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Getting to +1: A Social Approach to Winning Support for Search Marketing
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Getting to +1: A Social Approach to Winning Support for Search Marketing

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How can Search Specialists help Marketing Generalists who are under pressure to understand and create a marketing strategy that addresses the growth of marketing channels (blogs, facebook, linkedin, …

How can Search Specialists help Marketing Generalists who are under pressure to understand and create a marketing strategy that addresses the growth of marketing channels (blogs, facebook, linkedin, twitter, pinterest, etc) and device choices (iPad, iPhone, Android, and other smartphones and tablets), on top of dealing with financial constraints.

What role can a Search Marketing Specialist play in a world where Generalists are required to have more and more specialized knowledge in each channel?

How can Search Marketing retain a place at the marketing table, secure the appropriate budget, and offer guidance on an integrated approach?

This presentation offers tips for Search Specialists looking to gain support from clients, managers, executives and other generalists.

Published in: Business, Technology

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  • 1. Getting to +1A Social Approach to Winning Support for Search Marketing presented Dec 20, 2011 to SEMPO Vancouver Monique Sherrett | monique@boxcarmarketing.com
  • 2. In a marketing generalist’s worldPanda is a bearCaffeine is what is in your cupFreshness relates to things like fruit, milk and underarmsSearch Marketing is one part of the marketing mix Monique Sherrett @BoxcarMarketing
  • 3. The Generalist’s PerspectiveSearch is part of the puzzle to getting the rightpeople to our site at the right time. Outbound Marketing Events Direct Mail Telemarketing SEM Inbound Marketing SMM Blog Email Monique Sherrett @BoxcarMarketing
  • 4. The Specialist’s PerspectiveSEM = ABC Acquisition of traffic Behaviour on site Conversion of goalsSEM is the perpetual motion machine• The marketing budget (PPC in particular) should be the maximum you can spend with a positive return.• SEM puts value into a customer relationship that you own and control (traffic to your website)• The Proof is in the Pudding: With goal and event tracking we measure the success of SEM activity. Monique Sherrett @BoxcarMarketing
  • 5. Generalists & The Paradox of Choice
  • 6. Generalists & The Paradox of Choice SEO Email Marketing Outreach: News/ Media/PR Content strategy: whitepapers, case studies, infographics, podcasting, Outreach: Social vidcasting, blogging Networking Lead Generation “free” traffic sources compete with PPC Leadership & Building Outreach: Expertise: Q&A sites, Webinars, Virtual guest posting, article Events placement, forums WOM Paid (Digital Components) Press Releases Link Building Advertising Direct Mail Telemarketing Comment Social bookmarking Marketing Sponsorships Associations Events Conferences Tradeshows
  • 7. ~7 in 10 CMOs feel unprepared for the demands of SMM Marketing Challenges Reported by CMOs % of respondents, October 2011 Source: IBM In addition to the demands of SMM & the data explosion, a large portion feel unprepared for: • Growth of Channel and Device Choices (65%) • Shifting Consumer Demographics (63%) • Financial Constraints (59%) The Social Media Data Stacks
  • 8. The Polite Struggle for ControlHubspot State of Inbound Marketing Report 2011 Monique Sherrett @BoxcarMarketing
  • 9. Avg. Budget DistributionSmall Business: 1-5 employees SEM PPC 27% Outbound 14% 4% Large Business: Over 50 employees SEO 23% SEMEmail 35%17% PPC 13% Outbound 36% SEO SMM & Blogs 22% 41% SMM & Blogs Email 12% 17% Monique Sherrett @BoxcarMarketing
  • 10. The Perception of Reality• Leads/Customers Increasingly Coming from “Free” Traffic Sources: Blog, LinkedIn (B2B), Facebook (B2C), Twitter (Source: see any marketing blog, seriously)• The average budget for Blogs & SMM has increased from 9% in 2009 to 18% in 2011 (Hubspot State of Inbound Marketing Report 2011)• Facebook is overtaking Google and Yahoo in total time spent online. • 53.5 billion minutes per month vs. Yahoo (17.2) and Google (12.5) (Comscore August 2011 & Nielsen)• By 2014, mobile internet should take over desktop internet usage. •  7% of all U.S. web traffic occurred from non-computer devices •  In Canada, tablets drove nearly 40% of all non-computer traffic (ComScore, October 2011) Monique Sherrett @BoxcarMarketing
  • 11. What Is Important to the Generalist?Greater customer acquisition at lower costs.“How do I get more for less?”More customer engagement across all channels with minimal effort.“How can I leverage each channel?”Maximum revenue. Optimal profits.“Can I turn followers into leads and leads into customers?”A clear strategy, the ability to articulate that strategy, and proof“What is the story the numbers are telling?” Monique Sherrett @BoxcarMarketing
  • 12. A Generalist Is Looking for a Specialist to• Answer those questions• Ask even better questions Monique Sherrett @BoxcarMarketing
  • 13. Specialists Have the Opportunity to Educate the UnawareUser centricity works for relationship management.• Uncover the root of the queries: What is the intention? What is the request? How do you serve the most relevant response?• Understand the sales cycle: A generalist moves from browsing to buying or from being unaware of the problem (or opportunity) to forming an intent to act• Focus on strategy first. What is the goal? What marketing actions can achieve that goal? Is SEM a good solution? If not, recommend an alternative.• Succinctly articulate your expertise. Describe how you can help solve problems and capitalize on the opportunities. Be brief. Be brilliant. Be gone.• Educate through thought leadership. Consider your own marketing mix. Monique Sherrett @BoxcarMarketing
  • 14. Specialists Have an Opportunity to Inspire the InterestedWith awareness comes assessment. “Is this right for me?”• Manage fear: There is the fear of falling behind. But also risk in taking action. “What if it doesn’t work?” “What if this is not the best use of my limited resources.” “What kind of results can I expect?”• The interested are looking for inspiration: “We can do that!” comes from past results, case studies, whitepapers, ROI calculators, competitor analyses, industry best practices Monique Sherrett @BoxcarMarketing
  • 15. Specialists Have an Opportunity to Reassure the CommittedOnce generalists agrees to part with their money, they need reassurance.• Present logic, processes, next steps. Clearly define your approach.• Have a backup: If you haven’t managed fear and doubt, it can be overwhelming. Have a next best alternative: phased engagement, pilot project• Collaborate early and often. A good generalist will relinquish control of the tactical details once he/she has confidence in your expertise. Monique Sherrett @BoxcarMarketing
  • 16. Specialists Have an Opportunity to Manage the Process – Not the Person• Create a routine. Without clear guidelines, a generalist will fill a perceived void. This is what has made them good at their job. Take the lead. Impose a routine.• Set the tone: Analyze the marketing challenge. Agree on the goals (not the tactics).• Continuously refer to the goals: Before sharing new ideas and tactics, or reporting on progress, review the agreed upon goals.• Present your work. Don’t assume a generalist will interpret the numbers in the same way, or that they’ll need to report on them in the same way. Tell them the story.• Raise objections first. If you have concerns or limitations place them on the table for the generalist to address. Avoid being in the hot seat. Be transparent.• Retain the role of strategic expert. Avoid the tendency to abdicate the “expert” position thereby becoming an order taker. If you are good, people put more demands on your time. This is a good thing. You can charge for that. Monique Sherrett @BoxcarMarketing
  • 17. Specialists Have an Opportunity to Convert Allies to EvangelistsBuy in, contribution & commitment creates allies.But evangelists need you to be remarkable.• Give them something they didn’t even know they needed Share Insights.• Routinely provide something they can’t live without Make it easy, faster, better to work with you.• Provide satisfaction Be likable. Monique Sherrett @BoxcarMarketing
  • 18. Getting to +11. Take a social, user centric approach to winning support2. Find ways to be remarkable to your allies.3. Don’t abdicate your responsibility as the expert4. Manage the process5. Fight fear and doubt with inspiration6. Educate the unaware so they understand and assign value to Search within their marketing mix Monique Sherrett @BoxcarMarketing
  • 19. What are the top 2 things your generalist needs to know in 2012? Monique Sherrett @BoxcarMarketing
  • 20. As a generalist/specialist, these are the things I’m curious about for 2012 Monique Sherrett @BoxcarMarketing
  • 21. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate (duplicate content,301, rel=”canonical”) Monique Sherrett @BoxcarMarketing
  • 22. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate (duplicate content, 301, rel=”canonical”)Deal with Syndicated content, pagination Monique Sherrett @BoxcarMarketing
  • 23. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate (duplicate content, 301, rel=”canonical”)Deal with Syndicated content, paginationWebmaster Tools:search query data Monique Sherrett @BoxcarMarketing
  • 24. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate (duplicate content, 301, rel=”canonical”)Deal with Syndicated content, paginationWebmaster Tools:search query data Diversity your Link Building Monique Sherrett @BoxcarMarketing
  • 25. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate (duplicate content, 301, rel=”canonical”)Deal with Syndicated content, paginationWebmaster Tools:search query data Diversity your Link Building Take Social Seriously (RTs, +1) Monique Sherrett @BoxcarMarketing
  • 26. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate Outclass the competition (duplicate content, (rich snippets: apps, video, 301, rel=”canonical”) reviews, thumbnails)Deal with Syndicated content, paginationWebmaster Tools:search query data Diversity your Link Building Take Social Seriously (RTs, +1) Monique Sherrett @BoxcarMarketing
  • 27. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate Outclass the competition (duplicate content, (rich snippets: apps, video, 301, rel=”canonical”) reviews, thumbnails)Deal with Syndicated Speed it up content, paginationWebmaster Tools:search query data Diversity your Link Building Take Social Seriously (RTs, +1) Monique Sherrett @BoxcarMarketing
  • 28. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate Outclass the competition (duplicate content, (rich snippets: apps, video, 301, rel=”canonical”) reviews, thumbnails)Deal with Syndicated Speed it up content, paginationWebmaster Tools: Mind yoursearch query data Bounce Diversity your Link Building Take Social Seriously (RTs, +1) Monique Sherrett @BoxcarMarketing
  • 29. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate Outclass the competition (duplicate content, (rich snippets: apps, video, 301, rel=”canonical”) reviews, thumbnails)Deal with Syndicated Speed it up content, paginationWebmaster Tools: Mind yoursearch query data Bounce Diversity your Adopt early Link Building link Google+ to your site Take Social Seriously (RTs, +1) Monique Sherrett @BoxcarMarketing
  • 30. As a generalist/specialist, these are the things I’m curious about for 2012 Consolidate Outclass the competition (duplicate content, (rich snippets: apps, video, 301, rel=”canonical”) reviews, thumbnails)Deal with Syndicated Speed it up content, paginationWebmaster Tools: Mind yoursearch query data Bounce Diversity your Adopt early Link Building link Google+ to your site Take Social Go Mobile Seriously (PPC Mobile, (RTs, +1) Googlebot-Mobile) Monique Sherrett @BoxcarMarketing
  • 31. Who I am. What I do.• Creative generalist with specialist sensibilities• Online marketing consultant• Internet marketing strategist Monique Sherrett• Blogger @boxcarmarketing monique@boxcarmarketing.com• Teacher• Storyteller