The document provides an overview of a webinar series on proving the value of search. It discusses selling search to CMOs and internal teams. For CMOs, it recommends being prepared, showing impact on bottom line, missed opportunities compared to competitors, and data to back arguments. For internal teams, it suggests showing search as part of a complete marketing picture and examples of success. It also discusses challenges like the time needed for SEO and risks of SEO versus PPC, and positions search as measurable and trackable.

1. WEBINAR SERIES

2. Proving the Value of Search #451Search

4. Selling to the CMO

5. SEO Tools

7. SEO Fundamentals SEO Fundamentals Connections Content Code Blog Web Pages Video Social News Images

8. Why is Search Important to Business? 2 out of 3 of all searches onlineare driven by an offline trigger Source: Jupiter Research, 2007

9. SERP: Organic vs. Paid Search Paid Organic

10. “Ok. So I get Search. How do I sell it up the chain?”

11. Selling to the CMO

12. Problem: CMO’s Are Busy

13. Solution: Be Prepared Set a Time Easy on Tactics Know your company’s marketing goals

14. Solution: Show impact on bottom line

15. Problem: Many CMO’s Come From Traditional Marketing

16. Solution: Show missed opportunities

17. Solution: vs. Compare competitors to your site

18. Solution: Show data to back up your argument Show valuable stats to back you up

19. Problem: Proving the Value

20. Solution: TV DIRECT MAIL Show search as part of complete marketing picture SEARCH EMAIL SOCIAL PRINT

21. Solution: Use all tools at your disposal

23. Conversion and goal tracking

24. Adwords integration

27. 2 years back

29. Similar sites

30. Traffic data

32. ROI, ROAS reports

33. Keyword opportunity reports

35. Who is spending what

38. Problem: Social is Getting All of the Buzz

40. Solution: Social impacts search – and vice versa Bing and google slide showing social and search

41. Problem: Explaining Risks

42. Solution: MANAGE EXPECTATIONS!

43. Common objections

44. SEO takes time to be effective

45. PPC is instant gratification – but has a higher price $ $ $ PPC is instant gratification…at a price $ $

46. Search marketing has low cost relative to other channels

47. Position as a measurable and trackable solution

48. Selling toInternal Marketing Teams

49. Direct Mail and Email Direct Mailer Direct traffic and organic traffic increases during direct and email flights

50. TV, Print, Radio, OOH TV, radio, print – use unique campaign links to track effectiveness

51. IT Department IT Director, CIO, CTO IT can be a revenue driver– not just a cost center

53. Lead with Problem, Not Solution

54. Use Competitive Data

55. Focus On Bottom Line Benefits

57. We work with and build great brands:

58. QUESTIONS?

59. Francis Skipper Director of Search Marketing 451 Marketing100 North Washington StreetBoston, MA 02114 617-259-1605 francis@451marketing.com www.451marketing.com www.451heat.com www.Linkedin.com/in/francisskipper @fksip