Building & Fostering a Search Marketing Culture in Your Organization

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


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


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


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.


What SEMs Care About



dejanseo.com



moz.com


What SEMs Care Aboutsearchmetrics.com



SMX via slideshare.com


Evolution of Digital MarketingSEM Reaction:» No!!!» Bring it on!» I’m retiring» Take a nap!» Denial

social-media-today.com


Evolution of Digital Marketing


» 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


SEM Methodology & Processes

then now

blog.infomazetech.com


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)



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.



Integrated Digital Marketing» Emergence of other channels

@coreydmorris // @voltagekc businessinsider.com


Integrated Digital Marketing» Emergence of other channels» Blurred lines» Common goals» Doing it all


Agency Service Models» Channel specific» Integrated» Media commissions» Timeframes & commitments

dailymail.co.uk


In House Resources

firebox.com


In House Resources

youtube.com


In House Resources

fbcalexandria.org


In House Resources

john.do


Generalist vs. Specialists» Pros and cons» Assembling the right team» Importance of systems and methodologies

m3design.com


Search Team IntegrationShared goals:» ROI» Conversions» Traffic» Positioning

lonvig.dk


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


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


Shared goals and tasks from search, plus:» Calls to action» Promotions» Inbound workflows» Lead nurturing & sales support» PR» Thought leadership

Marketing Team Integration


Role of Search in Business» Not a peripheral or siloed activity


blog.zenoss.com


» 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


Agency Partnerships» Factors for determining right agency» Pain points» Tips» Ideal results


+

Agency Partnerships

(having fun) (building trust)

invisiblechildren.org / blog.marketo.com


agency partnerships

=

(everyone profits!)3news.co.nz


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


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

Building & Fostering a Search Marketing Culture in Your Organization

Marketing

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