This document outlines best practices for implementing an enterprise search marketing program. It recommends identifying a business need, gaining executive sponsorship, determining program leadership, standardizing metrics across business units, and launching an accelerator program to align stakeholders and drive faster results. Key aspects include setting expectations, communicating responsibilities, ensuring marketing message alignment across channels, developing keyword and content strategies, establishing social media guidelines, and creating dashboard reports. The goal is to scale search marketing efforts while maintaining consistency and measurability.

1. 5 Keys to Conquering Your Enterprise Search
Marketing Program
Driving revenue growth through the web
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2. Housekeeping Items
 Are the slides available?
 Yes! Please email seo@webmarketing123.com
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Marketing Accelerator Program. Details at end of webinar.
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3. Webinar Agenda
Identify the Business Case
1 Review of Enterprise webinar part I
Determine Who Will Lead and Participate
2 Choose participants from across the enterprise to gain maximum buy in
Managing Large Scale Search
3 Differences in operating Enterprise search vs. a smaller account
Enterprise Search and Social Media Strategies
4 Best practices for driving large scale results
Reporting Structure and Timing
5 Measuring results for continuous improvement
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4. Webinar Agenda
Identify the Business Case
1 Review of Enterprise webinar part I
Determine Who Will Lead and Participate
2 Choose participants from across the enterprise to gain maximum buy in
Managing Large Scale Search
3 Differences in operating Enterprise search vs. a smaller account
Enterprise Search and Social Media Strategies
4 Best practices for driving large scale results
Reporting Structure and Timing
5 Measuring results for continuous improvement
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5. 1 What’s at Stake?
More searches are occurring than ever.
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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6. 1 Why Enterprise Search Marketing?
Large-scale search marketing programs help solve the following
business challenges
 Increase Sales and Marketing Efficiency: What if you could
increase revenue 10-20 % while leverage your EXISTING
assets (e.g. existing website and sales team).
 Grow Market Share in Weak Economy: In the current
business climate, some companies are changing outcomes
and increasing their market share, while others are staying
stagnant.
 Turn Website into Lead Generating Machine: Why is it that
some websites generate 100 leads per day, while others
generate just 1 or 2?
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7. 1 Goals of Enterprise Search Engine Marketing
Three primary goals we have seen consistently across several
enterprise level engagements
Create heroes Maximize the
Drive results
in each of the revenue
quickly
business units opportunity
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8. 1 Identify the Business Need
Does your enterprise face any of the following challenges…
Brick and Mortar Leader
“We are the number one player off-line, but we
rank behind all our top competitors online. We
know we need to start web marketing efforts.”
Segmented Business Units
“We know search marketing is important, but
our enterprise is comprised of many
separate business units. We need help
getting everyone on the same page.”
Lacks In-House Capabilities
“We need help training and rolling out our
program globally. We do not have the in-house
expertise to do this on our own.”
Disjointed Search Marketing Efforts
“Some business units currently run search
marketing programs on their own, but each
reports on a different set of metrics and KPIs.
Which ones matter and which don’t?”
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9. Webinar Agenda
Identify the Business Case
1 Review of Enterprise webinar part I
Determine Who Will Lead and Participate
2 Choose participants from across the enterprise to gain maximum buy in
Managing Large Scale Search
3 Differences in operating Enterprise search vs. a smaller account
Enterprise Search and Social Media Strategies
4 Best practices for driving large scale results
Reporting Structure and Timing
5 Measuring results for continuous improvement
#wm123
@bradleywjoe

10. 2 Enterprise Programs Need Executive Level Buy In
Need participants from all levels of the organization
CXO Sponsor
Program
Owner/Champion
Business Unit Marketing
Product Managers Web Team
Leaders Managers
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11. 2 Enterprise Programs Need Executive Level Buy In
Need participants from all levels of the organization
C-level support
required for CXO Sponsor
best results
Program
Owner/Champion
Business Unit Marketing
Product Managers Web Team
Leaders Managers
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12. 2 Enterprise Programs Need Executive Level Buy In
Need participants from all levels of the organization
CXO Sponsor
Typically
President or VP;
Program
owns all results Owner/Champion
of program
Business Unit Marketing
Product Managers Web Team
Leaders Managers
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13. 2 Enterprise Programs Need Executive Level Buy In
Need participants from all levels of the organization
CXO Sponsor
Communication
across team
members drives Program
Owner/Champion
faster results
Business Unit Marketing
Product Managers Web Team
Leaders Managers
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14. 2 Key Consideration: Igniting the Whole Team
Best practices for gaining complete buy in
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15. 2 Each Group Requires Specific Training
This ensures that training is specifically tailored for each role
Role Training Needs
• How search marketing impacts revenue goals
Management • Analytics and metrics, i.e. brand vs. non-brand,
seasonality, keyword rankings, CPL, etc.
• Implementation of SEO recommendations
IT Team • Technical training including 301 redirects,
canonicals, sitemaps, etc.
Marketing Team
• Building keywords into marketing activities and
and Product website content
Managers
• Similar to Marketing, PR teams need to know the
PR/Content Team targeted keywords in order to build these into
press releases and other content
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16. Webinar Agenda
Identify the Business Case
1 Review of Enterprise webinar part I
Determine Who Will Lead and Participate
2 Choose participants from across the enterprise to gain maximum buy in
Managing Large Scale Search
3 Differences in operating Enterprise search vs. a smaller account
Enterprise Search and Social Media Strategies
4 Best practices for driving large scale results
Reporting Structure and Timing
5 Measuring results for continuous improvement
#wm123
@bradleywjoe

17. 3 Managing Large Scale Search: Expectation Setting
Key differences in managing enterprise search vs. a smaller account
Setting Expectations: Project participants need to
understand the following…
 Why the project is being undertaken?
 What are the expected results?
 Who is owner of the program?
 How will recommendations be implemented, i.e. internal
Web team vs. agency?
 Who are the main program participants? Key contacts?
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18. 3 Managing Large Scale Search: Communication
Key differences in managing enterprise search vs. a smaller account
Communication Across Business Segments is Key! Participants need to know:
Who is responsible for which deliverables?
What the expected due dates are?
What are proper escalation channels to
get items approved/implemented?
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19. 3 Managing Large Scale Search: Alignment
Key differences in managing enterprise search vs. a smaller account
Alignment of Marketing Message: Ensure that value propositions, offers, and calls to
actions are the same across each online and offline channel
Social
Search
Television
Radio
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20. Webinar Agenda
Identify the Business Case
1 Review of Enterprise webinar part I
Determine Who Will Lead and Participate
2 Choose participants from across the enterprise to gain maximum buy in
Managing Large Scale Search
3 Differences in operating Enterprise search vs. a smaller account
Enterprise Search and Social Media Strategies
4 Best practices for driving large scale results
Reporting Structure and Timing
5 Measuring results for continuous improvement
#wm123
@bradleywjoe

21. Pay-Per-Click
Strategies
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22. 4 Large Scale Pay-Per-Click Strategies
Account Management
“Enterprise” Search does not mean managing all business unit accounts under the same account!
Beverage
Manufacturer
Coffee and
Soft Drinks Juices Sports Drinks
Tea
Sports Drink
Soft Drink 1 Juice 1 Coffee 1
1
Sports Drink
Soft Drink 2 Juice 2 Tea 1
2
Tip: Create separate AdWords accounts for each business segment
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23. 4 Large Scale Pay-Per-Click Strategies
Keyword Governance
Decisions need to be made up front about how to handle
generic and brand name keywords:
o Which business segments “own” which terms?
o Will ownership rotate?
o Who takes credit for leads/sales generated from these
terms?
Soda vs. Soft vs. Soda Pop
Drink
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24. 4 Large Scale Pay-Per-Click Strategies
Bigger budgets allow for expanding focus
Generic Keyword Performance:
- Though generic keywords may perform worse (higher
CPC, more competition), do not give up on them!
- Need to identify yourself as leader in the industry, ex:
always be in top position on brand name and generic
keywords
Search for “books”
Search for “shoes”
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25. 4 Large Scale Pay-Per-Click Strategies
Bigger budgets allow for expanding focus
Explore More Channels:
- Facebook and LinkedIn advertising
- Google Display Network
- Retargeting
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26. 4 Large Scale Pay-Per-Click Strategies
Time and attention
Time Spent on Optimization:
- Data is gathered much faster since more budget is
available to spend
- Dedicated resources are necessary in order to monitor and
optimize the account
- Utilize 3rd party tools for increased efficiency
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27. SEO Strategies
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28. 4 SEO Strategies: Developing a Keyword Strategy
Develop a “mapping” guide so all participants know which keywords
are being optimized for particular pages
Tip: Ensure each member of content team has a copy of this guide
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29. 4 SEO Strategies: Developing Your Site Structure
Best practices for large scale SEO
• Thematically Group Pages About Us
Around Keywords
Products
Services
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
Products Services About Us
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
Other Relevant Internal Pages
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30. 4 SEO Strategies: Developing a Content Strategy
On-page content needs to be supported by other content channels
• Support your content with other
relevant sources such as:
• Company blog
• Newsletters
• Facebook posts
• Tweets
• White papers
• Case studies
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31. Social Media
Strategies
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32. 4 Enterprise Social Media: Brand Messaging
Developing best practices for managing large scale social media
Marketing Message
- Does your enterprise centralize it’s message with only a few
social media accounts?
- Does every employee get permission to post messages on
social media?
youtube.com/bing youtube.com/microsoft
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33. 4 Enterprise Social Media: Brand Management
Developing best practices for managing large scale social media
Brand Management
- How are the tweets, posts, and other mentions managed by
your enterprise?
- How do we protect the brand image, while also keeping our
responses conversational?
- Will any 3rd party tools be utilized for these efforts, i.e. Radian 6,
Lithium, Google Alerts, HootSuite?
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34. 4 Enterprise Social Media: Establishing Guidelines
Developing best practices for managing large scale social media
Make Guidelines Clear and Public
- Put them on website for transparency across the organization,
but also by outsiders
http://forums.bestbuy.com/t5/Welcome-News/Best-Buy-Social-Media-Policy/td-p/20492 #wm123
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35. Webinar Agenda
Identify the Business Case
1 Review of Enterprise webinar part I
Determine Who Will Lead and Participate
2 Choose participants from across the enterprise to gain maximum buy in
Managing Large Scale Search
3 Differences in operating Enterprise search vs. a smaller account
Enterprise Search and Social Media Strategies
4 Best practices for driving large scale results
Reporting Structure and Timing
5 Measuring results for continuous improvement
#wm123
@bradleywjoe

36. 5 Challenges with Digital Marketing Metrics
Several reasons why
Data
Continuity Most Marketers
are Not “Digital
Natives”
- Data getting interpreted
in many different ways
- Business units report on
different metrics
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37. 5 Challenges with Digital Marketing Metrics
Several reasons why
Data
Continuity Most Marketers
are Not “Digital
Natives”
- Marketers not fully
accustomed to web
marketing
- Do not know what “good”
looks like
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38. 5 Standardized Metrics Are Necessary
Allows for comparisons across each business unit
Common metrics include:
• % of keywords on page 1
• Website visits
• Organic search visits
• Organic, non-branded search visits
• Number of leads generated
• Cost per lead
Key: All business units need to report on the same metrics
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39. 5 Roll-up View of Scorecard
CXO view for determining program’s success
Tip: Monthly reporting works best as it allows for enough time to elapse between
measurement periods to gauge results #wm123
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40. 5 Enterprise-wide Website Metrics
Similar to the previous scorecard, this dashboard provides a quick
snapshot into the vital stats of each business unit
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41. 5 Web Marketing Accelerator Program
Consider launching an enterprise-wide workshop to create better
results and company alignment
What: 1-2 day workshop designed to deliver business value with
greater speed and increased quality of results
Why It Works:
 All the right players in the room
 Forces decision making
 Compresses launch time by 15-30x
 Complete buy in from the very beginning
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42. Key Takeaways
• First identify the business problem that search marketing aims
to solve. This will align all members around a common goal.
• Train all participants and effectively communicate expected
outcomes of the program.
• Utilize your larger budget to take advantage of additional digital
media channels.
• Regardless of marketing channel, maintain alignment on
marketing message.
• Develop standardized metrics so each business unit can be
measured in an equal fashion
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43. Thank You! Questions?

44. Want to Learn More About Our Accelerator Program?
Web Marketing Accelerator Program
 Align Business Units to Same Goal: Learn how our
workshop forces better decision making from key stakeholders
early in the web marketing process.
 Standardize Reporting: Develop a customized web marketing
dashboard for your enterprise that all business units report on.
Make it easy to understand what’s working and what’s not.
 Drive Faster, Better Results: Learn how our digital marketing
workshop can drive increased value for your organization, while
also aligning teams around common goals.
Type Your Interest into the Q&A Now
OR
Contact Us: seo@webmarketing123.com
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