Rosetta and SEMPO President
Getting Stuff Done – How to Increase Implementation Rates and Grow ROI in 2011
Implementation = Success
+ Greater rate of implementation yields greater successes (as defined by stated goals).
+ Measurement methods must be trusted and backed up, strategy requires full understanding of goals, delay of implementation yields diminishing returns, not refreshing strategy can be costly.
+ Need to be nimble!
+ Performance is best measured over time for large scale strategy and more rapidly for granular changes.
+ Networking never ends, especially in complex organizations.
+ Small business has an advantage over large orgs due to centrality of leadership and consistent oversight of most tasks
+ Knowing someones and sharing the same goals with them increases implementation rates
+ Truly integrated marketing requires consistency across all channels
+ The state of many current organizations – although things are getting better, many orgs still have fragmented communities and lack harmony between marketing campaigns
Training for Executives and Teams
+ Training is NOT one size fits all
+ Business owners shouldn’t be involved in the granular tactics but they should understand the importance of these activities
+ Establish the key elements required to run on all cylinders
+ Empower influencers to become decision makers for the granular tactics and learn the most important ways to measure success
+ Influence reporting dashboards
+ Establish ongoing training opportunities for all levels – executive track (goals and KPIs), content track (ad copy, press releases, keyword research, managing social media accounts), promotion track (leveraging PR, display retargeting, leveraging social media for PR, monitoring tools & strategies).
Utilizing Customer Intelligence
+ Leverage all target market research used to develop offline marketing and website
+ Use the demographics, psychological profiles and segementation/personas in developing and testing search
+ Use PPC to test for organic and display and mix/match A/B with multivariate efforts
+ Leverage internal search and bounce rate by page/keyword entrance
+ Use surveys and monitor reviews/social sentiment
+ Finding the “hidden keyword” is key throughout the funnel – for example people needing “personal loans” may more likely be searching on “home improvement loans” vs. a generic query such as “personal loans”
Leveraging the Environment
+ Know your SERP!
+ Most keywords will yield different styles of universal search results, which vary greatly when environmental changes occur
+ Understanding both the SERP and the autocomplete (formerly “Google Suggest”) for primary brand and non branded keywords
+ Protect your turf using Local, PPC, News and DAO
+ The other environment: Performance Management (tie implementation to responsible sources, all the way up the ladder)
+ Digital asset optimization – a must for most industries and paid search opportunities exist as well.
Acting on Analytics
+ Use your data, don’t let it use you
+ Don’t be driven by rash judgments based on incomplete data BUT don’t be afraid to test with smaller samples
+ Never expect analytics systems to match up closely
+ Don’t over trust competitive intelligence tools, but don’t ignore the RELATIVE differences they report
+ Test and test again, using all your marketing vehicles
+ The book of laws is always unique to each business
+ Acceptable level of implementation only occurs when team work together towards a common goal and within a reasonable time frame