Proving the Value of Search 9.27.11

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  • So what are the fundamentals of SEO. We’ve got the three Cs. Code, content, and connections. You need to take all of these into account when optimizing your website. Code is how your site is built, content is what is actually on the pages of your website, and connections are the links that give your site more credibility. These are all things you need to think about when considering the three Cs.
  • Be fully prepared when you approachSet up a time in their calendarKnow your companies goals and missionsKeep tactics, tech, etc. at a minimum
  • increase sales by “x” percentROAS of “y”
  • They may not realize they have a problemLeading with a solution to that may not get buy in
  • Define the problem: show missed opportunity
  • Show valuable stats to back you up
  • SEO is a harder sell than PPC
  • Build a complete picture that includes cross channel integration and how everything leads back to search
  • Use Your Tools!
  • Show search volumes, traffic, Google insights
  • Explain measurement and what success is
  • Social impacts search and vice verseStatistics
  • CostTimeNever done itUnprovenCost – ROI of “x”Time – SEO 2-5 Months, PPC instantNever done it – Competitor “x” does it and here are their resultsUnproven – See above
  • SEO takes time to be effective
  • Relatively low cost vs other channels (e.g. TV, Radio)
  • Email/Direct
  • CIO as well!!Anopp for them to add to bottom line
  • Proving the Value of Search 9.27.11

    1. 1. WEBINAR SERIES<br />
    2. 2. Proving the Value of Search<br />#451Search<br />
    3. 3. Agenda<br /><ul><li>Search Basics
    4. 4. Selling to the CMO
    5. 5. SEO Tools
    6. 6. Selling to Internal Teams</li></li></ul><li>Why should I care about search?<br />Worldwide, 88,000,000,000 searches are conducted on Google per month.<br />34,000 Per Second<br />2,000,000 Per Minute<br />121,000,000 Per Hour<br />3,000,000,000 Per Day<br />
    7. 7. SEO Fundamentals<br />SEO Fundamentals<br />Connections<br />Content<br />Code <br />Blog<br />Web Pages<br />Video<br />Social<br />News<br />Images<br />
    8. 8. Why is Search Important to Business?<br />2 out of 3 of all searches onlineare driven by an offline trigger<br />Source: Jupiter Research, 2007<br />
    9. 9. SERP: Organic vs. Paid Search<br />Paid<br />Organic<br />
    10. 10. “Ok. So I get Search. <br />How do I sell it up the chain?”<br />
    11. 11. Selling to the CMO<br />
    12. 12. Problem: CMO’s Are Busy<br />
    13. 13. Solution:<br />Be Prepared<br />Set a Time<br />Easy on Tactics<br />Know your company’s marketing goals<br />
    14. 14. Solution:<br />Show impact on bottom line<br />
    15. 15. Problem: Many CMO’s Come From Traditional Marketing<br />
    16. 16. Solution:<br />Show missed opportunities<br />
    17. 17. Solution:<br />vs.<br />Compare competitors to your site<br />
    18. 18. Solution:<br />Show data to back up your argument<br />Show valuable stats to back you up<br />
    19. 19. Problem: Proving the Value<br />
    20. 20. Solution:<br />TV<br />DIRECT MAIL<br />Show search as part of complete marketing picture<br />SEARCH<br />EMAIL<br />SOCIAL<br />PRINT<br />
    21. 21. Solution:<br />Use all tools at your disposal<br />
    22. 22. Free<br /><ul><li>Overlay 2-3 metrics
    23. 23. Conversion and goal tracking
    24. 24. Adwords integration
    25. 25. Geo-tracking</li></li></ul><li>Free<br /><ul><li>Unique site visitors
    26. 26. Top keywords to drive traffic</li></ul>Pro<br /><ul><li>5 sites
    27. 27. 2 years back
    28. 28. Demographic Details</li></li></ul><li>Free<br /><ul><li>Demographic data
    29. 29. Similar sites
    30. 30. Traffic data
    31. 31. Even more benefits with pixel association</li></li></ul><li>Free<br /><ul><li>New interface (easier to use)
    32. 32. ROI, ROAS reports
    33. 33. Keyword opportunity reports
    34. 34. Exportable reports</li></li></ul><li>Free<br /><ul><li>Who are organic/PPC competitors
    35. 35. Who is spending what
    36. 36. The $ value of your organic campaign (in terms of PPC)</li></li></ul><li>Free<br /><ul><li>Trends for your keywords/industry/products
    37. 37. Illustrate demand</li></li></ul><li>Solution:<br />Show examples of success<br />
    38. 38. Problem: Social is Getting All of the Buzz<br />
    39. 39.
    40. 40. Solution:<br />Social impacts search – and vice versa<br />Bing and google slide showing social and search<br />
    41. 41. Problem: Explaining Risks<br />
    42. 42. Solution:<br />MANAGE EXPECTATIONS!<br />
    43. 43. Common objections<br />
    44. 44. SEO takes time to be effective<br />
    45. 45. PPC is instant gratification – but has a higher price<br />$<br />$<br />$<br />PPC is instant gratification…at a price<br />$<br />$<br />
    46. 46. Search marketing has low cost relative to other channels<br />
    47. 47. Position as a measurable and trackable solution<br />
    48. 48. Selling toInternal Marketing Teams<br />
    49. 49. Direct Mail and Email<br />Direct Mailer<br />Direct traffic and organic traffic increases during direct and email flights<br />
    50. 50. TV, Print, Radio, OOH<br />TV, radio, print – use unique campaign links to track effectiveness<br />
    51. 51. IT Department<br />IT Director, CIO, CTO <br />IT can be a revenue driver– not just a cost center <br />
    52. 52. Proving the Value of Search<br /><ul><li>Be Prepared
    53. 53. Lead with Problem, Not Solution
    54. 54. Use Competitive Data
    55. 55. Focus On Bottom Line Benefits
    56. 56. Use Your Tools</li></li></ul><li>Who Is 451 Marketing?<br />Founded in February, 2004 <br />Headquartered in Boston with an office in San Francisco<br />A collaboration of 25 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists<br />Recently named a 2011 Boston Business Journal Pacesetter<br />Google Adwords certified<br />
    57. 57. We work with and build great brands:<br />
    58. 58. QUESTIONS?<br />
    59. 59. Francis Skipper<br />Director of Search Marketing<br />451 Marketing100 North Washington StreetBoston, MA 02114<br />617-259-1605<br />francis@451marketing.com <br />www.451marketing.com<br />www.451heat.com<br />www.Linkedin.com/in/francisskipper <br />@fksip<br />

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