TopRank Marketing Editor

Session: Putting Search Into the Marketing Mix

TopRank Marketing Editor     Business of SEO, Online Marketing, Search Engine Strategies

Putting Search Into The Marketing Mix

Day two of SES San Jose found me fighting for an outlet as I prepared to impart details to you on the session “Putting Search Into the Marketing Mix”.

The session, moderated by Free Agent Consultant Sara Holoubek included on its panel:

  • Misty Locke, President & co-Founder, Range Online Media
  • Curtis Dueck, Senior Account Manager, Epiar Inc.
  • Bill Mungovan, Director of Search, Carat Fusion
  • Bill Hunt, CEO, Global Strategies International

The session described how search marketing is absolutely vital to any marketing campaign, right from the outset. As part of my duties with TopRank’s sister firm Misukanis & Odden, I hone my focus on, as our tag suggests on Marketing For Results. One of the surest way to help guarantee results, right from the offset, is to clearly define your client’s objective.

In that vein, how do we help to shape our client’s determine objective? Do we simply ask them what their objective is, or do we, as search engine marketers help to shape it?

Dueck gave a great example of this as he articulated the power behind keyword research.

To paraphrase his examples, say you were to start a candle shop. Your objective going in is simple. Sell x amount of candles. However, with keyword research, we discover that a significant percentage of candle consumers were primarily interested in soy candles.

Now, which objective sounds more focused?

  • Sell x amount of candles
  • Sell 50 soy based candles weekly

Since our research tells us that most candle consumers will be looking for this product specifically, we can hone our strategy, perfect our messaging, develop our ad campaign, stock our shelves and forecast our sales, or rather, predict our results, based on the power of keyword research starting from square one.

While a critical early step in the research stage, focused keyword discovery is not the only aspect of integrating search marketing that we should be concerned with. The focus of this session, after all, was putting search into your overall campaign.

Part of adding search into your campaign is realizing:

  • Search is in no way the largest form of messaging
  • Investing only in the larger forms of messaging, at the neglect of search is a recipe for failure

Any guesses on the reigning king of messaging?

It’s still TV.

(Personal Note: And why not? NBC’s The Office is one of the most mind-bogglingly creative comedies ever produced. Outside of BBC’s The Office, of course…)

Any guess on the risk of only focusing on TV?

Mungovan and Locke addressed this while concluding their championing of the opportunity of integration.

For example, say you invest a significant amount of dollars into a major TV advertising spend. Or, as referenced by Locke, say your specific product – shoes, for example – are to be endorsed by a major television star.

Now, what happens, when your potential consumer, engaged and eager to buy, follows the pattern of 89% of all consumers (thanks to Locke for the stat) and instantly seeks out your product online. What if you’ve neglected your search campaign, and are nowhere to be found? What if your competitor has invested in terms related to your product or brand and are found instead?

While I’ve never been one to conclude a post by asking a question without providing an answer, I’m also not the type to wait for an answer to a question of which we are all fully aware.

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  1. […] The concerns described by the panel, affecting large and small firms alike as they kick of the search portion of their marketing campaigns, are as legitimate as the dangers of firms not including search as a part of their marketing campaigns. […]

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