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Tuesday, 3/24/15 @ 1PM ET/ 10AM PT презентация
Содержание
- 1. Tuesday, 3/24/15 @ 1PM ET/ 10AM PT
- 2. We drive revenue. Not just clicks and
- 3. On the Agenda
- 4. Before, Now, prospects needed to talk to
- 5. / SEO Explained for the CXO That
- 6. / SEO Explained for the CXO The
- 7. / SEO Explained for the CXO The
- 8. / SEO Explained for the CXO The
- 9. 71% of business purchase decisions start with
- 10. On average, B2B researchers do 12 searches
- 11. On the Agenda
- 12. First, calculate your
- 13. Acquire leads. Nurture leads. Sell leads.. 1
- 14. 1 Awareness Evaluation Purchase Educate prospects on
- 15. 2 What keywords would a prospect search
- 16. 2 Capture the right leads and direct
- 17. 2 Don’t make the mistake of optimizing
- 18. For example, do NOT do this! Source:
- 19. Search engines use Latent Semantic Indexing
- 20. 3 It’s easy to get lost in
- 21. $ $ Sales Pipeline Opportunity Closed Won
- 22. Ultimately, your SEO reporting should look more
- 23. Make a team to-do list based on
- 24. On the Agenda
- 25. Here’s why you can’t afford to measure
- 26. That’s often easier said than done. Optimize
- 27. With closed-loop reporting you can attribute
- 28. On the Agenda
- 29. QUESTIONS? ASK AWAY!
- 30. e: results@webmarketing123.com t: 800. 619. 1570
Слайд 2We drive revenue.
Not just clicks and traffic.
/ About Webmarketing123
Paid
Search
SEO
Content Creation
Website
Design
Слайд 4Before,
Now,
prospects needed to talk to sales.
the last thing they do is
/ SEO Explained for the CXO
67% of the new buyer’s journey happens online.
The funnel has shifted.
Source: SiriusDecsions
Слайд 5/ SEO Explained for the CXO
That means marketers carry the burden.
Modern
Слайд 6/ SEO Explained for the CXO
The new B2B buyer might surprise
Business purchase decision makers are younger and native to digital.
Слайд 7/ SEO Explained for the CXO
The new B2B buyer might surprise
Marketing to the C-Suite is not as critical.
Слайд 8/ SEO Explained for the CXO
The new B2B buyer might surprise
Cross-device fluency is key. 42% use mobile during the purchasing process.
Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.
Слайд 971% of business purchase decisions start with a search engine.
Source: Google/Millward
/ SEO Explained for the CXO
Search is the best place to start.
Слайд 10On average, B2B researchers do 12 searches before engaging on a
/ SEO Explained for the CXO
Search is the best place to start.
Слайд 12
First, calculate your search opportunity.
Know your digital conversion funnel to quantify
/ Master Modern Inbound Marketing
% of website visitors that become leads.
% of leads that are qualified.
% qualified leads that result in closed deals.
Average closed deal size.
Monthly search volume
% of searchers that visit your website.
Слайд 13Acquire leads.
Nurture leads.
Sell leads..
1
Fuel search with great content.
Effective content is the
/ Master Modern Inbound Marketing
Слайд 141
Awareness
Evaluation
Purchase
Educate prospects on the value of your product & foster thought
Build the business case for why the prospect needs to invest in your product or service.
Give the prospect a reason to choose you over your competitors.
“The Definitive Guide to Display Advertising”
“Why our Strategy is Better than the Other Guys”
“How to Close More Deals via Digital Demand Gen”
Repurpose Content
Segment & Nurture
Get Sales Involved!
Create and optimize content for each stage of the buyer’s journey.
Fuel search with great content.
/ Master Modern Inbound Marketing
Слайд 152
What keywords would a prospect search at each stage of the
Keyword strategy still matters.
Awareness
Evaluation
Purchase
Educate prospects on the value of your product & foster thought leadership.
Build the business case for why the prospect needs to invest in your product or service.
Give the prospect a reason to choose you over your competitors.
“The Definitive Guide to Display Advertising”
“Why our Strategy is Better than the Other Guys”
“How to Close More Deals via Digital Demand Gen”
Repurpose Content
Segment & Nurture
Get Sales Involved!
/ Master Modern Inbound Marketing
Слайд 162
Capture the right leads and direct them to your most relevant
Keyword strategy still matters.
You must have a keyword mapping doc!
/ Master Modern Inbound Marketing
Слайд 172
Don’t make the mistake of optimizing for internal jargon!
Keyword strategy still
A Google search for “laptop” delivers this.
A search for “notebook” delivers this.
For Example:
/ Master Modern Inbound Marketing
Слайд 18For example, do NOT do this!
Source: Codemakit.com
2
Keyword strategy still matters.
Don’t go
/ Master Modern Inbound Marketing
Слайд 19Search engines use
Latent Semantic Indexing
to determine whether it’s valuable,
2
Keyword strategy still matters.
/ Master Modern Inbound Marketing
Instead, content should contain the keyword you’d like to rank for and related keywords.
Слайд 203
It’s easy to get lost in data.
Measure the right metrics.
Organic
Jan.
Feb.
Mar.
% of Keywords on Page 1
Nearly 20% of marketers still rely on “website traffic” to measure success.
2015 State of Digital Marketing
/ Master Modern Inbound Marketing
Слайд 21$
$
Sales Pipeline Opportunity
Closed Won Revenue
Organic traffic volume.
Clickthrough rate of preferred landing
Organic keyword theme ranking.
These SEO metrics are essential.
✓
✓
✓
Conversion volume and CVR.
✓
But, take it a step further to measure ROI.
/ Master Modern Inbound Marketing
3
Measure the right metrics.
$
Sales Contribution by Landing Page
Слайд 22Ultimately, your SEO reporting should look more like this:
/ Master
3
Measure the right metrics.
Слайд 23Make a team to-do list based on the following questions:
Are you
/ Master Modern Inbound Marketing
1
Do we have a target keyword list? When’s the last time it was updated?
2
How are we doing compared to our competitors?
3
Have we segmented keywords by stage of the buyer’s journey? Do we have content/offers to match?
4
Is there an opportunity to convert on every page of our website?
Слайд 25Here’s why you can’t afford to measure leads alone.
Optimize search for
/ Fine Tune the Conversion Funnel
Слайд 26That’s often easier said than done.
Optimize search for revenue.
/ Fine Tune
Let’s say Suzie searches for “marketing automation software”.
Google serves an organic listing for your site linking to your latest eBook.
Suzie clicks on the link, but then decides to go to lunch.
While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook.
Suzie clicks on the ad and downloads the eBook.
Sales gives Suzie a call a few hours later, and sets up a demo appointment.
A month later Suzie buys your software!
Слайд 27
With closed-loop reporting you can attribute credit properly within your CRM.
Optimize
/ Fine Tune the Conversion Funnel
Suzie Smith
First touch source: Organic Search
First touch page: /eBook/marketing-automation
Last touch source: Paid Search
Last touch page: /eBook/marketing-automation
Revenue commitment: $100,000
Слайд 30e: results@webmarketing123.com
t: 800. 619. 1570
Get a custom search assessment from our
Sign up today and we’ll cover:
Where you rank in relation to competitors
Measure revenue opportunity from Search
What you can do to accelerate results now
Mike Turner, Webmarketing123
Director of Business Development
Thanks!
results@webmarketing123.com
800. 619. 1570
Let’s Talk!
