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Author: David Harry Article source: http://www.selfseo.com/. Used with author's permission.
If you’re outsourcing your search engine marketing and optimization needs,
let’s ensure you get the most out of the experience. We’re going
to examine some of the potential bottlenecks that can occur
between you and your internet marketing team. So come with me, itwill be painles
and to the point. Ok?
Set Clear Objectives; in the world of marketing, measuring
response for success and a failure is paramount. Not always the easiest thing
to measure either. Gauging ROI on the marketing dollars spent is an imperfect
art to say the least.
Online marketing is another story altogether. Because of the digital trail we
all leave as we travel the ‘world wild web’, online marketing professionals
can glean a great deal of data.
Setting objectives merely consists setting realistic goals for the campaign.
The services can range from simply being optimized for search engine submission
or a search engine marketing program with empirical data base-lines and comprehensive
goal setting. An understandable set of goals should be in place. Makes things
clear for both parties.
Over-all Marketing Plan; I am constantly enlightening internet
business clients about the concept of what a business actually is. As part of
your business structure you would have a Marketing Dept. with an ‘internet
marketing’ division which SEM and SEO would be a subsidiary. You should
have a master marketing plan. This ensures a total and comprehensive approach.
Many elements of one area can affect another. Having a properly constructed
marketing plan is invaluable in establishing a ‘value position’
and targeting keywords/phrases (K/P).
Flexibility; SEM and SEO can not magically obtain results
with a bat of her virtual eyelash. Changes are going to be needed and changes
must happen. If things were as good as they could be, then you wouldn’t
have hired a company/individual. Try to be ‘the expert’ what you
do best and allow your SEM to be the expert in their field. Ultimately you are
the boss and the consultant will bend to you, even though it may be a detriment
to the process.
Integrate with wider marketing activities; they say, “Location, location,
location”. Sure, I suppose. Coordination - Coordination - Coordination
- is the call of the day for me. I am sure you’ve read, ‘Put your
URL on everything’ type of advice. Take it to the next level. Coordinate
absolutely ALL of your marketing endeavors. There are many cross-pollination’
opportunities that can be had and coordinated marketing show professionalism
and builds brand awareness. Simply a must for the ambitious web entrepreneur
( Webpreneur?)..
Know your role; You shouldn’t be telling the SEM/SEO
consultant what to do, rather you set out what to achieve. While I try to be
well educated in many areas, when dealing with a sub-contractor/consultant,
I let them do what they do. It is after all what I am paying for. Not to play
boss man and have a detrimental affect on things. The ‘torpedo’
client from places unwanted. I often think of some one having brain surgery
and querying the surgeon as the validity of his next procedure. Waltz into the
kitchen at the next restaurant you go to and suggest a slight modification to
the chef in reference to his signature dish. A great way to get a new steak
knife to be sure.
Buy on value not on price; marketing, once again, is nothing
if it doesn’t respect the laws of Return On Investment (ROI). Few but
the very deep-pocketed can afford to put out marketing dollars to merely build
‘brand awareness’. So we need to be efficient and get the most bang
for our buck. That doesn’t read ‘cheapest advertising available’.
The roués you take merely need to be profitable. Your marketing consultant
should also be able to estimate a ‘cost per sale’ estimate. This
will affect the bottom line and pricing of your product or service, so it is
an important consideration. So ensure you get the best ROI with your marketing
dollars.
Create a Marketing budget; if a business is a child, and
money, (profits) is the food to help it grow, marketing is certainly the car
that goes to the store to get the food. Many entrepreneurs overlook including
marketing costs and budgets into their ‘cost of sales’. You may
need to increase some product lines or services 5-10%. Or find ways to maximize
current revenues. Do what you must, you need to have an ongoing marketing budget.
As part of the ‘cost of sales’ it attracts potential customers,
delivers higher conversion rates and drives the growth of the company. Unless
you have an IPO coming out soon, marketing is the core revenue generator. Feed
it.
So there you have it. I could go on. Write a book even, (gaaagh…) but
alas I have to build some ‘brand awareness’ with my family before
they forget me. If it’s a SEO consultant, accountant, lawyer or other
business professional, be part of the solution.
Safe Surfing
About the author;
David Harry is a business
development and marketing consultant with nearly 20 years of offline and
online business building.
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