Oms09 Improving Search Mktg in a Recession, Robert Foody


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Oms09 Improving Search Mktg in a Recession, Robert Foody

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