This webinar discusses strategies for integrating SEO, PPC, and social media marketing for B2B companies. It recommends taking an integrated approach using these channels together. SEO and social media are changing with search algorithms now incorporating social factors. The webinar stresses measuring ROI by defining it and tracking touchpoints from initial keyword searches through to closed sales. Attributing marketing activities to final conversions is important for understanding the most cost effective channels.

1. Integrating SEO, PPC, and Social Media for
B2B Companies
Strategies for staying one step ahead of the rest
Toll: +1 (914) 339-0033
Access Code: 248-194-326
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2. Housekeeping Items
 Are the slides available?
 Yes! Please email seo@webmarketing123.com
 We want to hear from you!
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 Want to learn more?
 Contact us for a complimentary Digital Marketing
Consultation. Details at end of webinar.
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3. Webinar Agenda
Search Marketing & The Complex Sale
1 Learn what is at stake for your B2B company
Integrating SEO, PPC, SMM Strategies
2 What channels are your customers using to get information
and buy?
The ROI Impact
3 Use tools to measure social media, PPC, and SEO impact
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@bradleywjoe

4. 1 B2B Digital Marketing Budget Allocation
B2Bs spend over 60% of their digital budgets on SEO and Paid
Search
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5. 1 Adjusting Budgets for 2012
Marketers are planning on increasing their budgets across the board,
with Social Media expected to see greatest lift in spend.
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6. 1 The Digital Marketing Mix
Budgets for digital marketing initiatives are increasing both in
absolute total, as well as their proportion of entire marketing budgets
Source: American Marketing Association, Forrester Research’s US
Interactive Marketing Forecast 2009-2014; Cambridge, Mass
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7. 1 What Marketers Want in 2012
Marketers are curious how all channels can be leveraged to produce
integrated strategy
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8. 1 The Case for Online Marketing
The data shows the effectiveness of leveraging digital media to drive
engagement, leads, and sales
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9. 1 Integrating SEO, PPC, and Social Media
Overlap between various online channels
Search Engine
Optimization
Pay-Per- Social Media
Click Marketing
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10. 1 Digital Marketing and the Complex Sale
Search marketing aims to broaden and shorten the sales funnel
- SEO:
Broad/generic
Problem Recognition
A Introducers keyword searches
- Display advertising
- Email marketing
Information Search
- Social media
- Brand names
B Influencers
- Remarketing Evaluation of
Alternatives
- Search advertising
Purchase
- Search marketing Decisions
C Closers - Model numbers
- Branded terms
Purchase
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11. Key Thought #1
1. What digital channels does
your company leverage today?
2. How do those strategies differ
from what your team did last
year? Two years ago?
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12. Webinar Agenda
Search Marketing & The Complex Sale
1 Learn what is at stake for your B2B company
Integrating SEO, PPC, SMM Strategies
2 What channels are your customers using to get information
and buy?
The ROI Impact
3 Use tools to measure social media, PPC, and SEO impact
#wm123
@bradleywjoe

13. 2 Integrating SEO, PPC, and Social Media
Overlap between various online channels
SEO
+ Search Engine
PPC Optimization
Pay-Per- Social Media
Click Marketing
#wm123
@bradleywjoe

14. 2 How SEO and PPC Work Together
Paid ads + Organic search captures new users
1 + 1 = 3!
Branded ads supplement performance of natural search
In a recent case study, adding branded ads brought in more new visitors
% New Visitors to Site Example:
Branded 52% 64% Branded
12% Increase
Natural
Source: Luxury Vehicle Brand Case Study; Google, GSD&M, July 2007
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15. 2 How PPC helps SEO
PPC as a testing ground for high-converting keywords
PPC data to inform SEO
strategy:
- Keywords
- Ad Copy (for CTR)
- Calls to action
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16. 2 How PPC helps SEO
PPC as a testing ground for high-converting keywords
PPC data to inform SEO
strategy:
- Keywords
- Ad Copy (for CTR)
- Calls to action
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17. 2 Integrating SEO, PPC, and Social for B2Bs
Overlap between various online channels
Search Engine
Optimization
Pay-Per- Social Media
Click Marketing
PPC +
Social #wm123
@bradleywjoe

18. 2 Why Market on Social Networks?
Social Networks are taking up more and more of internet user’s time
and attention
At the start of 2011, Facebook had 40% share of the daily web traffic worldwide.
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19. 2 Strategies for B2B Customer Engagement
Build brand advocacy with social media marketing
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20. 2 Generating Leads from Social Media
Tools available to B2B marketers
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21. 2 Generating Leads from Social Media
Allows visitors to input lead information without ever leaving
Facebook platform
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22. 2 Social PPC Advertising
Crucial success factor (and differentiator) from traditional PPC
advertising
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23. 2 Demographic Targeting Capabilities
Crucial success factor (and differentiator) from traditional PPC
advertising
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24. 2 Setting Expectations for Social PPC
Search vs. Social
Search Engine Users: Are Social Sites: There to consume
actively looking for a product or content (i.e. not your ads)
service
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25. 2 “Social PPC” Advertising
Optimal “social PPC” ads must do the following…
Grab Generate Call to
Attention Interest Action
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26. 2 Integrating SEO, PPC, and Social for B2Bs
Overlap between various online channels
SEO
Search Engine +
Optimization Social
Pay-Per- Social Media
Click Marketing
#wm123
@bradleywjoe

27. 2 SEO and Social Media
Changes in Google algorithm to incorporate Social
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28. 2 SEO and Social Media
Social factors are expected to play a bigger role in future search
engine changes
Courtesy: SEOmoz
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29. 2 How B2B Marketers Win: Shareable Content
Content marketing works to influence both SEO and social media
• Support your content with other
relevant sources such as:
• Company blog
• Newsletters
• Facebook posts
• Tweets
• White papers
• Case studies
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30. 2 How B2B Marketers Win: Shareable Content
Is your content worthy of being shared? Become a trusted source.
Industry relevant
Links from Forums blogs
What You Need to Offer:
• Unique Research
• Informed Opinions
Links are • News/Trend Analysis Mentioned in news
Tweeted/Retweeted publications
• Authentic Expert Contributors
Liked/Shared on Cited at conferences +
Facebook events
Courtesy: SEOmoz
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31. Key Thought #2
1. Does your digital marketing
incorporate an integrated
approach?
2. Based on what we’ve covered,
what is the most attractive
channel you can launch on
tomorrow?
#wm123
@bradleywjoe

32. Webinar Agenda
Search Marketing & The Complex Sale
1 Learn what is at stake for your B2B company
Integrating SEO, PPC, SMM Strategies
2 What channels are your customers using to get information
and buy?
The ROI Impact
3 Use tools to measure social media, PPC, and SEO impact
#wm123
@bradleywjoe

33. 3 Define ROI
To successfully measure ROI for your campaigns, you first need to
define ROI
(Gain from Investment – Cost of Investment)
Return on
Investment
Cost of Investment
ROI: A performance measure used to evaluate the
efficiency of an investment or to compare the efficiency of a
number of different investments.
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34. 3 Current Tracking Only Get Us So Far
Common tracking includes traffic or ranks (SEO), share of voice
(Social), and conversions (PPC)
Traffic
Share of Voice
Conversions
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35. 3 Analyze Touch Points
Prospects arrive through a variety of digital channels: SEO, paid ads,
remarketing, display, referral, social, and more.
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36. 3 Close the Loop with Attribution Management
Gauge your ROI by tying analytics & conversion data to closed deals
Allows for 360 tracking from initial keyword search to closed opportunity by uncovering
data from Analytics and CRM into unified view.
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37. 3 The Best Search Marketing Reporting
Measure digital effectiveness by identifying keywords that drove the
best conversions and sales
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38. 3 Why Digital Marketers Need This
Full Funnel Digital Visibility
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39. Key Thought #3
1. What is the goal of your
website (contact requests,
newsletter sign-ups, free
trials)?
2. What is your most cost
efficient digital channel?
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@bradleywjoe

40. Key Takeaways
Digital marketing has
become a core piece of the
overall marketing mix
A menu of “tools” can be
leveraged, regardless of the
marketing challenge
Creating engaging online
experiences will be key in
driving new user acquisition
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@bradleywjoe

41. Thank You!

42. Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
Please contact:
contact@webmarketing123.com
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@bradleywjoe