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Seminar   B2 B   Give Your Marketing A Boost   2011 05   V02
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Seminar B2 B Give Your Marketing A Boost 2011 05 V02

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B2B Advanced Digital Marketing Workshop

B2B Advanced Digital Marketing Workshop

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  • 1. Give your marketing a boostTaking your B2B online marketing to the next level
  • 2. The agenda 8:30 – 9:15 – The Essentials – Taking them to the next level Chris Muirhead B2B Account Director – LexisClick 9:15 – 9:30 – Refreshment Break 9:30 – 10:15 – The latest developments in B2B marketing Stephen Bavister MD - LexisClick 10:30 – 11:00 – Networking Give your marketing a boost Taking your B2B online marketing to the next level
  • 3. What should An overview of some of the latest developments in onlineyou get from marketingthis An action plan of your priorityseminar? areas to address Give your marketing a boost Taking your B2B online marketing to the next level
  • 4. What would Feedback for future seminarswe like from How can we help you?you? Give your marketing a boost Taking your B2B online marketing to the next level
  • 5. B2B Online Marketing EssentialsTaking them to the next level Chris Muirhead B2B Account Director
  • 6. Quick survey When searching online who uses? • Google • Bing • Yahoo • Another search engine Give your marketing a boost Taking your B2B online marketing to the next level
  • 7. Google’s UKdomination UK Search Engine Market Share - April 2011 Source: Hitwise Give your marketing a boost Taking your B2B online marketing to the next level
  • 8. If you aremarketinginternationallyDon’t discount theother players US Search Engine Market Share - April 2011 Source: Comscore Give your marketing a boost Taking your B2B online marketing to the next level
  • 9. So howimportant isSEO really??? Give your marketing a boost Taking your B2B online marketing to the next level
  • 10. Naturalresults drivemore clicksthanadvertising...
  • 11. On average % of visits from organic searchLexisClick’sclients get64% of theirwebsite trafficfrom organicsearch... Source: LexisClick client base average of traffic source visits April 2011 Give your marketing a boost Taking your B2B online marketing to the next level
  • 12. And 60% of % of conversions from organic searchtheir onlinesales orenquiriesthroughorganicsearch... Source: LexisClick client base average of traffic source conversions April 2011 Give your marketing a boost Taking your B2B online marketing to the next level
  • 13. Quick survey When using a search engine how far will you go before refining your search? • First page • Second page • Third page Give your marketing a boost Taking your B2B online marketing to the next level
  • 14. On average % of non brand search visits from the first page of results95% of nonbrand searchtraffic comesfrom the firstpage ofresults... Source: iCrossing “The Importance of Page-one Visibility” February 2010 Give your marketing a boost Taking your B2B online marketing to the next level
  • 15. The highest rankings get most clicksNot surprising really... Organic search – Average CTR By Search Ranking Source: SEOMad May 2011 Give your marketing a boost Taking your B2B online marketing to the next level
  • 16. Don’t becomplacent ifyou are themarketleader... Give your marketing a boost Taking your B2B online marketing to the next level
  • 17. 200% increase Monthly Organic Search Traffic Increase – 2010 - 2011in organicsearch trafficfor a marketleadingclient... Source: Client Google Analytics April 2011 Give your marketing a boost Taking your B2B online marketing to the next level
  • 18. 17,329% Online Enquiries Quoted – 2010 vs 2011increase inquotedbusiness fromonlineenquiries...A few £,000 to quite a Source: Client Sales Report April 2011few £00,000 Give your marketing a boost Taking your B2B online marketing to the next level
  • 19. Quick survey If you are looking for a specific company online, what do you usually do? • Do you know their url and type it in the address bar? • Do you search on their company name in Google? Give your marketing a boost Taking your B2B online marketing to the next level
  • 20. People will % of searches – brand vs non brandsearch for youby name... Source: LexisClick client base average of organic brand searches April 2011 Give your marketing a boost Taking your B2B online marketing to the next level
  • 21. Things to How often do you search on your company name?consider... • Check common variations of your brand terms used in search and what the search results return • Make sure all the top 30 results for your most common brand terms contain good listings that link back to your site Give your marketing a boost Taking your B2B online marketing to the next level
  • 22. In an everchanginglandscape...Here’s a few things youshould be aware of... Give your marketing a boost Taking your B2B online marketing to the next level
  • 23. Site linksYou can keep them current in Google Webmaster Tools... Give your marketing a boost Taking your B2B online marketing to the next level
  • 24. Google InstantSearch results and suggestions to keep an eye on... Give your marketing a boost Taking your B2B online marketing to the next level
  • 25. Search previewFirst impressions count... Give your marketing a boost Taking your B2B online marketing to the next level
  • 26. ReviewsStay positive... Give your marketing a boost Taking your B2B online marketing to the next level
  • 27. NewsAll news is good news... Give your marketing a boost Taking your B2B online marketing to the next level
  • 28. Social media inclusionTwitter and more... Give your marketing a boost Taking your B2B online marketing to the next level
  • 29. Google Panda / Farmer UpdateIt might be time to update your SEO strategy... Give your marketing a boost Taking your B2B online marketing to the next level
  • 30. Quick survey How many of you use Google Adwords or other paid search advertising? Give your marketing a boost Taking your B2B online marketing to the next level
  • 31. SEO + PPCIncrease your search power – 1+1=3... Give your marketing a boost Taking your B2B online marketing to the next level
  • 32. The combined SEO + PPC – The combined effectpower ofattraction... Source: iCrossing “Search Synergy Report” 2007 Give your marketing a boost Taking your B2B online marketing to the next level
  • 33. Heads or tails The different types of search terms...you win Head key phrases – General search terms Higher volume Tail key phrases – Specific search terms Lower volume Give your marketing a boost Taking your B2B online marketing to the next level
  • 34. Strategies Getting results from PPC Head phrases – can be very competitive – if your margins are strong, its a good place for instant results If your margins are weak it can be very expensive with better returns from SEO Tail can be expensive to cover via SEO Inexpensive to generate large key phrase portfolio via PPC Give your marketing a boost Taking your B2B online marketing to the next level
  • 35. With Improve your results with testingimmediate Test advert creative on clickeffect... throughs (CTR) and conversions Test landing pages to improve conversion rates Use what you’ve learnt in your SEO e.g. Page titles, Meta descriptions, Landing pages Give your marketing a boost Taking your B2B online marketing to the next level
  • 36. It’s time to • Ad extensionsget creative... – Site links – Phone – LocationGo on have some fun – Product • Mobile ads • Platform targeting • Seller ratings • Adwords remarketing • Comparison ads • Click to download ads Give your marketing a boost Taking your B2B online marketing to the next level
  • 37. Quick survey • How many people here use email marketing? • How many use bought in data lists? Give your marketing a boost Taking your B2B online marketing to the next level
  • 38. Should all Segment your emails by?your contacts • Industryreceive the • Their stage in the buyingsame processmessage? • Job title • What they last purchased • When they last purchased • Age • Gender Give your marketing a boost Taking your B2B online marketing to the next level
  • 39. Get personal... Increase your conversion rates • Go beyond Dear ... • Personalise by your segmentation data • Save time – only personalise the information you need to Give your marketing a boost Taking your B2B online marketing to the next level
  • 40. Test, test ,test... Are you testing your emails? • Subject line • Time of day • Day of week • Offers • Content • Layout • Calls to action • Landing pages Give your marketing a boost Taking your B2B online marketing to the next level
  • 41. And there is • Lead nurturingplenty more... • Bought in data lists and email campaigns • Triggered campaigns • Calls to action and sign-ups • Encouraging sign-ups Give your marketing a boost Taking your B2B online marketing to the next level
  • 42. How are you • Assessdoing? • Score • Prioritise • Action Give your marketing a boost Taking your B2B online marketing to the next level

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