5 Keys to Conquering Your Enterprise Search Marketing Program Driving revenue growth through the web

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Housekeeping Items

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1 Identify the Business Case Review of Enterprise webinar part I

2 Determine Who Will Lead and Participate Choose participants from across the enterprise to gain maximum buy in

3 Managing Large Scale Search Differences in operating Enterprise search vs. a smaller account

4 Enterprise Search and Social Media Strategies Best practices for driving large scale results

5 Reporting Structure and Timing Measuring results for continuous improvement

Webinar Agenda

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1 Identify the Business Case Review of Enterprise webinar part I

2 Determine Who Will Lead and Participate Choose participants from across the enterprise to gain maximum buy in

3 Managing Large Scale Search Differences in operating Enterprise search vs. a smaller account

4 Enterprise Search and Social Media Strategies Best practices for driving large scale results

5 Reporting Structure and Timing Measuring results for continuous improvement

Webinar Agenda

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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 Marketing Three 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 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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1 Identify the Business Case Review of Enterprise webinar part I

2 Determine Who Will Lead and Participate Choose participants from across the enterprise to gain maximum buy in

3 Managing Large Scale Search Differences in operating Enterprise search vs. a smaller account

4 Enterprise Search and Social Media Strategies Best practices for driving large scale results

5 Reporting Structure and Timing Measuring results for continuous improvement

Webinar Agenda

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2 Enterprise Programs Need Executive Level Buy In Need participants from all levels of the organization

CXO Sponsor

Program Owner/Champion

Business Unit Leaders

Product Managers Marketing Managers

Web Team

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2 Enterprise Programs Need Executive Level Buy In Need participants from all levels of the organization

CXO Sponsor

Program Owner/Champion

Business Unit Leaders

Product Managers Marketing Managers

Web Team

C-level support

required for

best results

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2 Enterprise Programs Need Executive Level Buy In Need participants from all levels of the organization

CXO Sponsor

Program Owner/Champion

Business Unit Leaders

Product Managers Marketing Managers

Web Team

Typically

President or VP;

owns all results

of program

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2 Enterprise Programs Need Executive Level Buy In Need participants from all levels of the organization

CXO Sponsor

Program Owner/Champion

Business Unit Leaders

Product Managers Marketing Managers

Web Team

Communication

across team

members drives

faster results

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2 Key Consideration: Igniting the Whole Team Best practices for gaining complete buy in

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2 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

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1 Identify the Business Case Review of Enterprise webinar part I

2 Determine Who Will Lead and Participate Choose participants from across the enterprise to gain maximum buy in

3 Managing Large Scale Search Differences in operating Enterprise search vs. a smaller account

4 Enterprise Search and Social Media Strategies Best practices for driving large scale results

5 Reporting Structure and Timing Measuring results for continuous improvement

Webinar Agenda

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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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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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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

Search

Radio

Television

Social

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1 Identify the Business Case Review of Enterprise webinar part I

2 Determine Who Will Lead and Participate Choose participants from across the enterprise to gain maximum buy in

3 Managing Large Scale Search Differences in operating Enterprise search vs. a smaller account

4 Enterprise Search and Social Media Strategies Best practices for driving large scale results

5 Reporting Structure and Timing Measuring results for continuous improvement

Webinar Agenda

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Pay-Per-Click

Strategies

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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

Soft Drinks

Soft Drink 1

Soft Drink 2

Juices

Juice 1

Juice 2

Sports Drinks

Sports Drink 1

Sports Drink 2

Coffee and Tea

Coffee 1

Tea 1

Tip: Create separate AdWords accounts for each business segment

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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 Soft

Drink

Soda Pop vs. vs.

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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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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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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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SEO Strategies

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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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4 SEO Strategies: Developing Your Site Structure Best practices for large scale SEO

• Thematically Group Pages

Around Keywords

• Link Pages Within The Same

Groups To Further Strengthen

Theme of Website

• Search Engine Spiders Can

See a Theme Across Your Site

That Makes Sense

About Us

Services

Products

Other Relevant Internal Pages

About Us Products Services

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• Support your content with other

relevant sources such as:

• Company blog

• Newsletters

• Facebook posts

• Tweets

• White papers

• Case studies

4 SEO Strategies: Developing a Content Strategy On-page content needs to be supported by other content channels

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Social Media

Strategies

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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

youtube.com/xbox

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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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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

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1 Identify the Business Case Review of Enterprise webinar part I

2 Determine Who Will Lead and Participate Choose participants from across the enterprise to gain maximum buy in

3 Managing Large Scale Search Differences in operating Enterprise search vs. a smaller account

4 Enterprise Search and Social Media Strategies Best practices for driving large scale results

5 Reporting Structure and Timing Measuring results for continuous improvement

Webinar Agenda

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@bradleywjoe

- Data getting interpreted

in many different ways

- Business units report on

different metrics

5 Challenges with Digital Marketing Metrics Several reasons why

Data Continuity Most Marketers

are Not “Digital Natives”

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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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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

5 Standardized Metrics Are Necessary Allows for comparisons across each business unit

Key: All business units need to report on the same metrics

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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

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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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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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• 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

Key Takeaways

Thank You! Questions?

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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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