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Webmarketing123 Close the Loop Between Keywords and Revenue Presentation Transcript

  • 1. Close the Loop BetweenKeywords and RevenueSEO Case Studies Mike Turner SEO Expert & Director of Business Development Webmarketing123 @webmarketing123 #123webinar
  • 2. A few of our clients:SEO | PPC | Social Media | Website DesignConverting online visibility intomeasurable business results ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES #9 FASTEST GROWING COMPANY IN BAY AREA @webmarketing123 #123webinar
  • 3. Some Practical Matters Yes! Just email Are the slides available? seo@webmarketing123.com 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
  • 4. Webinar Agenda1 Measuring ROI still a Challenge for Marketers2 How to Measure ROI from Search Case Studies – the Keyword That Brought in3 $600K…and More4 Key Takeaways @webmarketing123 #123webinar
  • 5. Webinar Agenda1 Measuring ROI still a Challenge for Marketers2 How to Measure ROI from Search Case Studies – the Keyword That Brought in3 $600K…and More4 Key Takeaways @webmarketing123 #123webinar
  • 6. Digital is measurable…Which means more pressureon marketers to prove the returnon their program investments. @webmarketing123 #123webinar
  • 7. More than half of CMOsfeel insufficiently preparedto provide hard numbersregarding marketingprogram ROI. Source: Deloitte CMO Summit, 2012 @webmarketing123 #123webinar
  • 8. 70% of marketers can’tattribute ROI from SEO – the #1channel for lead generation. Source: Webmarketing123 State of Digital Marketing Survey, 2012 @webmarketing123 #123webinar
  • 9. “Can you currently tie searchmarketing keywords to revenue?” 1% Yes, we tie our keywords to revenue and know our ROI from search marketing 12% Yes, we have the ability, but are not currently using this data effectively 87% No, we do not have the ability to tie keywords to revenue Source: GoToWebinar Poll @webmarketing123 #123webinar
  • 10. Webinar Agenda1 Measuring ROI still a Challenge for Marketers2 How to Measure ROI from Search Case Studies – the Keyword That Brought in3 $600K…and More4 Key Takeaways @webmarketing123 #123webinar
  • 11. Calculating Search Marketing ROIWhat you’re investing What that investment In SEO and PPC contributes to revenue $$$$$ $$$$$$$$$ @webmarketing123 #123webinar
  • 12. Example Report @webmarketing123 #123webinar
  • 13. Search Marketing ROIHundreds – possibly thousands – of keywords getpotential customers to your website, but only ahandful of those keywords end in closed deals. How do I see the revenue impact of specific keywords within my campaign? @webmarketing123 #123webinar
  • 14. Toolkit for placing a dollarvalue on a keywordIn order to know what search terms within your searchmarketing program are generating the most revenue for yourcompany, you need the following tools:- Marketing Automation - Marketo, Pardot, Eloqua, etc.- CRM Software - Salesforce, Sugar CRM, Oracle, etc.- Missing Link - “Search Keyword & Source to CRM” connector tool @webmarketing123 #123webinar
  • 15. Missing Link - KeyTouch Attribution ToolFrom Search to CRM @webmarketing123 #123webinar
  • 16. Webinar Agenda1 Measuring ROI still a Challenge for Marketers2 How to Measure ROI from Search Case Studies – the Keyword That Brought in3 $600K…and More4 Key Takeaways @webmarketing123 #123webinar
  • 17. 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
  • 18. 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
  • 19. 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” @webmarketing123 #123webinar
  • 20. CASE STUDY #2: GLOBAL MANUFACTURER Two SEO Keywords Created $1.5 Million in Pipeline Opportunity for a Global Manufacturer - After a few months of working with us, had increased the % of keywords that were ranking on page one of Google (original objective of campaign) - They weren’t tracking which keywords were creating opportunities or sales and there was increasing pressure from exec team to prove marketing ROI. @webmarketing123 #123webinar
  • 21. CASE STUDY #2: 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
  • 22. Example Report @webmarketing123 #123webinar
  • 23. Close the Loop, Make Informed DecisionsStart refining marketing program allocation based on actual revenueinstead of just leads or conversions. Revenue Keyword Allocation Opportunity Keyword A $85,000 $ $ Keyword B $60,000 $ Keyword C $275,000 $ $ $ $ @webmarketing123 #123webinar
  • 24. Increase Spending Where it Makes the Biggest Impact eConsultancy, 2012 @webmarketing123 #123webinar
  • 25. 72% of Attribution Savvy Marketers are Better Ableto Allocate Budget Across Channels eConsultancy, Feb 2012 @webmarketing123 #123webinar
  • 26. Webinar Agenda1 Measuring ROI still a Challenge for Marketers2 How to Measure ROI from Search Case Studies – the Keyword That Brought in3 $600K…and More4 Key Takeaways @webmarketing123 #123webinar
  • 27. Key Takeaways• Although 70% of marketers aren’t able to tie revenue to SEO, it IS possible to close the loop.• If you have a CRM and a Marketing Automation System, you already have the tools to measure ROI from SEO.• Don’t stop at the lead level. Understand exactly which SEO keywords generate leads, drive opportunities, and close deals.• If you need help, email us at seo@webmarketing123.com @webmarketing123 #123webinar
  • 28. We invite you to… Download: 2012 State of Digital Marketing Report bit.ly/2012wm123 webmarketing123.com Email me for a Consultation: SEO/PPC/Social Media Marketing Measurement/Analytics Approach Lead Gen Effectiveness Mike.t@webmarketing123.com NEXT WEEK’S WEBINAR: Using Marketo for SEO Optimization: Advanced Techniques @webmarketing123 #123webinar