Category Archives: Technology

A Strategic Framework for Search Engine Optimization

Search engine marketing can be an analytical direct marketer’s dream: it’s quantifiable, trackable, and easy to scale up or down. However, scalability can quickly result in SEM becoming an exercise in “pruning the forest”—a never-ending tactical effort with little bottom-line impact. Raising or lowering bids, concocting new text ads, trying new landing pages—which all have value and can be effective tools for optimization—become random acts of tweaking unless they are applied on a strategic basis.

A strategic approach begins by establishing an analytical structure for organizing SEM performance data so that it brings to light the ad groups or even keywords that should be the target of performance-boosting initiatives like text ad and landing page testing. For example, a strategic approach to managing an organic/paid blended initiative could focus on balancing “click share” (the percent of impressions resulting in a click-through) with cost-efficiency. This would enable a manager to find sub-optimized keywords or groups—ones that are either generating few clicks or very expensive clicks (i.e., high CPC paid)—and to develop specific, targeted tests/changes for improvement.

In addition to enabling you to keep the big picture in view without losing sight of the details, having a strategic approach is a great way to demonstrate and quantify results. Overall search engine performance should go up as a result, but it is the keyword(s) targeted through the approach that will make the most powerful cause-and-effect case.

Writing a perfect (or nearly so) email

Like a good memo or haiku, internal and external emails should have a specific style and rhythm.

First, start with a meaningful subject. If you want the recipient to open the email and take action on it, make it clear from the subject line what the email is about and what needs to be done. A meaningful subject also makes it easier for the recipient to find the message by a quick search or scan of their messages. 

Recycling is good for things like paper and cans, not emails. Don’t keep recycling an old thread by clicking reply or reply all. When you have a new topic, create a new email with a new subject line. This ensures that there is no unrelated information in the email, which can confuse recipients and waste their time (“better read this, must be something important in here…why else would I get it”).

Make your request or call to action clear within the body of the email. What do you want the recipient to do and how should they do it? If there is more than one point (or request), start out with introductory sentence that explains this in email, something like “The four items below need to be completed by Wednesday on the Fenton project:”.

If you send an email with a request to six people, be sure to make it clear who should do what. This avoids the “oh, I thought someone else was supposed to be doing it” excuse or duplicated efforts. It also helps to use the cc: section for people you want to keep up to date, but who aren’t directly responsible for any action needed in the email.

And finally, look before responding to all. Does your response really need to go to everyone?

The new era of responsible marketing

Barack Obama has captured many hearts and minds in our nation.  What does his call for responsibility and action mean for marketers–those of us who focus on driving growth and loyalty?

Our new President said, “On this day, we gather because we have chosen hope over fear, unity of purpose over conflict and discord.” Doesn’t this describe our most important goal as marketers? Creating a unity of message and purpose among our sales and service professionals who deliver our value to customers? An honest and consistent approach that meets customer needs, and a sincere desire to do so with an experience that is the best…these make for competitive advantage and the power to prevail and succeed…even through these challenging times.  Leadership is made of this.