Last week, I had the pleasure of speaking in Boston at the first stop of Online Marketing Summit’s regional tour. My talk focused on improving search marketing ROI during these challenging economic times.
Rather than cover the standard tactical tips for improving landing page conversion rates or improving keyword research – important topics, to be sure, but also topics which are very well covered across a number of online and offline sources – I chose to focus on encouraging the audience to think beyond simple tactics and concentrate on the big picture ideas that will deliver large, lasting improvements to search marketing performance. I’m sure the fact that I went this route will come as no surprise to anyone who’s seen my presentation on how to think about B2B search marketing.
The OMS team recently posted my presentation to SlideShare so thought I’d share on Business.com’s B2B Online Marketing blog as well. The presentation below will give you some sense of the top 10 tips I offered but there are a number of subtle points which only come out in the telling. If you’re interested in attending one of the OMS regional events to see this presentation live, or any of the other speakers across a range of online marketing topics, visit the Online Marketing Summit web site for more details. For 20% off OMS registration, use Discount Code: business.com20.
“Don’t try to Boil the Ocean”. Great phrase and good presentation. As a marketing consultant, I have found that in working with new clients that they have websites that try to please everyone and supposed keyword phrases that only one’s pet monkey would search on. So, the concept of letting them know not to try and boil the ocean – perfect. Thanks.