share tweet share pin it e-mail share Who is your favorite Avenger? Recently I worked with a client to put together their SEO team. The question they posed was: “if we have unlimited resources and want to put together the best team for SEO, who and what do we need?” Structuring (old and new) internal resources is a common challenge that’s hardly written about. I want to share my experience and knowledge about this topic with you, because it addresses different needs for different positions out there. With their second movie expected to be one of the best in 2015, let’s use Marvel’s Avengers as an example to determine the type of specialists you need and why they need to work together. Why is this article for you? If you have to put together a team yourself, this article will help you bring structure to your approach. If you are already leading a team of experts, it will provide insights on how you can further improve your … [Read more...] about How to build an SEO Avengers team to capture your market
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“Forceps,” the doctor barks. The nurse hands the doctor a stainless steel instrument. Again the doctor demands, “scalpel!” The nurse dutifully hands the doctor the necessary tool. We’ve all seen the drill in countless films and television shows. But, the process of a nurse serving as a surgeon’s assistant as a sort of operation room caddy was only developed in the early 20th century, purportedly by efficiency expert Frank Bunker Gilbreth, Sr. In those years, the efficiency movement swept through the business world, creating change in every arena, from bricklaying to sales. All work is made up of tasks and activities, which can be done in a more or less effective way, and social media marketing is not an exception. The industry is nascent and our processes are inchoate – there is much to be gained by developing better approaches to the management of social media marketing. Resources Available The first task in managing a social media … [Read more...] about Managing A Social Media Marketing Team
There are many ways to bill for PPC management and each has its own distinct characteristics. Some of these billing techniques align more with an agency, and others more with an advertiser. For agencies, the proper billing types can make the difference between being profitable and going out of business. In addition, if your goals are aligned with your advertisers, then long term synergies usually develop which means longer client retention. For advertisers, it is important to understand the options that exist. Not all agencies offer all of the below pricing options. However, some will be willing to work with you to find a solution that benefits both parties. A contract extends beyond just billing to include contract lengths and contract renewal types. First, we will examine agency fees, then we will dive into contract lengths. By seeing the billing point of view from both an agency and an advertiser, it can be easier to choose the proper type of contract so that both the agency and … [Read more...] about PPC Management Options – Are Your Fees Inline With The Advertiser’s Goals?
Managing PPC accounts can be overwhelming. There is so much to-do, and no one ever has enough time. This leads most people to just make huge todo lists of items they either should be doing, or want to eventually do inside their account.The problem with to-do lists is that they are easy to ignore. There are still items on my to-do list from last decade. Of course, I don’t delete them as someday, I might get to them. We all know that’s not true – but we keep telling ourselves it could happen. When your PPC accounts are run like to-do lists what happens is that every few weeks, you scamper around like crazy for two straight days trying to figure out what went wrong, what you should be doing, how to fix it all, then you do not touch the account again for another few weeks. The other problem of to-do lists is that there is rarely that feeling of accomplishment that your day is done as there is always something else to take its place. It’s a depressing, never-ending … [Read more...] about How To Run Your PPC Accounts Like A Project
Does this sound familiar to you? Your company has finally agreed to spend some resources on pay-per-click (PPC), but instead of hiring a PPC professional or agency, they want you or perhaps Sally down the hall to take on the role of managing PPC. Never mind that you and Sally already have full-time jobs and haven’t the slightest clue about PPC. What do you do? This is not an uncommon scenario for many businesses, and it puts the burden on the person tasked with PPC to at least learn the fundamentals of the discipline and put the wheels in motion for a PPC “test.” The problem in this scenario is that when PPC doesn’t show the return it’s supposed to, the channel is often blamed (“PPC just didn’t work for us”), but unfortunately, it’s likely that it just wasn’t set up and managed properly for ROI. Nonetheless, those who are tasked with PPC and have no prior knowledge need to get up to speed on the ins and outs of the discipline, … [Read more...] about 3 ways in-house do-it-yourselfers can prepare for PPC management