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Proving the value of search 1.0
- 2. Proving the Value of Search #451Search
- 3. Agenda • Search Basics • Selling to the CMO • SEO Tools • Selling to Internal Teams
- 4. Why should I care about search? Worldwide, 88,000,000,000 searches are conducted on Google per month. 34,000 Per Second 2,000,000 Per Minute 121,000,000 Per Hour 3,000,000,000 Per Day
- 5. SEOFundamentals SEO Fundamentals Code Content Connections Video Web Pages Blog Social News Images
- 6. Why is Search Important to Business? 2 out of 3 of all searches online are driven by an offline trigger Source: Jupiter Research, 2007
- 7. SERP: Organic vs. Paid Search Paid Organic
- 8. “Ok. So I get Search. How do I sell it up the chain?”
- 9. Selling to the CMO
- 10. Problem: CMO’s Are Busy
- 11. Solution: Be Prepared Set a Time Easy on Tactics Know your company’s marketing goals
- 12. Solution: Show impact on bottom line
- 13. Problem: Many CMO’s Come From Traditional Marketing
- 14. Solution: Show missed opportunities
- 15. Solution: vs. Compare competitors to your site
- 16. Solution: Show valuable figures to back up your argument Show valuable stats to back you up
- 17. Problem: Proving the Value
- 18. Solution Show examples of success
- 21. Solution: DIRECT MAIL Show search as part of complete marketing picture SOCIAL AIL PRINT
- 22. Problem: Social is Getting All of the Buzz
- 23. Solution: Social impacts search – and vice versa Bing and google slide showing social and search
- 25. Solution: MANAGE EXPECTATIONS!
- 26. SEO takes time to be effective
- 27. PPC is instant gratification – but has a higher price PPC is instant gratification…at a price
- 28. Search marketing has low cost relative to other channels
- 29. Position as a measurable and trackable solution
- 32. Solution: Use all tools at your disposal
- 33. Free • Unique site visitors • Top keywords to drive traffic Pro • 5 sites • 2 years back • Demographic Details
- 34. Free • Demographic data • Similar sites • Traffic data • Even more benefits with pixel association
- 35. Free • Overlay 2-3 metrics • Conversion and goal tracking • Adwords integration • Geo-tracking
- 36. Free • New interface (easier to use) • ROI, ROAS reports • Keyword opportunity reports • Exportable reports
- 37. Free • Who are organic/PPC competitors • Who is spending what • The $ value of your organic campaign (in terms of PPC)
- 38. Selling to Internal Marketing Teams
- 39. Direct traffic and organic traffic increases during direct and email flights
- 40. TV, radio, print – use unique campaign links to track effectiveness
- 41. IT as part of revenue – not just a cost center (when appealing to IT Director or CIO)
- 42. Proving the Value of Search • Be Prepared • Lead with Problem, Not Solution • Use Competitive Data • Focus On Bottom Line Benefits • Use Your Tools • Have Fun
- 43. Who Is 451 Marketing? Founded in February, 2004 Headquartered in Boston with an office in San Francisco A collaboration of 25 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists Recently named a 2011 Boston Business Journal Pacesetter Google Adwords certified
- 44. We work with and build great brands:
- 45. Francis Skipper, Director of Search Marketing 451 Marketing 100 North Washington Street Boston, MA 02114 617-259-1605 x 106 francis@451marketing.com www.451marketing.com www.451heat.com www.Linkedin.com/in/francisskipper @fksip
- 46. QUESTIONS?