Integrated Search for B2B
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Integrated Search for B2B
- 2. Search in 2013 What’s changed? What’s been the response? How should you respond in 2014? Outcome
- 4. RANKINGS
- 6. Search Agency Online / Email Social Media International teams Relationship managers / Sales / Support Events team Traditional PR Developers “The customer doesn’t care about team structure. They want a unified experience.” Econsultancy’s Digital Cream TEAMS
- 8. Conversational & Semantic Search Leading With Content HUMMINGBIRD
- 9. How? Where? Why? What? When? SEARCH QUERIES
- 10. USER BEHAVIOUR
- 11. What was the response?
- 12. CONTENT
- 13. USER BEHAVIOUR
- 14. Search in 2014
- 15. MEASUREMENT PLANNING http://www.youtube.com/watch?v=RJRyYElwNTI Tracking / Interpreting data
- 16. Digital Support Sites Social PPC SEO Blog Content Solutions Content Email Marketing Developers Same Goal “To generate more business” …Why wouldn’t they be Integrated? IDENTIFY & COMMUNICATE
- 17. REVIEW SKILLS GAPS Company Overview Easily see a skills profile of your organisation. Specific “weaknesses” defined Within a particular topic, identify individuals performance and capabilities aswell as area’s for improvement.
- 18. REACH OUT TO ADVOCATES “We are now 100% focused on content and experience ideas that blend paid, earned, and owned channels. Our biggest challenge is not in figuring out where to place ads, it’s in how we stay relevant and engaging in such a fragmented and changing environment…”
- 19. Outcome
- 20. Search Agency Online / Email Social Media International Teams Support / Sales Event Traditional PR Developers INTEGRATED TEAMS
- 21. Link Building Social / Blog Digital Advertising Onsite & Technical SEO PR Email Marketing Events INTEGRATED MARKETING MESSAGES Digital PR
- 22. 1. Define your audience segments 2. Discuss your objectives – What does success look like? 3. Identify key departments within the business 4. Understand skills gaps within the business 5. Communicate your vision WHAT CAN YOU DO NOW?