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Was your company’s website impacted by recent search algorithm changes? Are competitors ahead of you in the search rankings? Mike Turner, Webmarketing123's Director of Business Development, will be …

Was your company’s website impacted by recent search algorithm changes? Are competitors ahead of you in the search rankings? Mike Turner, Webmarketing123's Director of Business Development, will be conducting live website analyses and talking digital marketing strategy and measurement in our new webinar format. Attendees to this webinar will:

- Understand how recent algorithm updates have transformed the SEO industry and what it means for companies like yours
- Learn how to benchmark your SEO, and what are the key metrics to measure as you seek improvement

Join us as we pull back the veil on how our successful clients increase leads and close more deals through metrics-focused digital marketing.

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  • In the U.S., we make 15 billion searches/month. Worldwide, it’s approaching 150 billion searches/month.
  • We surveyed over 500 US marketing professionals in July of 2012. 2/3 B2B and 1/3 B2C. We published a 15 page report with our findings – you will each receive a hard copy tomorrow, or if you want to download it, it is available on our website.
  • Great, here is what our respondents said were their #1 objectives for digital marketing- Most of our respondents said lead or sales generation, depending on whether they were B2B or B2C 60-70% said sales and lead generation were their primary goals. Seems consistent with the idea that marketers are increasingly being asked to lead with a P&L mindset.
  • 1. This chart helps us understand why. There are 4B searches per day on Google alone. And we ’ve observed that buyers across segments, from design engineers to scientists and researchers to travel professionals, increasingly use the web and search engines as a primary information source in their purchase journey. Your B2B customers are also consumers, and behave much as you do. They go to Starbucks for a morning coffee, shop at Amazon.com, and use Google, LinkedIn, Twitter and Facebook. These experiences shape their expectations. They expect to be able to find and interact with you online as well. (10,000 C-level executives search more than…...”) 2. 95% of clicks - * The bad news for many companies is that searchers rarely look beyond the first page of results. A recent study shows that fully 95% of searchers do not click past page 1. 3. 60% of clicks - In fact, Page 1 is not good enough anymore… You have to be above the fold, in the top 3 or 4 results. Even if you are on page 1, as this heat map shows, you need to be at the top of the page or you don ’t get noticed. This trend is being magnified by the shift to the use of mobile devices, which display fewer results and are skewing the trend even further.
  • In the U.S., we make 15 billion searches/month. Worldwide, it’s approaching 150 billion searches/month.
  • In the U.S., we make 15 billion searches/month. Worldwide, it’s approaching 150 billion searches/month.
  • Who doesn’t rely on Search Engines for pre-purchase research?
  • 10 TOUCHES before making a purchase. 70% of B2B purchasers have made their decision before they talk to a sales representative. As the purchase decision moves up the funnel, where you appear on the search results has become more critical.
  • So it’s not surprising that the search results page for the most-searched keywords relating to your business are highly sought after. This page is where many pre-purchase processes start and finish.
  • Is it worth fighting for those top positions, or buying visibility through paid search? The proof is in the data. Generating leads via targeting, whether by keyword or by contextual targeting of display ads, is dramatically more efficient than outbound and offline lead generation strategies.
  • Before getting knee-deep in all the features Analytics offers, let’s remind ourselves of our over-arching intention. Our goal with Analytics to be able to draw a straight line from the many search queries that are relevant to my company, to know how many of those searchers we acquired, whether through organic, paid search, social media or other kinds of referral traffic, and then measuring the desired visitor behaviors and outcomes that happen on your website. Don’t get sidetracked with absolute numbers of visitors, clicks, social followers, pageviews or time on site. Once you are able to decide what are most essential elements to measure, create custom dashboards to display that information, and share that dashboard to members of various teams.
  • Before getting knee-deep in all the features Analytics offers, let’s remind ourselves of our over-arching intention. Our goal with Analytics to be able to draw a straight line from the many search queries that are relevant to my company, to know how many of those searchers we acquired, whether through organic, paid search, social media or other kinds of referral traffic, and then measuring the desired visitor behaviors and outcomes that happen on your website. Don’t get sidetracked with absolute numbers of visitors, clicks, social followers, pageviews or time on site. Once you are able to decide what are most essential elements to measure, create custom dashboards to display that information, and share that dashboard to members of various teams.

Transcript

  • 1. Facetime with a Digital Marketing Expert Mike Turner Director of Business Development Webmarketing123webmarketing123 facebook.com/webmarketing123 @webmarketing123 #123webinar
  • 2. Some Practical Matters Yes! Just email Are the slides available? seo@webmarketing123.com Live Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123 Stay informed by following us. webmarketing123 Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
  • 3. Digital Marketing Agency specializing inSEO / PPC / Social Media / Website Design Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results. 2012 WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES @webmarketing123 #123webinar
  • 4. WE ARE EXPERTS AT BUILDING TOP LINE REVENUEGROWTH FOR GLOBAL ENTERPRISES WITHTARGETED, COST-EFFECTIVE DIGITAL MARKETING @webmarketing123 #123webinar
  • 5. 2012 State of Digital Marketing Survey @webmarketing123 #123webinar
  • 6. In July, we surveyed over 500 U.S.marketing professionals And published our 2nd annual State of Digital Marketing Report @webmarketing123 #123webinar
  • 7. 2012 Survey findings: Top objectives and biggest impactLead Generation is the#1 Objective of B2BmarketersSEO Makes theBiggest Impact onLead Generation Webmarketing123 State of Digital Marketing Survey @webmarketing123 #123webinar
  • 8. State of Search @webmarketing123 #123webinar
  • 9. 4 BillionSearches onGoogle EveryDay95% of ClicksHappen onthe 1st Page ofSearch Results60% of Clicksare on Top 3Results @webmarketing123 #123webinar
  • 10. Your target audience is searchingfor you. @webmarketing123 #123webinar
  • 11. 57%of Internet userssearch the webevery day. @webmarketing123 #123webinar
  • 12. 46%of daily searchesare for infoon productsor services. @webmarketing123 #123webinar
  • 13. Purchase Decisions are being madehigher in the funnel  Keyword searches (Broad/generic)Introducers  Display advertising  Email marketing  Social media  Brand namesInfluencers  Search advertising  Remarketing  Search marketingClosers  Model numbers  Branded terms @webmarketing123 #123webinar
  • 14. 70% of the B2Bpurchase decision ismade by the time aprospect contactsyour sales team. @webmarketing123 #123webinar
  • 15. @webmarketing123 #123webinar
  • 16. Budgets are Shifting to Inbound Channels @webmarketing123 #123webinar
  • 17. Inbound Marketing ChannelsClose More Deals Lead-to-Customer Close % by Channel @webmarketing123 #123webinar
  • 18. How successfully are you usingdigital marketing to advanceyour business? @webmarketing123 #123webinar
  • 19. LIVE SITE ANALYSES @webmarketing123 #123webinar
  • 20. Thank you! We invite you to:Download the 2012 State of Digital Marketing ReportAvailable on our homepage - webmarketing123.comGet a Consultation.Talk to a digital marketing expert about your:SEO/PPC/Social Media Marketing  Attract more quality prospectsMeasurement/Analytics Approach  Improve organic search rankingsLead Gen Effectiveness  Convert more leads Email – seo@webmarketing123 Connect with me – mike@webmarketing123.com @webmarketing123 #123webinar