Integrated Search for B2B

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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.

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Integrated Search for B2B

  1. 1. 4Ps Marketing #IntegratedSearch
  2. 2. Search in 2013 What’s changed? What’s been the response? How should you respond in 2014? Outcome
  3. 3. Search In 2013
  4. 4. RANKINGS
  5. 5. Social Digital Advertising Traditional PR MARKETING CHANNELS Link Building Onsite SEO Email Marketing Events
  6. 6. Search Agency Online / Email Social Media International teams Relationship managers / Sales / Support Events team Traditional PR Developers “The customer doesn’t care about team structure. They want a unified experience.” Econsultancy’s Digital Cream TEAMS
  7. 7. What’s Changed?
  8. 8. Conversational & Semantic Search Leading With Content HUMMINGBIRD
  9. 9. How? Where? Why? What? When? SEARCH QUERIES
  10. 10. USER BEHAVIOUR
  11. 11. What was the response?
  12. 12. CONTENT
  13. 13. USER BEHAVIOUR
  14. 14. Search in 2014
  15. 15. MEASUREMENT PLANNING http://www.youtube.com/watch?v=RJRyYElwNTI Tracking / Interpreting data
  16. 16. 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? IDENTIFY & COMMUNICATE
  17. 17. REVIEW SKILLS GAPS Company Overview Easily see a skills profile of your organisation. Specific “weaknesses” defined Within a particular topic, identify individuals performance and capabilities aswell as area’s for improvement.
  18. 18. 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…”
  19. 19. Outcome
  20. 20. Search Agency Online / Email Social Media International Teams Support / Sales Event Traditional PR Developers INTEGRATED TEAMS
  21. 21. Link Building Social / Blog Digital Advertising Onsite & Technical SEO PR Email Marketing Events INTEGRATED MARKETING MESSAGES Digital PR
  22. 22. 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?

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