Proving the Value of Search
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As a communications professional, you already know the value of integrating search optimization techniques into your marketing campaigns. As technology has become more and more incorporated into our day-to-day routines, search engines have become the most powerful tool to gather and evaluate information about businesses, news, personalities - everything. For most, if you can’t be found in online search, you might as well not exist. But, while these tools have become the central source for information, it can be difficult to prove the value of search marketing. So, how do you "sell" the value of search to your CMO, your online marketing team, and other marketing channel managers internally?Francis Skipper, 451 Marketing’s Director of Search Engine Marketing, will teach you why search marketing is one of the most valuable components to any businesses’ success in this FREE webinar. Francis will outline the best tools to monitor search, how to set them up, and explain how to leverage these tools to determine ROI (or ROAS). Attendees will gain a more in-depth knowledge of search and how to “sell” search to their teams and CMO.
Transcript of 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
www.451marketing.com
www.451heat.com
www.Linkedin.com/in/francisskipper
@fksip
QUESTIONS?
