Presented at the "Growing Your Business in the Digital World" event organized by SEO Hacker / JCI Manila. Gives an overview of digital marketing and several strategies, tips and techniques when dealing with enterprise level clients.

1. Benj Arriola
SEO Director, Myers Media Group

2. Benj Arriola
Spoken at 47
conferences in
4 different
countries, 20
cities since
2007.
Won major prizes
in 7 international
SEO competitions
from 2005 to 2009
that include cash
and a brand new
car!

3. Spoken at 46
conferences in
4 different
countries, 20
cities since
2007.
Won major prizes
in 7 international
SEO competitions
from 2005 to 2009
that include cash
and a brand new
car!
Benj ArriolaBenj Arriola – Enterprise Level Client Experience

4. Everything Started Small
What you need to grow?
More Clients
Higher Prices
More Service Offerings
Larger Workforce
More Knowledge & Skills
More Expenses
Survival: Earnings > Expenses

5. Benj ArriolaBenj Arriola
Company A
Pre-hired Before
Deals Closed
Sales reported
70% likelihood
of closing large
deals.
Employees
Well-trained,
immersed in
the company’s
processes.
Shadowed
existing
employees
Had money to
spend before new
clients came in.
Company B
Hired After Deals
Closed
Sold for every
digital marketing
channel and only
knew which staff to
upgrade after the
deal was closed.
Employees
New hires needed
to be up and
running ASAP.
Solid processes
were needed.
Had less money to
spend before new
clients came in.

6. 3 P’s of a Good Business
Great Product
Great People
Great Promotion

7. Demand
Generation
Brand
Awareness
Brand Name
Recall
Unique Selling
Proposition
Barriers to Entry
Core Competency
Key Differentiators
Why I Rock!
Why I’m Awesome!
Promotion - Be Known!

8. Customer looks for you!
User Profile, Online Behavior,
More Measurable Data
Demographic Data / Market
Research / Surveys
Traditional Media vs. Digital Media
PUSH
PULL
PUSH

9. Different Devices , Different Search Engines, Different Social Sites, Different Cities/Countries
Internet Marketing / Digital Marketing / Online Marketing / Web Marketing
Digital Marketing
Search Marketing
SEO
SEM /
PPC
Social
Social
Ads
Community
Dev’t /
Audience
Dev’t
Display
Behavioral
Targeting
Retargeting/
Remarketing
Email Marketing
List
Building
Drip
Marketing
Design &
Development
Usability
CO /
CRO /
LPO
Content Development / Content Creation
Data Science / Data Analysis / Web Analytics / Business Intelligence

10. Different Devices , Different Search Engines, Different Social Sites, Different Cities/Countries
Internet Marketing / Digital Marketing / Online Marketing / Web Marketing
Digital Marketing
Search Marketing
SEO
SEM /
PPC
Social
Social
Ads
Community
Dev’t /
Audience
Dev’t
Display
Behavioral
Targeting
Retargeting/
Remarketing
Email Marketing
List
Building
Drip
Marketing
Design &
Development
Usability
CO /
CRO /
LPO
Content Development / Content Creation
Data Science / Data Analysis / Web Analytics / Business Intelligence
Search Marketing Social Display Email Marketing
Design &
Development
Data Science / Data Analysis / Web Analytics / Business Intelligence
Maximizing Opportunity

11. Strategy, Planning, Research & Training as a Product
Advantage:
Learns about the client & target market.
Sets proper expectations during research phase.
Less actionable
More insightful
Which marketing channels work best.
Learn all stakeholder channels & challenges.
Based on experience:
Less proactively sold as a product
Sold more of a result of a discussion where all
parties found it necessary.

12. Knowledge is Free Flowing
Info that is
sometimes
withheld with
smaller clients:
Tools used
Amount of
people
Outsourced
partnerships
Process

13. SEO – Enterprise Corporations
Many Stakeholders
Center of Excellence
Collaboration of Different
Vendors
Multiple Platforms /
Technologies
Known and Custom-Built
Very Large Amount of Pages
100k to Millions
Duplicate Content
Thin Content
Internal Linking
International Offices
Language Translation
Hreflang tags, ccTLDs

14. Social Media – Enterprise Corporations
Many Stakeholders
Center of Excellence
Collaboration of Different
Vendors
Brand / Persona
Social Media Policies
Social Touchpoints
Public Relations
Customer Service
Community Management
Content Promotion
• X
• X
• x

15. PPC – Enterprise Corporations
Many Stakeholders
Center of Excellence
Collaboration of Different
Vendors
Management
Automated Bidding Rules
Frequent Clean Up
Sophisticated Performance
Tracking
Budgets
Larger Budgets
Spending for Data
PPC as an SEO Testing Ground

16. Display – Enterprise Corporations
Many Stakeholders
Center of Excellence
Collaboration of Different
Vendors
Different Vendors = Different
Targets
Mobile
Demographic / Geographic
Behavioral
Business to Business
Premium Publishers
Contextual
Site Retargeting
Search Retargeting

17. Design & Development – Enterprise Corporations
Many Stakeholders
Center of Excellence
Collaboration of Different
Vendors
User Experience
Split Test / Multi-Variate Test
PPC as a tool to speed up data
gathering
Large Site Taxonomy
Mobile Experience
SEO Implications
Page Speed
Client-Side Scripting
Data Tracking
Container Tags

18. Data Science / Analytics
Many Stakeholders
Center of Excellence
Collaboration of Different
Vendors
Different Report Recipients
Executives, Marketing, Technical,
Agencies
Multiple Data Sources
Collate & Correlate
Data Tracking
Large Site Audits / Container Tags
Multi-Attribution Tracking
Actionable Insights
Different Marketing Channels = Different Actionable Insights
Predictive Modelling Image: https://ion.icaew.com/itcounts/b/weblog/posts/theaccountinganddatascienceworldsmeet

19. Integrated Strategies
Owned Media
Website
Blog
Email
Earned Media
SEO
Social
Paid Media
PPC / SEM
Display
Social
Be aware of the company’s marketing calendar and also
prepare to collaborate with multiple departments or even with other agencies.

20. Perceived Value, Improve All Presentations

21. Client Retention
Cycling through each marketing channel
Updating processes for current digital marketing
updates
SEO – Optimizing for algorithm updates
PPC – Adwords Beta features
Display – New features from new vendors
Content Marketing + SEO + Social = Continuous
Promotion
Solid Reporting

22. Agency of Record

23. Taking Care of Your Champion
Champion
The main stakeholder with full interest in your
digital marketing efforts
Your main advocate in the client company.
Know their goals
Work towards their goals
Measure success towards their goals

24. Sample Screenshots – Traditional Web Analytics

25. Sample Screenshot – Web Attribution Analytics

26. Summary
Good products and people help out in the
promotion.
Discover what is great with the product.
Work well with you main client advocate /
champion
Digital Marketing
Multiple Services
Partnering / Collaborations
Strategy / Planning / Research is a Product
Integrated Strategies
Knowledge is Shared
Center of Excellence
Integrated Strategies
Perceived Value
Client Retention
Client Champion
Multi-Channel Attribution Tracking
Digital Marketing Channels
SEO
Large sites, various technologies,
international locations
Social
Brand/social policies, public relations,
customer support, community
management, promotion
PPC
Automation, tracking, data, testing
Display
Various targeting methods
Design & Development
UX, SEO implications, data tracking
Data Science
Collation, Correlation & Actionable
Insights for different stakeholders.

27. Questions?
Thank You