Times, when most marketers are having trouble getting the CEO’s understand and interested in search. Any CEO, in fact, would hardly be willing to care about search marketing, as the way he sees it are two separate subjects. SEM for him is a combination of marketing and technology, and few marketers are able to make them understand how searches are capable of affecting their business goals.
Marketers talking to CEO’s about brand awareness, search ranking and keywords hardly help, and end up as unable to break ice. Bang clear on target, and let him know and understand, if money isn’t spent here, there will be lesser products to sell and sales will eventually drop. Explain how search marketing brings in revenue at low costs, and how what you are doing will coincide with the growth of his business prospects. CEO’s are least interested in any kind of jingo, apart from the money if this can make. They need to see that searches are able to increase share holder value and help them make money.
Marketers having a direct marketing background effectively understand the relationship with sales. Search marketers will do better and help people understand and admit that the Web is the biggest direct-marketing opportunity of all time, where every move is traceable and constantly measured so that they can be improvised and optimized. This is e-commerce, you know the value of every new visitor, the conversion rates and revisit.
Most companies look at marketing as printing a brochure or going for a trade show. Make sure to help them understand that the virtual world has a concrete and a solid base, and you can look on how every person interacts on your web-site. Furthermore, make them see where they went next and how they bought from you. Let them have a direct view of this virtual exercise, and you have a perfect tool to justify every cent of the proposed marketing expenditure plan.
What every executive really wants to see is sales, leads and leads expecting to close. He is hoping to catch on the projected revenue targets at any costs, and any talk on brand awareness, positive sentiment, site traffic or ranking on search results will only put him off. If marketers can focus on relating touches that they have made to customers and sales will be the only way to persuade people to allocate funds. Set the map right so they are able to see clearly which route is more economical and valuable as well. After all, your budget level also requires sensible justification.
Web metrics systems, like the free Google Analytics to the expensive ones that help you understand the need to be passionately made use of. Search Marketing would come to be more useful if it were, eighty percent marketing and twenty percent search. If you don’t understand the marketing basis in SEM, it would be very difficult for you to show how effective your campaign would be.
