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Webmarketing123: Establishing a Successful Enterprise Search Marketing Program 09-07-2011

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  • 1. Planning Your Enterprise Search MarketingProgramDriving revenue growth through the webDial: +1 (215) 383-1016Access Code: 204-007-821 @webmarketing123 @TravisLowSEO #wm123
  • 2. 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 @TravisLowSEO
  • 3. Webinar Agenda Identify the Business Need1 Most important step in driving successful digital marketing outcomes Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Develop Standard Metrics3 Determine the KPIs that drive action and decision making Train Key Stakeholders4 Best practices for educating program participants across the organization Build a Project Action Plan5 Be specific about key milestones, roles, and responsibilities #wm123 @TravisLowSEO
  • 4. Webinar Agenda Identify the Business Need1 Most important step in driving successful digital marketing outcomes Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Develop Standard Metrics3 Determine the KPIs that drive action and decision making Train Key Stakeholders4 Best practices for educating program participants across the organization Build a Project Action Plan5 Be specific about key milestones, roles, and responsibilities #wm123 @TravisLowSEO
  • 5. 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 @TravisLowSEO
  • 6. 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 @TravisLowSEO
  • 7. 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 @TravisLowSEO
  • 8. 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 @TravisLowSEO
  • 9. 1 Key Issues with Enterprise Websites The nitty gritty• Large, complex sites (over 500,000 pageswith multiple country and language variants• Long sales cycles, often resulting in anoffline purchase (tracking issues)• Challenges with educating key stakeholders• Budgeting issues• Implementation hurdles (IT team, CMSlimitations) #wm123 @TravisLowSEO
  • 10. Webinar Agenda Identify the Business Need1 Most important step in driving successful digital marketing outcomes Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Develop Standard Metrics3 Determine the KPIs that drive action and decision making Train Key Stakeholders4 Best practices for educating program participants across the organization Build a Project Action Plan5 Be specific about key milestones, roles, and responsibilities #wm123 @TravisLowSEO
  • 11. 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 @TravisLowSEO
  • 12. 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 @TravisLowSEO
  • 13. 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 @TravisLowSEO
  • 14. 2 Key Consideration No. 1: Igniting the Whole Team Best practices for gaining complete buy in #wm123 @TravisLowSEO
  • 15. 2 Key Consideration No. 2: Budget Considerations Multiple considerations when budgeting for search• Understand how much enterprise searchmarketing costs• Define budget during yearly planning sessions ORfrom end of year “use or lose” buckets• Determine what resources are currently availablevs. what resources are needed, ex: • SEO team • Paid Search analysts • Copy writers • Technical resources #wm123 @TravisLowSEO
  • 16. 2 Key Consideration No. 3: Define a Start & End Date Clearly defining the start and end date of this program will help align expectations End StartTip: Will take 1-3 months to see positive SEO lift and 1 month to gain PPC traction (leads/sales) #wm123 @TravisLowSEO
  • 17. 2 Key Consideration No. 4: In-House vs. Agency Determining when to outsource #wm123 @TravisLowSEO
  • 18. 2 Key Consideration No. 4: In-House vs. Agency Determining when to outsource #wm123 @TravisLowSEO
  • 19. 2 Key Consideration No. 4: In-House vs. Agency Determining when to outsource #wm123 @TravisLowSEO
  • 20. 2 Key Consideration No. 4: In-House vs. Agency Determining when to outsource #wm123 @TravisLowSEO
  • 21. 2 Key Consideration No. 4: In-House vs. Agency Determining when to outsourceBest Practice: Superior value is created by marrying both an enterprise’s industry expertise with an agency’s technical know-how #wm123 @TravisLowSEO
  • 22. Webinar Agenda Identify the Business Need1 Most important step in driving successful digital marketing outcomes Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Develop Standard Metrics3 Determine the KPIs that drive action and decision making Train Key Stakeholders4 Best practices for educating program participants across the organization Build a Project Action Plan5 Be specific about key milestones, roles, and responsibilities #wm123 @TravisLowSEO
  • 23. 3 “Typical” Enterprise Metrics Do Not Work 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 @TravisLowSEO
  • 24. 3 “Typical” Enterprise Metrics Do Not Work 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 @TravisLowSEO
  • 25. 3 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 @TravisLowSEO
  • 26. 3 Roll-up View of Scorecard CXO view for determining program’s success #wm123 @TravisLowSEO
  • 27. 3 Enterprise-wide Website Metrics Similar to the previous scorecard, this dashboard provides a quick snapshot into the vital stats of each business unit #wm123 @TravisLowSEO
  • 28. Webinar Agenda Identify the Business Need1 Most important step in driving successful digital marketing outcomes Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Develop Standard Metrics3 Determine the KPIs that drive action and decision making Train Key Stakeholders4 Best practices for educating program participants across the organization Build a Project Action Plan5 Be specific about key milestones, roles, and responsibilities #wm123 @TravisLowSEO
  • 29. 4 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 @TravisLowSEO
  • 30. Webinar Agenda Identify the Business Need1 Most important step in driving successful digital marketing outcomes Determine Who Will Lead and Participate2 Choose participants from across the enterprise to gain maximum buy in Develop Standard Metrics3 Determine the KPIs that drive action and decision making Train Key Stakeholders4 Best practices for educating program participants across the organization Build a Project Action Plan5 Be specific about key milestones, roles, and responsibilities #wm123 @TravisLowSEO
  • 31. 5 Build a Program Action Plan Define the key milestones, deliverables, and ownersTrack the following:• Deliverables• Owners• Due Dates• Status• Key Milestones Why? This will improve both accountability and outcomes #wm123 @TravisLowSEO
  • 32. 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 @TravisLowSEO
  • 33. 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 @TravisLowSEO
  • 34. Key Takeaways• First identify the business problem that search marketing aims to solve. This will align all members around a common goal.• High level (executive) support is required for the most effective outcomes• Develop standardized metrics so each business unit can be measured in an equal fashion• Training tailored to each group’s particular role is important for complete buy in• Design a project plan with specific due dates, deliverables, and owners #wm123 @TravisLowSEO
  • 35. Thank You! Questions?
  • 36. 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 @TravisLowSEO