Illuminates brand and performance holistic marketing with SEO, Paid Advertising, and Email. Case studies included. From the San Diego SEO agency 49 SEO Services.

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49 SEO Services
Holistic
Marketing

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Agenda
1
Background & presentation initiative
Introduction
2
Fundamentals & intersections
SEO
3
Catapult long term relationships
Integrating Email Marketing
4
Augment organic search reach
Paid Search Marketing
5
Holistic Case Studies
Examples in Omnichannel execution

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Introduction

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Executive Marketer
Dustin Baly, 20+ Year Marketing Executive
Aiming to Impact $1 Trillion
Search Engine employee tasked with business strategy for
partners, Fortune 500 companies, the top ecommerce
3000, agencies, & affiliate networks.
CJ Affiliate of the Year & LookSmart Gold Award Winner
Shari’s Berries Marketing
Grew to Over 100 Million in Sales from Less than 10 Million
Top Ecommerce Site Conversion Award Winner
Founder of 49 SEO Services
Helped create the direct to consumer health
insurance market & helping eCommerce businesses
achieve their growth potential

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Integrated
Marketing
Communication
A holistic approach to augment synchronicities,
synergies, and symbioses in multichannel marketing
strategy to achieve harmonized omnichannel user
engagement.

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Channel
Contribution

7. M U LT I C H A N N E L C O N T R I B U T I O N S T U D Y
Benchmarks in Channel Contribution
Mature Email
Programs Provide
25%
Of Revenue
© 2020 Q4 | 7

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Search Engine
Optimization

9. S E O F U N D A M E N T A L S
SEO IN 3
#1: Host a Useful
Platform
#2: Broadcast
Relevant Content
#3: Grow
Authoritative
Links
© 2018 Ignite Visibility | 9

10. S I T E I N F R A S T R U C T U R E
Ranking Factors
The impact of
two site
migrations
based on
different
infrastructures.
© 2018 Ignite Visibility | 10

11. K E Y W O R D I N D E X E X A M P L E
Zenith Term
Find your
non-brand
term that
capitalizes on
popularity &
relevance.
| 11

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Utilize Your Keyword
Index to Develop Your
Content Strategy
⇢ Meta Titles
⇢ Meta Descriptions
⇢ H1-6 Tags
⇢ Body Content
⇢ Blog Articles
⇢ Email Opt-In Form Content
⇢ Keyword Tracking
⇢ Paid Search Keywords

13. C O N T E N T
Search Page Click Through Rates Matter
Search
Engines use
click through
rates from
result pages
as a ranking
factor.
© 2018 Ignite Visibility | 13

14. Zenith Term Case Study
Chocolate Covered Strawberries Scaled Shari’s Berries
30%
Ecommerce Conversion Rate
During Gift Seasons
Grew
Brand
900%
Sales Growth
Over 5 Year Period
© 2020 Q4 | 14

15. C O M P A N Y B A C K L I N K I N D E X
On Page Off Page
© 2018 Ignite Visibility | 15
A study of
companies
ranked by
total backlink
count. A backlink for a given web resource is a link from some
other website to that web resource. A web resource may
be a website, web page, or web directory. A backlink is a
reference comparable to a citation.

16. C O M PA N Y B A C K L I N K I N D E X
Rakings by total backlinks
© 2020 Q4 | 16
⇢ Key Company Segments
Includes: Twitter, Google, Ebay, LinkedIn, Apple & Pinterest, over 5 trillion backlinks each
Top 10
Includes: Nike, Walmart, IBM, & Shopify, over 130 million backlinks each
Top 100
Includes: Oakley, Delta, Bank of America & Best Western, over 5.7 million backlinks each
Top 1000
Includes: Coalgate University, First Energy Group & Aflac, over 290k backlinks each
Top 15%
Includes lots of sites you’ve never heard of
Lower 85%

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Backlink Generation
Strategies
⇢ Embed links in good content
⇢ Favor high domain authority sites
⇢ Favor new domains
⇢ Link to a high-quality page onsite
⇢ Ensure links add value for readers
⇢ Make sure content is relevant
⇢ Link early in articles
⇢ Encourage natural link building

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Email Marketing

19. 2 01 8 M U LT I C H A N N E L C O N T R I B U T I O N S T U D Y
Onto Search, Email Adds Lifetime Value
Mature Email
Programs Provide
25%
Of Revenue
© 2020 Ignite Visibility | 19

20. E M A I L M A R K E T I N G
Top ROI Channel
Email is the
catalyst for
cross channel
acquisition &
retention.
Many channels typically contribute to producing prospects...
Email nurtures leads to conversion and retention.
How do you rate ROI for the following marketing channels?
© 2020 Ignite Visibility | 20

21. © 2020 Ignite Visibility | 21
Advanced Opt-In Personalized
Automations
List
Deployments
Mobile
Responsive
Testing
2 01 9 E M A I L M A R K E T I N G
Mature Program Fundamentals
⇢ Customize email opt-in
tactics
⇢ Fully develop automated
email response series
⇢ Regularly engage subscribers
in personalized segments
⇢ Deploy for multiple devices,
emphasizing mobile
⇢ Test to uncover hidden
subscriber preferences
Keys to take your full email advantage…

22. E M A I L M A R K E T I N G / T Y P E S
Advanced Opt-In Tactic
© 2020 Q4 | 22
Deeper Relationships
Choice Segments
Version Testing
Turn sunk costs into
greater lifetime value
through engaging
email opt-ins at key
journey moments, such
as page exits.

23. E M A I L T Y P E S
Preference Identification
© 2018 Ignite Visibility | 23
Enable prospects to self
qualify their interest &
potential through post
email opt-in surveys.
Triggered Responses
More Lead Value
Lead Scoring

24. 5 Y E A R E M A I L P R E D I C T I O N
Step Singularity is Coming
© 2020 Ignite Visibility | 24
⇢ Choice dead points will end
⇢ Email will integrate connections
⇢ Personalized experiences result

25. E M A I L M A R K E T I N G / T Y P E S
Welcome Series
© 2018 Ignite Visibility | 25
Build Relationships
Offer Value
Show Trust Signals
⇢ Introduce your brand.
⇢ Link to key products & categories.
⇢ Nurture 1st Order Conversions.

26. 2 0 2 0 E M A I L M A R K E T I N G
Full List Deployments
© 2020 Ignite Visibility | 26
Source: SendGrid Industry Benchmarks
7.0
MONTHLY
SEND RATE
18.0
%
UNIQUE
OPEN RATE
2.0
%
AGGREGATE CLICK
RATE
2.0
%
UNIQUE
CLICK RATE
11.1%
CLICK TO OPEN
RATE
55.6%
MOBILE
2020 Average Engagement Stats
8.1
MONTHLY
SEND RATE
14.6
%
UNIQUE
OPEN RATE
1.7
%
AGGREGATE CLICK
RATE
1.7
%
UNIQUE
CLICK RATE
11.6%
CLICK RATE
55%
MOBILE
2019 Average Engagement Stats
On average, brands are sending 7 email blast campaigns per month...
Through cadence optimization, brands are yielding 25% more clicks.

27. E M A I L M A R K E T I N G
Recommended List Segmentations
Develop key
email list segmentation strategies
to outperform
competitors.
© 2020 Q4 | 27
⇢ 3 Month Active & Inactive
⇢ Prospects vs. Customers
⇢ RFM
⇢ Personalization Preference
⇢ Inbox Placement List Modeling
⇢ Company Size by Backlinks

28. T H E W E B I S N O W A M O B I L E F I R S T P L A T F O R M
Be Mobile Responsive
61% of Opens
Happen On Mobile
Adestra
Over 98% of
Consumers Own a
Mobile Device
The Relevancy Group
88% of Visitors Are
More Likely to Use
Click to Call
Fight Media
Click to Call Led to a
200% Conversion
Increase
QuickSprout
32% Complain
Mobile Email Is Too
Small
Driving Marketing
Effectiveness
Only 39% of
Businesses Use
Mobile Responsive
Email Templates
Adestra
© 2020 Q4 | 28

29. E M A I L O P T I M I Z AT I O N S Y S T E M
Engagement Example In The Mobile
Magnifying Glass
© 2020 Q4 | 29
⇢ Craft emails to capitalize on the mobile
viewport
⇢ Safeguard above industry average click
through rates by including links in this
visible viewport
⇢ Broadcast high engagement signals to
ensure inbox placements
⇢ Use short subject lines without line wrap

30. S P L I T T E S T I N G
Understand A/B Testing
Brands That Test Have Greater Agility To Adapt
Use this significance calculator: https://neilpatel.com/ab-testing-calculator/ © 2020 Q4 | 30
Email Can Be a Preference Laboratory
Testing Fundamentals:
Uncover Casual Factors of Engagement
⇢ Split Test In Real Time – Seasonality influences results
⇢ Use Single Factor Differences – Understand What Drives Results
⇢ Review Result Confidence Level – Statistical Significance Determines
Result Repeatability
As digital marketers we have access to
significant sample populations that
many scientists can only dream of.
Let’s make good use of them to help
people.

31. Email Success Case Studies
Test results quantified with over 95% statistical significance.
38%
Increased Revenue
Through an offer test
95%
Increased Traffic
Result of a from name test
1052%
Increased Orders
Realized through an email template test
© 2020 Q4 | 31

32. E M A I L M A R K E T I N G
Campaign KPI Dashboard
© 2020 Q4 | 32
⇢ High spam complaint rates jeopardize deliverability, clean up list to shore up inbox placement
⇢ Opens & clicks frequently fall below industry standards, revise template for direct response

33. E M A I L M A R K E T I N G O B E YA
Monthly Campaign Analysis
Year Over Year
© 2020 Q4 | 33
⇢ Compare performance across significant time periods
⇢ Strategically identify & address areas of underperformance, such as low open and click rates

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Email Roadmap
⇢ Copy, Creative, Setup, Reporting, Analysis, Insights, Strategy, Segmentation
E m a i l S e r v i c e s
Onboarding Plan
Edition Type Campaign Trigger Results
2020-VIV-1 Exit Overlay Page Overlay for Email Opt-in Page Exit Grow Email List Faster
2020-VIV-2 Preference Center Post Subscription Preference Center Post Opt-In Improve List Quality & Engagement
2020-VIV-3 Auto Campaign Best Outdoor Living With the BBQ Guys Immediate After Signup Secured Email Inbox Placement
2020-VIV-4 Auto Campaign What Customers Are Saying… 2 Hours Post Signup Higher Conversion Rate
2020-VIV-5 Auto Campaign Ultimate BBQ Guide 1 Day Post Signup More Get Well Gifts
2020-VIV-6 Auto Campaign Best Grilling Accessories 1 Day Post Signup More New Baby Gifts
2020-VIV-7 Auto Campaign Expert Personalized Design Insights For You 2 Day Post Signup More Birthday Gifts
2020-VIV-8 Auto Campaign Recent Customer Review Request 1 Week Post Order Delivery More Customer Reviews
2020-VIV-9 Batch Campaign Time To Get Your Easter Grill On… March Deployment More Monthly Conversions
2020-VIV-10 Batch Campaign Thrilling Grilling That's Not To Miss March Deployment More Monthly Conversions
2020-VIV-11 Batch Campaign You Qualify for a Design Consultation March Deployment More Monthly Conversions
2020-VIV-12 Batch Campaign Live Outdoors On Your Terms, Help Is Here… March Deployment More Monthly Conversions

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Paid Search
Advertising

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P a i d S e a r c h A d v e r t i s i n g
Impact of Quality Score
Quality Score is an estimate of the quality of your ads, keywords,
and landing pages. Higher quality ads can lead to lower prices and
better ad positions. You can see your Quality Score by adding the
Quality Score column to a report.

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Integrated
Marketing In
Action

38. E M A I L T Y P E S
Review Request Email
© 2020 Q4 | 38
Ask for shopping experience and
customer experience reviews
Review content will help build
organic search traffic
Review content will lower your paid
search acquisition costs by
increasing your quality score
Review content will increase your
email conversion rate

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Net Promoter Score
This proven metric provides the core measurement for
customer experience management programs.
NET PROMOTER SCORE = % PROMOTERS – % DETRACTORS
⇢ Automatic Surveys Reveal Friction Levels
⇢ Score Satisfaction by Brand and Department
⇢ Illuminate Hidden Customer Perceptions
⇢ Prioritize Initiatives Based on Impact
⇢ Track Quantitative / Qualitative Experiences
Recent Customer Sentiment is a Key Indicator
© 2020 Q4 | 39

40. W E B I N A R S
Get Leads, Get Links
Gate authoritative
webinar content
through email
opt-in.
© 2020 Ignite Visibility | 40

41. W E B I N A R S
To Get Leads
Second step
onboarding form
has over 80%
completion rate.
© 2020 Ignite Visibility | 41

42. E M A I L M A R K E T I N G / T Y P E S
Link Building Through Email
© 2020 Q4 | 42
Build Relationships
Offer Value
Show Trust Signals
⇢ Publish a Topical Info-graphic
⇢ Include code snippet to share image on
on other sites (with a backlink!)
⇢ Promote opportunity to relevant
segments of your email subscriber base

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Thank You!
49 SEO Services
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dustinbaly/
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