Integrating SEO, Social Media & Web Analytics
    Webinar Presentation
      Changing B2B Marketing Landscape
      Gettin...
Introductions
               WebsiteBiz is a Results-Driven Interactive Marketing Agency
                •   Founded in 19...
What We Do
               Strategy and Research
               • Online Market Research
               • Competitive Analy...
Top 5 Questions from B2B Marketers
       1.      What are the best tactics for lead generation
       2.      How to do I...
Start with the Basics



                   Why is online marketing
                  important to your business?




CONF...
Marketers Doing Marketing




CONFIDENTIAL                     6         tÉÄëáíÉ_áò
People Blocking Marketing




                                    Pop-Ups

               Can-Spam Act = Law
CONFIDENTIAL ...
Rethinking Marketing
               Outbound                     Inbound
               ○   Telemarketing            o   S...
B2B Buyers Start in Search
       Q:
       Where did they look
       first when making
       buying decisions?

       ...
Anatomy of a Google Search Results Page



                                        Paid Listings
                         ...
SEO – What and Why
               SEO refers to techniques that help your
               website rank higher in the organi...
SEO Foundation = Scalable                      SEO




                                         Social Media-
            ...
What is Good SEO Content?
               Good Content speaks to your audience…
               ○ Solves problems
          ...
Types of Good B2B Content
               B2B customers go online to seek knowledge and
               thought leadership
 ...
Choosing Keywords for SEO
               Start with Research
               ○   Brainstorming
               ○   Use Onlin...
Google - Keyword Research Tool




CONFIDENTIAL                     16             tÉÄëáíÉ_áò
Where to Use Keywords in Your Content
               Site-wide
               ○   Title tags
               ○   Meta Descr...
Home Page & Product Page Content
               Must have quality, accessible content
               ○ Describe your compa...
Linking - Defined
               Inbound Links
                ○ Web pages that
                  link to you             ...
Link Building Tips
               Vertical Directories (Business.com)
               Partners
               Content is ki...
SEO Foundation = Scalable                      SEO




                                         Social Media-
            ...
Social


               Types of Social Media                       Media




  Social News                               ...
Show of Hands




CONFIDENTIAL                   23   tÉÄëáíÉ_áò
Create a “Customer-Centric” Blog
           Blogs = the “Swiss Army Knife” of Social Media Strategy
           Wordpress.c...
Using LinkedIn for Business
       1. Create a Company Profile
               ○ Post events, white papers, news
          ...
LinkedIn for Executives
       1. Make Your Profile Client-Focused
       2. Choose Connections Wisely
       3. Get Conne...
How Does it Work?
               You write and read messages of
               up to 140 characters

               The me...
Using Twitter for Business
               Build relationships on Twitter
               o Follow industry leaders (@Dell, ...
SEO Foundation = Scalable                        SEO




                                        Social Media-
           ...
Measuring Results = ROI
               What should you track?
                •   How People arrive at your website
      ...
Don’t be an information charity




CONFIDENTIAL                      31             tÉÄëáíÉ_áò
Important B2B Calls to Action
               Things like…
                •   Download White Papers
                •   Vi...
Providing Answers to Difficult Questions
               Google Analytics
               ○   It works
               ○   In...
Key Takeaways




                          Content is King



                 SEO      Social        Analytics   Leads/$...
Questions

       Thank You!
                            Kyle Bumgardner
                            1713 Cleveland Avenue...
Upcoming SlideShare
Loading in …5
×

Integrating Social Media, SEO, and Web Analytics Webinar

956 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
956
On SlideShare
0
From Embeds
0
Number of Embeds
55
Actions
Shares
0
Downloads
38
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Integrating Social Media, SEO, and Web Analytics Webinar

  1. 1. Integrating SEO, Social Media & Web Analytics Webinar Presentation Changing B2B Marketing Landscape Getting Started Search Engine Optimization Social Media Web Analytics
  2. 2. Introductions WebsiteBiz is a Results-Driven Interactive Marketing Agency • Founded in 1997 • Headquartered in Charlotte, NC • 52nd Fastest Private Growing Company on Inc5000 • Diverse Client List: CONFIDENTIAL 2 tÉÄëáíÉ_áò
  3. 3. What We Do Strategy and Research • Online Market Research • Competitive Analysis Research Web Design • Benchmarking and ROI analysis & Planning & Usability Online Marketing Goals/ Metrics Search • Search Engine Optimization Display Media Engine Marketing • Paid Search Marketing • Social Media Email Marketing • Display Media Buying • Email Marketing • Web Design and Usability CONFIDENTIAL 3 tÉÄëáíÉ_áò
  4. 4. Top 5 Questions from B2B Marketers 1. What are the best tactics for lead generation 2. How to do I measure results 3. Where do I start? 4. How to budget $ 5. DIY vs. Outsourcing CONFIDENTIAL 4 tÉÄëáíÉ_áò
  5. 5. Start with the Basics Why is online marketing important to your business? CONFIDENTIAL 5 tÉÄëáíÉ_áò
  6. 6. Marketers Doing Marketing CONFIDENTIAL 6 tÉÄëáíÉ_áò
  7. 7. People Blocking Marketing Pop-Ups Can-Spam Act = Law CONFIDENTIAL 7 tÉÄëáíÉ_áò
  8. 8. Rethinking Marketing Outbound Inbound ○ Telemarketing o SEO / SEM ○ Trade shows o Blogging ○ Direct mail o Social Media ○ Email blasts o Free tools/trials ○ Print/TV/radio ads o Viral videos Interruption Permission CONFIDENTIAL 8 tÉÄëáíÉ_áò
  9. 9. B2B Buyers Start in Search Q: Where did they look first when making buying decisions? VUB=pÉ~êÅÜ=çå=dççÖäÉ CONFIDENTIAL 9 tÉÄëáíÉ_áò
  10. 10. Anatomy of a Google Search Results Page Paid Listings (PPC) Organic Listings (SEO) CONFIDENTIAL 10 tÉÄëáíÉ_áò
  11. 11. SEO – What and Why SEO refers to techniques that help your website rank higher in the organic/natural search results Algorithms determine ranking SEO helps more people who are looking for your product or service find you. CONFIDENTIAL 11 tÉÄëáíÉ_áò
  12. 12. SEO Foundation = Scalable SEO Social Media- Viral Content Linking Inbound & Internal Content & Keywords Customer Focused Accessible CONFIDENTIAL 12 tÉÄëáíÉ_áò
  13. 13. What is Good SEO Content? Good Content speaks to your audience… ○ Solves problems ○ Answers questions ○ Provides Information While keeping search engines “in mind” Search Your Engines Customer CONFIDENTIAL 13 tÉÄëáíÉ_áò
  14. 14. Types of Good B2B Content B2B customers go online to seek knowledge and thought leadership Focus and make your content visible ○ Blog Posts ○ White Papers ○ Articles ○ Press Releases CONFIDENTIAL 14 tÉÄëáíÉ_áò
  15. 15. Choosing Keywords for SEO Start with Research ○ Brainstorming ○ Use Online Tools – www.Google.com/Adwords ○ Get in the mind of your customer ○ It’s not about you! Organize Your Keyword Research 1. Search Volume and Popularity (goal = high) 2. Relevance (goal = high) 3. Competition or Difficulty Ranking ( goal = low) CONFIDENTIAL 15 tÉÄëáíÉ_áò
  16. 16. Google - Keyword Research Tool CONFIDENTIAL 16 tÉÄëáíÉ_áò
  17. 17. Where to Use Keywords in Your Content Site-wide ○ Title tags ○ Meta Descriptions ○ URL Structure ○ Product Image Tags ○ Headlines ○ Anchor Text Links ○ Body Text Copy CONFIDENTIAL 17 tÉÄëáíÉ_áò
  18. 18. Home Page & Product Page Content Must have quality, accessible content ○ Describe your company/website ○ Most competitive phrases (Pos Products) ○ Write naturally –not list of keywords Be Descriptive ○ Not “our solution” or “our product” Edit Your Current Text ○ Find generic words ○ Replace them with keywords from your research (where appropriate!) CONFIDENTIAL 18 tÉÄëáíÉ_áò
  19. 19. Linking - Defined Inbound Links ○ Web pages that link to you Internal ○ Quality & Industry Inbound Internal Links ○ Linked pages within your site ○ Link Anchor Text - text that is in the link ○ “Flash” content is not linkable CONFIDENTIAL 19 tÉÄëáíÉ_áò
  20. 20. Link Building Tips Vertical Directories (Business.com) Partners Content is king ○ Start a blog ○ Create a tool (Energy savings calculator) ○ Other: viral videos, photos Press Releases Social Media CONFIDENTIAL 20 tÉÄëáíÉ_áò
  21. 21. SEO Foundation = Scalable SEO Social Media- Viral Content Linking Inbound & Internal Content & Keywords Customer Focused Accessible CONFIDENTIAL 21 tÉÄëáíÉ_áò
  22. 22. Social Types of Social Media Media Social News UGC Sites Social Networking CONFIDENTIAL 22 tÉÄëáíÉ_áò
  23. 23. Show of Hands CONFIDENTIAL 23 tÉÄëáíÉ_áò
  24. 24. Create a “Customer-Centric” Blog Blogs = the “Swiss Army Knife” of Social Media Strategy Wordpress.com - #1 Blog Platform for SEO Demonstrate thought leadership & offer relevant content 1. No white papers, press releases or sales pitch 2. Provide easy access to contact information 3. People subscribe via RSS CONFIDENTIAL 24 tÉÄëáíÉ_áò
  25. 25. Using LinkedIn for Business 1. Create a Company Profile ○ Post events, white papers, news ○ Maintain and update 2. Create and Use Groups ○ Industry topics ○ Associations ○ Trends ○ Product 3. Seed the groups with members ○ Encourage employees, alumni, partners, customers to join ○ Provide time for employee to spend on the tool ○ Coach your employees to answer questions and offer input CONFIDENTIAL 25 tÉÄëáíÉ_áò
  26. 26. LinkedIn for Executives 1. Make Your Profile Client-Focused 2. Choose Connections Wisely 3. Get Connecting 4. Use “Search” to find potential customers 5. Give Testimonials to get them CONFIDENTIAL 26 tÉÄëáíÉ_áò
  27. 27. How Does it Work? You write and read messages of up to 140 characters The messages (aka tweets) are public, and you decide which accounts you want to receive messages from Twitter works equally well from your desktop or mobile phone CONFIDENTIAL 27 tÉÄëáíÉ_áò
  28. 28. Using Twitter for Business Build relationships on Twitter o Follow industry leaders (@Dell, @Starbucks) o Listen for comments about you o Respond to comments and queries Ask questions Post links to things people would find interesting o “Retweet” messages you would like to share Use a friendly, casual tone Don’t spam people CONFIDENTIAL 28 tÉÄëáíÉ_áò
  29. 29. SEO Foundation = Scalable SEO Social Media- Viral Content Linking Inbound & Internal Content & Keywords – 25% Customer Focused Accessible CONFIDENTIAL 29 tÉÄëáíÉ_áò
  30. 30. Measuring Results = ROI What should you track? • How People arrive at your website • How they navigate your website • How they find information on your website • How they value your website content • How they respond to calls-to-action CONFIDENTIAL 30 tÉÄëáíÉ_áò
  31. 31. Don’t be an information charity CONFIDENTIAL 31 tÉÄëáíÉ_áò
  32. 32. Important B2B Calls to Action Things like… • Download White Papers • View a Video • Read a Case Study • View a Demo • Register for a Webinar • Subscribe to an email newsletter CONFIDENTIAL 32 tÉÄëáíÉ_áò
  33. 33. Providing Answers to Difficult Questions Google Analytics ○ It works ○ Intuitive ○ It’s Integrated ○ It’s Free CONFIDENTIAL 33 tÉÄëáíÉ_áò
  34. 34. Key Takeaways Content is King SEO Social Analytics Leads/$ CONFIDENTIAL 34 tÉÄëáíÉ_áò
  35. 35. Questions Thank You! Kyle Bumgardner 1713 Cleveland Avenue Charlotte, NC 28203 o. 704.338.1727 c. 704.813.4636 www.WebsiteBiz.com www.Marketerinsight.com Twitter: @kbsales CONFIDENTIAL 35 tÉÄëáíÉ_áò

×