Managing your Search Marketing Demands

Paul Weinstein / 3rd October 2012 / Comment / Strategy



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Search Marketing Overload

The SEO and Search Marketing industries are an ever changing, complex mix of technical know-how and marketing savvy. Finding a team with the right skill set and approach is key to achieving search dominance for your company. So how do you mange the task of deciding who to use for your search support?

It’s clear we live in a world of information overload, but if you think that this problem is new, think again.  In 1962, researcher James G. Miller, conducted a study called “Information Input Overload” and concluded that “information overload is a problem of the times”.  The internet wasn’t “invented” by Al Gore until the late 60’s and Google has only been on the planet since 1998.  The most prevalent manifestation of information overload today is the rise of search, and with that has come Search Marketing and the challenge of distilling the plethora of options available into something manageable.

As a result of his research, Mr. Miller made seven recommendations for coping with the ever growing amount of information, and from these options, we can identify strategies to cope:

1 – Omission
2 – Error
3 – Queuing
4 – Filtering
5 – Employing Multiple/Parallel Channels
6 – Approximation
7 – Escaping from the task

With the rise of Internet Advertising, it is no wonder that senior marketing executives find navigating the ever changing online landscape a sometimes bewildering and challenging proposition.

Miller’s seventh recommendation, “Escaping from the task” advocates delegation in order to handle the increasing load of information and vast array of choices and this is an excellent strategy.  The question is, whom should you delegate to?

The question isn’t one of technical ability, as much as it is of “peace of mind”.  Marketing professionals today are under increasing pressure to deliver results and the last thing they need is to chase tactics that might be trendy, but do not always result in critical gains that can be presented to management or the board.

In order to ensure that your Search Marketing team can deliver the value you need, make sure there is a clear connection between the work that is being done and the business results that need to be achieved. Set objectives in terms of increased revenue, profit or number of leads rather than more fans, followers or links.  This clarity of purpose will give you and your team the ability to filter through the many options for internet marketing (Miller’s tactic #4) and will provide the Search Marketing team (tactic #7) the direction it needs to deliver.

How do you make sure SEO and Search Marketing efforts are really helping to achieve your business goals? Tell us in the comments methods that have worked for you.

By Paul Weinstein