The document provides information on how to sell search marketing to various stakeholders within a company. It discusses proving the value of search by showing metrics like the number of monthly searches on Google, and how search is important to business since many searches are driven by offline triggers. It offers solutions to common problems that may arise when selling search like CMOs being busy or coming from traditional marketing, by focusing on impact to the bottom line and showing search as part of a complete marketing picture. It also discusses selling search to internal teams by showing how direct traffic increases during other marketing campaigns.
3. Agenda
• Search Basics
• Selling to the CMO
• SEO Tools
• Selling to Internal Teams
4. Why should I care about search?
Worldwide, 88,000,000,000 searches
are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour
3,000,000,000 Per Day
39. Direct traffic and organic traffic increases
during direct and email flights
40. TV, radio, print – use unique campaign
links to track effectiveness
41. IT as part of revenue – not just a cost center
(when appealing to IT Director or CIO)
42. Proving the Value of Search
• Be Prepared
• Lead with Problem, Not Solution
• Use Competitive Data
• Focus On Bottom Line Benefits
• Use Your Tools
• Have Fun
43. Who Is 451 Marketing?
Founded in February, 2004
Headquartered in Boston with an office in San
Francisco
A collaboration of 25 industry veterans
committed to being best-of-breed public
relations, search marketing, and social media
specialists
Recently named a 2011 Boston Business
Journal Pacesetter
Google Adwords certified
45. Francis Skipper,
Director of Search Marketing
451 Marketing
100 North Washington Street
Boston, MA 02114
617-259-1605 x 106
francis@451marketing.com
www.451marketing.com
www.451heat.com
www.Linkedin.com/in/francisskipper
@fksip