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Whether you are an in-house search marketing strategist or you work for an SEM agency, there is a common barrier that you will consistently come across: Establishing priority for search marketing in conjunction with getting buy-in from required stake holders. Below I have outlined 5 ways you can push search marketing strategies along more effectively.

 

Relationships:  You will find there are numerous stakeholders involved with every task. Establishing strong working relationships with team members in marketing, IT, and design is extremely beneficial in understanding the corporate structure as well as the flow for strategic processes.

 

Quick Wins and Tips: Once you have established some decent relationships it's a good idea to understand each individual's priorities/responsibilities. From there you should begin to pass along occasional quick wins and tips allowing these individuals to be more effective with their day to days tasks. This idea will really help build your trust level and make your team members looks good infront of their bosses.

 

Training: This is a technique I have had great success with. In order to get buy-in on the implementation of SEO and PPC strategies from my marketing team, I designed one hour SEO/PPC training sessions for groups of intimate groups of 5-7. With a better understanding in both SEO and PPC the marketing team was more open to asking for my help in future strategies. I kept the groups small to help promote questions and conversation during the training sessions.

 

Get Involved: If you see an opportunity to help out or add insight, take it. A suggestion for an A/B test for an email marketing campaign, a missing competitive term in a PPC campaign, an important tweak to a landing page or missing meta tags for a prominent product page - Word these hidden opportunities with benefits and you will find success.

 

Long Term: Don't just stop at the basics, once you have established relationships and received some buy-in, continue to evangelize search marketing with on going strategies. Find yourself a seat at meetings related to new website designs, CMS selection, and online campaigns so that you can continue to give search marketing a voice a the table.


Manoj Jasra is currently a Sr. Analyst at Shaw Communications Inc. Prior to Shaw, Manoj was the Director of Technology and Sr. Strategist at Enquiro Search Solutions. He has been in the Search Marketing Industry since 2002, since then, his learning in marketing and business strategies as they relate to online has led him to become an expert in Search Marketing/Web Analytics, providing consultation and implementation strategies for clients. Manoj frequently writes in his blog about the latest in the Web Analytics and SEM Industry.

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Manoj Jasra has been in the search marketing industry since 2002 with Enquiro Search Solutions, where his technical background in programming and software made him a key member in the development of several proprietary industry tools.

Since then, his learning in marketing and business strategies as they relate to online has led him to become a resident expert on Search Marketing/Web Analytics.

Manoj also authors the blog, Web Analytics World, which features Manoj's insight on the Search Marketing and Web Analytics Industry.

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Enquiro offers a complete solution for your business needs - everything from Organic SEM & SEO to managing your Sponsored SEM strategies (PPC). Enquiro also provides in-house research to help you build stronger Search Engine Marketing relationships through usability resolutions with your target market - leveraging technology to bridge the disconnect between intent and lead.

However, more than anything else, Enquiro knows the value of having a robust analytics solution to track and measure success.

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Manoj Jasra is currently a Sr. Analyst at Shaw Communications Inc. Prior to Shaw, Manoj was the Director of Technology and Sr. Strategist at Enquiro Search Solutions. He has been in the Search Marketing Industry since 2002, since then, his learning in marketing and business strategies as they relate to online has led him to become an expert in Search Marketing/Web Analytics, providing consultation and implementation strategies for clients. Manoj frequently writes in his blog about the latest in the Web Analytics and SEM Industry.