Download - Proving the Value of Search
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Proving the Value of Search
#451Search
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• Search Basics • Selling to the CMO • SEO Tools • Selling to Internal Teams
Agenda
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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
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SEO Fundamentals
Connections
Images
Blog Web Pages Video
Social News
Content Code
SEO Fundamentals
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2 out of 3 of all searches online are driven by an offline trigger
Why is Search Important to Business?
Source: Jupiter Research, 2007
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SERP: Organic vs. Paid Search
Organic
Paid
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“Ok. So I get Search.
How do I sell it up the chain?”
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Selling to the CMO
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Problem: CMO’s Are Busy
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Solution:
Know your company’s marketing goals
Be Prepared
Set a Time
Easy on Tactics
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Solution:
Show impact on bottom line
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Problem: Many CMO’s Come From Traditional Marketing
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Solution:
Show missed opportunities
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vs.
Solution:
Compare competitors to your site
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Show valuable stats to back you up
Solution:
Show valuable figures to back up your argument
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Problem: Proving the Value
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Solution
Show examples of success
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Spyfu gentle giant
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EM
AIL
SO
CIA
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DIR
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AIL
Show search as part of complete marketing picture
Solution:
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Problem: Social is Getting All of the Buzz
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Bing and google slide showing social and search
Social impacts search – and vice versa
Solution:
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Problem: Explaining Risks
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Solution:
MANAGE EXPECTATIONS!
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SEO takes time to be effective
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PPC is instant gratification…at a price
PPC is instant gratification – but has a higher price
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Search marketing has low cost relative to other channels
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Position as a measurable and trackable solution
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Problem: Objections
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Common objections
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Use all tools at your disposal
Solution:
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Free • Unique site visitors • Top keywords to drive traffic Pro • 5 sites • 2 years back • Demographic Details
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Free • Demographic data • Similar sites • Traffic data • Even more benefits with pixel
association
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Free • Overlay 2-3 metrics • Conversion and goal
tracking • Adwords integration • Geo-tracking
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Free • New interface (easier to
use) • ROI, ROAS reports • Keyword opportunity
reports • Exportable reports
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Free • Who are organic/PPC
competitors • Who is spending what • The $ value of your organic
campaign (in terms of PPC)
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Selling to Internal Marketing Teams
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Direct traffic and organic traffic increases during direct and email flights
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TV, radio, print – use unique campaign links to track effectiveness
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IT as part of revenue – not just a cost center
(when appealing to IT Director or CIO)
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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
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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
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We work with and build great brands:
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Francis Skipper,
Director of Search Marketing
451 Marketing 100 North Washington Street Boston, MA 02114
617-259-1605 x 106
www.451marketing.com
www.451heat.com
www.Linkedin.com/in/francisskipper
@fksip
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QUESTIONS?