How do you really infiltrate the brand and get your job done? Additionally, how do you do this in an in-house SEO position without going crazy? An honest look at your goals, your obstacles and your vision for the company will help you create a strategy that you can pitch with confidence.
3 things that can arise as struggles:
Consumer journey. Social and mobile has changed the way that people find and share information, meaning the way that we reach consumers has changed. Consumers have changed in the last 5 years the way that they obtain information. Fundamentally change your organization by thinking outside of your traditional marketing comfort zone. People are talking about you—are you listening? Utilize and optimize brand advocates. No matter what you do, SOMEONE loves it.
Data. There is an overage of data at our fingertips, how do you make yours stand out? SEO intersects all owned, earned and paid media channels, so you really need to consider what you can do to bring your brand to the top. Silos. So many companies have old models for marketing, break traditional silos and figure out how to really make changes, and you can diversify tasks and responsibilities and getting all roles working cohesively. A marketing plan that was established 10 years ago is not going to suffice. SEO is part of EVERYONE’S job.
So what’s the real goal? What are we trying to achieve? Building businesses to scale and boosting accountability should be top priorities. Build the right foundation and you can truly future proof your business.
Think about your organization, your team. What is missing? What is holding you back from accomplishing things you want to achieve—lack of money? Lack of resources? Really digging in and thinking about these things will help you succeed.
The Mighty ROI –How do you make more money? What are the top 3 things that you need to make more money. Resources? Tools? Once you establish what these things are, figure out how you can then sell the strategy to get implementation under way. CEOs might not care about SEO. BUT, there are numbers to hit, so how can you draw attention to it, scare them in a way that’s sharing missed opportunities – say with assurance “I’m going to make you more money.” Scare them with competition, analytics, and data. Your naysayers can’t argue with data. Provide competitive intelligence, get more visibility and ultimately help the company make more money.
Define your audience. 66% of consumers do not know what brand they want when they start researching, meaning your strategies need to be targeted and efficient. Do they use social? Do they read and write reviews? Be spread across the web to 1 in 4 conversions that end in a brand search start with a category search, translating to a lot of missed opportunities. Look at how people are searching and where you aren’t covered, from category terms to brand related terms.
The 6 point plan:
-Create core team
-Set priorities goals and incentives
-Set internal standards and processes
-Measure and track
Tie your top SEO goals into overall company goals. And REMEMBER, once your marketing plan is approved, it’s important to remain honest and up front about what you are trying to do.
Erika Thomas is an SEO copywriter and link building specialist at Tandem Interactive. Thomas also operates fashion blog Blah Blah Blonde and is a freelance writer. Her Twitter handle is @itsmeerikat.
Leave a Reply
You must be logged in to post a comment.