Integrating SEO, Social Media & Web Analytics
Webinar Presentation
Changing B2B Marketing Landscape
Getting Started
Search Engine Optimization
Social Media
Web Analytics

Introductions
WebsiteBiz is a Results-Driven Interactive Marketing Agency
• Founded in 1997
• Headquartered in Charlotte, NC
• 52nd Fastest Private Growing Company on Inc5000
• Diverse Client List:
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What We Do
Strategy and Research
• Online Market Research
• Competitive Analysis
Research Web Design
• Benchmarking and ROI analysis & Planning & Usability
Online Marketing Goals/
Metrics Search
• Search Engine Optimization Display
Media
Engine
Marketing
• Paid Search Marketing
• Social Media Email
Marketing
• Display Media Buying
• Email Marketing
• Web Design and Usability
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Top 5 Questions from B2B Marketers
1. What are the best tactics for lead generation
2. How to do I measure results
3. Where do I start?
4. How to budget $
5. DIY vs. Outsourcing
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Start with the Basics
Why is online marketing
important to your business?
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Marketers Doing Marketing
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People Blocking Marketing
Pop-Ups
Can-Spam Act = Law
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Rethinking Marketing
Outbound Inbound
○ Telemarketing o SEO / SEM
○ Trade shows o Blogging
○ Direct mail o Social Media
○ Email blasts o Free tools/trials
○ Print/TV/radio ads o Viral videos
Interruption Permission
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B2B Buyers Start in Search
Q:
Where did they look
first when making
buying decisions?
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Anatomy of a Google Search Results Page
Paid Listings
(PPC)
Organic Listings
(SEO)
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SEO – What and Why
SEO refers to techniques that help your
website rank higher in the organic/natural
search results
Algorithms determine ranking
SEO helps more people who are looking for your
product or service find you.
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SEO Foundation = Scalable SEO
Social Media-
Viral Content
Linking
Inbound & Internal
Content & Keywords
Customer Focused
Accessible
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What is Good SEO Content?
Good Content speaks to your audience…
○ Solves problems
○ Answers questions
○ Provides Information
While keeping search engines “in mind”
Search Your
Engines Customer
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Types of Good B2B Content
B2B customers go online to seek knowledge and
thought leadership
Focus and make your content visible
○ Blog Posts
○ White Papers
○ Articles
○ Press Releases
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Choosing Keywords for SEO
Start with Research
○ Brainstorming
○ Use Online Tools – www.Google.com/Adwords
○ Get in the mind of your customer
○ It’s not about you!
Organize Your Keyword Research
1. Search Volume and Popularity (goal = high)
2. Relevance (goal = high)
3. Competition or Difficulty Ranking ( goal = low)
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Google - Keyword Research Tool
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Where to Use Keywords in Your Content
Site-wide
○ Title tags
○ Meta Descriptions
○ URL Structure
○ Product Image Tags
○ Headlines
○ Anchor Text Links
○ Body Text Copy
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Home Page & Product Page Content
Must have quality, accessible content
○ Describe your company/website
○ Most competitive phrases (Pos Products)
○ Write naturally –not list of keywords
Be Descriptive
○ Not “our solution” or “our product”
Edit Your Current Text
○ Find generic words
○ Replace them with keywords from your research
(where appropriate!)
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Linking - Defined
Inbound Links
○ Web pages that
link to you Internal
○ Quality & Industry
Inbound
Internal Links
○ Linked pages within your site
○ Link Anchor Text - text that is in the link
○ “Flash” content is not linkable
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Link Building Tips
Vertical Directories (Business.com)
Partners
Content is king
○ Start a blog
○ Create a tool
(Energy savings calculator)
○ Other: viral videos, photos
Press Releases
Social Media
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SEO Foundation = Scalable SEO
Social Media-
Viral Content
Linking
Inbound & Internal
Content & Keywords
Customer Focused
Accessible
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Social
Types of Social Media Media
Social News UGC Sites
Social Networking
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Show of Hands
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Create a “Customer-Centric” Blog
Blogs = the “Swiss Army Knife” of Social Media Strategy
Wordpress.com - #1 Blog Platform for SEO
Demonstrate thought leadership & offer relevant content
1. No white papers, press releases or sales pitch
2. Provide easy access to contact information
3. People subscribe via RSS
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Using LinkedIn for Business
1. Create a Company Profile
○ Post events, white papers, news
○ Maintain and update
2. Create and Use Groups
○ Industry topics
○ Associations
○ Trends
○ Product
3. Seed the groups with members
○ Encourage employees, alumni, partners, customers to join
○ Provide time for employee to spend on the tool
○ Coach your employees to answer questions and offer input
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LinkedIn for Executives
1. Make Your Profile Client-Focused
2. Choose Connections Wisely
3. Get Connecting
4. Use “Search” to find
potential customers
5. Give Testimonials
to get them
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How Does it Work?
You write and read messages of
up to 140 characters
The messages (aka tweets) are public,
and you decide which accounts
you want to receive messages from
Twitter works equally well from your
desktop or mobile phone
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Using Twitter for Business
Build relationships on Twitter
o Follow industry leaders (@Dell, @Starbucks)
o Listen for comments about you
o Respond to comments and queries
Ask questions
Post links to things people would find interesting
o “Retweet” messages you would like to share
Use a friendly, casual tone
Don’t spam people
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SEO Foundation = Scalable SEO
Social Media-
Viral Content
Linking
Inbound & Internal
Content & Keywords – 25%
Customer Focused
Accessible
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Measuring Results = ROI
What should you track?
• How People arrive at your website
• How they navigate your website
• How they find information on your website
• How they value your website content
• How they respond to calls-to-action
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Don’t be an information charity
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Important B2B Calls to Action
Things like…
• Download White Papers
• View a Video
• Read a Case Study
• View a Demo
• Register for a Webinar
• Subscribe to an email newsletter
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Providing Answers to Difficult Questions
Google Analytics
○ It works
○ Intuitive
○ It’s Integrated
○ It’s Free
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Key Takeaways
Content is King
SEO Social Analytics Leads/$
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Questions
Thank You!
Kyle Bumgardner
1713 Cleveland Avenue
Charlotte, NC 28203
o. 704.338.1727
c. 704.813.4636
www.WebsiteBiz.com
www.Marketerinsight.com
Twitter: @kbsales
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