Search Engine Marketing Perception

Anyone who’s ever worked on my team knows that I live by the following statement: "Perception is reality." When you take a step back and really think about it, my affinity for this line makes total sense in the context of PPC. Pay per click search engine marketing is a very new industry. At many companies, the executive team will not understand exactly what you’re working on each and every day. I can’t blame them! PPC is complex and moreover it’s a moving target. This can become a bit problematic, however, when you’re trying to gain visibility, prestige, and ultimately promotion within your organization.

Let me cut right to the punch line: As part of your daily routine, it’s your absolute duty to educate and set everyone’s perception (and therefore reality). It’s precisely when you’re delivering results and setting perception flawlessly that you’re on the fast track to career promotion. Today, I’m excited to share some of my favorite ways to make sure perception is set perfectly and you receive full credit for all of your hard work!

Tip 1: Leverage Your Company’s Task Manager Consistently

During the course of any random workday, it’s absolutely amazing how much stuff I get done! At the end of the week, I’ll often have difficultly remembering all of the projects I completed. However, to set perception amongst my organization, I want to take credit for every single project I completed. So, what’s the easiest way to do this?

It’s very simple: Record every single project that takes more than one hour in your company’s task manager (such as SharePoint). Even if you’ve completed the project already, create a new task and then close it out immediately. I’m very serious here and if you only take away one thing from this post, please follow this tip. From my experience, the leverage here is plentiful:

1. When performance reviews come around, you now have an instantaneous way to pull a list of all completed projects for your self-review. No completed project will ever slip through the cracks!
2. This centralized repository of your tasks creates a very simple way for your manager (and the executive team) to immediately tap into your projects. The more impressive your project list, the more impressed management will be.
3. During your weekly team meetings, you now have a very easy way to recall all of your projects from the past week and take full credit for all of them as you summarize your initiatives.

Tip 2: Take Your Sweet Time Presenting Your Pay Per Click Initiatives

The next time you’re in a team meeting, focus closely on presentation. As everyone goes around the table to discuss projects, successes, and failures, pay close attention to the good presenters and the not so good ones. What are the main differences?

From my experience, there are two. First and foremost, the good presenters take their sweet time. They have a lot to say and aren’t going to stop until they’ve exhausted their speaking points. Second, the good presenters are confident and project very clearly. My advice to you: This is your time to shine, take it seriously! Print out your completed tasks from Tip 1 and don’t hesitate to go through all of them. This is your time to not only take credit for all of your hard work, but also to stand up as a leader amongst your organization and inspire greatness. Aside from Tip 1, this is just about the easiest way to set everyone’s perception around your strong work ethic and limitless determination.

Tip 3: Invest Time Managing Pay Per Click Success Upward

This one makes perfect sense. If you think you’re busy, just think about how busy your boss must be! It’s easy for your successes to slip through the cracks if you don’t proactively manage upward. My advice is quite simple: Each time you have a major success, spend some extra time emailing it to your manager. Moreover, make a point of actively mentioning your successes when you meet with your manager.

It is possible for this strategy to backfire, however, if you don’t take your time and fully think through all of the possible questions your manager may ask. My advice: Anything you send to your manager needs to be bulletproof. Think through all of the possible questions and anticipate them. Include relevant metrics and fully explain yourself. Keep things simple, your manager doesn’t have all day to sift through thousands of words. Consider allocating around 5% of your time proactively pushing your paid search successes upwards, you won’t regret it.

Tip 4: Print Your SEM Analysis Out

Here’s a fun one that ties into all of the other PPC perception tips just highlighted. Consider printing out all of your team’s major SEM analysis and compile them into an organized binder. While I don’t invest as much time doing this anymore, it really worked wonders for me during my first gig. Aside from being a really powerful symbol of my dedication, this strategy allowed me to immediately quote any analysis at a moment’s notice, gaining full recognition for both myself and my SEM team. (SEM people managers, please remember to never take credit for your team’s work. You need to celebrate and honor their success. You get to take full credit for training and empowering your team to reach such heights.)

Tip 5: Celebrate Search Engine Marketing Success

I’ve talked about this subject over and over and it’s a strategy very core to my personal management style. It’s powerful and simple yet often overlooked. Please check out my post all about celebrating SEM success.

Conclusion: It’s All About The Numbers, Not Projects

It’s a battlefield out there. Each and every day things are hectic and it’s very simple for your analysis and successes to get lost in the shuffle. For that reason alone, I truly believe in the power of investing in perception. Perception is reality after all, and you want to make sure reality credits your hard work.

However, as a closing point I really want to highlight that numbers are everything. All the stuff in this post is great and all, but it means a lot less if your numbers are not at their maximum potential. First and foremost, never forget about your commitment to the numbers. Now, if you’re maximizing your numbers and creating the proper perception of your work, there is no limit to your upside in the pay per click industry.

Image of Man With Spotlight © iStockPhoto – mevans