an industry case study ses – chicago: 2006 working with agencies
TRANSCRIPT
An Industry Case Study
SES – Chicago: 2006
Working With Agencies
SELYTICSTM
Search Engine MarketingSELYTICSTM
Search Engine Marketing
Case Study Corporate HVAC Company
• Online messaging has no connection with offline marketing• Directory listings, Titles, and Meta descriptions do not reflect corporate marketing message• Traditional agency feels they should manage all marketing initiatives
Problem
Solution• Client marketing manager acts as liaison between agencies• Traditional agency leads initiatives and shares media plans • SEM agency realigns organic campaign to follow offline plans• SEM agency adapts pay-per-click campaign to follow media plan, promo ads, and new marketing message
Result• Streamlined branding and marketing message• Traffic from search jumped 15%• Marketing paused due to unprecedented product demand
Case Study
• Traditional agency attempting pay-per-click management as part of media- placement plan• No organic focus on website – disappointing search results • Leads to site are largely unqualified
Problem
Solution• Agency willingly handed over online campaigns• Organically optimized site (changed out significant content) • Flushed pay-per-click campaign and started fresh• Aligned all efforts to those of agency’s offline focus
Result• Streamlined branding and marketing message• Increased organic search positions by 63% and corresponding traffic by 21% • Increased Pay-per-click visits by 350% without additional funding
Home Building Product Company
SummaryWorking With Agencies
• Offline and online marketing differ• Don’t market to marketers• Don’t compete – work together• Its all about success
How to make it work