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Digital Demand from Click to Close: A Search Marketing Guide for the CXO
This document contains information about a webinar hosted by Webmarketing123 on optimizing search engine optimization (SEO) strategies to drive revenue. The webinar covers the critical role of search and the modern buyer's journey, how to build a website for maximum SEO performance, and how to fine tune the conversion funnel to optimize search strategies. The webinar also includes a live Q&A session. The document provides details on the agenda topics and suggestions for measuring SEO performance and ROI.
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Digital Demand from Click to Close: A Search Marketing Guide for the CXO
- 1. #123webinar Tuesday, 3/24/15 @1PM ET/ 10AM PT
- 2. #123webinar We drive revenue. Notjust clicks and traffic. / About Webmarketing123 Paid Search SEO Content Creation Website Design
- 3. #123webinar 1 SEO Explainedfor the CXO The Critical Role of Search & the New Buyer’s Journey 2 Master Modern Inbound Marketing Build Your Site for Maximum SEO Performance 3 Fine Tune the Conversion Funnel Optimize Search Strategy to Drive Revenue 4 Live Q&A Ask Mike Your Toughest SEO Questions. On the Agenda
- 4. #123webinar Before, Now, prospects neededto talk to sales. the last thing they do is talk to sales. / SEO Explained for the CXO 67% of the new buyer’s journey happens online. The funnel has shifted. Source: SiriusDecsions
- 5. #123webinar / SEO Explainedfor the CXO That means marketers carry the burden. Modern marketers are responsible for over 2/3 of the sales funnel.
- 6. #123webinar / SEO Explainedfor the CXO The new B2B buyer might surprise you. Business purchase decision makers are younger and native to digital.
- 7. #123webinar / SEO Explainedfor the CXO The new B2B buyer might surprise you. Marketing to the C-Suite is not as critical.
- 8. #123webinar / SEO Explainedfor the CXO The new B2B buyer might surprise you. Cross-device fluency is key. 42% use mobile during the purchasing process. Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.
- 9. #123webinar 71% of businesspurchase decisions start with a search engine. Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. / SEO Explained for the CXO Search is the best place to start.
- 10. #123webinar On average, B2Bresearchers do 12 searches before engaging on a brand’s site. / SEO Explained for the CXO Search is the best place to start.
- 11. #123webinar 1 SEO Explainedfor the CXO The Critical Role of Search & the New Buyer’s Journey 2 Master Modern Inbound Marketing Build Your Site for Maximum SEO Performance 3 Fine Tune the Conversion Funnel Optimize Search Strategy to Drive Revenue 4 Live Q&A Ask Mike Your Toughest SEO Questions. On the Agenda
- 12. #123webinar First, calculate yoursearch opportunity. Know your digital conversion funnel to quantify this / Master Modern Inbound Marketing % of website visitors that become leads. % of leads that are qualified. % qualified leads that result in closed deals. Average closed deal size. Monthly search volume % of searchers that visit your website.
- 13. #123webinar Acquire leads. Nurtureleads. Sell leads.. 1 Fuel search with great content. Effective content is the backbone of modern SEO. / Master Modern Inbound Marketing
- 14. #123webinar 1 Awareness Evaluation Purchase Educate prospects onthe value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “The Definitive Guide to Display Advertising” “Why our Strategy is Better than the Other Guys” “How to Close More Deals via Digital Demand Gen” Repurpose Content Segment & Nurture Get Sales Involved! Create and optimize content for each stage of the buyer’s journey. Fuel search with great content. / Master Modern Inbound Marketing
- 15. #123webinar 2 What keywords woulda prospect search at each stage of the funnel? Keyword strategy still matters. Awareness Evaluation Purchase Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “The Definitive Guide to Display Advertising” “Why our Strategy is Better than the Other Guys” “How to Close More Deals via Digital Demand Gen” Repurpose Content Segment & Nurture Get Sales Involved! / Master Modern Inbound Marketing
- 16. #123webinar 2 Capture the rightleads and direct them to your most relevant landing page. Keyword strategy still matters. You must have a keyword mapping doc! / Master Modern Inbound Marketing
- 17. #123webinar 2 Don’t make themistake of optimizing for internal jargon! Keyword strategy still matters. A Google search for “laptop” delivers this. A search for “notebook” delivers this. For Example: / Master Modern Inbound Marketing
- 18. #123webinar For example, do NOTdo this! Source: Codemakit.com 2 Keyword strategy still matters. Don’t go overboard with keywords. / Master Modern Inbound Marketing
- 19. #123webinar Search engines use Latent Semantic Indexing todetermine whether it’s valuable, relevant content or spam. 2 Keyword strategy still matters. / Master Modern Inbound Marketing Instead, content should contain the keyword you’d like to rank for and related keywords.
- 20. #123webinar 3 It’s easy toget lost in data. Measure the right metrics. Organic Visits Jan. Feb. Mar. % of Keywords on Page 1 Nearly 20% of marketers still rely on “website traffic” to measure success. 2015 State of Digital Marketing / Master Modern Inbound Marketing
- 21. #123webinar $ $ Sales Pipeline Opportunity ClosedWon Revenue Organic traffic volume. Clickthrough rate of preferred landing pages. Organic keyword theme ranking. These SEO metrics are essential. ✓ ✓ ✓ Conversion volume and CVR. ✓ But, take it a step further to measure ROI. / Master Modern Inbound Marketing 3 Measure the right metrics. $ Sales Contribution by Landing Page
- 22. #123webinar Ultimately, your SEOreporting should look more like this: / Master Modern Inbound Marketing 3 Measure the right metrics.
- 23. #123webinar Make a teamto-do list based on the following questions: Are you keeping up with SEO? / Master Modern Inbound Marketing 1 Do we have a target keyword list? When’s the last time it was updated? 2 How are we doing compared to our competitors? 3 Have we segmented keywords by stage of the buyer’s journey? Do we have content/offers to match? 4 Is there an opportunity to convert on every page of our website?
- 24. #123webinar 1 SEO Explainedfor the CXO The Critical Role of Search & the New Buyer’s Journey 2 Master Modern Inbound Marketing Build Your Site for Maximum SEO Performance 3 Fine Tune the Conversion Funnel Optimize Search Strategy to Drive Revenue 4 Live Q&A Ask Mike Your Toughest SEO Questions. On the Agenda
- 25. #123webinar Here’s why youcan’t afford to measure leads alone. Optimize search for revenue. / Fine Tune the Conversion Funnel
- 26. #123webinar That’s often easiersaid than done. Optimize search for revenue. / Fine Tune the Conversion Funnel Let’s say Suzie searches for “marketing automation software”. Google serves an organic listing for your site linking to your latest eBook. Suzie clicks on the link, but then decides to go to lunch. While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook. Suzie clicks on the ad and downloads the eBook. Sales gives Suzie a call a few hours later, and sets up a demo appointment. A month later Suzie buys your software!
- 27. #123webinar With closed-loop reporting youcan attribute credit properly within your CRM. Optimize search for revenue. / Fine Tune the Conversion Funnel Suzie Smith First touch source: Organic Search First touch page: /eBook/marketing-automation Last touch source: Paid Search Last touch page: /eBook/marketing-automation Revenue commitment: $100,000
- 28. #123webinar 1 SEO Explainedfor the CXO The Critical Role of Search & the New Buyer’s Journey 2 Master Modern Inbound Marketing Build Your Site for Maximum SEO Performance 3 Fine Tune the Conversion Funnel Optimize Search Strategy to Drive Revenue 4 Live Q&A Ask Mike Your Toughest SEO Questions. On the Agenda
- 29.
- 30. #123webinar e: results@webmarketing123.comt: 800.619. 1570 Get a custom search assessment from our team! Sign up today and we’ll cover: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results now Mike Turner, Webmarketing123 Director of Business Development Thanks! results@webmarketing123.com800. 619. 1570 Let’s Talk!
Editor's Notes
- #2 Hello everyone! Welcome to today’s webinar, “Digital Demand from Click to Close: A Search Marketing Guide for the CXO.” My name is Mike Turner, Director of Biz Dev here at Webmarketing123. I’ll be hosting our webinar today. If you have any questions, we’d love to chat. Feel free to just in the GTW chat box or tag your tweets with #123webinar to ask questions on Twitter.
- #3 Before we dive into the discussion, I wanted to give you a bit of background on us. We are a digital agency, founded in 2004 and headquartered in the San Francisco Bay Area. Our team is 100% focused on delivering revenue – not just clicks and traffic. We take pride in our metrics-driven approach to digital. [Next Slide]
- #4 Here’s a quick look at what we’ll cover today…
- #5 The sales & marketing funnel has shifted. Before, customers had to talk to your sales team. Now, talking to sales is the last thing prospects do. Your prospects have changed how they make their decisions. The old linear sales funnel no longer applies. Back in the day, sales and marketing teams had the chance to mold the prospect’s decision-making process from the start. Now, the prevalence of digital and search has forever changed the traditional sales funnel as we know it. In fact, a recent study by SiriusDecisions finds that almost 67% of buyer’s journey now happens online. This shift is what we call the “new B2B buyer’s journey or the hidden sales cycle.” The new B2B buyer’s journey is an increasingly digital experience as the multi-device, ‘always on’ prospect relies more and more on online research to inform their path to purchase. As McKinsey and Co found in their study, Branding in the Digital Age, prospects now enter an extended consideration and evaluation stage where they are doing their research without us.
- #6 That means marketers are responsible for over 2/3 of the sales funnel. To acquire leads marketers MUST influence the new B2B buyer at the 1st touch point. By the time your prospects get to you (assuming you haven’t already been ruled out), they have set expectations about what they want. They’ve already read product reviews on social media, they’ve Googled the top providers in your industry, they’ve read blogs comparing one feature to another, they’ve been retargeted with ads hawking competitor discounts, and received competitor emails offering educational materials on making the right purchase. At this point, sales’ job is to cater to their demands at the lowest price point possible. Your best insurance policy is to cover your bases on all channels and feed the top of the funnel by attracting leads with quality content. Investing in content that reaches your prospect early in the online research phase gives you a fighting chance to mold their path to purchase again. If you don’t, you risk losing early on to your competitors.
- #7 Plus, there’s been a major shift in WHO the new B2B prospect is. The majority of B2B decision-makers are young millennials that are digital natives.
- #8 Marketing to the C-Suite is not as critical as it once was. Sure, they still maintain final sign-off, but lower level employees heavily influence their decisions.
- #9 The new B2B buyer is mobile. 42% use mobile during the B2B purchasing process.
- #10 Search is the best place to start. 71% of business purchase decisions start with a search engine.
- #11 On average, B2B researcher do 12 search before engaging on a brand’s site.
- #12 Next, let’s cover how to master modern inbound marketing/ SEO.
- #13 First, calculate your search opportunity.
- #14 Start by fueling search with great content. Great content delivered to the right audience at the right time supports these basic steps: (1) Acquiring, (2) Nurturing and (3) Selling leads. These steps are probably not new to you, but exactly how content supports the new buyer’s journey might be. Effective content is the backbone of a successful inbound marketing strategy [Next Slide]
- #15 Create and optimize content for each stage of the buyer’s journey.
- #16 Keyword strategy still matters. Think about the keywords a prospect would use to search at each stage of the buyer’s journey.
- #17 Capture the right leads and direct them to your most relevant landing page. You must have a keyword mapping document to do these! This also illustrates why keyword themes have become more important than individual keywords.
- #18 Don’t make the mistake of optimizing for internal jargon! (Talk about the Kensington example.)
- #19 Remember, the days of keyword stuffing are long gone. In fact, Google could punish you for this practice now. Here’s an example of what not to do.
- #20 Instead, content should contain the keyword you’d like rank for AND related keywords. Related keywords are important because search engines you latent semantic indexing to determine whether it’s valuable, relevant content or spam.
- #21 Finally, make sure you measure the right metrics. Here’s what many SEO reports resemble. Our 2015 SDMR found that nearly 20% of marketers still rely on website traffic to measure success.
- #22 While it’s important to measure the following metrics to optimize your organic search efforts, do not stop there. Do not get distracted by too many data points: Organic traffic volume Clickthrough rate of preferred landing pages. Organic keyword theme ranking Conversion volume and CVR You must be able to take it a step further to report on revenue. Focus on the following: Sales pipeline opportunity from SEO Closed won revenue from SEO
- #23 Your SEO reporting should tie organic search to revenue.
- #24 Are you keeping up with modern SEO? Share the following checklist with your team.
- #25 Here’s a quick look at what we’ll cover today: First, we’ll take a look at the 5 Critical SEO Mistakes Costing You Revenue and how to fix them. Then, will take what we’ve learned and show you how to build a search plan that sells. Finally, we’ll end the session today with live Q&A.
- #26 Optimize search for revenue. Here’s why you can’t afford to measure leads alone. Reporting on leads is not enough to measure the value of digital marketing. For example, if you look at number of leads alone in the chart above, you would wrongly assume that social media is your most lucrative digital channel, when SEO is actually delivering the money.
- #27 Yet, we know that’s often easier said than done. Here’s an example of why. (Walk through example.)
- #28 Attribution reporting is needed to close the loop on ROI, and tie your online marketing results to revenue within your CRM.
- #31 Thanks for joining us today! I realize we covered quite a bit of information today. If you need professional digital marketing help drop us a line at results@webmarketing123.com or give us a call at 800.619.1570. We are offering FREE, 30 minute consultations for our webinar attendees. We’ll cover where you rank in relation to competitors Measure your revenue opportunity from Search What you can do to accelerate results now. Thanks again for your time everyone! Hope to see you on the next webinar. [Next Slide]