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The Biggest Mistakes Search Marketers Make


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In this session Laura will run through some of the mistakes she has seen in her career that hold back search marketing campaigns' performance and reporting. This will also include remedies for these mistakes to maximise the impact of your campaigns and how you can better report on them.

Published in: Marketing
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The Biggest Mistakes Search Marketers Make

  1. 1. The Biggest Mistakes Search Marketers Make L A U R A C R I M M O N S @lauracrimmons #FIGARODIGITAL
  2. 2. Staying in Silos.
  3. 3. Teams don’t speak to other teams, therefore miss out on valuable shared info SCENARIO:
  4. 4. Paid teams have a wealth of audience data that organic teams (PR, Content, Social) would find really useful.
  5. 5. PR and Content teams produce campaigns that drive relevant traffic, paid teams could set this up for retargeting to drive sales down the line.
  6. 6. Sales and customer service teams know exactly what questions your customers/prospects are asking – this is gold for content teams.
  7. 7. Search teams can offer valuable input to brand teams on naming products and services.
  8. 8. Communication! SOLUTION:
  9. 9. Format > Idea.
  10. 10. “We’d like you to create an infographic / viral video / map (delete as appropriate)” C L I E N T SCENARIO:
  11. 11. The story should always come before the format and therefore dictate the most appropriate format.
  12. 12. Start with the story/message and this may lead into a range of formats SOLUTION:
  13. 13. Not gathering feedback.
  14. 14. You fall in love with your own idea without getting feedback from your targets SCENARIO:
  15. 15. Asking journalists/influencers for feedback will lead to a better campaign with better results.
  16. 16. From experience, journalists/influencers that you ask for feedback are then more likely to cover/link to your campaign once live.
  17. 17. Test your ideas with warm contacts before your invest any resource SOLUTION:
  18. 18. Incomplete Testing.
  19. 19. Not testing pages across all browsers and devices SCENARIO:
  20. 20. You don’t know what browser or device every journalist uses so make sure your asset works across them all.
  21. 21. Pre-launch checklist SOLUTION:
  22. 22. Forgetting to implement tracking codes.
  23. 23. In the rush / excitement of launch someone forgets to implement correct tracking codes. SCENARIO:
  24. 24. Without tracking codes such as Google Analytics we have no way to accurately report on who saw our campaign.
  25. 25. Pre-launch checklist SOLUTION:
  26. 26. Not thinking cross-channel.
  27. 27. You create an awesome PR/Content campaign & just seed it to journalists & influencers SCENARIO:
  28. 28. If you have a great PR campaign the chances are it will also work on social…
  29. 29. And it will probably also be of interest to newsletter subscribers…
  30. 30. When putting together your media list also think about the other appropriate channels to seed your campaign through SOLUTION:
  31. 31. No backup plan.
  32. 32. You launch the campaign but the links and traffic aren’t rolling in like you thought they would SCENARIO:
  33. 33. Always monitor which angles of the campaign are performing best & adapt your outreach to match this.
  34. 34. Keep some angles/data back in case your first ones don’t work.
  35. 35. Plan for ‘events’ coming up that you can use to newsjack with your campaign at a later date.
  36. 36. Focussing on empty metrics.
  37. 37. “We’d like a campaign to generate X links” “We’d like all links to be a minimum X DA” SCENARIO: C L I E N T
  38. 38. Link numbers alone mean nothing. Nor do link metrics.
  39. 39. Emphasis should be on quality not quantity. Any link should have the ability to drive traffic & reach your actual audience.
  40. 40. Would you rather have 500 links to hit your arbitrary link target or 10 links that actually improve search performance & drive potential customers to your site?
  41. 41. Instead of focussing on number of links focus on where those links should come from. Look at outcomes over outputs SOLUTION:
  42. 42. Short-term reporting mindset.
  43. 43. You’re implementing a long-term strategy but are trying to use short-term reporting SCENARIO:
  44. 44. Content strategies are a long-term strategy therefore you can’t attempt to measure performance in the short-term.
  45. 45. The true value will often be seen six months down the line (if not longer).
  46. 46. Use appropriate reporting timescales for each strategy SOLUTION:
  47. 47. One night stands > long term relationships.
  48. 48. Focus on the publication we want coverage / a link in & then move onto the next one SCENARIO:
  49. 49. PR is about relationships.
  50. 50. Relationships mean putting the effort in.
  51. 51. Research first, be genuinely helpful and friendly SOLUTION:
  52. 52. Like what you have heard? Ready to create a campaign that will make people love and remember your brand… CALL US 020 3965 1816 E-MAIL: @SilverthornCo