Web123 Proving The ROI of SEO: 3 Steps To Justifying Your Marketing Spend-10-26-2011
 

Web123 Proving The ROI of SEO: 3 Steps To Justifying Your Marketing Spend-10-26-2011

on

  • 819 views

 

Statistics

Views

Total Views
819
Views on SlideShare
769
Embed Views
50

Actions

Likes
0
Downloads
21
Comments
0

3 Embeds 50

http://www.webmarketing123.com 48
http://paper.li 1
http://127.0.0.1 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Web123 Proving The ROI of SEO: 3 Steps To Justifying Your Marketing Spend-10-26-2011 Web123 Proving The ROI of SEO: 3 Steps To Justifying Your Marketing Spend-10-26-2011 Presentation Transcript

  • The ROI of SEO:3 Steps to Justifying Your Marketing SpendStrategies for staying one step ahead of the restDial: +1 (215) 383-1016Access Code: 445-904-655 @webmarketing123 @bradleywjoe #wm123
  • 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 SEO Website Analysis. Details at end of webinar.#wm123 #wm123
  • Webinar Agenda The Crawl Stage 1 Define your ROI and start measuring The Walk Stage 2 Set up goal and event tracking The Run Stage 3 Use attribution management tools and analyze your impact Putting It All Together 4 Connect the ROI of SEO to each unique digital marketing goal#wm123 #wm123
  • Webinar Agenda The Crawl Stage 1 Define your ROI and start measuring The Walk Stage 2 Set up goal and event tracking The Run Stage 3 Use attribution management tools and analyze your impact Putting It All Together 4 Connect the ROI of SEO to each unique digital marketing goal#wm123 #wm123
  • 1 Define ROI To successfully measure ROI for your campaign, you first need to define ROI Definition: A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. ROI = (Gain from Investment – Cost of Investment) ________________________________________ Cost of Investment Courtesy of investopedia.com#wm123 #wm123
  • 1 The Digital Marketing Mix - Crawl Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets Source: American Marketing Association, Forrester Research’s US Interactive Marketing Forecast 2009-2014; Cambridge, Mass#wm123 #wm123
  • 1 US Online Ad Spend (Billions) Specifically for online ad spend, budgets are increasing about 10% per year Source: eMarketer, Nov 2010#wm123 #wm123
  • 1 Why Analytics? Why Now? - Crawl With ever-increasing data sources available, businesses need metrics that are straightforward and actionable Insight and Action • Removes the guesswork from marketing programs • Allows for projections and comparisons to past performance • True accountability at all levels! Competitive Advantage • Better alignment/deployment of resources • More accurate data to determine what’s working (and what’s not)#wm123 #wm123
  • 1 Web Analytics Essentials - Crawl Web analytics programs currently used by enterprises#wm123 #wm123
  • 1 Web Analytics Essentials - Crawl What businesses look for when selecting a web analytics program • Reliability, cost, and ease of use • Data “must haves” • Speed, flexibility, and visualization#wm123 #wm123
  • 1 Optimal Data Collection - Crawl Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collectionThe ability to track “goals”• Sales/transactions• Form fill outs• Downloads, newsletter subscriptionsImplementation of Tracking Code on All Pages ofSite• Know that the data is reliable and enterprise-wide• Cross-domain, sub-domain tracking script will becritical, especially for large enterprises with multiplesites#wm123 #wm123
  • 1 Start Tracking Ranks - Crawl Analyze ranking reports by keyword search volume#wm123 #wm123
  • 1 Start Tracking Traffic - Crawl Dig into the market trends to determine your strengths and focus on continually improving your position • Compare your metrics to past data • Observe possible seasonality factors • Track your progress through non-paid, non-branded traffic trends#wm123 #wm123
  • Webinar Agenda The Crawl Stage 1 Define your ROI and start measuring The Walk Stage 2 Set up goal and event tracking The Run Stage 3 Use attribution management tools and analyze your impact Putting It All Together 4 Connect the ROI of SEO to each unique digital marketing goal#wm123 #wm123
  • 2 Set Up Goal Tracking - Walk Manage and monitor your conversion funnel#wm123 #wm123
  • 2 Set Up Event Tracking - Walk Event tracking is useful for analyzing actions that do not correspond directly to page views#wm123 *Images courtesy of Google #wm123
  • Webinar Agenda The Crawl Stage 1 Define your ROI and start measuring The Walk Stage 2 Set up goal and event tracking The Run Stage 3 Use attribution management tools and analyze your impact Putting It All Together 4 Connect the ROI of SEO to each unique digital marketing goal#wm123 #wm123
  • 3 Start Running – Run Stage Then: The Funnel Metaphor#wm123 Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1 #wm123
  • 3 Search Marketing and the Complex Sale Now: The Customer Decision Journey#wm123 Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1 #wm123
  • 3 Monitor Your Digital Channels – Run Stage Prospects arrive through a variety of digital channels: SEO, paid ads, remarketing, display, referral, social, and more.#wm123 #wm123
  • 3 Measure Your ROI – Run Stage Online attribution management tools can close the loop from first touch to closed dealAllows for 360 tracking from initial keyword search to closed opportunity by uncovering data from Analytics and CRM into unified view. #wm123 #wm123
  • 3 Why Digital Marketers Need This – Run Stage Full Funnel Digital Visibility - Reality is that there are several - Most marketers would touch points before the “closer” attribute sales to last that influenced the purchase touch, i.e. “closers” decision - Marketing currently gets no credit for these!#wm123 #wm123
  • 3 Why Digital Marketers Need This – Run Stage Full Funnel Digital Visibility#wm123 #wm123
  • 3 Why Digital Marketers Need This – Run Stage Full Funnel Digital Visibility Introducer Influencer Influencer Closer Organic – Non Direct Branded Email Marketing Direct “Company“CRM Software” Name” Campaign “Bookmarked”#wm123 #wm123
  • Webinar Agenda The Crawl Stage 1 Define your ROI and start measuring The Walk Stage 2 Set up goal and event tracking The Run Stage 3 Use attribution management tools and analyze your impact Putting It All Together 4 Connect the ROI of SEO to each unique digital marketing goal#wm123 #wm123
  • 4 Putting It All Together Engage in monthly sustainment and iteration On-Page Changes Measuring Improvement in Link Building Rankings and Site Engagement Monitoring Visitor Tracking Spider Analytic Data Crawls#wm123 #wm123
  • Contact Us about Qualifying for a Free Digital Marketing Analysis Thank you for your attendance today! Custom Analysis includes: -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing -Opportunity Analysis: learn how to improve your Digital Marketing Strategy and see how much opportunity is available for your company -Website Analytics: detailing the keywords, sources, and referrals that visitors are using to discover your website - Search Engine Friendliness Report: crawl-ability analysis of your site Please contact: seo@webmarketing123.com #wm123 #wm123
  • Thank You!