Archive for November, 2011

Where do SEO and PR meet?

Friday, November 4th, 2011 by Jon Clements

SEO, according to marketers questioned for the above research, has the biggest impact on lead generation. But what does that SEO actually constitute and is it made up, either partly or mostly, of PR activity?

It’s not a question that’s ever answered in Webmarketing123’s State of Digital Marketing Report. More of that later. In the meantime, what else does the research tell us?

Clearly, the metrics of success are firmly focused on tangible returns: for marketers across B2B and B2C, it’s far more about generating leads and making sales than anything else. Taking the B2B marketer in particular, the lesser objectives include building brand awareness (15%), generating site traffic (11%) or building online communities (5%). Curiously, the latter is even less important for the B2C community (2.8%). What was once considered a desirable digital outcome, certainly of social media, seems to be have been relegated to an uncommercial own goal.

But when identifying what these marketers consider the most important measure for digital marketing – i.e. sales – our B2B and B2C cousins are surprisingly close (62% and 68% respectively). Bearing in mind the comparatively more protracted and complex journey for B2B buyers, it’s a revelation that those selling B2B are looking for such high sales conversions via digital alone.  While I can see it as a vital part of building reputation, understanding and consideration along the B2B procurement pathway, I’m sceptical about its ability to close the deal.

Which brings me back to SEO and impact.

Achieving a high, organic search engine ranking takes more than one technique – some delivered better by SEO specialists, others by professional generators of compelling and insightful textual content. Yes, I’m talking about PR people. But PR doesn’t get a mention in the report. Does that mean PR has become a subset of SEO and, if so, are SEO specialists qualified to advise clients about and generate material hitherto done by PR people?

The lines are blurred and, what seems increasingly apparent, is the need that SEO and PR people have to collaborate; after all, if gaining a high search engine ranking has the biggest impact on a client’s lead generation, the tools to do it are not necessarily the province of one discipline alone.

Update: since posting the above, I found this excellent post by Lance Concannon on the SEO/PR dilemma and how it needs to be worked out for everyone’s benefit.

About Jon Clements

Jon Clements is a Chartered PR consultant specialising in B2B PR, corporate and marketing communications and is the founder of Metamorphic PR. Connect at: JonClements ''

Is SEO finally crowned king for marketers?

Thursday, November 3rd, 2011 by Jon Clements

Where are online marketers spending their digital cash to maximum customer effect right now?

This interesting, US-focused infographic – just produced by Californian marketing company, Webmarketing123 – paints a picture of B2B and B2C online marketers’ current digital strategies.

Any surprises?

There’s a report that goes with it too; we’ll take a look and give you our view later.

 

About Jon Clements

Jon Clements is a Chartered PR consultant specialising in B2B PR, corporate and marketing communications and is the founder of Metamorphic PR. Connect at: JonClements ''

Some football clubs more social than others

Tuesday, November 1st, 2011 by Rob Brown

I saw two turf-braking stories today about football clubs putting the social into soccer.  The first was about Manchester United appointing an agency to design and build a digital platform to provide a social network for fans around the world.   The club has identified a target of more than 500 million fans – more than double the number of registered twitter users – so why not have a network just for reds.  FlickedIn anyone, InOfftheBlogPost, OnMeHeadBook perhaps?

The slight problem is United’s reputation for real engagement.  The club has looked at Facebook and Twitter bans for its players more than once. What is United”s motivation?  “Social network? I think they mean fan club or more accurately, sales database” quipped Nigel Sarbutts of BrandAlert.

Step up to the spot then Jaguares de Chiapas, a club in the Primera División de México.   They’ve registered all of the players on twitter and they’ve added their twitter handles onto the back of the players shirts.  In social media terms and as a PR story in general; “back of the net”.

It doesn’t always take big names or big budgets to reach your goal.  Innovative ideas and real creativity have no substitute.  As they say in the in the Estadio Victor Manuel Reyna in Chiapas “in football as in life, 140 characters are enough to decide which side you’re on”.

 

About Rob Brown

Rob Brown has worked in PR for over 20 years and for over fifteen years held senior PR positions within three major global advertising networks; Euro RSCG, McCann and TBWA. He launched his own business ‘Rule 5’ in MediaCityUK, Manchester in November 2012. Rob is the author of ‘Public Relations and the Social Web’ (2009), blogs for The Huffington Post and is joint editor of 'Share This Too' (2013).