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While professional SEO (search engine optimization) is becoming
increasingly recognized as an extremely effective component of an
overall
marketing mix, the SEO industry
itself is still very much in its infancy. Because SEO is a
relatively new industry, many key decision makers are not even
aware that professional SEO exists, or they simply believe that
it could not work in their industries or with the existing
marketing mix. This is not because these decision makers are
ineffective or backward thinking, but rather because, in most
companies, marketing efforts are focused upon activities that
have already been proven effective as a part of the marketing
mix (direct mail, print advertising, trade shows).
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Very often, the
people who first recognize the
potential benefits of professional SEO are not the key decision
makers. They are the people on the front lines of the
organization - the ones who deal with prospects and customers
every day. However, proposing professional SEO as a new
marketing initiative to the people higher in the chain of
command can be a frustrating process - very often leading to
disenchantment and a general sense that the marketing decision
maker doesn't "get it". Usually, however, the approach was more
flawed than the decision maker.
Reality
Before getting into some ideas for approaching your marketing
decision maker, it should be mentioned that if your company does
not have a history of trying anything new, you may be better off
spending your energies elsewhere. Professional SEO as an addition
to your marketing mix can be a hard sell to a company that is still
relying on computers that were cutting edge during the Reagan
administration, no matter how convincing the argument. If your
experience with your company tells you that your efforts will be in
vain before you begin, you obviously don't want to waste your
time.
Speak on Their Terms
As previously mentioned, your motivation for suggesting
professional SEO may not necessarily inspire your marketing
decision maker to immediately add it to your company's marketing
mix. What will? Most marketing execs have a hot button issue, and
they are rarely shy about sharing it. Is he or she concerned with
increasing overall revenue? Is he or she always discussing cutting
marketing costs? Does he or she talk about reducing the cost per
lead? Does he or she always espouse the value of improving your
brand recognition? For each of these scenarios (and virtually any
other), there are specific studies on SEO that will support your
recommendation. If you approach your marketing decision maker
without keeping the issues most important to him or her in mind,
you will diminish your chances for success.
Use the Competition
While different marketing decision makers can have different hot
button issues, few things seem to motivate companies as much as the
action (or sometimes the inaction) of the competition. With
professional SEO, there are two potential scenarios - either some
of your competitors have added it to the marketing mix effectively,
or none of them have. If they have, it is fairly easy to
demonstrate this fact by taking your marketing manager through a
few keyphrase searches on any major search engine and showing him
or her that your hated enemy figures prominently in the results
while your company does not. This, of course, makes a compelling
argument. On the other hand, if your known competitors have clearly
not embraced the channel, it is just as easy to show a few searches
on keyphrases demonstrating that you can have (for now) a
competitive advantage. Such keyphrase searches can also turn up
additional competitors - lean, forward-thinking companies that are
embracing new marketing tactics. This eye-opening experience can
also encourage a decision maker to act.
Use Your Potential Vendors
Talk to some established professional SEO firms before approaching
your company with the suggestion that they consider adding SEO to
the marketing mix. A good SEO firm has encountered all of the
objections that you are likely to face and should be able to help
you with your approach by compiling relevant stats and offering
compelling case studies. Your time is valuable, and you needn't
spend it reinventing the wheel when you can get professional
assistance for free. If a firm is unwilling, or unable, to help you
to present to your marketing decision maker in a manner that will
speak directly to them, perhaps you should look elsewhere. An
inexperienced SEO firm might not be able to help you in this
specific manner, and an overburdened firm will likely be unwilling
to spend the extra time to help you customize your approach. The
good news is that asking for this type of assistance can not only
help you to sell to your company, it can also help you in the early
stages of the all-important vendor selection process.
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Offer a Plan
Piquing interest from the decision maker is only the first step.
You should be prepared to offer a clear project description,
including the price ranges of your proposed professional SEO
vendors, how long it will take to see results, and, most
importantly, how success will be measured. This is another area
where your potential vendors should be more than willing to help -
good firms will collect extensive data at the outset to measure
success, and will be able to clearly define what "success" will
look like.
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As many companies are discovering, professional SEO is an
incredibly powerful and cost-effective addition to the existing
marketing mix. It is a sure bet, however, that the marketing
decision makers of many of the companies currently embracing
professional SEO did not come up with the idea independently. Some
underpaid visionary in their organizations brought it to their
attention first!
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About the Author
Scott Buresh is the CEO of
Medium Blue Search Engine Marketing. He has
contributed content to many publications including Building Your
Business with Google For Dummies (Wiley, 2004), MarketingProfs,
ZDNet, SEO Today, WebProNews, DarwinMag, SiteProNews, ISEDB.com,
and Search Engine Guide. Medium Blue, an
Atlanta search engine marketing company, serves
local and national clients, including Boston Scientific, DuPont,
and Georgia-Pacific. To receive internet marketing articles and
search engine news in your email box each month, register for
Medium Blue's newsletter,
Out of the Blue.
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Desktop Computer Scott Buresh is the chief executive officer of
Medium Blue
Search Engine Marketing. He has contributed content to many
publications including Building Your Business with Google For
Dummies (Wiley, 2004), Search Engine Guide, MarketingProfs,
SEO Today, WebProNews, DarwinMag, SiteProNews, ISEDB.com, and
ZDNet. Medium Blue, an
Atlanta search engine optimization company,
serves local and national clients, including Boston Scientific,
DuPont, and Georgia-Pacific. To receive search engine marketing
articles and news each month, register for Medium Blue's email
newsletter, Out of the Blue.
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