Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

In House Marketing - It's a team sport

192 views

Published on

Simon Heseltine's presentation on in-house marketing at SearchCamp Bognor 2017

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

In House Marketing - It's a team sport

  1. 1. In-House Marketing, it’s a team sport Simon Heseltine, VP of Search
  2. 2. @SimonHeseltine
  3. 3. @SimonHeseltine Who am I?
  4. 4. @SimonHeseltine Time in industry: Why am I here? Time in industry: >12-1/2 years Agency Experience: 2 years In-House Experience: 10-1/2 years September 2008
  5. 5. @SimonHeseltine
  6. 6. @SimonHeseltine
  7. 7. @SimonHeseltine What does a 2017 In-House Marketing team look like?
  8. 8. @SimonHeseltine What does a 2017 In-House Marketing team do? • Audits • Trouble shooting • Keyword research • Analytics / Reporting • Search Engine Algorithm Update monitoring • Informs teams on the latest changes in the search engines (Pandas, Penguins, Freds, PPC updates etc.) • Training • General evangelism • Vendor / Tools management • Content strategy • Strategic planning • Relationship building • Migration assistance / Site Launches • Conversion Rate Optimization
  9. 9. @SimonHeseltine Tackling typical team challenges Sourcing qualified team members Location Background
  10. 10. @SimonHeseltine What about distributed teams?
  11. 11. @SimonHeseltine Typical team challenges Retaining team members Career paths Training
  12. 12. @SimonHeseltine In House SEO Training Q’s • Who to train? • What do they need to know? • Delivery mechanisms? • How to observe training effectiveness? • Retraining timeline?
  13. 13. @SimonHeseltine Typical team challenges Project Inclusion Prioritization Top down / bottom up support
  14. 14. @SimonHeseltine Typical team challenges Cohesion Uni-directional
  15. 15. Organizational Structure? • Embedded • The SEO team member works directly within the team as a regular member of that team, reporting to the team manager • Matrixed • The SEO team member works directly within the team as a regular member of that team, reporting into the SEO organization • Internal Consultancy • There are no team members dedicated to a particular site, instead they work on requests on a needs basis
  16. 16. @SimonHeseltine Team Structures • Regionally diverse • Distributed team • Matrixed structure • 135 sites • Team of 10 • No agencies • Globally diverse • Remote team • Centralized structure • 1 global site • Team of 2 • Multiple agencies • Globally diverse • Remote team • Centralized structure • 25 sites • Team of 2 • No agencies
  17. 17. @SimonHeseltine ForRent.com history
  18. 18. @SimonHeseltine Our Marketing Goals Attract Goal: Targeting renters w/o a particular brand search in mind Engage Goal: We’ve got the prospect interested in our brand, now get them to more content that will answer their questions and provide them the best fit apartments Convert Goal: As the prospect digs deeper, present them with the opportunity to convert to whatever action we want
  19. 19. @SimonHeseltine ForRent.com Starting Team VP SEO SEM VP Social VP B2B
  20. 20. @SimonHeseltine 2015 - Optimize • Identify the objectives and how PPC can deliver • Capitalize on quick wins • Identify future opportunities 2016 - Maximize • Take 2015 insights and run with them • Completely align the accounts with objectives • Cross team collaboration / alignment 2017 – Sophisticate • Automated strategies • Leverage audience data to efficiently target converters • Layer external data for better insights / smarter decisions 2015 - Optimize • Identify the objectives and how PPC can deliver • Capitalize on quick wins • Identify future opportunities 2015 - Optimize • Identify the objectives and how PPC can deliver • Capitalize on quick wins • Identify future opportunities 2016 - Maximize • Take 2015 insights and run with them • Completely align the accounts with objectives • Cross team collaboration / alignment Paid Search Strategy
  21. 21. @SimonHeseltine Branding
  22. 22. @SimonHeseltine SEO Delivering for the User
  23. 23. @SimonHeseltine SEO Delivering for the User What Questions are people asking? - Cost of living - Culture - Jobs & employment - Sports - Universities - Things to see and do - Neighborhood information - Local cities
  24. 24. @SimonHeseltine SEO
  25. 25. @SimonHeseltine Content / Link Building /Engagement
  26. 26. @SimonHeseltine Content / Link Building /Engagement
  27. 27. @SimonHeseltine Content / Link Building /Engagement
  28. 28. @SimonHeseltine ForRent.com Current Team VP SEO SEM Content VP Social VP B2B
  29. 29. @SimonHeseltine Looking to 2018
  30. 30. @SimonHeseltine Looking to 2018 • The same stuff as 2017, but different • Depends on what changes
  31. 31. @SimonHeseltine Looking to 2018 Using our own data
  32. 32. @SimonHeseltine Looking to 2018 CUE GROANS
  33. 33. @SimonHeseltine Takeaways • Look after your team • Find your unifying structure • Unify around your content • Plan ahead, but be flexible
  34. 34. @SimonHeseltine

×