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Marketing Automation and SEO:  Advanced Techniques - Webmarketing123 webinar
 

Marketing Automation and SEO: Advanced Techniques - Webmarketing123 webinar

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Learn how to use marketing automation to power your SEO program and measure its contribution to revenue.

Learn how to use marketing automation to power your SEO program and measure its contribution to revenue.

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    Marketing Automation and SEO:  Advanced Techniques - Webmarketing123 webinar Marketing Automation and SEO: Advanced Techniques - Webmarketing123 webinar Presentation Transcript

    • Marketing Automation + SEO:Advanced TechniquesMike TurnerSEO Expert & Director of Business DevelopmentWebmarketing123 @webmarketing123 #123webinar
    • @webmarketing123 #123webinar
    • Some Practical Matters Yes! Just emailü  Are the slides available? seo@webmarketing123.comü  Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123ü  Stay informed by following us. webmarketing123ü  Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
    • Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
    • Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
    • NOTE: There are many marketing automation and CRM systems, but today’s examples will focus on Marketo and Salesforce Marketing Automation System CRM System @webmarketing123 #123webinar
    • Using Marketing Automation more effectively You’ve made the investment in Marketing Automation, but are frequently asked, “Are we getting the most out of it?” You’re probably doing: •  Emails, Newsletters •  Nurture Program to stay top of mind •  Custom landing pages and offers •  Announcements But marketing automation can be leveraged to improve Search Marketing and even measure ROI. @webmarketing123 #123webinar
    • Using Marketing Automation more effectively Traditionally, Marketing Automation and SEO have been seen as disconnected and serving different purposes PUSH LEADS THROUGH SALES FUNNEL ATTRACT NEW LEADS But there are fundamental tools within your CRM that you can use to power your SEO @webmarketing123 #123webinar
    • Using Marketing Automation more effectively Since Marketing Automation can access your CRM, there are valuable insights you can gain if you know where to look ROI DATA REPORTS STATS NUMBERS VISITORS RO @webmarketing123 #123webinar
    • Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
    • Things you can get “out-of-the-box”:•  Detailed reports on how people find you and where they are coming from•  When and where your open leads and opportunities are evaluating you @webmarketing123 #123webinar
    • Out-of-the-box Tip 1: Lead Origin Know how prospects find you These are the key filters (default fields) to use in Marketo to identify what search phrases your prospects are using to find you. @webmarketing123 #123webinar
    • Out-of-the-box Tip 1: Lead Origin Know how prospects find you Marketing value: Know which programs are performing (reports, keywords) Sales value: Know prospect’s intent and how to tailor your approach @webmarketing123 #123webinar
    • Out-of-the-box Tip 1: Lead Origin But How do I close the Loop? Closed Won Dollars ? ? ? ? ? ? Marketing value: Out of the Box, Marketo & Other Marketing Automation Systems cannot access Opportunities and tie pipeline and closed won @webmarketing123 #123webinar dollars to source and keywords
    • Out-of-the-box Tip 1: Lead Origin Out of the box you can’t get this: Why is this important?: Shouldn’t the person in charge of getting more qualified visitors and leads from the website want this information? @webmarketing123 #123webinar
    • Out-of-the-box Tip 1: Lead Origin If you’re not using Marketo and these fields don’t look familiar: Then reach out to Support team and ask: “How do I set-up a view or report that shows me a prospect’s original search phrase in finding my website?” @webmarketing123 #123webinar
    • Out-of-the-box Tip 2: Arm your Sales Team Using Sales Insight for at-a-glance insights @webmarketing123 #123webinar
    • Out-of-the-box Tip 2: Arm your Sales Team Arm your sales team with more information With this view they will know prospects in their pipe that found them on certain keywords @webmarketing123 #123webinar
    • Out-of-the-box Tip 3: Alerts A shift in the purchasing process 70% B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps. Do you have alerts set up to know when contacts from open opportunities are visiting high value web pages? @webmarketing123 #123webinar
    • Out-of-the-box Tip 2: Alerts Know when you’re being evaluated Bob visits our “Pricing” and “Clients” page * Alert! Your opportunity, “Bob”, visited our “Pricing” and “Clients” page. May want to follow-up. Sales Team Tailor and time follow-up approach based on prospect’s behaviors @webmarketing123 #123webinar
    • Out-of-the-box Tip 2: Alerts Alerts allow you to track down-the-funnel activities, as opposed to just tracking incoming leads. @webmarketing123 #123webinar
    • Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
    • Custom reporting for Search ROI Insights Hundreds of SEO keywords get potential customers to your website, but only a handful of those keywords lead to closed deals. 7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation. Source: Webmarketing123 State of Digital Marketing Survey, 2012 @webmarketing123 #123webinar
    • Custom reporting for Search ROI Insights You already have the tools to track Search Marketing ROI (Just need to close the loop!) In order to link search terms used to find you with closed deal revenue in your CRM, you need the following: -  Marketing Automation System -  CRM System -  Missing Link: “Search behavior to CRM” connector tool @webmarketing123 #123webinar
    • Custom reporting for Search ROI Insights From search to CRM, justify your SEO investment GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- | @webmarketing123 #123webinar
    • KEYTOUCH CASE STUDY: GLOBAL MANUFACTURER Gaining Visibility into ROI A Global Manufacturer worked with us to implement tracking for SEO attribution. In just 2 days, they began to connect keywords to closed deals within their CRM – and then view lead source data directly in their lead view. 2 weeks later, client was able to attribute $1.5 million in revenue opportunity to 2 SEO keywords – more than justifying their initial investment in SEO. @webmarketing123 #123webinar
    • Custom reporting for Search ROI Insights Example report @webmarketing123 #123webinar
    • Custom reporting for Search ROI Insights Close the loop, make data-driven decisions Start refining marketing program allocation based on actual revenue instead of just leads or conversions. Revenue Keyword Allocation Opportunity Keyword A $85,000 $ $ Keyword B $60,000 $ Keyword C $275,000 $ $ $ $ @webmarketing123 #123webinar
    • Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
    • Key Takeaways Your marketing automation system gives you powerful insights, including: •  Original search terms that attract new prospects •  Alerting you when leads evaluate you on your site •  Informing you which keywords generate revenue Use these insights to guide your marketing investments. @webmarketing123 #123webinar
    • Key Takeaways Use These Insights to Guide Your Investments SEO •  Run ranking reports on the keywords that are attracting the most leads and closing the most deals •  Look for themes and identify opportunity areas •  Small gains could mean big wins Ø  95% of Clicks Happen on Page 1 Ø  60% of Clicks are on Top 3 Results Marketing Automation •  Use this information to fuel content creation and focus all other marketing efforts as well @webmarketing123 #123webinar
    • We invite you to… Download: 2012 State of Digital Marketing Report bit.ly/2012wm123 webmarketing123.com Email Us for a Free Consultation: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness Mike.t@webmarketing123.com seo@webmarketing123.com NEXT WEEK’S WEBINAR: How Your Website is Working Against You @webmarketing123 #123webinar