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How do you persuade your boss that search is important?

If you are like most marketers, it’s a constant battle to get permission, resources, funding, priority–fill in the blank of what you need to do your job and don’t have–for your marketing programs. In some ways, it is especially galling with search marketing, because you would think by now that the evidence for its importance is so overwhelming that you could run on faith. But marketing is a business, not a religion, so it isn’t enough for us to believe in search–we need to prove it. And that usually means numbers.You usually need some kind of justification with real financial numbers and a plan. And both of those can seem elusive if you haven’t done search marketing before. How do you know how many people will come to your site? How do you know how much revenue that will mean?

English: busines plan
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What’s sometimes surprising is that those plans don’t get any easier when you are already doing search marketing but want to make it better. It’s often just as difficult to get the boss to spend more money as it is to start spending some. You still need financial numbers and a plan. How do you know how many more people will come to your site? How do you know how much more revenue that will mean?

We feel your pain–and we want to relieve it. That’s why we designed the Biznology Jumpstart Workshops–in particular why we designed the one on search marketing. Your whole team can learn what they need to know about search marketing and walk out with a plan that persuades your boss. But if your company isn’t ready for that yet, at least do the free thing–join us for our webinar next Wednesday at 3 pm ET on search marketing and analytics that walks through the basics of what’s important in search marketing and how you explain it to the boss.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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