Podcast # 16 - How to Dominate Paid Search Results
In our Marketing Leaders podcast we bring you the 16th episode: " How to Dominate Paid Search Results.
Today, Pau Valdés interviews Noelia Sánchez , head of communication and digital marketing at Nedgia , Grupo Naturgy . Today, Noelia is one of the most recognized experts in digital strategies for the energy sector. She was a pioneer in the digitization of sky marketing and Gas Natural Fenosa , and also led Naturgy's online communications worldwide.
Noelia explains to us what marketing management is like in large corporations , shedding light on issues that generate intrigue when we think about what is behind these complex multinational campaigns, in which different technologies, negotiations and techniques converge to achieve impact and satisfy customers from different parts of the planet.
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In this podcast, Noelia and Pau talk about:
- Collaborating instead of competing, the key to a successful SEM strategy
When it comes to search engine positioning, blue city lahorehas to face not only against its usual competitors, but also against other players in the industry that in the offline world can be its allies , but who in the online world try to position itself with them. keywords . To successfully overcome this conflict, Naturgy decided to agree with companies that were already well positioned on the web. The two main objectives of these alliances were:
- On the one hand, hiring the leads that those companies were already generating. In this way, there is a saving in time, money and effort by not having to capture leads from scratch on your own.
- On the other hand, execute joint SEM strategies that benefit all parties involved, avoiding competing with each other for keywords and at the same time optimizing budgets in bids for programmatic advertising.
- How to manage the social networks of such a complex organization?
Naturgy has about 30 profiles on social networks (profiles by countries, by themes, by business areas, etc.). This is a fairly complex social media universe that must be perfectly monitored, synchronized and coordinated.
To achieve this, the company created a tool that performs functions of active listening and collaborative workflow management. Thanks to this tool, Naturgy developed the following capabilities:
- 360-degree analytics: through the active listening functions it was possible to start “listening” to everything that is said on the internet in Spanish-language worldwide and that is related to the Naturgy sector. In other words, the company gained access to an almost inexhaustible source of strategic information that it would later use to analyze the competition, the evolution of the sector, the reputation of the brand, the behavior of the customers, the forecast of incidents, etc.
- Omnichannel: although the company has about 30 social media profiles, the customer's perception is that they all work as one. For the consumer there are no business areas or independent departments or subsidiaries by country. In his mind, the people who manage one profile are the same as the other 29. The problem with this is that, in most cases, customer requests are made through the wrong channels, since through a profile requests are usually received that must be attended by other work teams.
- However, by implementing the aforementioned tool, it was possible to very precisely synchronize the management of all the profiles on social networks. Since then, a 100% omnichannel experience has been offered by coordinating workflows between all teams. Now it does not matter through which profile a client writes, their request always reaches the corresponding team efficiently and, better yet, the response is sent to the client through the same channel that they used.
- The big problem of developing custom tools
Within large corporations it is common to want to develop completely customized tools for internal use (such as content managers or CMS). In these cases, the systems are designed just with the features, components and functions that are desired, with an extreme level of customization.
In theory this is excellent, because the result is a program that specifically solves the needs of the company. In practice , a serious problem arises, as development and implementation can often take a year or more. And just by the time the tool is going to be used, the needs of the company, the characteristics of the market or any other determining factor have changed. This makes the program out of date even before it is released.
The solution? Accept that something so "made to measure" is not always necessary. On the one hand , there are super-flexible standardized solutions on the market, which adapt very well to almost any need and which have already proven to be quite useful and powerful. On the other hand, it is not necessary to try to reinvent the wheel, we can benchmark and “copy” what has worked for other companies to solve a specific need, without having to do something from scratch.
Listen to the detailed explanation of these topics right now or download the episode and listen to it whenever you feel like it.
You can also check here all the episodes of Marketing Leaders.
If you have any questions or you have any questions for Noelia or Pau, we encourage you to leave them in the comments section so that they can solve it for you.
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