Webmarketing123: Enterprise Search Marketing-Part 2-09-21-2011
 

Webmarketing123: Enterprise Search Marketing-Part 2-09-21-2011

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Webmarketing123: Enterprise Search Marketing-Part 2-09-21-2011 Webmarketing123: Enterprise Search Marketing-Part 2-09-21-2011 Presentation Transcript

  • 5 Keys to Conquering Your Enterprise SearchMarketing ProgramDriving revenue growth through the webDial: +1 (909) 259-0012Access Code: 334-081-831 @webmarketing123 @bradleywjoe #wm123
  • Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 Want to learn more?  Contact us to find out about our Enterprise Search Marketing Accelerator Program. Details at end of webinar. #wm123 @bradleywjoe
  • Webinar Agenda Identify the Business Case1 Review of Enterprise webinar part I Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Managing Large Scale Search3 Differences in operating Enterprise search vs. a smaller account Enterprise Search and Social Media Strategies4 Best practices for driving large scale results Reporting Structure and Timing5 Measuring results for continuous improvement #wm123 @bradleywjoe
  • Webinar Agenda Identify the Business Case1 Review of Enterprise webinar part I Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Managing Large Scale Search3 Differences in operating Enterprise search vs. a smaller account Enterprise Search and Social Media Strategies4 Best practices for driving large scale results Reporting Structure and Timing5 Measuring results for continuous improvement #wm123 @bradleywjoe
  • 1 What’s at Stake? More searches are occurring than ever. Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @bradleywjoe
  • 1 Why Enterprise Search Marketing? Large-scale search marketing programs help solve the following business challenges  Increase Sales and Marketing Efficiency: What if you could increase revenue 10-20 % while leverage your EXISTING assets (e.g. existing website and sales team).  Grow Market Share in Weak Economy: In the current business climate, some companies are changing outcomes and increasing their market share, while others are staying stagnant.  Turn Website into Lead Generating Machine: Why is it that some websites generate 100 leads per day, while others generate just 1 or 2? #wm123 @bradleywjoe
  • 1 Goals of Enterprise Search Engine Marketing Three primary goals we have seen consistently across several enterprise level engagements Create heroes Maximize the Drive results in each of the revenue quickly business units opportunity #wm123 @bradleywjoe
  • 1 Identify the Business Need Does your enterprise face any of the following challenges…Brick and Mortar Leader“We are the number one player off-line, but werank behind all our top competitors online. Weknow we need to start web marketing efforts.” Segmented Business Units “We know search marketing is important, but our enterprise is comprised of many separate business units. We need help getting everyone on the same page.”Lacks In-House Capabilities“We need help training and rolling out ourprogram globally. We do not have the in-houseexpertise to do this on our own.” Disjointed Search Marketing Efforts “Some business units currently run search marketing programs on their own, but each reports on a different set of metrics and KPIs. Which ones matter and which don’t?” #wm123 @bradleywjoe
  • Webinar Agenda Identify the Business Case1 Review of Enterprise webinar part I Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Managing Large Scale Search3 Differences in operating Enterprise search vs. a smaller account Enterprise Search and Social Media Strategies4 Best practices for driving large scale results Reporting Structure and Timing5 Measuring results for continuous improvement #wm123 @bradleywjoe
  • 2 Enterprise Programs Need Executive Level Buy In Need participants from all levels of the organization CXO Sponsor Program Owner/Champion Business Unit Marketing Product Managers Web Team Leaders Managers #wm123 @bradleywjoe
  • 2 Enterprise Programs Need Executive Level Buy In Need participants from all levels of the organizationC-level support required for CXO Sponsor best results Program Owner/Champion Business Unit Marketing Product Managers Web Team Leaders Managers #wm123 @bradleywjoe
  • 2 Enterprise Programs Need Executive Level Buy In Need participants from all levels of the organization CXO Sponsor TypicallyPresident or VP; Programowns all results Owner/Champion of program Business Unit Marketing Product Managers Web Team Leaders Managers #wm123 @bradleywjoe
  • 2 Enterprise Programs Need Executive Level Buy In Need participants from all levels of the organization CXO SponsorCommunicationacross teammembers drives Program Owner/Championfaster results Business Unit Marketing Product Managers Web Team Leaders Managers #wm123 @bradleywjoe
  • 2 Key Consideration: Igniting the Whole Team Best practices for gaining complete buy in #wm123 @bradleywjoe
  • 2 Each Group Requires Specific Training This ensures that training is specifically tailored for each role Role Training Needs • How search marketing impacts revenue goals Management • Analytics and metrics, i.e. brand vs. non-brand, seasonality, keyword rankings, CPL, etc. • Implementation of SEO recommendations IT Team • Technical training including 301 redirects, canonicals, sitemaps, etc. Marketing Team • Building keywords into marketing activities and and Product website content Managers • Similar to Marketing, PR teams need to know the PR/Content Team targeted keywords in order to build these into press releases and other content #wm123 @bradleywjoe
  • Webinar Agenda Identify the Business Case1 Review of Enterprise webinar part I Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Managing Large Scale Search3 Differences in operating Enterprise search vs. a smaller account Enterprise Search and Social Media Strategies4 Best practices for driving large scale results Reporting Structure and Timing5 Measuring results for continuous improvement #wm123 @bradleywjoe
  • 3 Managing Large Scale Search: Expectation Setting Key differences in managing enterprise search vs. a smaller account Setting Expectations: Project participants need to understand the following…  Why the project is being undertaken?  What are the expected results?  Who is owner of the program?  How will recommendations be implemented, i.e. internal Web team vs. agency?  Who are the main program participants? Key contacts? #wm123 @bradleywjoe
  • 3 Managing Large Scale Search: Communication Key differences in managing enterprise search vs. a smaller accountCommunication Across Business Segments is Key! Participants need to know:Who is responsible for which deliverables? What the expected due dates are? What are proper escalation channels to get items approved/implemented? #wm123 @bradleywjoe
  • 3 Managing Large Scale Search: Alignment Key differences in managing enterprise search vs. a smaller accountAlignment of Marketing Message: Ensure that value propositions, offers, and calls to actions are the same across each online and offline channel Social Search Television Radio #wm123 @bradleywjoe
  • Webinar Agenda Identify the Business Case1 Review of Enterprise webinar part I Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Managing Large Scale Search3 Differences in operating Enterprise search vs. a smaller account Enterprise Search and Social Media Strategies4 Best practices for driving large scale results Reporting Structure and Timing5 Measuring results for continuous improvement #wm123 @bradleywjoe
  • Pay-Per-Click Strategies #wm123 @bradleywjoe
  • 4 Large Scale Pay-Per-Click Strategies Account Management“Enterprise” Search does not mean managing all business unit accounts under the same account! Beverage Manufacturer Coffee and Soft Drinks Juices Sports Drinks Tea Sports Drink Soft Drink 1 Juice 1 Coffee 1 1 Sports Drink Soft Drink 2 Juice 2 Tea 1 2 Tip: Create separate AdWords accounts for each business segment #wm123 @bradleywjoe
  • 4 Large Scale Pay-Per-Click Strategies Keyword Governance Decisions need to be made up front about how to handle generic and brand name keywords: o Which business segments “own” which terms? o Will ownership rotate? o Who takes credit for leads/sales generated from these terms? Soda vs. Soft vs. Soda Pop Drink #wm123 @bradleywjoe
  • 4 Large Scale Pay-Per-Click Strategies Bigger budgets allow for expanding focus Generic Keyword Performance: - Though generic keywords may perform worse (higher CPC, more competition), do not give up on them! - Need to identify yourself as leader in the industry, ex: always be in top position on brand name and generic keywords Search for “books” Search for “shoes” #wm123 @bradleywjoe
  • 4 Large Scale Pay-Per-Click Strategies Bigger budgets allow for expanding focus Explore More Channels: - Facebook and LinkedIn advertising - Google Display Network - Retargeting #wm123 @bradleywjoe
  • 4 Large Scale Pay-Per-Click Strategies Time and attention Time Spent on Optimization: - Data is gathered much faster since more budget is available to spend - Dedicated resources are necessary in order to monitor and optimize the account - Utilize 3rd party tools for increased efficiency #wm123 @bradleywjoe
  • SEO Strategies #wm123 @bradleywjoe
  • 4 SEO Strategies: Developing a Keyword Strategy Develop a “mapping” guide so all participants know which keywords are being optimized for particular pagesTip: Ensure each member of content team has a copy of this guide #wm123 @bradleywjoe
  • 4 SEO Strategies: Developing Your Site Structure Best practices for large scale SEO• Thematically Group Pages About Us Around Keywords Products Services• Link Pages Within The Same Groups To Further Strengthen Theme of Website Products Services About Us• Search Engine Spiders Can See a Theme Across Your Site That Makes Sense Other Relevant Internal Pages #wm123 @bradleywjoe
  • 4 SEO Strategies: Developing a Content Strategy On-page content needs to be supported by other content channels • Support your content with other relevant sources such as: • Company blog • Newsletters • Facebook posts • Tweets • White papers • Case studies #wm123 @bradleywjoe
  • Social Media Strategies #wm123 @bradleywjoe
  • 4 Enterprise Social Media: Brand Messaging Developing best practices for managing large scale social media Marketing Message - Does your enterprise centralize it’s message with only a few social media accounts? - Does every employee get permission to post messages on social media?youtube.com/bing youtube.com/microsoft #wm123 youtube.com/xbox @bradleywjoe
  • 4 Enterprise Social Media: Brand Management Developing best practices for managing large scale social media Brand Management - How are the tweets, posts, and other mentions managed by your enterprise? - How do we protect the brand image, while also keeping our responses conversational? - Will any 3rd party tools be utilized for these efforts, i.e. Radian 6, Lithium, Google Alerts, HootSuite? #wm123 @bradleywjoe
  • 4 Enterprise Social Media: Establishing Guidelines Developing best practices for managing large scale social media Make Guidelines Clear and Public - Put them on website for transparency across the organization, but also by outsiders http://forums.bestbuy.com/t5/Welcome-News/Best-Buy-Social-Media-Policy/td-p/20492 #wm123 @bradleywjoe
  • Webinar Agenda Identify the Business Case1 Review of Enterprise webinar part I Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Managing Large Scale Search3 Differences in operating Enterprise search vs. a smaller account Enterprise Search and Social Media Strategies4 Best practices for driving large scale results Reporting Structure and Timing5 Measuring results for continuous improvement #wm123 @bradleywjoe
  • 5 Challenges with Digital Marketing Metrics Several reasons why Data Continuity Most Marketers are Not “Digital Natives” - Data getting interpreted in many different ways - Business units report on different metrics #wm123 @bradleywjoe
  • 5 Challenges with Digital Marketing Metrics Several reasons why Data Continuity Most Marketers are Not “Digital Natives” - Marketers not fully accustomed to web marketing - Do not know what “good” looks like #wm123 @bradleywjoe
  • 5 Standardized Metrics Are Necessary Allows for comparisons across each business unit Common metrics include: • % of keywords on page 1 • Website visits • Organic search visits • Organic, non-branded search visits • Number of leads generated • Cost per lead Key: All business units need to report on the same metrics #wm123 @bradleywjoe
  • 5 Roll-up View of Scorecard CXO view for determining program’s successTip: Monthly reporting works best as it allows for enough time to elapse between measurement periods to gauge results #wm123 @bradleywjoe
  • 5 Enterprise-wide Website Metrics Similar to the previous scorecard, this dashboard provides a quick snapshot into the vital stats of each business unit #wm123 @bradleywjoe
  • 5 Web Marketing Accelerator Program Consider launching an enterprise-wide workshop to create better results and company alignment What: 1-2 day workshop designed to deliver business value with greater speed and increased quality of results Why It Works:  All the right players in the room  Forces decision making  Compresses launch time by 15-30x  Complete buy in from the very beginning #wm123 @bradleywjoe
  • Key Takeaways• First identify the business problem that search marketing aims to solve. This will align all members around a common goal.• Train all participants and effectively communicate expected outcomes of the program.• Utilize your larger budget to take advantage of additional digital media channels.• Regardless of marketing channel, maintain alignment on marketing message.• Develop standardized metrics so each business unit can be measured in an equal fashion #wm123 @bradleywjoe
  • Thank You! Questions?
  • Want to Learn More About Our Accelerator Program? Web Marketing Accelerator Program  Align Business Units to Same Goal: Learn how our workshop forces better decision making from key stakeholders early in the web marketing process.  Standardize Reporting: Develop a customized web marketing dashboard for your enterprise that all business units report on. Make it easy to understand what’s working and what’s not.  Drive Faster, Better Results: Learn how our digital marketing workshop can drive increased value for your organization, while also aligning teams around common goals. Type Your Interest into the Q&A Now OR Contact Us: seo@webmarketing123.com #wm123 @bradleywjoe