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UID 2015 Presentation - Online Marketing - Where's it going? How to win.
The document discusses the evolving landscape of online marketing, emphasizing the convergence of search engines and social media, along with the importance of understanding buyer personas and content marketing strategies. It highlights the impact of mobile devices on marketing practices and offers tips on automation and lead nurturing to improve engagement and conversion rates. Key takeaways include the necessity of aligning marketing efforts with user needs, the significance of measuring campaign effectiveness, and the importance of an integrated approach to internet marketing.
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UID 2015 Presentation - Online Marketing - Where's it going? How to win.
- 1. Online Marketing –Where’s It Going? How To Win Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com Eddie Bluff Vice President & Co-Founder Site-Seeker, Inc. eddiebluff@site-seeker.com
- 2. Agenda ● What’s changed ● Where’s it going ● How to get there Topics Covered ● Search engines – paid and organic ● Social media ● B2B buying process ● Role of content ● Buyer personas ● Marketing automation/lead nurturing Tool tips
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- 4. Convergence Of SearchAnd Social
- 5. How Has GoogleChanged 2009 2011 2012 2013
- 6. Organic Search TrafficLevels Changed Tool Tip: Competitive analysis – SEO, Paid, Links, …
- 7. Low Usability =Low Traffic Jan 1, 2011 – Oct 2, 2014 Organic Sessions Vs. Time Jul 11 Jan 12 Jul 12 Jan 13 Jul 13 Jan 14 Jul 14
- 8. Poorly Constructed Pages Correctedproblem & saw a 209% increase (to pre- Panda levels) within a few days
- 9. The Way WeSearch Has Changed Used Forklift Forklift for sale Interest Over Time 2005 2013201120082007 Tool Tip: What’s (& what’s not) trending in your Industry?
- 10. Google Is InfluencingThe Change Tool Tip: Keyword research tool (also see ubersuggest.org)
- 11. Our Devices HaveChanged Tool Tip: How does your site appear on a mobile device?
- 12. Mobile Sites =Better Mobile Traffic Organic Sessions - All Traffic Organic Sessions - Mobile Only Jul 11 Jan 12 Jul 12 Jan 13 Jul 13 Jan 14 Jul 14 New site - responsive
- 13. YourWebsite Social Media 0.75% 75 10,000 More Money 0.75% 94 12,500 25% 25% 1.0% 125 12,500 0.25% 67% Vertical Websites Our Focus Needs To Change
- 14. ID Need Evaluate Post BuyEval Purchase Search Generate Lead Propose Win Negotiate Engage Upsell/Resell • Educate • Repurpose & distribute content • Position content search engines and social media • Strengthen brand awareness • Engage through social media and search engine • Eliminate risk, demonstrate value, simplify the decision • Customers promote your brand • Generate referrals Buying Process Selling Process Supporting Internet Marketing Strategy How Customers Buy Has Changed
- 15. Fishing Upstream –Find Prospects … Before They Know They Need You
- 16. Welcome To TheFuture
- 17. Focus On TheUser
- 18. Buyer Personas –Your Customers
- 19. GOAL: Keep visitorson your site, reading content and viewing pages Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier HR Personas 7) Employee 8) Applicant 9) Partner Corporate Personas 10) Community 11) Media Align Website With Persona Needs
- 21. Align The Messages& Make Money Daily Goal Completions
- 22. " Efficient Content Marketing Everydaywe… • Solve problems • Think • Learn • Teach We communicate by • Phone • Email • Presentations • Proposals • Sales literature • Articles • Press Releases Opportunity to repurpose content • Blog • Video • Guest article • Case studies • Email news Letter Distribute content via… • SlideShare • Twitter • Facebook • LinkedIn • Google+ • YouTube
- 23. Today – Repurpose,Reuse, Recycle
- 24. How To -Social Media
- 25. Become the Expert Create Accounts (Name Claim) Grow Networks Create Content Distribute Content Lead Discussion ParticipateIn Discussion " Establish Credibility With Social Media
- 26. What’s A Brand • Build brand awareness • Showcase your expertise • Clicks vs. impressions •
- 27. Brand Awareness ViaSocial Media • Twitter o Promoted Tweets o Promoted Handles • LinkedIn ads o Sponsored content o Create an ad Get in front of prospective prospects
- 28. Combining SEO AndSocial Media LinkedIn Blog Twitter
- 29. Social - MatureBusiness Model Follow growth takes place at a much more rapid pace with advertising compared to organic activity
- 30. B2B Is GeneratingContent Blogs
- 31. And Sharing ContentVia Social Media Active and Sharing
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- 33. Reduce Social MediaCosts Automation and scheduling tools can help streamline the process Tool Tip: Use automation to drive the cost out of social media
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- 35. SEO ● Indexing ofmultimedia ● Paid search more aggressive ● Look for paid local results ● Personalized search will grow ● Changing search engine UX as important as changing rank ● Apps search and indexing ● Old: SEO tactical ● New: Strategic ● It’s about being relevant
- 36. SEO More ● Ranking signals ● Penalties ● Author rank importance àGoogle+ ● Focus on user needs/intent ● Non-content link development ● HTTPS ranking boost ● Mobile-friendly ranking factor ● Old: keyword research ● New: people research Tool Hint: Screamingfrog to analyze on-site SEO
- 37. Job Of AnSEO More ● In-house SEO ● Landing page analytics ● Topic vs. keywords focus ● Content marketing ● Link earning not link building ● Skills: math, product management, copywriting, marketing development, development, research, creative, PR http://digital360.com.au/marketing
- 38. Websites ● Leaner &faster ● Relevant & great content. ● UI more important ● MOBILE FRIENDLY https://www.seroundtable.com/ google-mobile-friendly-label- worldwide-19556.html “User Experience is a commodity Noticed primarily by its absence” (Source: Someone Online) Tool Hint: Does Google think your website is mobile friendly?
- 39. Mobile Small keyboards causingshift ● Toward voice & natural language search ● Away from exact query search ● Redo search engine UI ● …ranking preference Comscore
- 40. SEO Periodic Table (Source:http://searchengineland.com/seotable)
- 41. Paid Search ● YouTube ● Retargeting ● Site links
- 42. Paid Search Small screensà Higher % ads à increased spend
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- 44. Why Measuring IsImportant ● More focus ● Decisions based on fact ● Allows you to test ● Increase accountability ● Identify opportunities ● Improved campaigns ● Reduce cost Goal Completions 3.8:1 – Calls:Forms
- 45. • Data isunreliable • Complex reporting needs • Too many reports, too little action • Metrics aren’t actionable Common Measurement Problems
- 46. • No keyworddata • Not tracking o PDF downloads o Mailto links o Phone calls • Code broken • Developer not understand tagging • Parts of site(s) not tracking • Not blocking own IPs Google Analytics Problems
- 47. Google Analytics –Geo Reach
- 48. Google Analytics -Geo Reach
- 49. Google Analytics –Mobile Traffic 40% Mobile 6% Tablet That’s too high!
- 50. Google Analytics –Mobile Traffic 80.5% 15.4% 4.1% 86.0% 5.3% 8.7% 64.5% 32.8% 2.7%
- 51. Google Analytics –Mobile Traffic
- 52. Google Analytics –Mobile Traffic Approximately $2,800/month – about $0.065 per click
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- 58. Inbound, Content Marketing, LeadNurturing, Marketing Automation,… Next Fancy Buzz Word
- 59. The Reality OfSelling Prospect Has A Problem No Yes WillingnessToEngage LowHigh Not Ready Time Suck Education Prime Target
- 60. The Role OfContent Marketing Multiple touches to impress until prospects need you
- 61. How Do YouStand Out? The value of great content has never been lower, the importance has never been higher
- 62. Inbound Marketing Inbound marketingis advertising through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing,… which bring customers in closer to the brand. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.
- 63. Drip Marketing /Lead Nurturing • Send pre-written messages • Content offers via email marketing • User behavior triggers/dictates sequence • Handoff better qualified leads • Lower cost to process leads • http://www.softwareadvice.com/crm/marketing-automation-comparison/ • http://www.getapp.com/marketing-automation-software • http://www.g2crowd.com/categories/marketing-automation/compare
- 64. Drip Marketing /Lead Nurturing Leads nurtured with targeted content produce an increase in sales opportunities of more than 20% (Source: DemandGen)
- 65. Where In TheBuying Process" " …Are Your Prospects? Track activity and interests through content consumption and action
- 66. Personas & TheBuying Process
- 67. " Align Personas WithAll Messaging
- 68. Lead Scoring AutomatesThe Handoff ● Assign value to information, actions & content ● When score reaches a pre-determined value, they become a SAL (Sales Accepted Lead)
- 69. Types Of LeadNurturing Campaigns ● Educational – white papers… ● Event follow up – thank you, provide value/download ● Promotion – education info & occasional promotion ● Best practices – articles ● Demo of product – video ● Personal email – from sales near bottom of funnel ● List of resources – blog post
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- 74. Lead Nurturing Process ● Determine the goal o Awaken a cold lead o Increase lead quality o Generate new leads ● Set a timeline – 75% of leads buy within 18 to 24 months (Source: Marketing Sherpa) ● Success metrics o Goal = brand awarenessà branded traffic o Goal = increased lead quality à conversions Vs. time o Goal = new leads à size of your database o Number of downloads
- 76. Pulling It AllTogether
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- 79. Top 10 Takeaways 1. Search and social are related 2. Search is harder, but extremely valuable 3. Develop your message around buyer 4. Go mobile 5. Fish upstream – solve problems 6. Create then repurpose content 7. Nurture leads – drive COS down 8. Measure everything 9. Internet marketing is not for kids - anymore 10. Plan, plan, plan
- 80. Thank You! Brian Bluff President& Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 Eddie Bluff Vice President Key Accounts & Co-Founder Site-Seeker, Inc. eddiebluff@site-seeker.com @EddieBluff w: 315-732-9281 x 14 Free consultation & reports – visit: Site-Seeker.com/UID