Without a doubt, modern companies are interested in streamlining and optimizing their marketing tactics, and applying the best marketing technology achievements comes in handy. With solutions like Salesforce, CRM networks, Mailchimp, and others, it has become simpler to level up your performance strategy and maximize the efficiency of client targeting, acquisition, and retention. When accompanied by up-market SEO tools, this technology collection can improve your business and lead to satisfactory ROI.
This variety of networks, tools, and software that aims at upgrading your marketing strategy has considerably increased over the last decade and is expected to continue conquering the industry. As its importance expands, your dedication to diving deeper into the MarTech universe and its market growth can help you locate a powerful and versatile instrument for self-developing in the long run. Mind the gap!
What You Should Know About Marketing Technology
According to MarTech facts and statistics on Statista, you can clearly see why it is one of the fastest-growing markets:
- The number of MarTech solutions has increased by over sixty times from 2011 to 2022—from 150 to 9,932.
Source: Statista
- The worldwide market value of the industry was expected to climb by US$345 billion in 2021, and the real scenario has come off with flying colours, with no indicators of slowing down. In fact, this sector is projected to grow by around 18% by 2027.
Sticking to MarTech trends and innovations has proven to positively impact a company’s workload, advancing user journeys, data-collecting methods, and so on. This lets businesses bring more meaning and experience to the data insights into their audience’s needs.
Integrating MarTech standards enables specialists to develop customized and personalized social media and communication channels for achieving target business goals. By aggregating and grading keyword usage and measuring your marketing campaigns’ efficacy compared to first-page SERPs, you transform your understanding of digital customer journeys into productive strategies for better economic value added and market value added.
Key MarTech Components
If companies fail to contact and influence their target audiences wherever they are, they won’t be able to thrive and evolve in the occupied niche and expand their influence. While marketing technology lets businesses get the most out of the modern promotion and advertising means, it is crucial to create a so-called MarTech stack to adhere to your business’s properties and goals. Such collections typically contain numerous critical instruments to automate your data analytics, email marketing, lead generation, and other marketing processes.
Source: Serpstat
Instead of conducting due diligence research and discovering the tools best suited to their business requirements, several companies decided to simplify their approach and invest in the most viral and recommended solutions. Although this method isn’t prone to failure right away, the risks are too high to anticipate for healthy brand development.
To ensure you won’t waste your resources and accurately integrate MarTech into your marketing operations, you have to check what the market offers, how different options can help your particular business needs, and how to adopt those technologies reliably. The most standard selection of tools should include automation software, content management systems, SEO platforms, CRM networks, data analytics solutions, etc., for efficient data-driven decisions.
Source: Chief Martec
Are AdTech and MarTech the Same?
Marketing tends to deal with end users’ engagement, whereas advertising handles the level of customer awareness and overall attention to the brand. The convergence of advertising and marketing strategies most likely holds the future of this industry’s evolution.
However, distinguishing between the terms marketing and advertising technology will help you personalize your tool and software stack and achieve greater results in a faster and more professional way.
AdTech plays a more specific role and is related to instruments that conduct digital advertising campaigns. On the contrary, MarTech addresses innovations and solutions that are utilized to improve the overall marketing process. These spheres overlap a lot, but this fact doesn’t make their techniques and aims less distinct.
The term “advertising technology” refers to the tactics for delivering relevant and customer-oriented adverts to specified markets and audiences using automation and data tools. The latter tend to be less multifunctional than MarTech solutions. Supply-side and demand-side platforms, ad networks and exchanges, pursue specific paths for executing particular advertising campaign plans.
The Most Important SEO Metrics for Advanced MarTech
Organic search data is becoming more important as organizations develop and operate their MarTech suites. Once a separate environment, SEO is now integrated into general digital and PPC efforts. The key reason behind this change is simple—search engine optimization provides the most vibrant and dynamic picture of your site’s evolution and the opportunity to comprehend the client’s voice at the same time.
SEO insights are extremely efficient in discovering customers’ intent and exposing consumer behaviour micro tendencies and macro search trends in the occupied niche—everything to enhance the quality and value of customer experience across all the aspects of their integration with your platform.
With solutions like Serpstat, Salesforce, Hubspot, HootSuite, and others, you gain the power to speed up your search marketing objectives achievement via keyword research and clustering, competitor analysis, AI content generation, and site audits.
By determining the most usable solution in the traffic sources distribution, you will easily find out what channels require special attention in web design and marketing.
According to Serpstat, direct site transitions, namely, when customers visit sites directly via their URLs, are a frontrunner of the list, with search traffic being second. Knowing this, teams can create a successful omnichannel marketing tactic and ensure consistent experiences for them at any sales touchpoint.
Source: Serpstat
Your site's visibility can determine whether you have to up your game. Simply put, this is an umbrella term for the percentage of total clicks or possible traffic a business’s platform obtains for a certain keyword in an organic search. This SEO parameter heavily depends on how you rank in SERPs in contrast to your rivals in the field.
If you don’t have this parameter at a decent level, the proficiency of your marketing strategy won’t pay it off. You won’t get the desired conversion rate when a relevant query doesn’t have enough visibility in SERPs.
MarTech Keywords in Organic Search
Although search engine optimization is no longer focused on creating and promoting content, the way it entails improving end users’ experiences and adjusting to ever-changing Google ranking algorithms and the way other engines crawl and index your on-site pages. Conventional SEO tactics, on the other hand, remain relevant, and keyword research and analysis aren’t an exception.
It is crucial to identify the right keyword for any MarTech organization. Not only does it help to drive visitors to the domain, but it also fuels building consistent and solid brand awareness from a long-term perspective. This research lets experts reveal target phrases and words to cater to the potential search intents of their audiences. Modern tools let you define what keywords to use, their popularity in the field, difficulty, search volume, estimated organic traffic, and much more.
Nevertheless, your rating in SERPs is influenced by multiple factors. Obtaining numerous keywords in the top 100 doesn’t make your business insured and prone to success. There are several reasons why a business with a great keyword base fails to gain significant brand awareness and organic traffic, including inadequate content, too big click depth, lacking web design, or poorly executed SEO methods.
While getting a big number of keywords is vital, you won’t get the desired result without ensuring their relevance and proper use. Don’t forget about catering to current search trends and adjust your on-site keyword environment accordingly. The better you understand your potential customers’ behaviour and search patterns, the more effective your keyword research strategy is going to be.
It is reasonable to enhance your professionalism in psychology, advertising, and brand development to deliver the right communication means for your marketing and SEO strategy. Get started with defining your message and the target audience.
You can check the most recent changes in the search field and make such investigations a part of your regular teamwork routine. While helping your team to stay ahead of what’s new in the industry throughout several customer verticals like content marketing and business-to-business commerce, this tactic also serves well as a development base for your expertise and marketing strategy.
SEO and User Behavior Patterns in SERPs
The predominance of certain SERP elements in MarTech correlates with the overall industry’s focus to present top-notch, relevant, and informative content to the target audience. Search snippets can and should be optimized to answer frequent customer inquiries and, therefore, provide your site’s efficiency and improve its visibility and rating.
Source: Serpstat
Their successful combination will surely come in handy to satisfy your business goals and cater to your audience’s interests. The use of MarTech-related search snippets below is a brief introduction to the most common Google SERP environment in the field:
- Related searches typically increase your chances of engaging your audience with other content on the site via similar search queries that overlap with the inquiry that was originally typed. Aside from refining the overall strategy, this tool simplifies the discovery of more tailored results.
- The functionality of People Also Ask is somewhat similar. However, unlike providing alternative suggestions to replace your original search query, this method provides straightforward responses to related inquiries.
Since it is generated automatically, you won’t be able to get involved in the panel directly. Don’t get it wrong, you won’t be able to directly intervene with this Google panel since it’s generated automatically. Still, this feature for your site can optimize your content and boost its credibility while maximizing PPC campaigns. - With Snippet Breadcrumbs, including history-based, attribute-based, and hierarchy-based ones, you give a simple navigation trail for both your customers and Google to understand how your platform is organized. Don’t let your site’s visitors get lost, and boost their experience at the same time.
Optimize Your Backlink Profile with Target Sector Representatives
When examining a competitor domain’s backlink portfolio, it is critical to analyze numerous indicators to grasp its strengths and flaws fully. Every strong profile starts with one trustworthy and relevant backlink. Even the longest journey takes place with a simple step forward, and these metrics will let you initiate this research:
- Referring domains: It lets you check the total number of sites that are linked to the distinguished URL.
- Serpstat Domain Rank: By defining a domain authority score, measured from zero to one hundred, you can define sites to boost your backlink profile through direct partnership and via growing their respective backlink portfolios.
Source: Serpstat
Since MarTech sites depend on qualitative backlink profiles, you can use these metrics to improve your domain authority and visibility in SERPs. Distinguishing referring IP subnets and domains also comes in handy to improve organic search rankings and check what helps rivals in your field.
Marketing Technology Companies vs. Paid Promotion
Search engine optimization shouldn’t be underestimated in any MarTech-related field or business. As practice shows, it thrives a company’s digital marketing plan is literally on par with cases when combined with SEM and SEO strategies.
Even if you don’t have enough funds to optimize search engine marketing, adhering to the leading SEO standards and improving your search engine optimization strategy prove their viability for your site’s success in SERPs and improving your brand awareness, lead generation, and conversions.
Source: Serptat
While paid advertising is obviously effective, it is a mistake to overlook the need for accurate and precise planning and execution of digital marketing campaigns. Aside from establishing suitable bids and budgets, experts also have to generate appealing and customer-enticing ad content that shows how their offers address their clients’ needs and identify the best third-party platforms to reach their audience. Marketing campaigns obviously welcome improvements, so you should always optimize and monitor them based on your performance analysis data.
Final Thoughts
Achieving long-term business success and becoming innovative leaders among other rivals in the field is possible by effectively optimizing your marketing activities with the latest SEO trends and standards in mind. When combined, MarTech and SEO tools are well-suited for improving a company’s online presence and driving organic traffic to its site. While long-tail keywords place a purposeful focus on your audience, helpful insights search engine optimization allows your MarTech mechanisms produce high-quality content and occupy higher positions in SERPs.
Do you need a hand with taking your SEO strategy to the next level? TechWyse Internet Marketing is here to help! Our certified and trained team specializes in SEO along with a long line of other exceptional services. Paid Media, Web Design, Content Marketing, Social Media Management, you name it. If you're ready to take your business to the top, call (416)-410-7090 or contact us here. Book an appointment today!
