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The Vice Presidents Of Search Marketing

The Vice Presidents Of Search Marketing. Abhilash Patel V.P. Search Marketing Passages Malibu. Intro. Sweet Topic! Who is this guy (me)? Entrepreneurial / Mgmt. Consulting Background Strong Organic Focus; Agency History with many, many clients. Moved “In-House” last year 

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The Vice Presidents Of Search Marketing

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  1. The Vice Presidents Of Search Marketing Abhilash Patel V.P. Search Marketing Passages Malibu

  2. Intro • Sweet Topic! • Who is this guy (me)? • Entrepreneurial / Mgmt. Consulting Background • Strong Organic Focus; • Agency History with many, many clients. • Moved “In-House” last year  • Questions for the crowd: • How many… Have a VP Search? Vendors? • Companies with >100 employees? <100? PassagesMalibu.com

  3. Roadmap: Since when does SEM/SEO get a VP? • Who even needs a VP Search? • What duties would this VP cover? • How big should a company be that deserves a VP? (Annual rev. over $10M, $20M...? • The Passages Case Study PassagesMalibu.com

  4. Who Needs a VP for Search? • As “Relative CPA” valuations & studies become more widely read, more companies take notice. • Anyone with significant offline media budgets… • Which is more important: Sales or Leads? Drive for growth will inevitably lead to a VP-SM. • If you separate Sales/Marketing, it’s time for a VP Search. • Quantify the market for growth/revenues: Who doesn’t need a VP for Search Marketing?!? PassagesMalibu.com

  5. How big should a company be that deserves a VP? • How big is the SEM budget? Are you prepared to go after 70%-80%* of search traffic? • The Future of Corporate SEM/SEO • Threshold between small biz/corporate SEO? • Obstacles/Opportunities: how big should your operation be at all? If profit maximization dictates a smaller operation, then perhaps it’s not the best idea. (*Unofficially) PassagesMalibu.com

  6. What does the VP do? (besides shoot his friends) • Progress on a daily basis; Constant Execution. • Harmony with Web-Technical Teams, Sales/Marketing/Branding • Independent growth stats/revenue channel #’s • Accountability for significant traffic levels. • For E-commerce, maintain affiliate relations. • Providing invaluable consumer data back to other arms of the company for employment. PassagesMalibu.com

  7. Who Manages Your Search Marketing? (& Components of the Passages In-house Model) 1. Traffic Analytics & Daily Success Measurement 2. Website(s) Usability & Design (viz. SEO?) 3. SEM • i. Google/Yahoo/MSN • ii. Additional Tiers: Adbrite, 2nd Tier PPC • iii. Paid Inclusions and site-specific advertising 4. Click Fraud Research/Claims?? PassagesMalibu.com

  8. Who Manages Your Search Marketing? (cont…) 5. Organic SEO • Content Production & Management (I run several teams) • Site Popularity / Marketing (traffic from relevant sites) • Serious Link Building (tough to outsource) • Daily Reputation Management 6. Affiliate Management • Vendor Communication is key • External Program Management? 7. Business Development / Distribution Channels • Web “authorities” can be sig. different than offline partners • Leverage partnerships & acquisitions to increase traffic 8. Viral Marketing & Community Building PassagesMalibu.com

  9. The Argument For In-House SEM/SEO & Vendor Outsourcing • NOT Mutually Exclusive; in fact, outsourcing becomes more efficient & well-managed. • Nonetheless, many efforts cannot be outsourced. (some Link development, Content generation, etc.) • How many times have you made the wrong decision on a search industry vendor? • Scalability: Bring outsourced projects in-house on a schedule & one-at-a-time. PassagesMalibu.com

  10. The Passages Case Study: ROI After Investments in Search • One In-house model/construct • Obstacles & Opportunities • Results (so far) • The Road Ahead PassagesMalibu.com

  11. Case Study: The Passages Story • Exclusive Substance Abuse Treatment Center in “Melibu”, CA • Competitive Space, 95% of business comes from Search. • No defined conversions; phone-driven admissions/sales process • Burned several times by SEO vendors, hemorrhaging SEM budget (>$25/click). • Click Fraud was terrifying & indefinable (six-figures/year). PassagesMalibu.com

  12. Post-VP Status • Detailed analytics on multiple platforms. Significant click fraud claims filed. • Successful redesign & rewriting of website • Successful problem solving via relationships. • Multiple vendors closely managed • Revenues increased (354%) • Online success  Offline publicity (Mtv, E!, Details, etc.) • Longer waiting list than ever. PassagesMalibu.com

  13. The Upshot • What made the difference? • 2 needs for a successful in-house operation • Authority to Execute Decisions. • Defined & Supportive budget to manufacture success. • There is HUGE value in pressing ahead with the opportunities in search & taking risks towards that end: Move it! PassagesMalibu.com

  14. THANK YOU! Abhilash Patel V.P. Search Marketing PassagesMalibu.com e:abhilash@passagesmalibu.com o: (310) 457-0682 PassagesMalibu.com

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