building & fostering a search marketing culture in your organization
TRANSCRIPT
Building & Fostering a Search Marketing Culture in Your Organization
Corey Morris // Director, Digital Strategy & Marketing
@coreydmorris // @voltagekc
About Corey» Director, Digital Strategy & Marketing at
Voltage» 10+ years in SEO & digital marketing» Industry speaker» Tech Circuit co-host» SEMPO Cities Kansas City Leader» A sleep deprived & caffeinated dad
@coreydmorris // @voltagekc
@coreydmorris // @voltagekc
About Voltage» Founded in 2005» Based in River Market» Two companies in one with Delta Systems
ownership stake in Voltage» Focus on Branding, Web Design/Dev, &
Digital Marketing
@coreydmorris // @voltagekc
OverviewWhat we’re going to talk about:» What SEMs care about» Evolution of digital marketing» Integration of digital marketing» Agency and in house talent resources» Search team integration» Marketing team integration» Agency partnerships
@coreydmorris // @voltagekc
OverviewDefinitions:» SEO: “organic” or “natural” search engine
optimization» PPC: pay-per-click or paid advertising» SEM: search engine marketing encompassing
SEO & PPC» Digital Marketing: email marketing, content
strategy & marketing, social media marketing, SEM, etc.
@coreydmorris // @voltagekc
What SEMs Care About
@coreydmorris // @voltagekc
What SEMs Care About
dejanseo.com
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What SEMs Care About
moz.com
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What SEMs Care About
moz.com
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What SEMs Care Aboutsearchmetrics.com
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What SEMs Care About
SMX via slideshare.com
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Evolution of Digital MarketingSEM Reaction:» No!!!» Bring it on!» I’m retiring» Take a nap!» Denial
social-media-today.com
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Evolution of Digital Marketing
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» Know your role?» SEO is dead!» SEO is alive!» SEO is inbound» Content is king» Facebook search
will doom Google
Evolution of Digital Marketing
amazon.com
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SEM Methodology & Processes
then now
blog.infomazetech.com
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Then:» SEO: URLs, tags, anchor text, keyword
density, link building, press releases, PageRank sculpting, indexing
» PPC: keywords, text ads, display ads, bids, budgets, testing, optimization…all on Google (& sometimes others)
SEM Methodology & Processes
@coreydmorris // @voltagekc
Now:» SEO: content, structured data,
engagement, social signals (maybe), panda, penguin, EMD, pigeon, etc.
» PPC: retargeting/remarketing, behavior-based ads, demographics, psychographics, Facebook, Twitter, LinkedIn, Instagram, etc.
SEM Methodology & Processes
@coreydmorris // @voltagekc
Integrated Digital Marketing» Emergence of other channels
@coreydmorris // @voltagekc businessinsider.com
@coreydmorris // @voltagekc
Integrated Digital Marketing» Emergence of other channels» Blurred lines» Common goals» Doing it all
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Agency Service Models» Channel specific» Integrated» Media commissions» Timeframes & commitments
dailymail.co.uk
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In House Resources
firebox.com
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In House Resources
youtube.com
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In House Resources
fbcalexandria.org
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In House Resources
john.do
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Generalist vs. Specialists» Pros and cons» Assembling the right team» Importance of systems and methodologies
m3design.com
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Search Team IntegrationShared goals:» ROI» Conversions» Traffic» Positioning
lonvig.dk
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Shared tasks:» Keyword research» Audience research» Competitor research» Content development» Website forms» Call tracking» Conversion rate optimization (CRO)» Reporting» Client meetings & consultation
Search Team Integration
@coreydmorris // @voltagekc
Marketing Team IntegrationShared goals and tasks from search, plus:» CRM data integration & use» Website UX» Website analytics» Attribution & modeling» Creative & branding» Content strategy» Development needs
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Shared goals and tasks from search, plus:» Calls to action» Promotions» Inbound workflows» Lead nurturing & sales support» PR» Thought leadership
Marketing Team Integration
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Role of Search in Business» Not a peripheral or siloed activity
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blog.zenoss.com
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» Not a peripheral or siloed activity» Not a battle» Traditional marketing principles apply» Shared goals» Big data era» Competitor focused
Role of Search in Business
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Agency Partnerships» Factors for determining right agency» Pain points» Tips» Ideal results
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+
Agency Partnerships
(having fun) (building trust)
invisiblechildren.org / blog.marketo.com
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agency partnerships
=
(everyone profits!)3news.co.nz
@coreydmorris // @voltagekc
TakeawaysBuilding & Fostering a Search Marketing Culture in Your Organization…» Find common ground and start with end
goals» Integrate shared or similar tasks and
processes (see the many examples)» Be a specialist, but interact with others as
a generalist when appropriate
@coreydmorris // @voltagekc
TakeawaysBuilding & Fostering a Search Marketing Culture in Your Organization…» Hire staff and/or use vendors who integrate
without losing performance» Educate your organization on what SEM is,
what it does, and how it fits with other marketing channels
Building & Fostering a Search Marketing Culture in Your Organization
Corey Morris // Director, Digital Strategy & Marketing