Mediaboss Marketing

Our SEJ Summit Dallas event was held on March 31st, and we were happy to have Warren Lee, VP of Marketing at Nationstar Mortgage, on our AMA panel. Warren spoke at length about paid and organic search, a common (and useful!) topic at our SEJ Summits so far this year.

Which reminds me: our next event, SEJ Summit Chicago, is less than two weeks away! Westill have a few FREEtickets available for our Chicago event, courtesy of our partner, Searchmetrics. Request an invite today!

#PROTIP: Because our content is enterprise-focused, if you are a consultant but work with big, enterprise brands, mention them in your job title/company when requesting an invite.

Without further adieu, heres my interview with Warren.

Im focused on helping a portfolio of business under the Nationstar umbrella improve in the areas of: growth, customer experience, and innovation. All of these areas require marketing leadership to support meaningful outcomes for our customers and lines of business by fostering innovative technology solutions, data based insights, and operational excellence with the organization.

My favorite area of digital marketing has been SEO because it cuts across so many marketing disciplines which has helped me develop marketing experience acrossPPC, social media, content marketing, and addressable marketing like email and retargeting. SEO at its best is all about delivering relevant results for consumers, so this leads to a better understanding of your customers and target audience, which can yield results across all marketing efforts. SEO, or search in general, is one of the best measures of intent, which can help guide marketing strategy and automation to the benefit of the consumers.

Enterprise SEO practitioners would do well to apply SEO data to inform content strategies, and as marketing automation and personalization continue to evolve, Enterprise SEO practitioners should focusmore on integrated marketing strategies. Specifically, SEO does a great job of capturing demand when a consumer is searching, but the search marketer often loses the consumer after the session is over.

Compared to email or retargeting, where a marketer can push their message to the consumer whenever they want, the SEOpractitioner is often limited to engage with consumer during a search session. SEO practitioners should look towards how technology can help them remain in touch with their audience long after the query session is over.

SEO plus email and SEO plus paid social and SEO plus retargeting are three of the best opportunities to drive meaningful integrated marketing results. If we have time during the sessions Ill go into more detail on how to deploy specific tactics against these types of strategies, if not, Ive been meaning to submit an article to SEJ on this very subject as well.

I feel as though Google is innovating faster than the tools are for SEO practitioners, which makes the job of SEO harder and harder. SEO tools are behind when it comes to tracking how Google personalizes results and how Google has changed with the hummingbird change.

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#SEJSummit Panelist and Nationstar VP of Marketing Warren Lee on SEO, Retargeting, and More by @wonderwall7