proving the value of search

Proving the Value of Search

#451Search

• Search Basics • Selling to the CMO • SEO Tools • Selling to Internal Teams

Agenda

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

SEO Fundamentals

Connections

Images

Blog Web Pages Video

Social News

Content Code

SEO Fundamentals

2 out of 3 of all searches online are driven by an offline trigger

Why is Search Important to Business?

Source: Jupiter Research, 2007

SERP: Organic vs. Paid Search

Organic

Paid

“Ok. So I get Search.

How do I sell it up the chain?”

Selling to the CMO

Problem: CMO’s Are Busy

Solution:

Know your company’s marketing goals

Be Prepared

Set a Time

Easy on Tactics

Solution:

Show impact on bottom line

Problem: Many CMO’s Come From Traditional Marketing

Solution:

Show missed opportunities

vs.

Solution:

Compare competitors to your site

Show valuable stats to back you up

Solution:

Show valuable figures to back up your argument

Problem: Proving the Value

Solution

Show examples of success

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Show search as part of complete marketing picture

Solution:

Problem: Social is Getting All of the Buzz

Bing and google slide showing social and search

Social impacts search – and vice versa

Solution:

Problem: Explaining Risks

Solution:

MANAGE EXPECTATIONS!

SEO takes time to be effective

PPC is instant gratification…at a price

PPC is instant gratification – but has a higher price

Search marketing has low cost relative to other channels

Position as a measurable and trackable solution

Problem: Objections

Common objections

Use all tools at your disposal

Solution:

Free • Unique site visitors • Top keywords to drive traffic Pro • 5 sites • 2 years back • Demographic Details

Free • Demographic data • Similar sites • Traffic data • Even more benefits with pixel

association

Free • Overlay 2-3 metrics • Conversion and goal

tracking • Adwords integration • Geo-tracking

Free • New interface (easier to

use) • ROI, ROAS reports • Keyword opportunity

reports • Exportable reports

Free • Who are organic/PPC

competitors • Who is spending what • The $ value of your organic

campaign (in terms of PPC)

Selling to Internal Marketing Teams

Direct traffic and organic traffic increases during direct and email flights

TV, radio, print – use unique campaign links to track effectiveness

IT as part of revenue – not just a cost center

(when appealing to IT Director or CIO)

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

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

We work with and build great brands:

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

QUESTIONS?