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

@coreydmorris // @voltagekc

@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

@coreydmorris // @voltagekc

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

@coreydmorris // @voltagekc

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.

@coreydmorris // @voltagekc

What SEMs Care About

@coreydmorris // @voltagekc

What SEMs Care About

dejanseo.com

@coreydmorris // @voltagekc

What SEMs Care About

moz.com

@coreydmorris // @voltagekc

What SEMs Care About

moz.com

@coreydmorris // @voltagekc

What SEMs Care Aboutsearchmetrics.com

@coreydmorris // @voltagekc

What SEMs Care About

SMX via slideshare.com

@coreydmorris // @voltagekc

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

social-media-today.com

@coreydmorris // @voltagekc

Evolution of Digital Marketing

@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

@coreydmorris // @voltagekc

SEM Methodology & Processes

then now

blog.infomazetech.com

@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

@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

@coreydmorris // @voltagekc

Integrated Digital Marketing» Emergence of other channels

@coreydmorris // @voltagekc businessinsider.com

@coreydmorris // @voltagekc

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

@coreydmorris // @voltagekc

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

dailymail.co.uk

@coreydmorris // @voltagekc

In House Resources

firebox.com

@coreydmorris // @voltagekc

In House Resources

youtube.com

@coreydmorris // @voltagekc

In House Resources

fbcalexandria.org

@coreydmorris // @voltagekc

In House Resources

john.do

@coreydmorris // @voltagekc

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

m3design.com

@coreydmorris // @voltagekc

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

lonvig.dk

@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

@coreydmorris // @voltagekc

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

@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

@coreydmorris // @voltagekc

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

@coreydmorris // @voltagekc

blog.zenoss.com

@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

@coreydmorris // @voltagekc

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

@coreydmorris // @voltagekc

+

Agency Partnerships

(having fun) (building trust)

invisiblechildren.org / blog.marketo.com

@coreydmorris // @voltagekc

agency partnerships

=

(everyone profits!)3news.co.nz

@coreydmorris // @voltagekc

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

@coreydmorris // @voltagekc

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