webmarketing123: establishing a successful enterprise search marketing program 09-07-2011
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Planning Your Enterprise Search Marketing ProgramDriving revenue growth through the web
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Want to learn more?
Contact us to find out about our Enterprise Search
Marketing Accelerator Program. Details at end of webinar.
Housekeeping Items
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1 Identify the Business NeedMost important step in driving successful digital marketing outcomes
2 Determine Who Will Lead and ParticipateChoose participants from across the enterprise to gain maximum buy in
3 Develop Standard MetricsDetermine the KPIs that drive action and decision making
4 Train Key StakeholdersBest practices for educating program participants across the organization
5 Build a Project Action PlanBe specific about key milestones, roles, and responsibilities
Webinar Agenda
#wm123
@TravisLowSEO
1 Identify the Business NeedMost important step in driving successful digital marketing outcomes
2 Determine Who Will Lead and ParticipateChoose participants from across the enterprise to gain maximum buy in
3 Develop Standard MetricsDetermine the KPIs that drive action and decision making
4 Train Key StakeholdersBest practices for educating program participants across the organization
5 Build a Project Action PlanBe specific about key milestones, roles, and responsibilities
Webinar Agenda
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@TravisLowSEO
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
1 What’s at Stake?More searches are occurring than ever.
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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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1 Goals of Enterprise Search Engine MarketingThree primary goals we have seen consistently across several enterprise level engagements
Create heroes in each of the business units
Maximize the revenue
opportunity
Drive results quickly
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1 Identify the Business NeedDoes 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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1 Key Issues with Enterprise WebsitesThe nitty gritty
• Large, complex sites (over 500,000 pages
with multiple country and language variants
• Long sales cycles, often resulting in an
offline purchase (tracking issues)
• Challenges with educating key stakeholders
• Budgeting issues
• Implementation hurdles (IT team, CMS
limitations)
#wm123
@TravisLowSEO
1 Identify the Business NeedMost important step in driving successful digital marketing outcomes
2 Determine Who Will Lead and ParticipateChoose participants from across the enterprise to gain maximum buy in
3 Develop Standard MetricsDetermine the KPIs that drive action and decision making
4 Train Key StakeholdersBest practices for educating program participants across the organization
5 Build a Project Action PlanBe specific about key milestones, roles, and responsibilities
Webinar Agenda
#wm123
@TravisLowSEO
2 Enterprise Programs Need Executive Level Buy InNeed participants from all levels of the organization
CXO Sponsor
Program Owner/Champion
Business Unit Leaders
Product ManagersMarketing Managers
Web Team
C-level support
required for
best results
#wm123
@TravisLowSEO
2 Enterprise Programs Need Executive Level Buy InNeed participants from all levels of the organization
CXO Sponsor
Program Owner/Champion
Business Unit Leaders
Product ManagersMarketing Managers
Web Team
Typically
President or VP;
owns all results
of program
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@TravisLowSEO
2 Enterprise Programs Need Executive Level Buy InNeed participants from all levels of the organization
CXO Sponsor
Program Owner/Champion
Business Unit Leaders
Product ManagersMarketing Managers
Web Team
Communication
across team
members drives
faster results
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2 Key Consideration No. 1: Igniting the Whole TeamBest practices for gaining complete buy in
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2 Key Consideration No. 2: Budget ConsiderationsMultiple considerations when budgeting for search
• Understand how much enterprise search
marketing costs
• Define budget during yearly planning sessions OR
from end of year “use or lose” buckets
• Determine what resources are currently available
vs. what resources are needed, ex:
• SEO team
• Paid Search analysts
• Copy writers
• Technical resources
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2 Key Consideration No. 3: Define a Start & End DateClearly defining the start and end date of this program will help align expectations
Start
End
Tip: Will take 1-3 months to see positive SEO lift and 1 month to
gain PPC traction (leads/sales)
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2 Key Consideration No. 4: In-House vs. AgencyDetermining when to outsource
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2 Key Consideration No. 4: In-House vs. AgencyDetermining when to outsource
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2 Key Consideration No. 4: In-House vs. AgencyDetermining when to outsource
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2 Key Consideration No. 4: In-House vs. AgencyDetermining when to outsource
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2 Key Consideration No. 4: In-House vs. AgencyDetermining when to outsource
Best Practice: Superior value is created by marrying both an enterprise’s
industry expertise with an agency’s technical know-how
#wm123
@TravisLowSEO
1 Identify the Business NeedMost important step in driving successful digital marketing outcomes
2 Determine Who Will Lead and ParticipateChoose participants from across the enterprise to gain maximum buy in
3 Develop Standard MetricsDetermine the KPIs that drive action and decision making
4 Train Key StakeholdersBest practices for educating program participants across the organization
5 Build a Project Action PlanBe specific about key milestones, roles, and responsibilities
Webinar Agenda
#wm123
@TravisLowSEO
- Data getting interpreted
in many different ways
- Business units report on
different metrics
3 “Typical” Enterprise Metrics Do Not WorkSeveral reasons why
Data Continuity Most Marketers
are Not “Digital Natives”
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3 “Typical” Enterprise Metrics Do Not WorkSeveral reasons why
Data Continuity Most Marketers
are Not “Digital Natives”
- Marketers not fully
accustomed to web
marketing
- Do not know what “good”
looks like
#wm123
@TravisLowSEO
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
3 Standardized Metrics Are NecessaryAllows for comparisons across each business unit
Key: All business units need to report on the same metrics
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3 Roll-up View of ScorecardCXO view for determining program’s success
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3 Enterprise-wide Website MetricsSimilar to the previous scorecard, this dashboard provides a quick snapshot into the vital stats of each business unit
#wm123
@TravisLowSEO
1 Identify the Business NeedMost important step in driving successful digital marketing outcomes
2 Determine Who Will Lead and ParticipateChoose participants from across the enterprise to gain maximum buy in
3 Develop Standard MetricsDetermine the KPIs that drive action and decision making
4 Train Key StakeholdersBest practices for educating program participants across the organization
5 Build a Project Action PlanBe specific about key milestones, roles, and responsibilities
Webinar Agenda
#wm123
@TravisLowSEO
4 Each Group Requires Specific Training This ensures that training is specifically tailored for each role
• How search marketing impacts revenue goals
• Analytics and metrics, i.e. brand vs. non-brand, seasonality, keyword rankings, CPL, etc.
Management
• Implementation of SEO recommendations
• Technical training including 301 redirects, canonicals, sitemaps, etc.
IT Team
• Building keywords into marketing activities and website content
Marketing Team and Product Managers
• Similar to Marketing, PR teams need to know the targeted keywords in order to build these into press releases and other content
PR/Content Team
Role Training Needs
#wm123
@TravisLowSEO
1 Identify the Business NeedMost important step in driving successful digital marketing outcomes
2 Determine Who Will Lead and ParticipateChoose participants from across the enterprise to gain maximum buy in
3 Develop Standard MetricsDetermine the KPIs that drive action and decision making
4 Train Key StakeholdersBest practices for educating program participants across the organization
5 Build a Project Action PlanBe specific about key milestones, roles, and responsibilities
Webinar Agenda
#wm123
@TravisLowSEO
Track the following:
• Deliverables
• Owners
• Due Dates
• Status
• Key Milestones
5 Build a Program Action PlanDefine the key milestones, deliverables, and owners
Why? This will improve both accountability and outcomes
#wm123
@TravisLowSEO
5 Web Marketing Accelerator ProgramConsider 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
#wm123
@TravisLowSEO
5 Web Marketing Accelerator ProgramConsider 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
#wm123
@TravisLowSEO
• First identify the business problem that search marketing aims
to solve. This will align all members around a common goal.
• High level (executive) support is required for the most
effective outcomes
• Develop standardized metrics so each business unit can be
measured in an equal fashion
• Training tailored to each group’s particular role is important for
complete buy in
• Design a project plan with specific due dates, deliverables, and
owners
Key Takeaways
Thank You! Questions?
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@TravisLowSEO
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
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