If growth is indeed everyone’s work within the organization, then everyone needs to understand the importance of search marketing. In the past decade, no other discipline has achieved growth in such a lucrative and sustainable way.
Baidu handles more than 1.3 trillion searches per year, 51% of website traffic comes from organic search, and only $20.1 billion in the US for SEO services.
Search marketing has become an increasingly prominent topic of discussion on the board of directors.
Simply put, the search provides a lot of numbers.
However, search is also evolving into a more complex, ubiquitous approach to information discovery.
Once search marketing can exist in isolation and quietly achieve results, it is now merging with content marketing, customer experience, social media and any other discipline.
This is good news for search practitioners, but only if they have tools available to take advantage of them.
Today’s search is booming, collaboration between all departments, and the best way to achieve this is with the support of senior management.
Over time, the line between business goals and search marketing goals remains ambiguous, and now is the best time to communicate your search advantage.
Effective “upward communication” (management) means understanding the challenges faced by senior management before clarifying how we use search help & ndash; and that is what we need to get the job done.
What inspired C-Suite?
One of the underestimated skills in business is empathy.
Put yourself in another person’s shoes – – whether it’s our customers, our colleagues or our managers & ndash; may be the difference between cooperation and inaction.
This is especially true when dealing with time-critical executives.
If we don’t know what their challenges are, we can’t help solve them.
In short, as Gartner’s new research (below) reveals, growth remains the primary and long-term goal of top management.
If we look at this in more detail, we can see that they also see customer understanding, sales and productivity as key priorities.
The overlap here with the digital marketing goals is obvious, but we should also note that they are fully focused on:
Infrastructure issues. Employee incentive. Product improvement.
Their hands are full.
Of course, senior managers do not start and end as CEOs. CFOs and COOs will play a key role in allocating budgets and measuring results, and CMOs are increasingly important in modern organizations.
A new CMO study from Dentsu Aegis shows that 64% of CMOs believe that business growth is a major part of marketing, so we can see a strong link between the overall goals of the business and its marketing executives.
Many of these points are familiar to search marketers. After all, most of them are consistent with the goals of a complex SEO strategy.
Market-leading SEO technologies are addressing these challenges, and customers can search at every stage of the decision-making process.
However, this is not always common sense at the implementation level. Search can come with some traditional tags, such as its classification as “Dark Art” or a list of complex Baidu updates that are difficult to understand.
Sometimes this leads executives to be content with the output of search marketing without having to pay too much attention to input or processes.
Changing these perceptions can help drive much-needed website changes and encourage support across the entire organization.
Search is now critical to achieving business strategy goals, and if the company is to meet customer expectations, this situation needs to change.
In order to get support from CMOs and encourage them to serve as SEO ambassadors on the board, we can dig deeper and see what makes them successful in their roles.
For example, search marketers can create dashboards that free these insights at the CMO’s fingertips, enabling them to share customer-oriented SEO wins.
In addition, search query data directly reveals how customers are looking for business & ndash online and whether they are satisfied with their interactions.
This looks like a piecemeal marketing environment, which is complicated, but the search is a constant for each touch point.
Improving the customer experience always means improving the search experience.
Therefore, search is at the forefront and becomes the core strategic principle surrounding other people’s organizations.
Build a search in the terms of C-Suite
We can summarize the core objectives of senior management as follows:
Business growth. Improve the customer experience. Understand market trends. Cost management / efficiency. Increase market share. Product improvement. Promote innovation.
Next, search marketers should break down these goals with reference to their expertise. This will naturally lead to a way in which the search can help, as well as the support needed to deliver the results.
The specific details of the support required vary from business to business, but this is a useful starting point for any organization.
This provides a framework for preparing forecasts to prove the impact that the search will have.
The key is to clarify what the search can do for senior executives and what they need to get there.
By attaching some data, senior managers immediately understand why it is worth investing in search marketing.
Tips for communicating with C-Suite
By clearly understanding the goals that search can achieve for your business, the next step is to consider the communication of your plan. The following tips should help any search marketer communicate their strategy with a firm belief.
From the problem
Start building your information as a solution to the real business problems your company’s executives are trying to overcome.
If you can use search to achieve these very important goals, the possibilities for collaboration will multiply.
2. Understand your audience
All terms like C-suite are useful, but in reality you will deal with people with different motivations and opinions.
Try to understand everyone’s goals and communication skills to make sure you can communicate effectively with them. This is different from the CEO and CFO and COO.
3. Speak in a language they can understand
A major challenge for modern managers is not only the large number of different disciplines they have to deal with, but also the jargon that tends to occupy every aspect of marketing.
In this respect, search is certainly no different, so try to translate industry metrics into broader terms that everyone can understand immediately.
4. Stick to the facts
Senior managers handle facts and data, so your narrative should be expressed in these terms. Be sure to practice any presentation before you meet and point out people who can point out numbers or logical gaps.
5. Know what you want
Whether you’re launching a new content campaign, implementing large-scale technology changes, or getting more investment in SEO resources, consider any communication that clearly targets.
Support this with measurable goals so you can demonstrate the benefits of putting resources into search.
Providing a better customer experience, using AI to personalize messaging and create sustainable growth is common for executives and searchers.
However, new perspectives and shared perspectives on modern search marketing are needed to translate this insight into tangible things. First, delve into the motivations and pains of senior executives and explain the business benefits of the work you do in a language they understand.
Search marketing can be a challenging subject in situations where internal and external pressures are high.
Search professionals must streamline the process by providing the information that executives want to see, and use the formats they can use immediately to help achieve their goals.
In short, business strategy and search marketing are natural allies. Those who are aware of this and act on it can now create strategies that are more advanced and profitable than ever before.
More SEO resources:
13 things that every CEO needs to know about SEO Why C-Suite executes Aren&t; Buy your SEO Pitch11 method to prove the value of SEO to your boss