can analyze website traffic, search performance and email campaigns to see how its strategy is developing. It is necessary to look for useful patterns but not to expect the same reaction from each campaign. Some topics may bring more traffic to the website, while other topics may fit better for email campaigns. These results should be used to optimize future content plan. The topic that does not bring enough results may need another approach, while a popular topic gives chances to create new content.

Build a Connected Marketing Strategy with Traffsite

The website and the emails do not have to work independently of each other. Ideas for email communication can come from your website content. The results of search research and information about visitors can be used by companies to determine what should be posted next on their websites. At Traffsite we offer SEO tools, web analysis and email marketing materials which can be helpful in implementing these activities.

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