This post is part of my notes from the Online Marketing Summit I attended in June 2009 in Cleveland, OH.
Josefina Mendez, Business.com
- Look before you leap
Marketers used to “suggestions” about how to optimize programs. Separate what you know from what you don’t know. Evaluate and benchmark. - Don’t try to boil the ocean
One prioritized project at a time. Systematic focus is even more important these days. - Improve marketing and sales alignment
Marketing and sales have aligned goals and priorities. Generate new insights that will help focus search marketing efforts. - Find where you’re not capturing value
How do you measure search marketing ROI today? Are you measuring the value of all search marketing visitors? Changing times require changing metrics. Engage in post-conversion offers. - Start from a focused, stable base
Utilize all the keyword matching types available (e.g. exact, phrase, negative, etc) - Pick apart the buying process
You must cover all buying steps. If you have to cut back, retain certain programs at each stage:
- Early stage – seo & relevant community participation
- Mid-stage – directories
- Late-stage – brand keywords - Reduce buyer risk & barriers to conversion
Buying involves risk, so mitigate it through: Personal experience, word of mouth, vendor credibility and position, online research, and price. Include “customer reviewed” in search ads – helped Office Depot increase paid search revenue 200%. - Roll out the purchase incentives
Find ways to increase conversion counts and value. Clarify target audience and purchase type. Identify attractive incentives by talking with sales and prospects daily. Simplify landing pages – make it as easy as possible. - Get social
Search marketing ROI is impacted by other marketing programs. Develop integrated plans with peers in other marketing departments or become a champion for social media within your company. - Target the “doer”
Doers = have to get something done
Buyers = attempt to enforce a rational buying process
Recession places more rationale, evidence-based argument. Instead, work the emotional side.
