I am sitting here with a coffee and a powerpoint deck entitled Why Search Is Important.
At this point, I think the deck should be titled Why I Am Giving The Same Presentation To Your Organization For The 10th Time.
It feels a little like Groundhog Day.
I am more than aware that search and explaining search can be a learning curve requiring patience. I am also aware that I have a tendency to speak over people’s heads as I have been both doing and explaining search for more than 14 years now.
In today’s presentation, I will be speaking to three audience segments. Senior management stakeholders who know that search is now a requirement because of competitor market presence. They will not show up.
Then, there will be middle brand managers. Search is maybe 1% of their overall marketing budget so not really enough to warrant undivided attention as they check and recheck incoming emails because they could be missing something important, but they know they have to be there if only to say they attended.
And finally, that one familiar face from the IT department. Of course, search and analytics is not part of your job description and you’re tired of hearing about search.
In short, no one, for the 10th time will be invested in the process.
There’s a simple solve. Invest in one person. One single person within your organization who can become a search ambassador between all three audience segments. One single person who understands the challenges of your myriad flash web sites; or the fact that your secure server which won’t allow for brand presence can be easily solved; or one single person who gets the value and importance of analytics and how they apply not only to your individual sites, but to the aggregate learnings across all of your sites.
One single digital mind who need not be told why search is important because they already know.
If you break it down into ROI metrics, the cost of that person is less than $200 per silo per month.
Have a good one.
~ S
Share
