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Integrating SEO, PPC, and Social Media forB2B CompaniesStrategies for staying one step ahead of the restToll: +1 (914) 339...
Housekeeping Items Are the slides available?    Yes! Please email seo@webmarketing123.com We want to hear from you!    ...
Webinar Agenda    Search Marketing & The Complex Sale1   Learn what is at stake for your B2B company    Integrating SEO, P...
1 B2B Digital Marketing Budget Allocation  B2Bs spend over 60% of their digital budgets on SEO and Paid  Search           ...
1 Adjusting Budgets for 2012  Marketers are planning on increasing their budgets across the board,  with Social Media expe...
1 The Digital Marketing Mix  Budgets for digital marketing initiatives are increasing both in  absolute total, as well as ...
1 What Marketers Want in 2012  Marketers are curious how all channels can be leveraged to produce  integrated strategy    ...
1 The Case for Online Marketing  The data shows the effectiveness of leveraging digital media to drive  engagement, leads,...
1 Integrating SEO, PPC, and Social Media  Overlap between various online channels                      Search Engine      ...
1 Digital Marketing and the Complex Sale       Search marketing aims to broaden and shorten the sales funnel              ...
Key Thought #11. What digital channels does   your company leverage today?2. How do those strategies differ   from what yo...
Webinar Agenda    Search Marketing & The Complex Sale1   Learn what is at stake for your B2B company    Integrating SEO, P...
2 Integrating SEO, PPC, and Social Media  Overlap between various online channels SEO  +                   Search Engine P...
2 How SEO and PPC Work Together          Paid ads + Organic search captures new users                                     ...
2 How PPC helps SEO PPC as a testing ground for high-converting keywords PPC data to inform SEO strategy: - Keywords - Ad ...
2 How PPC helps SEO PPC as a testing ground for high-converting keywords PPC data to inform SEO strategy: - Keywords - Ad ...
2 Integrating SEO, PPC, and Social for B2Bs  Overlap between various online channels                      Search Engine   ...
2 Why Market on Social Networks?       Social Networks are taking up more and more of internet user’s time       and atten...
2 Strategies for B2B Customer Engagement  Build brand advocacy with social media marketing                                ...
2 Generating Leads from Social Media  Tools available to B2B marketers                                       #wm123       ...
2 Generating Leads from Social Media  Allows visitors to input lead information without ever leaving  Facebook platform   ...
2 Social PPC Advertising  Crucial success factor (and differentiator) from traditional PPC  advertising                   ...
2 Demographic Targeting Capabilities  Crucial success factor (and differentiator) from traditional PPC  advertising       ...
2 Setting Expectations for Social PPC       Search vs. SocialSearch Engine Users: Are            Social Sites: There to co...
2 “Social PPC” Advertising   Optimal “social PPC” ads must do the following…  Grab                  Generate              ...
2 Integrating SEO, PPC, and Social for B2Bs  Overlap between various online channels                                      ...
2 SEO and Social Media  Changes in Google algorithm to incorporate Social                                                 ...
2 SEO and Social Media  Social factors are expected to play a bigger role in future search  engine changes                ...
2 How B2B Marketers Win: Shareable Content   Content marketing works to influence both SEO and social media• Support your ...
2 How B2B Marketers Win: Shareable Content     Is your content worthy of being shared? Become a trusted source.           ...
Key Thought #21. Does your digital marketing   incorporate an integrated   approach?2. Based on what we’ve covered,   what...
Webinar Agenda    Search Marketing & The Complex Sale1   Learn what is at stake for your B2B company    Integrating SEO, P...
3 Define ROI      To successfully measure ROI for your campaigns, you first need to      define ROI                       ...
3 Current Tracking Only Get Us So Far    Common tracking includes traffic or ranks (SEO), share of voice    (Social), and ...
3 Analyze Touch Points  Prospects arrive through a variety of digital channels: SEO, paid ads,  remarketing, display, refe...
3 Close the Loop with Attribution Management        Gauge your ROI by tying analytics & conversion data to closed dealsAll...
3 The Best Search Marketing Reporting  Measure digital effectiveness by identifying keywords that drove the  best conversi...
3 Why Digital Marketers Need This  Full Funnel Digital Visibility                                    #wm123               ...
Key Thought #31. What is the goal of your   website (contact requests,   newsletter sign-ups, free   trials)?2. What is yo...
Key Takeaways    Digital marketing has    become a core piece of the    overall marketing mix        A menu of “tools” can...
Thank You!
Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not rankin...
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Integrating SEO, PPC, and SMM for B2B Companies

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  1. 1. Integrating SEO, PPC, and Social Media forB2B CompaniesStrategies for staying one step ahead of the restToll: +1 (914) 339-0033Access Code: 248-194-326 @webmarketing123 @bradleywjoe #wm123
  2. 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 #wm123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary Digital Marketing Consultation. Details at end of webinar. #wm123 @bradleywjoe
  3. 3. Webinar Agenda Search Marketing & The Complex Sale1 Learn what is at stake for your B2B company Integrating SEO, PPC, SMM Strategies2 What channels are your customers using to get information and buy? The ROI Impact3 Use tools to measure social media, PPC, and SEO impact #wm123 @bradleywjoe
  4. 4. 1 B2B Digital Marketing Budget Allocation B2Bs spend over 60% of their digital budgets on SEO and Paid Search #wm123 @bradleywjoe
  5. 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. #wm123 @bradleywjoe
  6. 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 #wm123 @bradleywjoe
  7. 7. 1 What Marketers Want in 2012 Marketers are curious how all channels can be leveraged to produce integrated strategy #wm123 @bradleywjoe
  8. 8. 1 The Case for Online Marketing The data shows the effectiveness of leveraging digital media to drive engagement, leads, and sales #wm123 @bradleywjoe
  9. 9. 1 Integrating SEO, PPC, and Social Media Overlap between various online channels Search Engine Optimization Pay-Per- Social Media Click Marketing #wm123 @bradleywjoe
  10. 10. 1 Digital Marketing and the Complex Sale Search marketing aims to broaden and shorten the sales funnel - SEO: Broad/generic Problem RecognitionA Introducers keyword searches - Display advertising - Email marketing Information Search - Social media - Brand namesB Influencers - Remarketing Evaluation of Alternatives - Search advertising Purchase - Search marketing DecisionsC Closers - Model numbers - Branded terms Purchase #wm123 @bradleywjoe
  11. 11. Key Thought #11. What digital channels does your company leverage today?2. How do those strategies differ from what your team did last year? Two years ago? #wm123 @bradleywjoe
  12. 12. Webinar Agenda Search Marketing & The Complex Sale1 Learn what is at stake for your B2B company Integrating SEO, PPC, SMM Strategies2 What channels are your customers using to get information and buy? The ROI Impact3 Use tools to measure social media, PPC, and SEO impact #wm123 @bradleywjoe
  13. 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. 14. 2 How SEO and PPC Work Together Paid ads + Organic search captures new users 1 + 1 = 3! Branded ads supplement performance of natural searchIn a recent case study, adding branded ads brought in more new visitors% New Visitors to Site Example: Branded 52% 64% Branded 12% Increase NaturalSource: Luxury Vehicle Brand Case Study; Google, GSD&M, July 2007 #wm123 @bradleywjoe
  15. 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 #wm123 @bradleywjoe
  16. 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 #wm123 @bradleywjoe
  17. 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. 18. 2 Why Market on Social Networks? Social Networks are taking up more and more of internet user’s time and attentionAt the start of 2011, Facebook had 40% share of the daily web traffic worldwide. #wm123 @bradleywjoe
  19. 19. 2 Strategies for B2B Customer Engagement Build brand advocacy with social media marketing #wm123 @bradleywjoe
  20. 20. 2 Generating Leads from Social Media Tools available to B2B marketers #wm123 @bradleywjoe
  21. 21. 2 Generating Leads from Social Media Allows visitors to input lead information without ever leaving Facebook platform #wm123 @bradleywjoe
  22. 22. 2 Social PPC Advertising Crucial success factor (and differentiator) from traditional PPC advertising #wm123 @bradleywjoe
  23. 23. 2 Demographic Targeting Capabilities Crucial success factor (and differentiator) from traditional PPC advertising #wm123 @bradleywjoe
  24. 24. 2 Setting Expectations for Social PPC Search vs. SocialSearch Engine Users: Are Social Sites: There to consumeactively looking for a product or content (i.e. not your ads)service #wm123 @bradleywjoe
  25. 25. 2 “Social PPC” Advertising Optimal “social PPC” ads must do the following… Grab Generate Call toAttention Interest Action #wm123 @bradleywjoe
  26. 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. 27. 2 SEO and Social Media Changes in Google algorithm to incorporate Social #wm123 @bradleywjoe
  28. 28. 2 SEO and Social Media Social factors are expected to play a bigger role in future search engine changes Courtesy: SEOmoz #wm123 @bradleywjoe
  29. 29. 2 How B2B Marketers Win: Shareable Content Content marketing works to influence both SEO and social media• Support your content with otherrelevant sources such as: • Company blog • Newsletters • Facebook posts • Tweets • White papers • Case studies #wm123 @bradleywjoe
  30. 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 newsTweeted/Retweeted publications • Authentic Expert Contributors Liked/Shared on Cited at conferences + Facebook events Courtesy: SEOmoz #wm123 @bradleywjoe
  31. 31. Key Thought #21. 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. 32. Webinar Agenda Search Marketing & The Complex Sale1 Learn what is at stake for your B2B company Integrating SEO, PPC, SMM Strategies2 What channels are your customers using to get information and buy? The ROI Impact3 Use tools to measure social media, PPC, and SEO impact #wm123 @bradleywjoe
  33. 33. 3 Define ROI To successfully measure ROI for your campaigns, you first need to define ROI (Gain from Investment – Cost of Investment) Return onInvestment 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. #wm123 @bradleywjoe
  34. 34. 3 Current Tracking Only Get Us So Far Common tracking includes traffic or ranks (SEO), share of voice (Social), and conversions (PPC) TrafficShare of Voice Conversions #wm123 @bradleywjoe
  35. 35. 3 Analyze Touch Points Prospects arrive through a variety of digital channels: SEO, paid ads, remarketing, display, referral, social, and more. #wm123 @bradleywjoe
  36. 36. 3 Close the Loop with Attribution Management Gauge your ROI by tying analytics & conversion data to closed dealsAllows for 360 tracking from initial keyword search to closed opportunity by uncovering data from Analytics and CRM into unified view. #wm123 @bradleywjoe
  37. 37. 3 The Best Search Marketing Reporting Measure digital effectiveness by identifying keywords that drove the best conversions and sales #wm123 @bradleywjoe
  38. 38. 3 Why Digital Marketers Need This Full Funnel Digital Visibility #wm123 @bradleywjoe
  39. 39. Key Thought #31. What is the goal of your website (contact requests, newsletter sign-ups, free trials)?2. What is your most cost efficient digital channel? #wm123 @bradleywjoe
  40. 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 #wm123 @bradleywjoe
  41. 41. Thank You!
  42. 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 #wm123 @bradleywjoe
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