Integrated Search for B2B
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4Ps Marketing #IntegratedSea rch
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Hannah and Sara put together a view on how teams internally and externally need to be fully integrated in order to achieve a common goal.
Transcript of Integrated Search for B2B
4Ps Marketing#IntegratedSearch
Search in 2013
What’s changed?
What’s been the response?
How should you respond in 2014?
Outcome
Search In 2013
RANKINGS
SocialDigital
Advertising
Traditional PR
MARKETING CHANNELS
Link Building
Onsite SEO Email
Marketing
Events
Search Agency
Online / Email
Social Media
International teams
Relationship managers / Sales / Support
Events team
Traditional PR
Developers
Marketing Other
“The customer doesn’t care about team structure. They want a unified experience.”
Econsultancy’s Digital Cream
TEAMS
What’s Changed?
Conversational & Semantic SearchLeading With Content
HUMMINGBIRD
How? Where? Why? What? When?
SEARCH QUERIES
USER BEHAVIOUR
What was the response?
CONTENT
USER BEHAVIOUR
Search in 2014
MEASUREMENT PLANNING
http://www.youtube.com/watch?v=RJRyYElwNTI Tracking / Interpreting data
Digital
Support Sites
Social
PPC
SEO
Blog Content
Solutions Content
Email Marketing
Developers
Same Goal “To generate more business” …Why wouldn’t they be Integrated?
Business Services
IDENTIFY & COMMUNICATE
REVIEW SKILLS GAPS
Company OverviewEasily see a skills profile of your
organisation.
Specific “weaknesses” definedWithin a particular topic, identify
individuals performance and capabilities aswell as area’s for
improvement.
REACH OUT TO ADVOCATES
“We are now 100% focused on content and experience ideas that
blend paid, earned, and owned channels. Our biggest challenge is not in figuring out where to place
ads, it’s in how we stay relevant and engaging in such a fragmented and
changing environment…”
Outcome
Search Agency
Online / Email
Social Media
International Teams
Support / Sales
Event
Traditional PRDevelopers
INTEGRATED TEAMS
Link Buildin
g
Social / Blog
Digital Advertisin
g
Onsite & Technical
SEO
PR
Email Marketin
g
Events
INTEGRATED MARKETING MESSAGES
Digital PR
1. Define your audience segments
2. Discuss your objectives – What does success look like?
3. Identify key departments within the business
4. Understand skills gaps within the business
5. Communicate your vision
WHAT CAN YOU DO NOW?
