In the world of digital marketing, there are two main prongs: paid strategies and organic strategies.
Paid strategies are closer to traditional advertising, and indeed, most paid strategies revolve around paid social media marketing and pay-per-click, also known as PPC.
They can be very effective, but the truth about them is once you stop paying into them you usually stop seeing results.
Many eCommerce digital marketing agencies also offer organic strategies, which, while also expensive offer better long-term growth, and much more sustainable growth at that.
Now, some digital marketing agencies specialize in one or a few types of organic marketing – but some offer a full suite of complementary services.
These often work together – here’s how.
Search Engine Optimization (SEO)
SEO, or search engine optimization, is the process of making a website amenable to search engines so that it ranks higher in the search results.
There are four core pillars of SEO, being content, on and off-page SEO, and technical SEO. these consist of ranking factors that, once optimized, will result in higher rankings.
SEO offers one of the highest rates of return of all organic marketing channels when properly executed, and is one of the best long-term strategies in all of digital marketing.
While SEO produces (and relies on) content for the purposes of generating greater organic visibility through search engines, content marketing produces content solely for the value of buzz.
A piece of content could be very poorly produced for SEO but still have a lot of readership or viewership value, in which case it can be considered effective for a content marketing campaign.
Content marketing makes the company that engages in it an invaluable asset and a trusted resource. Oftentimes, SEO captures leads through content and the rest of the content marketing on the source holds their attention.
In this way, content marketing and SEO are very closely related.
Social Media Management
Social media management involves managing social media posts to attract new followers and gain a larger market share on specific social media platforms.
There are a wide range of popular social media accounts for eCommerce businesses, such as Facebook, Instagram, Twitter, TikTok, LinkedIn, and now, Threads.
Many eCommerce digital marketing agencies will manage their clients’ social media accounts, planning posts and handling engagement with followers so as to grow their base and improve their reputability.
Also, social cues are considered a ranking factor, so beyond the obvious value of being active on social media, a social presence can positively impact SEO as well.
Email marketing requires leads to be captured before they can be utilized, but once a business has a “contact book” email marketing can be one of the most effective revenue-generating content streams.
The great thing about email marketing leads is that they are all warm. They all know about a business and many of them may also already be customers.
So having an eCommerce digital marketing agency that runs a lean email marketing campaign can help extract a higher customer lifetime value from each customer or lead.
The Value of Working with an eCommerce Digital Marketing Agency
Working with an eCommerce digital marketing agency that offers a full range of complementary services can improve your marketing’s overall efficacy, since, as you can see, oftentimes these strategies are interrelated.
Moreover, working with one agency for multiple marketing channels will also help consolidate your points of contact and streamline communications.
Therefore, if your eCommerce business is considering marketing through more than one organic channel, it often pays to work with a full-service agency that offers more than one service.