Building & Fostering a Search Marketing Culture in Your Organization
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If you’re an SEO or PPC practitioner working in the trenches on a daily basis, you’ve likely had some challenges in your own organization (or with organizations you work with) on moving conversations about search marketing from a siloed marketing channel to part of the company culture. It was recently quoted that only 21% of companies even budget for SEO. There are many efficiencies to be gained by integrating tasks and data within marketing departments and companies as a whole as we know that the old days of channel marketing without collaboration are gone.This presentation will help you to find common ground and work to build a search marketing culture in your organization or those that you work with no matter what your functional role is. There are also tips for building a successful partnership with an agency partner if you have multiple companies/teams involved with your digital marketing.
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Building & Fostering a Search Marketing Culture in Your Organization
- 1. Building & Fostering a Search Marketing Culture in Your Organization Corey Morris // Director, Digital Strategy & Marketing
- 2. @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
- 4. @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
- 5. @coreydmorris // @voltagekc Overview What 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
- 6. @coreydmorris // @voltagekc Overview Definitions: » 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.
- 7. @coreydmorris // @voltagekc What SEMs Care About
- 8. @coreydmorris // @voltagekc What SEMs Care About dejanseo.com
- 9. @coreydmorris // @voltagekc What SEMs Care About moz.com
- 10. @coreydmorris // @voltagekc What SEMs Care About moz.com
- 11. @coreydmorris // @voltagekc What SEMs Care About searchmetrics.com
- 12. @coreydmorris // @voltagekc What SEMs Care About SMX via slideshare.com
- 13. @coreydmorris // @voltagekc Evolution of Digital Marketing SEM Reaction: » No!!! » Bring it on! » I’m retiring » Take a nap! » Denial social-media-today.com
- 14. @coreydmorris // @voltagekc Evolution of Digital Marketing
- 15. @coreydmorris // @voltagekc » 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
- 16. @coreydmorris // @voltagekc SEM Methodology & Processes then now blog.infomazetech.com
- 17. @coreydmorris // @voltagekc 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
- 18. @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
- 19. @coreydmorris // @voltagekc Integrated Digital Marketing » Emergence of other channels
- 20. @coreydmorris // @voltagekc businessinsider.com
- 21. @coreydmorris // @voltagekc Integrated Digital Marketing » Emergence of other channels » Blurred lines » Common goals » Doing it all
- 22. @coreydmorris // @voltagekc Agency Service Models » Channel specific » Integrated » Media commissions » Timeframes & commitments dailymail.co.uk
- 23. @coreydmorris // @voltagekc In House Resources firebox.com
- 24. @coreydmorris // @voltagekc In House Resources youtube.com
- 25. @coreydmorris // @voltagekc In House Resources fbcalexandria.org
- 26. @coreydmorris // @voltagekc In House Resources john.do
- 27. @coreydmorris // @voltagekc Generalist vs. Specialists » Pros and cons » Assembling the right team » Importance of systems and methodologies m3design.com
- 28. @coreydmorris // @voltagekc Search Team Integration Shared goals: » ROI » Conversions » Traffic » Positioning lonvig.dk
- 29. @coreydmorris // @voltagekc 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
- 30. @coreydmorris // @voltagekc Marketing Team Integration Shared goals and tasks from search, plus: » CRM data integration & use » Website UX » Website analytics » Attribution & modeling » Creative & branding » Content strategy » Development needs
- 31. @coreydmorris // @voltagekc Shared goals and tasks from search, plus: » Calls to action » Promotions » Inbound workflows » Lead nurturing & sales support » PR » Thought leadership Marketing Team Integration
- 32. @coreydmorris // @voltagekc Role of Search in Business » Not a peripheral or siloed activity
- 34. @coreydmorris // @voltagekc » 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
- 35. @coreydmorris // @voltagekc Agency Partnerships » Factors for determining right agency » Pain points » Tips » Ideal results
- 36. @coreydmorris // @voltagekc + Agency Partnerships (having fun) (building trust) invisiblechildren.org / blog.marketo.com
- 37. @coreydmorris // @voltagekc agency partnerships = (everyone profits!) 3news.co.nz
- 38. @coreydmorris // @voltagekc Takeaways Building & 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
- 39. @coreydmorris // @voltagekc Takeaways Building & 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
- 40. Building & Fostering a Search Marketing Culture in Your Organization Corey Morris // Director, Digital Strategy & Marketing
Notas do Editor
- (put into grid?) Wide range of clients and industries: senior living, B2B logistics, law firms, conference center, hotel, industrial plastics, mortgage company, banks, restaurant chain, construction equipment parts, coffee, soccer apparel & gear, industrial paints, potted plants, wedding dresses, plastic surgeon, envelopes, commercial real estate, chain of career colleges, college search website, B2B risk management, eye doctor, pro hockey team, and more… (family pic?)
- (put into grid?) Wide range of clients and industries: senior living, B2B logistics, law firms, conference center, hotel, industrial plastics, mortgage company, banks, restaurant chain, construction equipment parts, coffee, soccer apparel & gear, industrial paints, potted plants, wedding dresses, plastic surgeon, envelopes, commercial real estate, chain of career colleges, college search website, B2B risk management, eye doctor, pro hockey team, and more… (family pic?)
- (picture of office) (picture of people)
- (images depicting old processes and simplicity) (images from now…does it feel crazy? it is!) (know your role)
- talk about the process in past how the process has evolved and now intersects with other functional areas (nerdy methodology)
- talk about the process in past how the process has evolved and now intersects with other functional areas (nerdy methodology)
- talk about the process in past how the process has evolved and now intersects with other functional areas (nerdy methodology)
- It wasn’t hard for me, and probably many of you, over the past several years to predict two major new roles. First, the emergence of the social media strategist, then the content marketing strategist. We could see these coming with the hype and need for digital marketers to harness the consumer popularity. It was only a matter of time for the search engines to try to figure out how to integrate social into search (they are still trying) (blurred lines pic) (do it all) What’s the goal? ROI? Advantage often is still to search over social and content
- It wasn’t hard for me, and probably many of you, over the past several years to predict two major new roles. First, the emergence of the social media strategist, then the content marketing strategist. We could see these coming with the hype and need for digital marketers to harness the consumer popularity. It was only a matter of time for the search engines to try to figure out how to integrate social into search (they are still trying) (blurred lines pic) (do it all) What’s the goal? ROI? Advantage often is still to search over social and content
- It wasn’t hard for me, and probably many of you, over the past several years to predict two major new roles. First, the emergence of the social media strategist, then the content marketing strategist. We could see these coming with the hype and need for digital marketers to harness the consumer popularity. It was only a matter of time for the search engines to try to figure out how to integrate social into search (they are still trying) (blurred lines pic) (do it all) What’s the goal? ROI? Advantage often is still to search over social and content
- How do agencies offer search marketing services? How has it changed? How will it continue to evolve? (the agency)
- What does it cost to staff all of these roles and teams within an organization? Or, what does that one person who does it all well require in compensation? Do they even exist or can I land them and keep them? (unicorn) (body builder) (super hero) (G6)
- What does it cost to staff all of these roles and teams within an organization? Or, what does that one person who does it all well require in compensation? Do they even exist or can I land them and keep them? (unicorn) (body builder) (super hero) (G6)
- What does it cost to staff all of these roles and teams within an organization? Or, what does that one person who does it all well require in compensation? Do they even exist or can I land them and keep them? (unicorn) (body builder) (super hero) (G6)
- What does it cost to staff all of these roles and teams within an organization? Or, what does that one person who does it all well require in compensation? Do they even exist or can I land them and keep them? (unicorn) (body builder) (super hero) (G6)
- (specialist vs generalist) (the right team…mizzou…royals)
- (see eye to eye) (break the cycle) (come together)
- (silo) (separate) (battle) (competitor focus)
- (silo) (separate) (battle) (competitor focus)
- (silo) (separate) (battle) (competitor focus)
- (happy) (happy hour) (money tree) (printing money)
- (happy) (happy hour) (money tree) (printing money)
- (happy) (happy hour) (money tree) (printing money)