Pulling B2B Buyers Through the Funnel Online Marketing Connect Search Engine Marketing Focus Week – May 2011
Stacy Williams <ul><li>Marketing/advertising:  23 years </li></ul><ul><li>Search engine marketing:  13 years </li></ul><ul...
Prominent Placement, Inc. <ul><li>Full-service, award-winning search engine marketing agency based in Atlanta </li></ul><u...
Why should B2B marketers care about SEM? Where do B2B buyers start when researching purchases online? Where do B2B buyers ...
Topics I’ll cover SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy L...
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Keyword research is critical <ul><li>Use the verbiage your target audience uses –  not what your industry or internal expe...
Choose keywords that don’t trigger editorial results 80% editorial
Choose keywords that don’t trigger editorial results 80% commercial
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Optimize lots of content – all different kinds of content <ul><li>Companies create voluminous content – hunt it down! </li...
Universal Search: optimize all digital content
Blogging: no longer sexy; still very effective <ul><li>Every company has experts just dying to have a voice </li></ul><ul>...
Data capture for lead nurturing Call Request a free quote Try an audit Sign up for newsletter Follow us Like/recommend/share
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Link-building methods <ul><li>For any site: </li></ul><ul><li>Directory submissions </li></ul><ul><li>Competitive intellig...
Optimized press releases build links & more <ul><li>Bypass the press & go directly to your prospects </li></ul><ul><li>Tak...
Optimized press releases build links & more
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Goal: “clean” SERPs when decision-maker checks you out
Control the content that shows up for your own name Website Twitter profile Facebook profile LinkedIn profile BusinessWeek...
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Content – Votes – Links
Lead nurturing – staying top of mind
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
(Back to SEO keyword strategies) <ul><li>Editorial results don’t matter here </li></ul><ul><li>Use both your own and prosp...
Include keywords for all stages of the buy cycle <ul><li>Top of the funnel: broader, more information-based </li></ul><ul>...
Include keywords for all stages of the buy cycle <ul><li>Top of the funnel: pain- or symptom-based </li></ul><ul><li>softw...
Avoid consumer clicks <ul><li>Keywords:  industrial, commercial, business, wholesale, professional, bulk, volume </li></ul...
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Goal #1: Provide information <ul><li>White paper </li></ul><ul><li>Webinar </li></ul><ul><li>Event </li></ul><ul><li>Demo ...
Goal #2: Capture data <ul><li>Classic tradeoff between amount of data collected and number & quality of leads </li></ul>
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Social media targeting: by industry, title or interest Facebook Twitter LinkedIn
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Include keywords for all stages of the buy cycle <ul><li>Bottom of the funnel: long tail terms </li></ul><ul><li>scalable ...
Don’t forget to bid on your own brand name <ul><li>Dominate the SERPs – build credibility </li></ul><ul><li>Click-through ...
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Goal: convince prospect to buy our brand
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Latent conversions & attribution <ul><li>Decision by committee adds time and makes accurate tracking difficult </li></ul><...
Google Analytics’ multi-channel funnels & assists Source: Daniel Waisberg, Conversion Journey, Search Engine Land 4/15/11
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
How phone call tracking works Type in URL directly & see this: Click on a Google organic listing & see this: Click on a Go...
18. Call tracking ensures you’re measuring all results 66% 33%
18. Call tracking ensures you’re measuring all results <ul><li>Mini Case Study: </li></ul><ul><li>71% of leads came in by ...
SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strate...
Web analytics & CRM: gap Number of S.E. leads,  estimated  revenue based on average closing rate & sales amount Number of ...
Web analytics & CRM: no gap Number of  S.E. customers & revenue generated Today’s Method <ul><li>CRM  (Salesforce etc.) </...
Action items <ul><li>1. Keywords: target all phases of the buy cycle, include pain points & brand. For SEO, avoid industry...
Want more SEM info? <ul><li>Subscribe to our newsletter:  www.prominentplacement.com </li></ul><ul><li>Subscribe to our bl...
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Pulling B2B Buyers Through the Funnel with SEM

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How to use Search Engine Optimization (SEO), Pay-Per-Click (PPC) and Analytics to help pull business-to-business prospects through the sales funnel. Developed for Online Marketing Connect's Search Focus Week, May 2011. By Stacy Williams, President, Prominent Placement, Inc.

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  • WANT MORE SEARCH MARKETING INFO? Subscribe to our newsletter: www.prominentplacement.com Subscribe to our blog (email or RSS): www.searchadvisory.net “Like” us on Facebook: www.facebook.com/ProminentPlacement Follow us on Twitter: @ProminentPlcmnt or @StacyWms Follow us on LinkedIn: www.linkedin.com/company/prominent-placement-inc. View other presentation on Slideshare: www.slideshare.net/stacywms Listen to Stacy’s 90 seconds on PPC landing pages: www.ppcmindmeld.com

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  • ACTION ITEMS: 1. Keywords: target all phases of the buy cycle, include pain points & brand. For SEO, avoid industry jargon and keywords that trigger editorial results. 2. Optimize as much content as you can, including different types of content (company documents, videos/photos, blogs, press releases, social media). 3. PPC should have separate ad groups, keywords, ad copy and landing pages for those at the top of the funnel vs. those late in the buy cycle. Filter out consumers where you can. 4. Test PPC on social media sites. 5. Gather data for lead nurturing at every step. 6. Hone analytics as much as you can, including long cookies, conversion attribution, phone call tracking, and pulling web analytics data into your CRM.
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  • SlideShare bungled many of my images (including the orange funnel which is now huge). Here’s the content of the last 2 slides:
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Pulling B2B Buyers Through the Funnel with SEM

  1. 1. Pulling B2B Buyers Through the Funnel Online Marketing Connect Search Engine Marketing Focus Week – May 2011
  2. 2. Stacy Williams <ul><li>Marketing/advertising: 23 years </li></ul><ul><li>Search engine marketing: 13 years </li></ul><ul><li>Founded Prominent Placement: 2001 </li></ul><ul><li>Charter member of SEMPO </li></ul><ul><li>President-Elect of SEMPO Atlanta </li></ul><ul><li>When not working: wrangling two teenage daughters </li></ul>www.linkedin.com/in/stacyswilliams http://twitter.com/stacywms
  3. 3. Prominent Placement, Inc. <ul><li>Full-service, award-winning search engine marketing agency based in Atlanta </li></ul><ul><li>Provide search engine optimization (SEO) & pay-per-click (PPC) services to clients nationwide </li></ul><ul><li>Majority of clients are B2B </li></ul><ul><li>Brilliant team of 12 helped me put this together </li></ul>
  4. 4. Why should B2B marketers care about SEM? Where do B2B buyers start when researching purchases online? Where do B2B buyers go throughout the buying cycle stages? Source: Webinar by Gord Hotchkiss of Enquiro, 2008
  5. 5. Topics I’ll cover SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM Top of the funnel: awareness, research Bottom of the funnel: negotiation, purchase
  6. 6. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  7. 7. Keyword research is critical <ul><li>Use the verbiage your target audience uses – not what your industry or internal experts use </li></ul><ul><li>“ search marketing” or “web optimization” ? </li></ul><ul><li>“ healthcare” or “health care” ? </li></ul><ul><li>“ professional retouching” or “picture airbrushing” ? </li></ul><ul><li>“ financial solutions” or “financial software” ? </li></ul><ul><li>Opposite: </li></ul><ul><li>“ payment card industry data security standard” </li></ul><ul><li>or “PCI DSS” ? </li></ul>
  8. 8. Choose keywords that don’t trigger editorial results 80% editorial
  9. 9. Choose keywords that don’t trigger editorial results 80% commercial
  10. 10. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  11. 11. Optimize lots of content – all different kinds of content <ul><li>Companies create voluminous content – hunt it down! </li></ul><ul><li>White papers </li></ul><ul><li>Sales literature </li></ul><ul><li>Product documentation </li></ul><ul><li>Spec sheets </li></ul><ul><li>Case studies </li></ul><ul><li>Marketing materials </li></ul><ul><li>Customer testimonials </li></ul><ul><li>FAQs </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Maps </li></ul><ul><li>Presentations </li></ul>
  12. 12. Universal Search: optimize all digital content
  13. 13. Blogging: no longer sexy; still very effective <ul><li>Every company has experts just dying to have a voice </li></ul><ul><li>Find them – give them an outlet </li></ul><ul><li>Stagger content creation with content curation </li></ul>
  14. 14. Data capture for lead nurturing Call Request a free quote Try an audit Sign up for newsletter Follow us Like/recommend/share
  15. 15. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  16. 16. Link-building methods <ul><li>For any site: </li></ul><ul><li>Directory submissions </li></ul><ul><li>Competitive intelligence </li></ul><ul><li>Link reclamation </li></ul><ul><li>Promotions/giveaways </li></ul><ul><li>Authoritative links </li></ul><ul><li>Viral content/linkbait </li></ul><ul><li>Social media profiles/content </li></ul><ul><li>For B2B sites: </li></ul><ul><li>Partner/vendor sites </li></ul><ul><li>Customer/client sites </li></ul><ul><li>Vertical directories </li></ul><ul><li>Industry bloggers & tweeters </li></ul><ul><li>Article publication </li></ul><ul><li>Industry associations </li></ul><ul><li>Better Business Bureau </li></ul>
  17. 17. Optimized press releases build links & more <ul><li>Bypass the press & go directly to your prospects </li></ul><ul><li>Take up more room in the SERPs </li></ul><ul><li>Generate brand awareness & site traffic </li></ul><ul><li>Build links pointing to your site </li></ul>
  18. 18. Optimized press releases build links & more
  19. 19. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  20. 20. Goal: “clean” SERPs when decision-maker checks you out
  21. 21. Control the content that shows up for your own name Website Twitter profile Facebook profile LinkedIn profile BusinessWeek profile (not us) Optimized press release Video (not us) Website Website
  22. 22. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  23. 23. Content – Votes – Links
  24. 24. Lead nurturing – staying top of mind
  25. 25. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  26. 26. (Back to SEO keyword strategies) <ul><li>Editorial results don’t matter here </li></ul><ul><li>Use both your own and prospects’ verbiage </li></ul>
  27. 27. Include keywords for all stages of the buy cycle <ul><li>Top of the funnel: broader, more information-based </li></ul><ul><li>ERP software </li></ul><ul><li>ERP software information </li></ul><ul><li>ERP software research </li></ul><ul><li>ERP software benefits </li></ul><ul><li>compare ERP software </li></ul><ul><li>review ERP software </li></ul><ul><li>evaluate ERP software </li></ul>
  28. 28. Include keywords for all stages of the buy cycle <ul><li>Top of the funnel: pain- or symptom-based </li></ul><ul><li>software migration problems </li></ul><ul><li>software migration bugs </li></ul><ul><li>unsecure network </li></ul><ul><li>network hacked </li></ul><ul><li>network crash </li></ul><ul><li>slow server </li></ul>“ The B2B purchaser is more emotionally removed from brands, and bases judgment on real benefits and needs. That means searches will involve less brand names and more pain-based or challenge-based keywords.” - Andrew Spoeth, Enquiro
  29. 29. Avoid consumer clicks <ul><li>Keywords: industrial, commercial, business, wholesale, professional, bulk, volume </li></ul><ul><li>Ad copy: </li></ul>Ad scheduling: during business hours or some B2B buyers research Sunday evenings & convert Tuesday afternoons
  30. 30. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  31. 31. Goal #1: Provide information <ul><li>White paper </li></ul><ul><li>Webinar </li></ul><ul><li>Event </li></ul><ul><li>Demo </li></ul><ul><li>Free trial </li></ul><ul><li>Consultation </li></ul><ul><li>Newsletter </li></ul><ul><li>Case studies </li></ul>
  32. 32. Goal #2: Capture data <ul><li>Classic tradeoff between amount of data collected and number & quality of leads </li></ul>
  33. 33. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  34. 34. Social media targeting: by industry, title or interest Facebook Twitter LinkedIn
  35. 35. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  36. 36. Include keywords for all stages of the buy cycle <ul><li>Bottom of the funnel: long tail terms </li></ul><ul><li>scalable ERP software </li></ul><ul><li>ERP software provider </li></ul><ul><li>ERP software companies </li></ul><ul><li>open source ERP software </li></ul><ul><li>ERP software for small business </li></ul><ul><li>Microsoft Dynamics ERP software </li></ul><ul><li>ERP software for pharmaceutical manufacturers </li></ul>
  37. 37. Don’t forget to bid on your own brand name <ul><li>Dominate the SERPs – build credibility </li></ul><ul><li>Click-through rate increases </li></ul><ul><li>Conversion rate increases </li></ul><ul><li>Control the copy that’s displayed – convey marketing/sales message </li></ul><ul><li>Leave fewer spots for competitors </li></ul><ul><li>Low cost / high ROI keywords </li></ul>
  38. 38. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  39. 39. Goal: convince prospect to buy our brand
  40. 40. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  41. 41. Latent conversions & attribution <ul><li>Decision by committee adds time and makes accurate tracking difficult </li></ul><ul><li>Set cookies to a long expiration date (6-12 months) </li></ul><ul><li>Watch for new </li></ul><ul><li>conversion </li></ul><ul><li>attribution </li></ul><ul><li>tools </li></ul>
  42. 42. Google Analytics’ multi-channel funnels & assists Source: Daniel Waisberg, Conversion Journey, Search Engine Land 4/15/11
  43. 43. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  44. 44. How phone call tracking works Type in URL directly & see this: Click on a Google organic listing & see this: Click on a Google paid listing & see this:
  45. 45. 18. Call tracking ensures you’re measuring all results 66% 33%
  46. 46. 18. Call tracking ensures you’re measuring all results <ul><li>Mini Case Study: </li></ul><ul><li>71% of leads came in by phone </li></ul><ul><li>Increased PPC bids </li></ul><ul><li>Doubled the number of PPC leads generated </li></ul>
  47. 47. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM
  48. 48. Web analytics & CRM: gap Number of S.E. leads, estimated revenue based on average closing rate & sales amount Number of customers from all sources & total revenue generated Reporting Disconnect: Historical Method <ul><li>CRM (Salesforce etc.) </li></ul><ul><ul><li>Fields filled out on form </li></ul></ul>
  49. 49. Web analytics & CRM: no gap Number of S.E. customers & revenue generated Today’s Method <ul><li>CRM (Salesforce etc.) </li></ul><ul><ul><li>Fields filled out on form </li></ul></ul>
  50. 50. Action items <ul><li>1. Keywords: target all phases of the buy cycle, include pain points & brand. For SEO, avoid industry jargon and keywords that trigger editorial results. </li></ul><ul><li>2. Optimize as much content as you can, including different types of content (company documents, videos/photos, blogs, press releases, social media). </li></ul><ul><li>3. PPC should have separate ad groups, keywords, ad copy and landing pages for those at the top of the funnel vs. those late in the buy cycle. Filter out consumers where you can. </li></ul><ul><li>4. Test PPC on social media sites. </li></ul><ul><li>5. Gather data for lead nurturing at every step. </li></ul><ul><li>6. Hone analytics as much as you can, including long cookies, conversion attribution, phone call tracking, and pulling web analytics data into your CRM. </li></ul>
  51. 51. Want more SEM info? <ul><li>Subscribe to our newsletter: www.prominentplacement.com </li></ul><ul><li>Subscribe to our blog (email or RSS): www.searchadvisory.net </li></ul><ul><li>“ Like” us on Facebook: www.facebook.com/ProminentPlacement </li></ul><ul><li>Follow us on Twitter: @ProminentPlcmnt or @StacyWms </li></ul><ul><li>Follow us on LinkedIn: www.linkedin.com/company/prominent-placement-inc . </li></ul><ul><li>View other presentation on Slideshare: www.slideshare.net/stacywms </li></ul><ul><li>Listen to Stacy’s 90 seconds on PPC landing pages: www.ppcmindmeld.com </li></ul>THANK YOU!
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