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Oms09 Improving Search Mktg Recession, David Stoller

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Oms09 Improving Search Mktg Recession, David Stoller

  1. 1. Improving Search Marketing ROI During a Recession: Top 10 Insider Tips<br />Online Marketing Summit – San Francisco<br />June 25, 2009<br />David Stoller<br />Director, Strategic Sales<br />Business.com<br />dstoller@business.com<br />Follow us on Twitter! http://twitter.com/B2BOnlineMktg<br />
  2. 2. Four ways to improve your search marketing ROI…<br />Lower costs (but keep quality)<br />Raise conversion rate<br />Increase visitor spend<br />Measure more value<br />Top 10 insider tips for improving ROI<br />Beyond landing page design and the usual advice you can find online…<br />We’re in a Recession – So Now What?<br />
  3. 3. Marketers used to “suggestions” about how to optimize programs…<br />Always look before you leap<br />Clarify issue, timing and priorities<br />Evaluate existing program goals and performance<br />Separate what you know from what you don’t know<br />Brainstorm options<br />Focus on improvements over cuts<br />Clearly articulate your strategy & plan to management<br />Tip #1: Look Before You Leap<br />94%<br />Percent of engagement touch points ignored by last-click standard<br />-Atlas Institute<br />
  4. 4. One prioritized project at a time…<br />Systematic focus is even more important these days<br />Performance<br />Under stress, attention narrows and strategy often suffers<br />Predictability<br />Do you really know the impact of what you’re about to do?<br />Job/career<br />Better to demonstrate decisive, strategic action on 1-2 projects than hack away at 10 different things <br />Tip #2: Don’t Try to Boil the Ocean<br />
  5. 5. Marketing and Sales are in this together<br />Both must align with business priorities<br />Misalignment, particularly during challenging times, can undermine search marketing ROI<br />Benefits of better alignment with Sales:<br />Confirm target audience and priorities<br />Share key goals and metrics<br />Address problems before they arise<br />Discuss programs to eliminate/change/add<br />Generate new insights that will help you focus your search marketing programs and deliver better ROI<br />Example – efforts to align Sales & Marketing at Business.com<br />Tip #3: Improve Marketing & Sales Alignment <br />
  6. 6. How do you measure search marketing ROI today?<br />Are you measuring the value of all search marketing visitors?<br />Changing times require changing metrics<br />Buyers may be actively researching but slow to purchase due to budget issues<br />Value in keeping your product/service in the consideration set during a longer sales cycle<br />Also value in post-conversion offers<br />Places where value tends to hide…<br />Untracked purchase revenue<br />Referrals or pass-along offers<br />Return visits<br />Post-conversion events<br />Tip #4: Find Where You’re Not Capturing Value<br />39%<br />Percent by which MarketingSherpa raised conversion rates by adding offers to their order “Thank You” page<br />
  7. 7. Who knows what “Exact Match” is? <br />Tip #5: Start from a Focused, Stable Base<br />
  8. 8. Better search marketing ROI depends on more than just getting basics right<br />Keyword research, ad copy, landing page best practices, etc. are necessary but not sufficient<br />Improving ROI in turbulent times also requires the following:<br />Mid-Presentation Recap<br />
  9. 9. Everybody with me?<br />Questions?<br />
  10. 10. What would you do if you had to cut your search marketing budget 50%?<br />Reduce spend on generic terms?<br />Focus SEO on “head” pages? <br />You must cover all buying stages even when times are tough. If you have to cut back, retain certain programs at each stage:<br />Early stage – SEO & relevant community participation<br />Mid-stage – directories<br />Late-stage – branded keywords<br />Valuing more visitor actions will help you get there…<br />Tip #6: Pick Apart the Buying Process <br />
  11. 11. Buying involves risk<br />People mitigate risk through:<br />Personal experience / approved vendor list<br />Word of mouth<br />Co-workers and peers<br />Existing vendors<br />Vendor credibility & position<br />Online research<br />Price<br />Tip #7: Reduce Buyer Risk & Barriers to Conversion<br />High Consideration<br />Source: Enquiro Research, “Mapping the BuyerSphere”<br />Reduce buyer risk to improve conversion rates:<br /><ul><li>Understand risk from the buyers’ perspective
  12. 12. Commit to a strong search marketing presence
  13. 13. Use search marketing to drive WOM /social proof
  14. 14. Office Depot boosted paid search revenue ~200% by incorporating customer reviews into ad text
  15. 15. Help improve SEO for top 3rd party reviews or endorsements of your products/services</li></ul>Low Consideration<br />Entry<br />Dominant<br />
  16. 16. Find ways to increase conversion counts and value<br />Clarify target audience & purchase type<br />Blank slate, repeat modified or repeat<br />Identify attractive incentives<br />Talk with Sales and prospects directly<br />Embed incentives in PPC and SEO<br />Update PPC ad text, page meta descriptions<br />Simplify landing pages even more <br />Clear call to action<br />Compelling trial, discount or other incentive<br />Eliminate sensitive form fields<br />Reduce commitment – “Cancel & owe nothing” or “Free returns”<br />Tip #8: Roll Out the Purchase Incentives <br />Source: Enquiro Research, “Mapping the BuyerSphere”<br />
  17. 17. Search marketing ROI is impacted by other marketing programs<br />Display, social media, PR, events, etc. – cuts hurt search “last click”<br />Two aspects to getting social:<br />Develop integrated plans with peers in other marketing depts.<br />Your conversion rate depends on their effectiveness<br />Support your company’s social media efforts<br />Online conversations fuel conversions by decreasing risk<br />Tip #9: Get Social <br />
  18. 18. Two basic buying roles:<br />Doers – have to get something done<br />Approvers – attempt to enforce a rational buying process<br />Recession stress tends to put focus on constructing an even more rational, evidence-based argument <br />View Approvers as main conversion barrier<br />Instead, work the emotional side<br />Doers are feeling the pain<br />Doers have the power to overcome the rational process (do it all the time)<br />Understand top Doer pain points<br />Emphasize challenge & your simple solution in keywords, ad copy & landing pages<br />Tip #10: Target the “Doer” <br />Source: Enquiro Research, “Mapping the BuyerSphere”<br />
  19. 19. Look before you leap<br />Don’t try to boil the ocean<br />Improve Marketing & Sales alignment<br />Find where you’re not capturing value<br />Start from a focused, stable base<br />Pick apart the buying process<br />Reduce buyer risk & conversion barriers<br />Roll out the purchase incentives<br />Get social<br />Target the “doer”<br />10 Tips for Improving Search Marketing ROI<br />For more info:<br />David Stoller<br />Director, Strategic Sales<br />Business.com<br />dstoller@business.com <br />http://twitter.com/B2BOnlineMktg<br />

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