6 Best Strategies for Salesforce Marketing Cloud Lead Generation Through SEO

Generating leads is a crucial aspect of business marketing in the contemporary, digital-first world. Salesforce Marketing Cloud is a highly recommended lead-generation tool for businesses seeking to automate and optimise their marketing efforts. However, it includes several other tools, beyond generating traffic and leads from a website, to turn the traffic into leads, which is its strength in terms of SEO strategy. 

SEO (Search Engine Optimisation) is the backbone of inbound marketing and plays a crucial role in enhancing the efficiency of campaigns for Salesforce Marketing Cloud. This blog post outlines six sales strategies for generating leads from Salesforce Marketing Cloud, utilising SEO techniques to drive traffic. It will be easy to apply, even by a novice in Salesforce, but still exhaustive enough for seasoned marketers. 

Here are the 6 Strategies for Salesforce Marketing Cloud Lead Generation through SEO

 

1. Optimise Your Website for Relevant Keywords 

 

• The first step in driving traffic and generating leads through SEO is optimising your site for the relevant keywords. 

 

• You can do keyword research: find out what term potential customers are using to search for your products or services. 

 

• Because you are using Salesforce Marketing Cloud, you have tools at your disposal that can help you understand customer behaviour, how they prefer to shop, and even what journey they are taking on your site, which can be used to develop a keyword strategy. 

 

For example, if your company were in the business of email marketing automation, you would emphasise resource keywords like “email marketing automation,” “CRM for email marketing,” or perhaps “Salesforce Marketing Cloud email campaigns.” These resource keywords should then naturally find their way throughout your site, including articles, landing pages, and meta-tags. With these high-intent phrases, your chances of appearing in relevant searches and capturing qualified leads increase. 

 

Tip: Utilise the built-in analytics and segmentation features in Salesforce to identify which keywords generate the most profitable traffic and then adjust your SEO strategy accordingly. 

 

2. Leverage Content Marketing to Engage Prospects 

 

• Content marketing shines when you are trying to attract leads through organic traffic. 

 

• High-quality content that’s relevant to people’s needs brings them to your site and positions you as an authority in your industry. 

 

• The features available in Salesforce Marketing Cloud, including Journey Builder and Content Builder, enable you to deliver personalised content to your customers based on their preferences and behaviours. 

 

• Develop a content strategy that speaks to your audience’s needs and interests. 

 

For instance, blog posts, white papers, e-books, case studies, and webinars will provide information on topics important to prospects. 

 

For example, if you sell marketing automation, your content focuses on how automation enhances the way organisations engage with customers, streamlines lead nurturing, or drives return on investment (ROI). 

 

When you develop valuable content that answers your audience’s questions or solves their problems, you significantly improve the chances of your visitors converting into leads. Utilise SEO best practices, such as relevant keywords, image optimisation, compelling meta descriptions, and proper web structuring, to make your content more discoverable. 

 

Tip: Personalise your content delivery with Salesforce Marketing Cloud’s Content Builder for automatic messaging, which increases the likelihood of engaging prospects and driving them toward conversion. 

 

3. Improve Your Website’s Technical SEO 

 

On-page SEO (like keyword optimisation) cannot be denied as crucial. Technical SEO, however, makes it easy for search engines to crawl, index, and rank your website. Your website’s actual technical infrastructure is then worked upon to ensure an easy user and search engine experience. 

 

For Salesforce Marketing Cloud clients, some of the technical areas of concern include: 

 

• Speed: Ensure your site loads quickly; sluggish pages increase your bounce rate and negatively impact your search engine rankings. 

 

• Mobile Optimisation: All sites must have a mobile site, as Google uses mobile-first indexing. 

 

• URL Structure: The cleaner, more organised, and more keyword-relevant your URL is, the easier it will be for a search engine to comprehend your page. 

 

• The XML Sitemap: Submitting an XML Sitemap to Google ensures that the pages of your site are easily indexed. 

 

• Structured Data: Adding context through the use of structured data (schema markup) on your pages enhances search engine understanding and improves the effectiveness of lead-generating forms within your search results. 

  

Salesforce Marketing Cloud will work in conjunction with technical SEO tools, such as Google Search Console, so that you can monitor your website’s success and promptly address any technical issues. 

 

Tip: Audit your website for technical SEO issues periodically using tools like Google Page Speed Insights, as these will enable you to make modifications that boost your site’s ranking potential. 

 

4. Utilise Social Media to Boost SEO and Lead Generation 

• Although social media does not directly influence search engine ranking, its role in SEO and the lead generation process is vital, nonetheless. 
• When you share your content on social media platforms like LinkedIn, Twitter, and Facebook, traffic is directed to your website, enhancing brand visibility and fostering engagement with potential leads. 

 

• With Salesforce Marketing Cloud’s Social Studio, you will be able to manage your social media profiles and track engagement across multiple platforms. 

 

• By promoting your SEO-optimized content on social media, you increase the likelihood of earning backlinks, which will help your site’s authority and rankings. 

 

• Social media sites like LinkedIn, which enable one-on-one interaction with industry professionals, offer incredibly qualified leads. Utilise Salesforce’s social listening tools to track relevant conversations and identify potential prospects. 

 

Tip: Your social media strategy should also consider SEO objectives. If you’ve written a blog post targeting specific keywords, share it through your social media channels to increase its reach and garner more engagement. 

5. Optimise for Local SEO 

• If you have a physical business or want to reach customers in the local area, local SEO is crucial. 

 

• The search results in your business when someone is searching for services and products near your business. 

 

• Many Salesforce users are likely to work in retail, real estate, or other service-based companies for this reason. 

  

• Make your website accessible to local customers by utilising geographical keyword optimisation, creating local business listings (such as Google My Business), and soliciting reviews from customers. 

 

• You can also use Salesforce Marketing Cloud and Email Studio to tailor offers or promotions to the geographical location of your leads. 

  

Tip: Ensure uniformity of name, address, and phone numbers (NAP) to avoid confusion. It is local SEO that has strengthened its grip on credibility, ensuring that a business is discovered under local inquiry searches. 

 

6. Measure, Analyse, and Refine Your SEO Strategy 

• SEO is an ongoing process; therefore, the success of this aspect must be measured to update strategies over time.

 

• The performance of SEO initiatives, including traffic growth, lead conversion, and engagement metrics, can be verified through robust analytics and reporting tools in Salesforce Marketing Cloud. 

 

• Use these insights to identify what works and what doesn’t work. 

 

For instance, if a particular keyword attracts massive traffic but does not convert leads, you may consider changing the look of its landing page or content to boost conversion. 

 

Tip: In Salesforce Marketing Cloud, set up custom reports to track SEO metrics related to your site traffic, bounce rates, leads form submissions, and more, and continue to evolve your strategy. 

 

Conclusion 

Salesforce Marketing Cloud, paired with a solid SEO strategy, makes a potent match for lead generation. Quality leads are generated when several key factors are in place: websites are optimised for relevant keywords, enticing content is created, good technical SEO is implemented, social media is leveraged, local SEO is prioritised, and results are continuously analysed.  

 

SEO is not a one-time thing. Even by simply adhering to SEO best practices and utilising all aspects of Salesforce Marketing Cloud, you can ensure that leads are consistently generated over time and will thrive in the digital marketplace. Here are six strategies that will put you on the course to Salesforce Marketing Cloud success through SEO, whether you are just starting today or aiming to sharpen an existing plan.

Also read: Top 10 Benefits of Digital Marketing

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