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Mission Possible:Prove SEO Value withMarketing AutomationMike TurnerSEO Expert & Director of Business DevelopmentWebmarket...
@webmarketing123 #123webinar
Some Practical Matters                                           Yes! Just emailü  Are the slides available?             ...
Agenda         1   Challenge of proving SEO value         2   Use Marketing Automation more effectively         3   Measur...
Return on SEO investment is measurable                              @webmarketing123 #123webinar
?	POLL:How are you currently measuring thesuccess of your SEO program?                             @webmarketing123 #123we...
Challenge of proving SEO value      More than half of CMOs      feel insufficiently prepared      to provide hard numbers ...
Challenge of proving SEO value     7 in 10 marketers can’t     attribute ROI from SEO – the #1     channel for lead genera...
Challenge of proving SEO value   Hundreds of SEO keywords introduce people   your products or services, but only a handful...
Challenge of proving SEO value  What’s the benefit of measuring and attributing?  72% Say They  are Better Able to  Alloca...
Challenge of proving SEO value  A shift in the purchasing process       B2B buyers are moving 57-70% of the way       thro...
Challenge of proving SEO value    Your customers may find you one way, but    provide their information on an entirely    ...
Challenge of proving SEO value  Give credit where credit is due                                        2 Week Break       ...
Agenda         1   Challenge of proving SEO value         2   Using Marketing Automation more effectively         3   Meas...
Using Marketing Automation more effectively  You’ve made the investment in Marketing  Automation, but are frequently asked...
Using Marketing Automation more effectively  There are many marketing automation and CRM systems,  but today’s examples wi...
Using Marketing Automation more effectively  Traditionally, Marketing Automation and  SEO have been viewed in silos      P...
Using Marketing Automation more effectively  Since Marketing Automation systems track  and store data as well as access yo...
Using Marketing Automation more effectively   Know how prospects find you   These are the key filters (default fields) to ...
Using Marketing Automation more effectively   Know how prospects initially find you Marketing value: Know which programs a...
Using Marketing Automation more effectively   How do I close the Loop?                                                    ...
Using Marketing Automation more effectively    What’s missing?    •  The Introducer    •  Actionable reporting format     ...
Agenda         1   Challenge of proving SEO value         3   Using Marketing Automation more effectively         4   Meas...
So how do I make the leap from keyword to closed deal?You need to store an individual’s search behavior data and attach it...
Measuring ROI from SEO    You can measure ROI from SEO with the    following set-ups:                                     ...
Measuring ROI from SEO   Tie Keywords to Revenue - Report Why is this important? The person in charge of getting more qual...
Measuring ROI from SEO From search to CRM, justify your SEO investment   GOOGLE ANALYTICS- - - - - - - - - - - - - - - - -...
2 Case Studies using KeyTouchAttribution to gain valuable insights INTERNAL CASE STUDY: WEBMARKETING123 CLIENT CASE STUDY:...
CASE STUDY: WEBMARKETING123     $75K from 1 Keyword in 4 Minutes     We optimize for hundreds of keywords, one of which   ...
CASE STUDY: WEBMARKETING123      1. Prospect searched “SEO Company”      2. Clicked Organic search result      3.  Spent 4...
CASE STUDY: WEBMARKETING123     Working backwards from a closed deal     and being able to attribute the lead source to or...
CASE STUDY: GLOBAL MANUFACTURER   Gaining Visibility into ROI   Global Manufacturer worked with us to implement “Search to...
Measuring ROI from SEO            	   	                         Introduction and conversion data                          ...
Measuring ROI from SEO Example Report           	           	                         @webmarketing123 #123webinar
CASE STUDY: GLOBAL Test & Measurement MANUFACTURER  Example Report                                                     @we...
Agenda         1   Challenge of proving SEO value         3   Using Marketing Automation more effectively         4   Meas...
Key Takeaways  Your marketing automation system can give you powerful  insights, including:  •  Original search terms that...
Key Takeaways Use data to guide your investments  1. Run Keyword Ranking Reports:  Once you know which keywords attract th...
We invite you to…	        Download:        2012 State of Digital Marketing Report        bit.ly/2012wm123                 ...
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Mission Possible: Prove SEO Value with Marketing - Webmarketing123 webinar slides

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Transcript of "Mission Possible: Prove SEO Value with Marketing - Webmarketing123 webinar slides"

  1. 1. Mission Possible:Prove SEO Value withMarketing AutomationMike TurnerSEO Expert & Director of Business DevelopmentWebmarketing123 @webmarketing123 #123webinar
  2. 2. @webmarketing123 #123webinar
  3. 3. 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
  4. 4. Agenda 1 Challenge of proving SEO value 2 Use Marketing Automation more effectively 3 Measuring ROI from SEO: “How to” and Case Studies 4 Key Takeaways @webmarketing123 #123webinar
  5. 5. Return on SEO investment is measurable @webmarketing123 #123webinar
  6. 6. ? POLL:How are you currently measuring thesuccess of your SEO program? @webmarketing123 #123webinar
  7. 7. Challenge of proving SEO value More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI. Source: Deloitte CMO Summit, 2012 @webmarketing123 #123webinar
  8. 8. Challenge of proving SEO value 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
  9. 9. Challenge of proving SEO value Hundreds of SEO keywords introduce people your products or services, but only a handful capture and convert in-market customers. Can you track introducing keywords & sources and do you know where you rank on Google for those keywords? @webmarketing123 #123webinar
  10. 10. Challenge of proving SEO value What’s the benefit of measuring and attributing? 72% Say They are Better Able to Allocate Budget Across Channels eConsultancy, Feb 2012 @webmarketing123 #123webinar
  11. 11. Challenge of proving SEO value A shift in the purchasing process B2B buyers are moving 57-70% of the way through the sales funnel before they engage directly with sales reps. •  On average, B2B decision makers will wait two weeks after their initial visit before converting (Google Think B2B Study) •  If you track Last Touch only, you aren’t giving credit to the initial Organic Search. @webmarketing123 #123webinar
  12. 12. Challenge of proving SEO value Your customers may find you one way, but provide their information on an entirely separate visit. 7 out of 10 of you have no way to highlight this. @webmarketing123 #123webinar
  13. 13. Challenge of proving SEO value Give credit where credit is due 2 Week Break www.yourwebsite.com and then visits directly SALE First Visit Second Visit •  On average, B2B decision makers will wait two weeks after their initial visit before converting (Google Think B2B Study) •  If you track last (or converting) touch only, you aren’t giving credit to the first visit via Organic Search. @webmarketing123 #123webinar
  14. 14. Agenda 1 Challenge of proving SEO value 2 Using Marketing Automation more effectively 3 Measuring ROI from SEO: “How to” and Case Studies 4 Key Takeaways @webmarketing123 #123webinar
  15. 15. 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
  16. 16. Using Marketing Automation more effectively There are many marketing automation and CRM systems, but today’s examples will focus on Marketo and Salesforce Marketing Automation System CRM System And many more…. And many more…. @webmarketing123 #123webinar
  17. 17. Using Marketing Automation more effectively Traditionally, Marketing Automation and SEO have been viewed in silos 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
  18. 18. Using Marketing Automation more effectively Since Marketing Automation systems track and store data as well as 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
  19. 19. Using Marketing Automation more effectively 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
  20. 20. Using Marketing Automation more effectively Know how prospects initially 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
  21. 21. Using Marketing Automation more effectively 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 dollars to source and keywords @webmarketing123 #123webinar
  22. 22. Using Marketing Automation more effectively What’s missing? •  The Introducer •  Actionable reporting format @webmarketing123 #123webinar
  23. 23. Agenda 1 Challenge of proving SEO value 3 Using Marketing Automation more effectively 4 Measuring ROI from SEO: “How to” and Case Studies 5 Key Takeaways @webmarketing123 #123webinar
  24. 24. So how do I make the leap from keyword to closed deal?You need to store an individual’s search behavior data and attach it to a lead/opp record. @webmarketing123 #123webinar
  25. 25. Measuring ROI from SEO You can measure ROI from SEO with the following set-ups: Keywords Dollars A $ ___ No CRM (Manual) B $$ C $$$$ ___ Just CRM ___ Just Marketing Automation (Manual) ___ CRM and Marketing Automation (ideal) @webmarketing123 #123webinar
  26. 26. Measuring ROI from SEO Tie Keywords to Revenue - Report Why is this important? The person in charge of getting more qualified visitors and leads from the website needs this information @webmarketing123 #123webinar
  27. 27. Measuring ROI from SEO From search to CRM, justify your SEO investment GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- | @webmarketing123 #123webinar
  28. 28. 2 Case Studies using KeyTouchAttribution to gain valuable insights INTERNAL CASE STUDY: WEBMARKETING123 CLIENT CASE STUDY: GLOBAL MANUFACTURER @webmarketing123 #123webinar
  29. 29. CASE STUDY: WEBMARKETING123 $75K from 1 Keyword in 4 Minutes We optimize for hundreds of keywords, one of which is “SEO Company”. Here’s one example of how we were able to track a closed deal back to a specific keyword. @webmarketing123 #123webinar
  30. 30. CASE STUDY: WEBMARKETING123 1. Prospect searched “SEO Company” 2. Clicked Organic search result 3.  Spent 4 minutes on site, filled out “Contact Us” form 4.  Nurture email brought them back to the site and kept our brand top of mind. Deal closed 3 months later @webmarketing123 #123webinar
  31. 31. CASE STUDY: WEBMARKETING123 Working backwards from a closed deal and being able to attribute the lead source to organic search for “SEO company” gives us 75,000 reasons to focus efforts on optimizing for keyword “SEO company” #1 #2 #3 @webmarketing123 #123webinar
  32. 32. CASE STUDY: GLOBAL MANUFACTURER Gaining Visibility into ROI Global Manufacturer worked with us to implement “Search to CRM” tool. 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 campaign keywords – more than justifying their initial investment in SEO. @webmarketing123 #123webinar
  33. 33. Measuring ROI from SEO Introduction and conversion data @webmarketing123 #123webinar
  34. 34. Measuring ROI from SEO Example Report @webmarketing123 #123webinar
  35. 35. CASE STUDY: GLOBAL Test & Measurement MANUFACTURER Example Report @webmarketing123 #123webinar
  36. 36. Agenda 1 Challenge of proving SEO value 3 Using Marketing Automation more effectively 4 Measuring ROI from SEO: “How to” and Case Studies 5 Key Takeaways @webmarketing123 #123webinar
  37. 37. Key Takeaways Your marketing automation system can give you powerful insights, including: •  Original search terms that attract new prospects (out-of-the-box) •  Which keywords generate revenue so you are able to know ROI from SEO (needs custom set-up Remember: Don’t measure simply traffic and/or conversions. Understand exactly which SEO keywords generate leads, drive opportunities, and close deals. @webmarketing123 #123webinar
  38. 38. Key Takeaways Use data to guide your investments 1. Run Keyword Ranking Reports: Once you know which keywords attract the most leads and close the most deals, run ranking reports to see where you rank so you can prioritize efforts 2. 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 3. Use this information to drive Marketing Automation campaigns. New insights should fuel content creation and refine focus of all other marketing efforts @webmarketing123 #123webinar
  39. 39. We invite you to… Download: 2012 State of Digital Marketing Report bit.ly/2012wm123 webmarketing123.com Email me for a Consultation: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness Mike.t@webmarketing123.com Tues. NEXT WEEK’S WEBINAR:12/11 6 Critical SEO Steps for Website Redesign @webmarketing123 #123webinar
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