It’s Not Multichannel Marketing If You Don’t Include Search-Lisa Raehsler-SMX East 2010
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It’s Not Multichannel Marketing If You Don’t Include Search We all know multichannel marketing – reaching customers through multiple avenues such as a retail store, website, catalogue, or direct personal communications via snail mail, email or text message. But what about search? If you’re not engaging through the search channel, you’re missing out on one of the most powerful forms of engagement: people telling you specifically what they want! This session explores the best ways to integrate search into the marketing mix.
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It’s Not Multichannel Marketing If You Don’t Include Search-Lisa Raehsler-SMX East 2010
- 1. It’s Not Multichannel Marketing If You Don’t Include Search Lisa Raehsler SEM Strategy Consultant October 6, 2010
- 2. Is SEM Overlooked? This is Search 1 line item 1 budget @lisarocksSEM
- 3. Best Practice #1: Goals Buying Funnel Fit into overall strategic goals •Can help define goals •Different goals for search? @lisarocksSEM
- 4. Best Practice #2: Listen Keyword Global Monthly Searche eco products 49,500 "eco products" 12,100 Listen to what people [eco products] green products 4,400 90,500 want "green products" 40,500 [green products] 9,900 •This is what they eco friendly products "eco friendly products" 33,100 18,100 search for! [eco friendly products] 9,900 eco friendly cleaning products 3,600 environmentally friendly products 40,500 eco friendly 450,000 eco friendly promotional products 1,900 eco friendly home products 880 green eco friendly products 720 eco friendly products wholesale 480 green home products 2,400 @lisarocksSEM
- 5. Best Practice #3: Creative Creative consistency •Old Navy: •Same ad copy on every search •Missed opportunity! @lisarocksSEM
- 6. Best Practice #4: Budget Proper budget allocation •This is a real budget allocation for a national product launch! @lisarocksSEM
- 7. Best Practice #5: Engagement 2. Search 1. Watch TV 3. Visit Website 4. Off-line purchase? @lisarocksSEM
- 8. Killer Tactic #1 Retargeting • Reach them anywhere on the web @lisarocksSEM
- 9. Killer Tactic #2 Drive social media fans and followers with PPC @lisarocksSEM
- 10. Killer Tactics #3 Promotions and special offers • Escalating discounts Free Shipping 10% off 20% off @lisarocksSEM
- 11. Killer Tactics #4 Extreme Makeover: Home Edition Ad scheduling • TV Spots • Key programs Hoarders @lisarocksSEM
- 12. Final Thought… Search can be integrated into any campaign! @lisarocksSEM
- 13. Thank You! Contact: Lisa Raehsler SEM Strategy Consultant Certified Google Advertising Professional raehsler@gmail.com @lisarocksSEM blog: onlinemarketingmavens.com