The Business and Management of SEO and Digital Advertising

@marketingmojo | marketing-mojo.com

THE BUSINESS AND

MANAGEMENT OF

SEO AND

DIGITAL ADVERTISING

Janet Driscoll Miller

President and CEO

Marketing Mojo


ABOUT ME

• Graduate of JMU

• Founded Marketing Mojo in 2005

• Expert in SEO, digital advertising, content marketing, analytics

• Speaker and writer


ABOUT MARKETING MOJO

• Originally founded as Search Mojo

• Demand generation marketing firm founded in 2005

› Search engine optimization (SEO)

› Digital advertising management

» Pay-per-click advertising management (PPC)

» Social media advertising

› Content marketing

› Marketing automation

› Analytics consulting

• Headquartered in Charlottesville, VA

› Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more

(UVA, JMU, Penn State too!)


OUR CLIENTS


Each platform has its unique strengths and purpose.


SEARCH ENGINE

MARKETING


WHAT IS SEARCH ENGINE MARKETING

(SEM)?• Search Engine Optimization (SEO)

› Act of improving “natural” result rankings on search engines via tactics

that adjust elements that are important to search engine algorithms

• Paid Search Advertising

› Also known as “sponsored results”, advertising that appears to the

top, bottom, or side of search engine natural results

› Typically cost is generated on a “pay-per-click” model (often called

PPC), where advertiser pays for each click a searcher makes on an ad,

vs. the traditional online marketing method of “cost per impression”.


ANATOMY OF SEARCH RESULTSGOOGLE




WHY SEO?


IT’S HOW PEOPLE FIND SITES


STEP 1:

CRAWLING AND INDEXING

(READING)




STEP 2:

THE ALGORITHM

(RANKING)







DIGITAL ADVERTISING


SOCIAL IS NOT SEARCH

INTENT

(SEARCH

ENGINES)

IDENTITY

(SOCIAL

MEDIA)


THE INTENT CHALLENGE

• “Social Media Management Software”

› Enterprise level product:

12 months/$100,000 commitment

• But WHO searches using this term?





WHY LINKEDIN FOR B2B? B2B REACH.

• World’s largest, most popular professional network

• Over 380M members worldwide


WHY LINKEDIN FOR B2B?

TARGETING OPTIONS.Demographic Targeting Options

Location Continent

Country

State

City

Companies Name

Industry

Company size

(also exclude current customers)

Job Title Title

Function

Seniority

School School Name

Field of Study Field of Study

Degree Degree

Skills Skill Name

Group Group Name

Gender Gender

Age Age




AD PLACEMENTS ON FACEBOOK


TARGETING BY OBJECTIVE


FACEBOOK TARGETING OPTIONS

Demographic Targeting Options

Location Continent

Country

State

City

Companies Employer Name

Industries

Office Type (ex: home office)

(also exclude current customers)

Job Title Title

School School Name

Field of Study Field of Study

Education Level Degree

Currently in School

App Users Current app users

App not currently installed

Gender Gender

Age Age


HOW TARGETED CAN YOU BE

WITH FACEBOOK MOBILE?


ANALYTICS


Analytics tells your story. It tells you what is working and, just as importantly, what is not.


TAGGING IS PARAMOUNT

• Google Analytics URL Builder

› https://support.google.com/analytics/answer/103

3867?hl=en

• Assign source, medium, campaign, etc. and pass that data to Google Analytics

https://support.google.com/analytics/answer/1033867?hl=en


BUSINESS

MANAGEMENT



MANAGING

EXPECTATIONS


CORRELATION ≠ CAUSATION






CONTRACTS


CONTRACTS

• Think of contracts as simply documenting a mutual agreement

• Critical for protection


HOW WILL YOUR CONTRACTS BE

STRUCTURED?

• Project-based

› Definite start and end

• Retainer-based

› Ongoing

› Predictable revenue

› Less selling


FINANCIAL BREAKDOWN 2014

52%

48%

Revenue by Type

New

Renewal


PROJECT MANAGEMENT


Websites rarely launch on time. It’s a result of poor project management.


Businesses are created to make profit. Make sure each project is profitable.


Profitability can only be achieved if time/cost is tracked along with the project.


Being unprofitable on a project is the equivalent to paying the client for the privilege of working on the project.


Is your staff fully utilized?


BUDGETING


The most important thing in any business is cash flow.


Hire a finance manager.


No single client should make up more than 15% of your total annual revenue.



MANAGEMENT


TYPES OF MANAGEMENT IN A DIGITAL

AGENCY

1. Project management

2. Client management

3. People management



CONTACT INFO

JANET DRISCOLL MILLERPresident and CEO

Marketing Mojo

434.975.6656 x101

[email protected]

@janetdmiller +JanetDriscollMiller