Expected vs. Value Added Search

Implementing a comprehensive search campaign can be quite an undertaking. Executing on all the different components that drive the success of a campaign can be daunting especially when that success is tied back to certain goals and ROI. There eventually comes a point where certain tasks and outcomes become expected. It is a this moment that we need to define what is expected in a search campaign and what is an added value. 

Do you remember that the last time you checked into a hotel? What were some of the things that were expected when you were there?  Friendly staff? Clean room and sheets? Free internet?  Was there anything that was not expected? Free bottled water? Gym with windows? Valet Service? That is the signature of the value added idea.

So how does this transfer to Search? It might not be as involved as you might think. Your first reaction might be results. I was expected to meet x and my results came in at y. What if you don't meet your goal by the end of the contract or milestone? Too little too late. Perhaps a better approach is to incorporate value added elements throughout your search campaign such as on a call, in a deliverable, or in an email. What if you provide a client monthly report that had a insightful nugget about their competitors just before they read the boring  monthly metrics.

Remember that the idea of value added information is productive thinking that can become a valuable process.

Thanks to Toni Louw for the inspiration