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In House Marketing - It's a team sport
- 1. In-House Marketing, it’s a team sport Simon Heseltine, VP of Search
- 4. @SimonHeseltine Time in industry: Why am I here? Time in industry: >12-1/2 years Agency Experience: 2 years In-House Experience: 10-1/2 years September 2008
- 7. @SimonHeseltine What does a 2017 In-House Marketing team look like?
- 8. @SimonHeseltine What does a 2017 In-House Marketing team do? • Audits • Trouble shooting • Keyword research • Analytics / Reporting • Search Engine Algorithm Update monitoring • Informs teams on the latest changes in the search engines (Pandas, Penguins, Freds, PPC updates etc.) • Training • General evangelism • Vendor / Tools management • Content strategy • Strategic planning • Relationship building • Migration assistance / Site Launches • Conversion Rate Optimization
- 9. @SimonHeseltine Tackling typical team challenges Sourcing qualified team members Location Background
- 10. @SimonHeseltine What about distributed teams?
- 11. @SimonHeseltine Typical team challenges Retaining team members Career paths Training
- 12. @SimonHeseltine In House SEO Training Q’s • Who to train? • What do they need to know? • Delivery mechanisms? • How to observe training effectiveness? • Retraining timeline?
- 13. @SimonHeseltine Typical team challenges Project Inclusion Prioritization Top down / bottom up support
- 15. Organizational Structure? • Embedded • The SEO team member works directly within the team as a regular member of that team, reporting to the team manager • Matrixed • The SEO team member works directly within the team as a regular member of that team, reporting into the SEO organization • Internal Consultancy • There are no team members dedicated to a particular site, instead they work on requests on a needs basis
- 16. @SimonHeseltine Team Structures • Regionally diverse • Distributed team • Matrixed structure • 135 sites • Team of 10 • No agencies • Globally diverse • Remote team • Centralized structure • 1 global site • Team of 2 • Multiple agencies • Globally diverse • Remote team • Centralized structure • 25 sites • Team of 2 • No agencies
- 18. @SimonHeseltine Our Marketing Goals Attract Goal: Targeting renters w/o a particular brand search in mind Engage Goal: We’ve got the prospect interested in our brand, now get them to more content that will answer their questions and provide them the best fit apartments Convert Goal: As the prospect digs deeper, present them with the opportunity to convert to whatever action we want
- 19. @SimonHeseltine ForRent.com Starting Team VP SEO SEM VP Social VP B2B
- 20. @SimonHeseltine 2015 - Optimize • Identify the objectives and how PPC can deliver • Capitalize on quick wins • Identify future opportunities 2016 - Maximize • Take 2015 insights and run with them • Completely align the accounts with objectives • Cross team collaboration / alignment 2017 – Sophisticate • Automated strategies • Leverage audience data to efficiently target converters • Layer external data for better insights / smarter decisions 2015 - Optimize • Identify the objectives and how PPC can deliver • Capitalize on quick wins • Identify future opportunities 2015 - Optimize • Identify the objectives and how PPC can deliver • Capitalize on quick wins • Identify future opportunities 2016 - Maximize • Take 2015 insights and run with them • Completely align the accounts with objectives • Cross team collaboration / alignment Paid Search Strategy
- 23. @SimonHeseltine SEO Delivering for the User What Questions are people asking? - Cost of living - Culture - Jobs & employment - Sports - Universities - Things to see and do - Neighborhood information - Local cities
- 25. @SimonHeseltine Content / Link Building /Engagement
- 26. @SimonHeseltine Content / Link Building /Engagement
- 27. @SimonHeseltine Content / Link Building /Engagement
- 28. @SimonHeseltine ForRent.com Current Team VP SEO SEM Content VP Social VP B2B
- 30. @SimonHeseltine Looking to 2018 • The same stuff as 2017, but different • Depends on what changes
- 31. @SimonHeseltine Looking to 2018 Using our own data
- 32. @SimonHeseltine Looking to 2018 CUE GROANS
- 33. @SimonHeseltine Takeaways • Look after your team • Find your unifying structure • Unify around your content • Plan ahead, but be flexible
- 34. @SimonHeseltine