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Close the Loop BetweenKeywords and RevenueSEO Case Studies Mike Turner SEO Expert & Director of Business Development Webma...
A few of our clients:SEO | PPC | Social Media | Website DesignConverting online visibility intomeasurable business results...
Some Practical Matters                                         Yes! Just email Are the slides available?              seo...
Webinar Agenda1   Measuring ROI still a Challenge for Marketers2   How to Measure ROI from Search    Case Studies – the Ke...
Webinar Agenda1   Measuring ROI still a Challenge for Marketers2   How to Measure ROI from Search    Case Studies – the Ke...
Digital is measurable…Which means more pressureon marketers to prove the returnon their program investments.              ...
More than half of CMOsfeel insufficiently preparedto provide hard numbersregarding marketingprogram ROI.                  ...
70% of marketers can’tattribute ROI from SEO – the #1channel for lead generation.               Source: Webmarketing123 St...
“Can you currently tie searchmarketing keywords to revenue?”            1%   Yes, we tie our keywords to revenue          ...
Webinar Agenda1   Measuring ROI still a Challenge for Marketers2   How to Measure ROI from Search    Case Studies – the Ke...
Calculating Search Marketing ROIWhat you’re investing   What that investment  In SEO and PPC        contributes to revenue...
Example Report                 @webmarketing123 #123webinar
Search Marketing ROIHundreds – possibly thousands – of keywords getpotential customers to your website, but only ahandful ...
Toolkit for placing a dollarvalue on a keywordIn order to know what search terms within your searchmarketing program are g...
Missing Link - KeyTouch Attribution ToolFrom Search to CRM                                           @webmarketing123 #123...
Webinar Agenda1   Measuring ROI still a Challenge for Marketers2   How to Measure ROI from Search    Case Studies – the Ke...
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 min...
CASE STUDY: WEBMARKETING123     Working backwards from a closed deal     and being able to attribute the lead source     t...
CASE STUDY #2: GLOBAL MANUFACTURER    Two SEO Keywords Created $1.5 Million in    Pipeline Opportunity for a Global Manufa...
CASE STUDY #2: GLOBAL MANUFACTURER   Gaining Visibility into ROI   Global Manufacturer worked with us to implement “Search...
Example Report                 @webmarketing123 #123webinar
Close the Loop, Make Informed DecisionsStart refining marketing program allocation based on actual revenueinstead of just ...
Increase Spending Where it Makes the Biggest Impact                           eConsultancy, 2012                          ...
72% of Attribution Savvy Marketers are Better Ableto Allocate Budget Across Channels                        eConsultancy, ...
Webinar Agenda1   Measuring ROI still a Challenge for Marketers2   How to Measure ROI from Search    Case Studies – the Ke...
Key Takeaways• Although 70% of marketers aren’t able to tie revenue to  SEO, it IS possible to close the loop.• If you hav...
We invite you to…  Download:  2012 State of Digital Marketing Report  bit.ly/2012wm123                                    ...
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Webmarketing123 Close the Loop Between Keywords and Revenue

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Transcript of "Webmarketing123 Close the Loop Between Keywords and Revenue"

  1. 1. Close the Loop BetweenKeywords and RevenueSEO Case Studies Mike Turner SEO Expert & Director of Business Development Webmarketing123 @webmarketing123 #123webinar
  2. 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. 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. 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. 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. 6. Digital is measurable…Which means more pressureon marketers to prove the returnon their program investments. @webmarketing123 #123webinar
  7. 7. More than half of CMOsfeel insufficiently preparedto provide hard numbersregarding marketingprogram ROI. Source: Deloitte CMO Summit, 2012 @webmarketing123 #123webinar
  8. 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. 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. 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. 11. Calculating Search Marketing ROIWhat you’re investing What that investment In SEO and PPC contributes to revenue $$$$$ $$$$$$$$$ @webmarketing123 #123webinar
  12. 12. Example Report @webmarketing123 #123webinar
  13. 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. 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. 15. Missing Link - KeyTouch Attribution ToolFrom Search to CRM @webmarketing123 #123webinar
  16. 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. 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. 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. 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. 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. 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. 22. Example Report @webmarketing123 #123webinar
  23. 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. 24. Increase Spending Where it Makes the Biggest Impact eConsultancy, 2012 @webmarketing123 #123webinar
  25. 25. 72% of Attribution Savvy Marketers are Better Ableto Allocate Budget Across Channels eConsultancy, Feb 2012 @webmarketing123 #123webinar
  26. 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. 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. 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
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