Seminar b2 b - give your marketing a boost - 2011-05 - v02

Give your marketing a boost
Taking your B2B online marketing to the next level

The agenda 8:30 – 9:15 – The Essentials –
Taking them to the next level
Chris Muirhead
B2B Account Director – LexisClick

9:15 – 9:30 – Refreshment Break
9:30 – 10:15 – The latest
developments in B2B marketing
Stephen Bavister
MD - LexisClick

10:30 – 11:00 – Networking


What should An overview of some of the
latest developments in online
you get from marketing
this
An action plan of your priority
seminar? areas to address


What would Feedback for future seminars
we like from How can we help you?
you?


B2B Online Marketing Essentials
Taking them to the next level

Chris Muirhead
B2B Account Director

Quick survey When searching online who
uses?
• Google
• Bing
• Yahoo
• Another search engine


Google’s UK
domination

UK Search Engine Market Share - April 2011
Source: Hitwise


If you are
marketing
internationally
Don’t discount the
other players

US Search Engine Market Share - April 2011
Source: Comscore


So how
important is
SEO really???


Natural
results drive
more clicks
than
advertising...

On average % of visits from organic search

LexisClick’s
clients get
64% of their
website traffic
from organic
search... Source: LexisClick client base average of traffic source
visits April 2011


And 60% of % of conversions from organic
search
their online
sales or
enquiries
through
organic
search... Source: LexisClick client base average of traffic source
conversions April 2011


Quick survey When using a search engine
how far will you go before
refining your search?
• First page
• Second page
• Third page


On average % of non brand search visits
from the first page of results
95% of non
brand search
traffic comes
from the first
page of
results... Source: iCrossing “The Importance of Page-one Visibility”
February 2010


The highest rankings get most clicks
Not surprising really...
Organic search – Average CTR By Search Ranking

Source: SEOMad May 2011


Don’t be
complacent if
you are the
market
leader...


200% increase Monthly Organic Search Traffic
Increase – 2010 - 2011
in organic
search traffic
for a market
leading
client...

Source: Client Google Analytics April 2011


17,329% Online Enquiries Quoted –
2010 vs 2011
increase in
quoted
business from
online
enquiries...

A few £,000 to quite a Source: Client Sales Report April 2011
few £00,000

Quick survey If you are looking for a specific
company online, what do you
usually do?
• Do you know their url and
type it in the address bar?
• Do you search on their
company name in Google?


People will % of searches – brand vs non
brand
search for you
by name...

Source: LexisClick client base average of organic brand
searches April 2011


Things to How often do you search on
your company name?
consider... • Check common variations of
your brand terms used in
search and what the search
results return
• Make sure all the top 30
results for your most common
brand terms contain good
listings that link back to your
site


In an ever
changing
landscape...

Here’s a few things you
should be aware of...


Site links
You can keep them current in Google Webmaster Tools...


Google Instant
Search results and suggestions to keep an eye on...


Search preview
First impressions count...


Reviews
Stay positive...


News
All news is good news...


Social media inclusion
Twitter and more...


Google Panda / Farmer Update
It might be time to update your SEO strategy...


Quick survey How many of you use Google
Adwords or other paid search
advertising?


SEO + PPC
Increase your search power – 1+1=3...


The combined SEO + PPC – The combined
effect
power of
attraction...

Source: iCrossing “Search Synergy Report” 2007


Heads or tails The different types of search
terms
...you win
Head key phrases – General search terms
Higher volume

Tail key phrases – Specific search
terms
Lower volume


Strategies Getting results from PPC

Head phrases – can be very competitive – if
your margins are strong, its a good place for
instant results

If your margins are weak it can be very
expensive with better returns from SEO

Tail can be expensive to cover via SEO

Inexpensive to generate large key phrase
portfolio via PPC


With Improve your results with
testing
immediate
Test advert creative on click
effect... throughs (CTR) and conversions

Test landing pages to improve
conversion rates

Use what you’ve learnt in your SEO
e.g. Page titles, Meta descriptions,
Landing pages


It’s time to • Ad extensions
get creative... – Site links
– Phone
– Location
Go on have some fun – Product
• Mobile ads
• Platform targeting
• Seller ratings
• Adwords remarketing
• Comparison ads
• Click to download ads


Quick survey • How many people here use
email marketing?
• How many use bought in data
lists?


Should all Segment your emails by?
your contacts
• Industry
receive the • Their stage in the buying
same process
message? • Job title
• What they last purchased
• When they last purchased
• Age
• Gender


Get personal... Increase your conversion
rates

• Go beyond Dear ...
• Personalise by your
segmentation data
• Save time – only
personalise the information
you need to


Test, test ,test... Are you testing your emails?

• Subject line
• Time of day
• Day of week
• Offers
• Content
• Layout
• Calls to action
• Landing pages


And there is • Lead nurturing
plenty more... • Bought in data lists and
email campaigns
• Triggered campaigns
• Calls to action and sign-ups
• Encouraging sign-ups


How are you • Assess
doing? • Score
• Prioritise
• Action


Seminar b2 b - give your marketing a boost - 2011-05 - v02

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