How to Build a Business Case for Search

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Paul Smith and Matt Delaforce here at 4Ps discussed at Digital EDGEucation 2014, how to build a business case for search. Competitive advantage can be gained by listening to your customers. Search terms are a very powerful customer voice. Setting your business up to respond to what your customers are looking for is how we help our clients – not by following everyone else but by leading them.

In the beginning
Word of mouth
Advertising
Yellow Pages

The middle
The internet changed
everything
Millions of customers could
find you
Google

Awareness Consideration Conversion
The problem is the case for
Search is typically made here:

This is where the case for
search is made!

Conversion
Consideration
Awareness
+ROI +££
- TRUST -
Answering
consumer
needs
+ROI+££??

“Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in.” Presentation content: What is inbound vs outbound marketing Inbound statistics Inbound marketing costs vs outbound marketing Google is the new yellow pages SEO statistics Why ranking high is important Google results statistics Why keyword rich fresh content is key Blogging statistics The organizational chart of your digital marketing strategy Do you have lead intelligence?

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