2. Proving the Value of Search
#451Search

3. Agenda
• Search Basics
• Selling to the CMO
• SEO Tools
• Selling to Internal Teams

4. Why should I care about search?
Worldwide, 88,000,000,000 searches
are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour
3,000,000,000 Per Day

5. SEOFundamentals
SEO Fundamentals
Code Content Connections
Video Web Pages Blog
Social News
Images

6. Why is Search Important to Business?
2 out of 3 of all searches online
are driven by an offline trigger
Source: Jupiter Research, 2007

7. SERP: Organic vs. Paid Search
Paid
Organic

8. “Ok. So I get Search.
How do I sell it
up the chain?”

9. Selling to the CMO

10. Problem: CMO’s Are Busy

11. Solution:
Be Prepared
Set a Time
Easy on Tactics
Know your company’s marketing goals

12. Solution:
Show impact on bottom line

13. Problem: Many CMO’s Come From
Traditional Marketing

14. Solution:
Show missed opportunities

15. Solution:
vs.
Compare competitors to your site

16. Solution:
Show valuable figures to back up your argument
Show valuable stats to back you up

17. Problem: Proving the Value

18. Solution
Show examples of success

19. Spyfu gentle giant

21. Solution:
DIRECT MAIL
Show search as part of complete marketing picture
SOCIAL
AIL
PRINT

22. Problem: Social is Getting
All of the Buzz

23. Solution:
Social impacts search – and vice versa
Bing and google slide showing
social and search

24. Problem: Explaining Risks

25. Solution:
MANAGE EXPECTATIONS!

26. SEO takes time to be effective

27. PPC is instant gratification – but has a higher price
PPC is instant gratification…at a price

28. Search marketing has low cost relative to other channels

29. Position as a measurable and trackable solution

30. Problem: Objections

31. Common objections

32. Solution:
Use all tools at your disposal

33. Free
• Unique site visitors
• Top keywords to drive traffic
Pro
• 5 sites
• 2 years back
• Demographic Details

34. Free
• Demographic data
• Similar sites
• Traffic data
• Even more benefits with pixel
association

35. Free
• Overlay 2-3 metrics
• Conversion and goal
tracking
• Adwords integration
• Geo-tracking

36. Free
• New interface (easier to
use)
• ROI, ROAS reports
• Keyword opportunity
reports
• Exportable reports

37. Free
• Who are organic/PPC
competitors
• Who is spending what
• The $ value of your organic
campaign (in terms of PPC)

38. Selling to
Internal Marketing Teams

39. Direct traffic and organic traffic increases
during direct and email flights

40. TV, radio, print – use unique campaign
links to track effectiveness

41. IT as part of revenue – not just a cost center
(when appealing to IT Director or CIO)

42. Proving the Value of Search
• Be Prepared
• Lead with Problem, Not Solution
• Use Competitive Data
• Focus On Bottom Line Benefits
• Use Your Tools
• Have Fun

43. Who Is 451 Marketing?
Founded in February, 2004
Headquartered in Boston with an office in San
Francisco
A collaboration of 25 industry veterans
committed to being best-of-breed public
relations, search marketing, and social media
specialists
Recently named a 2011 Boston Business
Journal Pacesetter
Google Adwords certified

44. We work with and build great brands:

45. Francis Skipper,
Director of Search Marketing
451 Marketing
100 North Washington Street
Boston, MA 02114
617-259-1605 x 106
francis@451marketing.com
www.451marketing.com
www.451heat.com
www.Linkedin.com/in/francisskipper
@fksip

46. QUESTIONS?