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How SEO + Social Increases Revenue by 56% (YoY)


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Learn how a B2B manufacturing business grew their ecommerce sales by 56% (YoY), using VPDM's proven content + search + social marketing strategy.

Content, Search and Social marketing can help you earn trust from your customers and prospects as much as it can present tremendous opportunities to grow your B2B or B2C business.

Even more, it allows you to start your own tribe of followers who will instantly become brand evangelists and advocates for your company.

From producing a stellar SEO strategy for your content marketing, to promoting your quality content through targeted social media platforms, and measuring its impact with free analytics tools, this presentation deck will teach you how to craft and execute vital components of a content + search + social marketing campaign.

By viewing this Slideshare deck you’ll learn:

- How to develop a compelling content strategy
- How to drive qualified users to your landing pages and convert them into leads
- How to use the Google Search Console to find SEO opportunities
- What metrics to use in order track to evaluate your campaigns

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How SEO + Social Increases Revenue by 56% (YoY)

  1. 1. We Are VPDM
  2. 2. Leading the Digital Marketing Disruption • A pioneering web-centric digital marketing shop • Offering strategic digital marketing solutions, with unmatched customer service • Our Strategy: Content + Search + Social
  3. 3. Our Mission Statement Developing optimized and engaging digital foundations supported with ongoing, hyper targeted, dynamic content strategically designed to build online presence and grow your business. Our Vision Statement To be the premier digital marketing agency in Ontario with the most satisfied clients.
  4. 4. @InnovateNiagara #LearnAtLunch RECAP
  5. 5. Client X: A Case Study Prepared for: Learn@Lunch – Innovate Niagara Niagara College Welland Campus Thursday August 6th 2015
  6. 6. Who Client X A manufacturer of packaging supplies for the dairy, food and beverage industries.
  7. 7. What Specializing in: • ice cream packaging • ice cream filling equipment • manufactured food containers • paper board ice cream cups • premium glass container screening • glass milk bottles & related packaging
  8. 8. Where Ontario based with almost 500 employees. Also have locations in the US and Mexico.
  9. 9. Today’s Focus • Client X • Client X Facebook page #1 • 12 month test project Glass Milk Bottles & Related Packaging
  10. 10. Why During the summer of 2013, Client X approached VPDM to craft: • A long term SEO strategy • A B2B focused content / social media marketing strategy for Canada, USA, & Mexico Goal: • Focus SEO • Boost rankings for targeted keyword searches • Increase website traffic and ecommerce sales
  11. 11. How Understand who we are talking to. Step 1 Create multiple marketing personas. Step 2 Target the right people at the right time in the right place. Step 3
  12. 12. How Client X Client X Facebook Page #1 Test Project • Smaller ice cream shops, creameries, and restaurants • Dairy farmers in North America • 255 Facebook Fans • 2,257 Facebook Fans • Target dairy farmers in North America • People who work in agriculture, enjoy fresh organic milk • Focus on increasing sales of glass milk bottles in Rhode Island and Massachusetts • 436 Facebook Fans • Health conscious millennials & newly married couples 1-2 children Who We Are Talking To
  13. 13. How Platforms We Use Client X Client X Facebook Page #1 Test Project
  14. 14. The Plan Two User Segments for Client X Test Project • Large Households • Married • Stay-at-home mothers • Higher household incomes ($100.000+/year) • Husbands hold professional jobs • Smaller households, no children • College Educated • Early in their career • Lower incomes ($20,000 to $40,000/year) • Live alone or with one other person Marketing Personas
  15. 15. The Plan • Create relevant, quality content, targeted to dairy farmers (B2B) • Also target dairy consumers (B2C)Part A • Publish to Client X Website and Test Project WebsitePart B • Share and amplify via social media platforms • Including FB, TW, G+, LI, IG, Pin – includes social media advertisingPart C Rollout • Create custom audiences and look-a-like audiences • Remarket to each with custom, relevant, high quality contentPart D
  16. 16. B2B/B2C SEO Strategy Step 1: Research and Optimization • Optimize website for users & search engines. • Relevant search topics for SEO. • Never assume customers search terms. • SEO strategy proven with data.
  17. 17. B2B/B2C SEO Strategy 57% The average B2B buyer is through the purchase decision before engaging a supplier sales rep 12% B2B suppliers are said to have only of their customer's total mindshare SOURCE:
  18. 18. B2B/B2C SEO Strategy Remember… Customers have questions. You have the answers. Google is a referral engine. NOT a search engine. Optimized website + high quality content = ROI
  19. 19. B2B/B2C SEO Strategy Step 2: The Content Strategy • Relevant high quality content optimized for users and search engines. • Unique content targeted at each marketing persona that gives them useful & interesting information. • Frequent publication.
  20. 20. B2B/B2C SEO Strategy 48% Companies with 51-100 pages generate More traffic than companies with 1-50 pages. 9.5x Companies with over 50 employees & 1,000+ web pages see more traffic than companies with under 51 pages SOURCE:
  21. 21. B2B/B2C SEO Strategy 2.5x Both B2B & B2C companies with 101-200 pages generate More leads than those with 50 pages or fewer 70% B2B companies that blog only 1-2x/mo generate more leads than those who don’t blog SOURCE:
  22. 22. B2B/B2C SEO Strategy 5x Companies that blog 15 or more times per month get More traffic than companies that don’t blog Small businesses (1-10 employees) tend to see the biggest gains in traffic when they post more articles. SOURCE:
  23. 23. B2B/B2C SEO Strategy 45% An average company will see a Growth in traffic when increasing total blog articles from 11-20 to 21-50 articles. SOURCE: 59% B2C companies see a Increase in traffic after growing blog articles from 100 to 200 total.
  24. 24. B2B Social Media Strategy Facebook is not a social network! It’s an advertising platform. 1.44 BILLION Facebook’s monthly active users SOURCE:
  25. 25. B2B Social Media Strategy Facebook allows you to hyper target: Right people. Right place. Right time.
  26. 26. B2B Social Media Strategy • Facebook likes are for vanity. • Organic reach for businesses is dead • Hyper targeting with Facebook Ads = SUCCESS
  27. 27. Facebook Engagement on a Boosted Post 12, 240 Paid Reach 1, 073 Actions $18.00 Budget Spent
  28. 28. Facebook Ad Campaign Results 575 48, 397 $327.63 Results Website Clicks People Reached Amount Spent
  29. 29. Facebook Ad Campaign Targeting
  30. 30. Facebook Attracting Qualified Prospects 128 13, 825 $68.42 Results Website Clicks People Reached Amount Spent
  31. 31. Facebook Video Engagement
  32. 32. Twitter
  33. 33. Twitter
  34. 34. Twitter 106% Companies with 51-100 followers generate More traffic than those with 25 or fewer. B2C companies experience a larger increase in traffic than B2B companies after crossing 1,000 followers. SOURCE:
  35. 35. Instagram
  36. 36. Pinterest 5, 931 Average Monthly Viewers
  37. 37. The Wrap Up 56% 54% Through a combined strategy of Content + Search + Social we increased Client X’s year-over-year ecommerce sales back to back! January to July 2013-2014 January to July 2014-2015 + +
  38. 38. The Wrap Up Exceeded the client's goals & expectations. Increased website traffic by 76%+
  39. 39. Google these search terms to find us! Social Media Company Niagara SEO Company Niagara Content Marketing Company Niagara