Digital Next

How Not to Pitch Your Search-Marketing Firm

Resist the Temptation to Misrepresent Your Capabilities or Steal Someone Else’s PowerPoint

Search marketing is a complicated array of best practices, commonly held tactics and a secret underworld of marketing tricks that no one talks about. In the not-so-distant past, acquiring new clients was a matter of basic credentials and maybe a case study or two. Today, pitching search marketing — even as a component of an overall digital presence — is big business with billions at stake. Even small- to mid-size search advertising accounts (representing the vast majority of search advertisers) have become highly competitive.

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