Partnering With Your Search Marketer

Wednesday, September 12th, 2007 by Tim

You know you need to improve your search marketing.  You also know that mastering search engine optimization and paid search can be a bit like the students at Hogwarts trying to master the Dark Arts.  So you figure all you need to do is hire a great search marketing company, schedule a kick-off meeting, and then you don’t ever have to worry about search marketing again – other than being able to report how wildly successful the program is.  However, like trying to stop Voldermort with a stupefy spell (the last Harry Potter reference, I promise), that’s not a plan for success.

The more that a client is engaged and truly partners with a search marketing company, the more likely the success of the project.  That doesn’t imply that a client should continually exert control - you need to leave the driving to the experts.  However, you should be an active participant in strategy discussions, dedicate time to review reports and ask questions, and provide updates as to patterns in overall sales, results of other marketing initiatives, new promotions, trends in the market, etc.  Also, your active interest will help hold the search marketing team to a high level of accountability.

Don’t forget that no matter how good a vendor is they are not going to know your company, industry, or customers as well as you do.  A good search marketing company is going to value your participation because they know that can help them succeed.  So, when you hire a search marketing company, don’t forget to set aside some of your time to work with the team – it’ll be worth it.  The whole partnering thing helped Harry (I know I promised, but I couldn’t resist).


This entry was posted on Wednesday, September 12th, 2007 at 2:00 pm and is filed under Online Strategy, Search Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

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