One of the most important decisions a company can make is choosing an agency to market and promote their business. The choice is often between a specialized agency and an integrated agency. Some feel that specialized agencies, while offering subject mater expertise, may lack a level of focus on the overall strategy of the company. Others feel that integrated agencies offer the convenience of a one stop shop, however their different operating departments may be segregated and not working together on a project, which could lead to a disconnected presence.
Search tactics are an important consideration for most businesses. Clients want to have agreed upon standards for integrated search so that it will be effective. They want it to be a valid consideration when decisions are made and feel that having standards ensures that search will get an equal seat at the table.
It will require the business and agency to work together when developing these standards. This can prove difficult of the two sides are not in agreement. Both businesses and agencies often have preconceived ideas about the other side.
Businesses often feel that the agency is most concerned with selling pretty work and making money, and doesn’t understand the strategies of search so it ignores it.
Agencies often feel that the business is overly concerned with tactic and technical areas and lacks creativeness. Many also feel that the agency takes too much credit for its clients’ successes.
In order to work together to develop effective search operating standards, both sides should strive to work together as an effective team. Search works best when it is integrated into the larger set of the agency’s services. Here are a few rules to follow to make this happen.
Translate How Search Fits into the Agency Disciplines
Not everyone understands how search works so you will need to explain how it can benefit the other marketing disciplines. Make the company’s strategy team understand how they can use keyword searches to gauge the user’s intent. Help the design team see that 40% of traffic is generated by an organic search and a Flash design on the home page can impact performance. Help them find an effective balance between design and performance. Media departments may understand search, but help them discover the other opportunities that exist. They can use their knowledge when developing keywords and to synch up display and search messaging.
Don’t Position Search by Insulting Other Tactics
Sometimes people promote their strategy by beating up other tactics. This can be especially true for proponents of search who may have been neglected in the past. When they get the chance they may want to take a dominant position. While it’s good to have strong support, resist the urge to insult other media to promote search. Remember search needs the other departments like offline and display.
Kill Them With Data
Instead of insulting other tactics, use data to support your position for search. Build your case for search by using search data regarding specific industries and how they relate. Avoid generic data because customers want to hear data that concerns their product type, not general statistics. Another good tactic is to tell the client when search marketing doesn’t make sense, so they will feel that they can trust you to give them the complete picture.
These are just a few tactics that agencies can use to work together with your clients in the pursuit of better search integration. In Part 2 we’ll discuss the use of storytelling and training in searches, and how to keep search in the forefront of the marketing strategy.
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