• Save
Proving the Value of Search 9.27.11
Upcoming SlideShare
Loading in...5
×
 

Proving the Value of Search 9.27.11

on

  • 483 views

 

Statistics

Views

Total Views
483
Views on SlideShare
483
Embed Views
0

Actions

Likes
2
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 Proving the Value of Search 9.27.11 Presentation Transcript

  • WEBINAR SERIES
  • Proving the Value of Search
    #451Search
  • Agenda
    • Search Basics
    • Selling to the CMO
    • SEO Tools
    • Selling to Internal Teams
  • 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
    SEO Fundamentals
    Connections
    Content
    Code
    Blog
    Web Pages
    Video
    Social
    News
    Images
  • Why is Search Important to Business?
    2 out of 3 of all searches onlineare driven by an offline trigger
    Source: Jupiter Research, 2007
  • SERP: Organic vs. Paid Search
    Paid
    Organic
  • “Ok. So I get Search.
    How do I sell it up the chain?”
  • Selling to the CMO
  • Problem: CMO’s Are Busy
  • Solution:
    Be Prepared
    Set a Time
    Easy on Tactics
    Know your company’s marketing goals
  • Solution:
    Show impact on bottom line
  • Problem: Many CMO’s Come From Traditional Marketing
  • Solution:
    Show missed opportunities
  • Solution:
    vs.
    Compare competitors to your site
  • Solution:
    Show data to back up your argument
    Show valuable stats to back you up
  • Problem: Proving the Value
  • Solution:
    TV
    DIRECT MAIL
    Show search as part of complete marketing picture
    SEARCH
    EMAIL
    SOCIAL
    PRINT
  • Solution:
    Use all tools at your disposal
  • Free
    • Overlay 2-3 metrics
    • Conversion and goal tracking
    • Adwords integration
    • Geo-tracking
  • 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
    • 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)
  • Free
    • Trends for your keywords/industry/products
    • Illustrate demand
  • Solution:
    Show examples of success
  • Problem: Social is Getting All of the Buzz
  • Solution:
    Social impacts search – and vice versa
    Bing and google slide showing social and search
  • Problem: Explaining Risks
  • Solution:
    MANAGE EXPECTATIONS!
  • Common objections
  • SEO takes time to be effective
  • PPC is instant gratification – but has a higher price
    $
    $
    $
    PPC is instant gratification…at a price
    $
    $
  • Search marketing has low cost relative to other channels
  • Position as a measurable and trackable solution
  • Selling toInternal Marketing Teams
  • Direct Mail and Email
    Direct Mailer
    Direct traffic and organic traffic increases during direct and email flights
  • TV, Print, Radio, OOH
    TV, radio, print – use unique campaign links to track effectiveness
  • IT Department
    IT Director, CIO, CTO
    IT can be a revenue driver– not just a cost center
  • Proving the Value of Search
    • Be Prepared
    • Lead with Problem, Not Solution
    • Use Competitive Data
    • Focus On Bottom Line Benefits
    • Use Your Tools
  • 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:
  • QUESTIONS?
  • 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