Using SEO to Drive MQLs and SQLs
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Once upon a time, you hired a digital marketing agency. Now it’s time to take a hard look. Do you feel like your agency is reactive or proactive? Is their reporting something that you could have done yourself only in half the time (do screenshots of Google Analytics sound familiar)? Are you the one driving the strategy and they just execute what you tell them? Does your account manager sound fresh out of college? These are just a few of the grievances we hear from clients that have had bad experiences working with digital marketing agencies. Sadly, this happens far too often and gives digital agencies a bad name. There is nothing more frustrating than feeling like your agency is underperforming.
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Using SEO to Drive MQLs and SQLs
- 1. Using SEO to Drive MQLs and SQLs
- 2. Contact: mike@digitalreachagency.com | Digital Reach 2 We are a B2B Digital Marketing Agency focusing on demand generation. Companies work with us to: • Increase qualified leads • Track SEO and SEM to ROI • Marketing Automation Support About Us • Search Engine Optimization • Paid Search & Display • Website Redesign • Marketing Automation
- 3. Contact: mike@digitalreachagency.com | Digital Reach 3 1 What’s a marketing funnel, anyway? 2 How can SEO impact my business? 3 Live site analyses On the Agenda
- 4. 4 What’s a marketing funnel, anyway?
- 5. Contact: mike@digitalreachagency.com | Digital Reach Marketing Funnel Diagram Closed Won Sales Qualified Lead Marketing Qualified Lead Raw Lead
- 6. 6 How can SEO impact my business?
- 7. Contact: mike@digitalreachagency.com | Digital Reach Factors to consider: • Monthly traffic volume • Analytics data • Competitor rankings • Conversion rate First, identify your primary keywords Make sure to include a mix of high-volume as well as high-conversion
- 8. Contact: mike@digitalreachagency.com | Digital Reach Next, determine the average CTR of Page 1 Results Page 1 averages range from 2-35%, based on position. Let’s use a conservative 7%.
- 9. Contact: mike@digitalreachagency.com | Digital Reach 1,024,700 monthly searches x 7% average CTR ___________________________ = 71,729 new website visitors Now, multiply total monthly searches by CTR to get potential monthly visitors 71,729 new website visitors
- 10. Contact: mike@digitalreachagency.com | Digital Reach 71,729 new website visitors 71,729 monthly visitors x 3% conversion rate ________________________ = 1,793 new leads 1,793 new leads * For a more accurate number, insert your conversion rate. Calculate the number of potential monthly leads Using the Google B2B average visitor-to-lead conversion rate of 3%.
- 11. Contact: mike@digitalreachagency.com | Digital Reach 71,729 new website visitors 1,793 new leads x 15% qualification rate ___________________________ = 269 new leads 1,793 new leads 269 new qualified leads * For a more accurate number, insert your qualification rate. Calculate the number of potential qualified leads Lead-to-qualified-lead percentage varies, but in our example, we’ll use 15%.
- 12. Contact: mike@digitalreachagency.com | Digital Reach 71,729 new website visitors 269 new qualified leads x 10% close rate ________________________ =27 new deals 1,793 new leads * For a more accurate number, insert your close rate. 269 new qualified leads 27 new deals Calculate the number of potential closed deals Qualified lead to closed deal percentage varies business to business. We’ll use 10%
- 13. Contact: mike@digitalreachagency.com | Digital Reach 71,729 new website visitors 27 new deals x 100,000 avg. sales price ___________________________ = $2,700,000 1,793 new leads 269 new qualified leads 27 new deals 2,700,000 monthly revenue Calculate the number of potential monthly revenue For this client, the average value of a new customer is $100,000.
- 14. Contact: mike@digitalreachagency.com | Digital Reach 71,729 new website visitors 1,793 new leads 269 new qualified leads 27 new deals 2,700,000 monthly revenue 32,400,000 annual revenue 2.7 million monthly revenue x 12 months ___________________________ = $32,400,000 Calculate the number of potential monthly revenue For this client, the average value of a new customer is $100,000.
- 15. Contact: mike@digitalreachagency.com | Digital Reach You only have 7 seconds to answer these 3 critical questions: 1 Where am I? 2 What can I do here? Why should I do it?3 Treat Each Page As an Entry Point
- 16. Contact: mike@digitalreachagency.com | Digital Reach What Am I Supposed to Do?
- 17. Contact: mike@digitalreachagency.com | Digital Reach Easy Not Easy “Sticky” Calls to Action stay with the browser window. Have seen 2X increases in conversion rates! “Sticky” vs Regular Calls to Action
- 18. Contact: mike@digitalreachagency.com | Digital Reach Choose keywords carefully. Consider what prospects will search at each stage of the funnel. Identify Keyword Opportunities
- 19. Contact: mike@digitalreachagency.com | Digital Reach Identify Keyword Opportunities Choose keywords carefully. Consider what prospects will search at each stage of the funnel.
- 20. Contact: mike@digitalreachagency.com | Digital Reach Master closed loop reporting Justify your SEO investment by tying search to your CRM
- 21. Contact: mike@digitalreachagency.com | Digital Reach Sample Analysis Report Gain actionable insights into which campaigns generate revenue
- 23. Get a second opinion on your SEO & Demand Generation Approach In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now Mike Turner Head of New Business Thanks for watching! Email mike@digitalreachagency.com or call (925) 750-8550 for more information
Editor's Notes
- We’re a digital marketing agency specializing in online lead generation, building sales pipelines and revenue. How exactly do we move the needle for our clients? We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies.
- Highlight the process of keyword research and selection. A typical SEO campaign may encompass 50-100 keywords, ranging from highly competitive terms with a large search volume down to “long-tail” keywords with less monthly search volume, but a greater likelihood of conversion. Before our campaign with this client began, they were effectively invisible on the keywords with the greatest potential to generate new business. These numbers may not look so bad, but as we saw before, almost all the clicks go to the first handful of results
- Conservative estimate, average of 7%. Studies report up to 45%. Optify study says 36.4% (article on SEWatch). Again, the best case scenario is to use client data (conversion rates, etc)
- Visitor to Lead rate of 1-3% is from Google’s year-end newsletter findings. They even broke it out by country and there is a difference, (trust us, we know, we have global clients).
- Insert your average sale price to get missed monthly revenue.
- Now annualize it.
- After you’ve assessed the problem areas, whether it be your approach by channel, funnel, or device, start to assess each page on your website. A good rule of thumb is to treat each page as an entry point. You need to know how visitors found your website in order to deliver a consistent experience. Once the user lands on your site, you have 7 seconds to answer 3 critical questions: (Read questions.) (Next Slide)
- Let’s test the theory. What am I supposed to do on this page? Raise your hand in the GoToWebinar when you find the CTA. [Next Slide]
- First, choose your keywords carefully. Think about what phrases prospects are most likely to use at each research stage. We’ll use our own industry as the basis for our keyword examples. Stage 1: Awareness Educate prospects on the value of your product. Keyword examples: “SEO best practices”, “SEO for lead generation.” Stage 2: Consideration Build the business case for investment. “SEO analytics solutions”, “SEO ROI reporting.” Stage 3: Purchase Give the prospect a reason to choose you over your competitors. Keyword examples: “digital agency cost”, “digital agency comparison”, “how to choose an agency.” Finally, expand your keyword list by buyer persona. (Remember the Marketing Director, Jane Smith?) List keywords that would be relevant to each buyer persona at each stage of the funnel. Tip: If you’re worried you don’t have the resources to create this much content before launching your SEO campaign, you’re not alone. For those starting from scratch, think of this more like a “crawl, walk, run” scenario. Start by optimizing core product or service keywords and later expand by research stage and persona. Create a “tip” callout box.
- First, choose your keywords carefully. Think about what phrases prospects are most likely to use at each research stage. We’ll use our own industry as the basis for our keyword examples. Stage 1: Awareness Educate prospects on the value of your product. Keyword examples: “SEO best practices”, “SEO for lead generation.” Stage 2: Consideration Build the business case for investment. “SEO analytics solutions”, “SEO ROI reporting.” Stage 3: Purchase Give the prospect a reason to choose you over your competitors. Keyword examples: “digital agency cost”, “digital agency comparison”, “how to choose an agency.” Finally, expand your keyword list by buyer persona. (Remember the Marketing Director, Jane Smith?) List keywords that would be relevant to each buyer persona at each stage of the funnel. Tip: If you’re worried you don’t have the resources to create this much content before launching your SEO campaign, you’re not alone. For those starting from scratch, think of this more like a “crawl, walk, run” scenario. Start by optimizing core product or service keywords and later expand by research stage and persona. Create a “tip” callout box.
- Finally, this allows to accelerate results by reinvesting in the channels and campaign that actually drive revenue. By mapping your keywords, as demonstrated earlier, we can tie keyword themes/ content pieces to close won deals in your CRM by landing page. [Next Slide]