Each week on 5 Minutes With, our host Wes Benwick talks to experts in marketing.Today, Wes talks to Jonathan Bentz from Direct Online Marketing.
Company: Direct Online Marketing
Website Address: https://www.directom.com/
Interviewee: Jonathan Bentz
Short company description: Direct Online Marketing, a Premier Google Partner, has been delivering first-class results for clients around the world since 2006.
Why is it important for a business to hire an outside ad agency as opposed to having just an internal marketing director?: Internal marketing directors do a great job of representing a brand and moving the vision of a company forward. Agencies serve two critical purposes. 1 – serving as an outside think tank to help internal marketing directors strategically amplify the impact that brand and vision can have, and 2 – provide tactical expertise on the channels a brand needs to leverage to fulfill that amplified impact.
Who inspires you and why?: The Lord, my family, and any marketing professionals interested in driving growth though digital channels.
The Biggest change in marketing that I see coming in the next 5 years is?: The blending of channels and tactics for true and sustainable growth. Companies used to be able to dominate in one channel and have repeatable, predictable success. Today and over the next 5 years, that is going to become less likely. A strong B2B SEO campaign is going to require SEM and retargeting to truly drive conversions. Companies leveraging social media advertising better have quality content on their site and a positive brand reputation in search if they are going to have trust with potential clients/customers. I could go on, but regardless of your top channel for acquisition/conversion, companies are going to need to be omni-channel for true success and growth.
What advice do you have for companies and SEO?
So the reality with search is that it’s still possible, it’s just not as easy as it may have been a decade ago even five years ago. And so you need to have a content strategy and you need to then know how to position your content to the different stages of your target customers.
So what are some of the most common mistakes that you see people make when they’re trying to do SEO internally.
Common mistakes that we see people make are in a scenario where a company is rebranding or a company is moving platforms that they just update their website. The new Web site and do everything SEO friendly but then don’t take any of their history into account. And just like Google has a whole bunch of history on users and user behavior, Google knows a lot about everybody on the Internet. They know everything about your Web site too because they’ve been crawling in it as long as it’s been online. And a lot of people forget about the history. But Google doesn’t forget about the history. So you need to take all that history, that stuff that Google is accustomed to, and tell Google where to go. When you miss that step Google can’t find it. Google’s going to move on to something else and that’s where we see sites tank or dramatically drop in traffic.