5 search marketing war stories you can learn from - slides 8/13/13
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5 Search War Stories
You Can Learn From
Mike Turner
Director of Business Development
August 13, 2013
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Are the slides available?
Engage with us on Social:
Get a consultation:Email us at “[email protected]”
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Frequently Asked Questions (FAQs)
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AboutWebmarketing123
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Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
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Our approach is built on data-driven strategy and efficient execution.
Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations
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Fast Growing.Award Winning.
Top 10 of Bay Area’s 100
Fastest Growing Companies
Top 500 Fastest Growing
Private US Companies
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We are experts at growing revenue for our clients.
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We have unique experience driving lead generation campaigns for global Fortune 500 companies.
Across multiple business units and 4 countries we produced 34,356 new leads for a group of operating companies, including:
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U.S. Digital Marketing Spending Survey, 2013, Gartner Research
Ever wonder how your marketing budget compares to others?
A 2013 survey by Gartner Research Firm sheds light on how marketers budget for digital marketing.
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Digital marketing budgets total
2.5% of company revenue and
will increase 9% this year.
10.4% of 2012 Revenue Was Spent on Marketing (digital and
traditional channels), and Budgets Will Increase 6% in 2013
U.S. Digital Marketing Spending Survey, 2013, Gartner Research
That means….
A $50 Million Revenue company
Invests $1,365,000/yr. in digital.
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The majority spends between 10% and 50%of their marketing budget on digital
marketing— the average is 25%.
U.S. Digital Marketing Spending Survey,
2013, Gartner Research
How Marketers Allocate Their Digital Marketing Budgets
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Up to 50% of Digital Marketing Activities
Are Outsourced
U.S. Digital Marketing Spending Survey,
2013, Gartner Research
Marketers Outsource This Portion of Digital Marketing Activities
Search marketing is the
most outsourced digital
marketing activity (50% of
total marketers)
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“Increased funding is a double-edged sword. It brings new opportunities, but puts more
pressure on marketers to deliver and prove a return on the
investments.”
– U.S. Digital Marketing Spending Survey, 2013, Gartner Research
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To achieve success, start with a revenue-focused plan
Keywords Monthly Search Volume
Resource management 673,000
Portfolio management 207,000
Project management software 59,200
It governance 27,600
Software project management 15,700
Project management tools 14,800
It project management 12,100
Project management office 8,700
Project portfolio management 6,600
Total Monthly Searches 1,024,700
Monthly Cost of Not Ranking on these Keywords
Click Through Rate
(7%, page 1 average)71,729 new website visitors
Visitor to Lead Rate
(1-3%, B2B average)1,793 new leads
Raw Lead to Qualified Rate
(15%)269 new qualified leads
Lead to Sale Rate
(10%)27 new deals
Average sale price $100,000
$2,700,000 monthly revenue
Annual Cost of Not Ranking $32,400,000 annual revenue
And measure performance over time
(SEO example)
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Evaluate success in terms of revenue
Revenue from SEO Report:
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Marketing is now accountable, cost-effective, scalable and measurable.
…with the potential to lift your business to new levels.
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Let’s analyze some client war stories.
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Rebuild a poor performing website and SEO strategy(B2B Manufacturer)
1
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Strategy:
Build timeline and
action plan inserting
SEO strategy into
web design
deliverables.
Focus on optimizing
user experience
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Mission: Rebuild a poor performing website and SEO strategy
• Wireframe creation
• Keyword Research
• Content creation and mapping
• Top-level nav / flat-architected
website caters better for SEO
• Leverage third party tool. Look at
Google trends, keyword planner, own
analytics, etc.
Revised pages with added/new content experienced
124% average increasein page visits and a 34% increase in time spent.
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Example keyword mapping doc:
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Build a search strategy from scratch targeting multiple product lines(B2B Manufacturer)
2
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Strategy:
Evaluate revenue
potential and capture it
with strategic program
Establish benchmarks
and monitor closely
overtime via scorecard
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Mission: Build a search strategy from scratch targeting multiple product lines
• Prioritized keywords, developed
content marketing plan, developed
unique tracking KPI scorecard.
Realized $32 million in missed revenue.
Applied Scorecard across all marketing
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Improve search ROI and get on page 1 for competitive keywords.(mobile device security company)
3
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Strategy:
Identify revenue
opportunity for top
keywords, evaluate
existing program, as well
as top competitors’
strategies
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Mission: Improve search ROI and get on page 1 for top keywords
• Leveraged internal resources to
aggressively build content both on-page
and off-page, including implementation of
“Search-to-CRM” revenue tracking
Jumped from ranking #17 to #3 in 60 days
200% increase in conversion volume
Every one dollar invested led to $8 in return
Since acquired by Citrix™
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Tightened budget placed more pressure on client contacts. Used to only care about hits to website, now cared about leads.
(B2B technology company)
4
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Mission: Get more insight into ROI from Search Marketing, including revenue generated
Strategy:
Gain more insight into
which keywords were
driving organic revenue
Prove value of working
with SEO company
• Implement “Search-to-CRM” revenue
tracking tool
• Set-up regular reporting & analysis to see
which keywords were driving revenue and
then re-focus program accordingly
Pinpointed two SEO keywords worth over $2M in
pipeline revenue
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GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
KEYTOUCH ATTRIBUTION- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - |
Measuring ROI from SEO
Search to CRM Connector Tool Explained
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Company increased revenue goal from Digital Marketing (globally), but couldn’t add to headcount.
5
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CHALLENGE: Improve efficiency and expand globally
Strategy:
Expand into untapped
markets via use of SEO
and SEM
Identify additional areas
for improvement without
additional investment
• Integrated programs to optimize
constantly and increase performance
• Also, strategic outreach to websites
mentioning brand to request quality
back-links (a quick low effort win)
Furthering expansion due to early success– over $50
MM in closed-won revenue from search marketing
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As a result of new media, platforms, and Google algorithm updates, SEO strategies
must constantly evolve – those that focus on providing value and measuring revenue
contribution will be most successful.
Before moving ahead with SEO, identify highest revenue potential keywords and
generate an action plan that details which content is needed– prioritize and monitor
with a KPI scorecard
When considering a web redesign, SEO best practices should be built into the strategy
– keyword research and content mapping is essential for long-term success
For improved search rankings, focus on long-term content marketing strategies rather
than easy link building and content generation tactics
Close the loop on measurement and get the most out of your marketing investments
Key Takeaways
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You’ll get: Knowledge of where you rank in relation to
competitors
Insight into how much revenue opportunity is available from Search (we’ll do the research)
Actions you can take today to accelerate results from your inbound marketing campaigns
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Get a second opinion on your program performance in a 30-minute consultation.
Simply email [email protected] or call 800.619.1570
Give us: Your top keywords
2 or 3 competitors
Your top objectives
THANK YOU
Mike Turner
Director of Business Development