For Marketing Agencies

All agencies now know that marketing on the web is here to stay.  The traditional “old media” of magazines, newspapers, radio, and television are all declining to some degree.  Yet, the “new media” of web pages, blogs, online video and even podcasting are steadily increasing in potential.  Your agency requires professional help in all areas of web marketing to be competitive.

But to start with, take a closer look at search engines and why marketing on them is so unique.

Search Engine Marketing is Completely Different

Search engine marketing (SEM) is completely different than traditional marketing.  It is the first marketing avenue to be called “reverse broadcast marketing”.  Instead of blasting your message to the masses and hoping it reaches them, search engine marketing does the opposite.  You create your message and only show it to those that express a desire for it.  It is also called intention marketing because you are only paying to market to those that express an intent to learn more. 

You are therefore reaching the ideal audience.

Why is this so valuable? For years, marketers have been trying to interrupt their audience.  They do it with television commercials, radio commercials, mailers, etc.  We no longer are limited to this style of marketing.  With the Internet becoming a part of everyone’s life, we can now market to those that want what you or your clients offer.

The Complexities of Search Engine Marketing

Doing Search Engine Marketing is not easy.  Google and any other search engines now have two ways of reaching their audience: search engine optimization and pay per click advertising.  Both techniques will bring increased attention to your clients.  Yet, knowing which to use and how to do it can be complex.

SEM:  Outsource or In-House?

Given the importance of search marketing and the value to your clients, many agencies decide to outsource this to professionals.  Although this may work for a while, it may get expensive.  Companies that do SEM well tend to keep charging more and more all the time.  Also, outsourcing distances the client from the search marketing professional himself.

Many agencies also try to hire a search professional.  But the search industry is a new one.  Very few truly talented individuals are available for hire.  And those that get good at it tend to leave their “day job” and work for themselves.

So what can an agency do to obtain (and retain) talented search engine and Internet marketing resources?

Training for Search Engine Marketing

Because Search Engine Marketing is so necessary to the success of an on-line marketing campaign, yet is often complex to understand, there is a growing need for quality training within marketing agencies. That is where Hippo Internet Marketing comes into the picture. We offer the SEM training that your agency needs. By taking one of our courses, an individual in your company that you have assigned the job of managing your SEM campaigns will know the secrets that the pros use to reach the top.

We have courses in many different fields, all of which will improve the online visibility of your clients. For example, our search engine optimization course will teach your SEM employee how to implement the keys of SEO while avoiding the pitfalls that are common, especially among those new to the field. Our web analytics training (future) will show your employee how to use the analytics tools for the websites your clients use. We even have a Google AdWords class that will teach your associate how to maximize the results of Pay Per Click advertising.

How to Best Utilize Our Training

By now, you may already know the SEM employee cycle. You assign an employee or associate the task of learning and implementing search engine marketing for your clients. After that individual learns the ropes, he often leaves your company to work somewhere else or on his own projects. At this point, you must start over with a new employee who knows very little.

If you are not in this cycle already, you probably will be.

If you find yourself caught in this cycle, we can help by minimizing the length of time that it takes a new employee to learn the ropes. We recommend that you send a new or existing employee to our training to learn SEM quickly and efficiently.  If he eventually decides to leave the company, you can send your next SEM employee our way, and we will provide the same effective training to this new individual. You will benefit from having the right techniques in place from the beginning, and your employee will benefit from excellent training taught by qualified SEM experts.