this is me. - south-tec · medium cost search engine optimization $1000-5,000/month telemarketing...
TRANSCRIPT
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This is me.
Stoney deGeyterVP of SEO & Advertising
• @StoneyDlinkedin.com/in/stoneygd
Web PresenceOptimization
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MARKETING
What do you think of?
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Marketing is Digital
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Research starts online
http://www.fathomdelivers.com/blog/manufacturing/19-marketing-statistics-every-manufacturer-should-know/http://blog.digitant.com/top-digital-marketing-statistics-for-manufacturing-companies
More than 90% of B2B buyers start their research on Google!
B2B researchers do 12 searches on average prior to engaging on a specific brand's site. (2014)
84% of industrial professionals use the Internet to find components, equipment and services.
51% of engineers did NOT attend an in-person trade show last year (2013)
66% of engineers attended at least one webinar or online event over the past year (2013)
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Growth of digital marketing
1/3 of CMOs believe digital marketing will account for 75% of their marketing spend in the next 5 years
Source: AdWeek
B2Bs that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month
Source: https://www.hubspot.com/marketing-statistics
On average, B2B marketers allocate 28% of their total marketing budget to content marketing
Source: https://www.hubspot.com/marketing-statistics
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It is becoming increasingly difficult to compete without a
strong digital presence
Your competitorsmay already be digital…
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People are leery of being “sold to”
But they want to find what they need when they need it.
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A holistic approach is needed
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The Challenges of Digital Marketing
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There’s no consistency in search
Feb. 6, 2019Unnamed Update
Nov. 29, 2018Unnamed Update
Mar. 1, 201919-Result SERPs
Mar. 12, 2019Core Update
Jun. 3, 2019Core Update
Jun. 6, 2019Site Diversity Update
In 2018, Google reported making 3,234 updates.
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The web is a busy place
“Every two days,we create as much
information as we did since the dawn of time to
2003.”--Eric Schmidt, TechCrunch, Aug. 2010
https://www.toprankblog.com/2019/07/digital-marketing-news-071919/
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Everyone isfighting for attention
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Web users are highly distractible
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You need more than ordinary
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You need extraordinary
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Cost Comparisons
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Average media setup costs
$63K – $8M
$0 $1M $2M $3M $4M $5M $6M $7M $8M $9M
TV Advertising
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$0 $200K $400K $600K $800K $1M $1.2M $1.4M $1.6M
Newspaper Advertising
Magazine Advertising
Trade Shows
$500K – $1.4M
$500 – $400K
$3K – $50K
$63K – $8M
$0 $1M $2M $3M $4M $5M $6M $7M $8M $9M
TV Advertising
Average media setup costs
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Email Marketing
Direct mail Marketing
Pay-Per-Click Marketing
Content / Social Media Marketing
Telemarketing
Search Engine Optimization
$4K – $10K
$500 – $7.2K
$2.5K – $5K
$1.5K – $5K
$1K – $5K
$0K – $4K
$0 $2K $4K $6K $8K $10K $12K
$0 $200K $400K $600K $800K $1M $1.2M $1.4M $1.6M
Newspaper Advertising
Magazine Advertising
Trade Shows
$500K – $1.4M
$500 – $400K
$3K – $50K
Average media setup costs
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SEO Tele-marketing
Content& Social
PPC DirectMail
EmailMarketing
$0
$50/lead
$0$1.50/visitor
$50/order
$1.50/visitor
$0
$60
$50
$40
$30
$20
$10
Average cost of media
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$0
$300K
$250K
$200K
$150K
$100K
$50K
$350K
$400K
$7.5K/booth
$250K/ad
TradeShows
MagazineAdvertising
NewspaperAdvertising
TVAdvertising
$113K/ad
$342K/ad
SEO Tele-marketing
Content& Social
PPC DirectMail
EmailMarketing
$0
$50/lead
$0$1.50/visitor
$50/order
$1.50/visitor
$0
$60
$50
$40
$30
$20
$10
Average cost of media
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Medium Cost
Search Engine Optimization $1000-5,000/month
Telemarketing $20-60 per hour
Content / Social Media Marketing
$0-5000 per month depending on agency involvement
Pay Per Click Marketing Ad spend ($50-10,000/mo) + Management fee (15-20% of ad spend)
Direct Mail Marketing Design, publishing & postage
Email Marketing $500-5000 per month depending on agency involvement
Trade Shows Air fair, hotel, meals, shipping ($5500 per event)
Magazine Advertising Cost of media + agency hourly rate
Newspaper Advertising Cost of media + additional future designs
TV Advertising Cost of media + agency hourly rate
Average cost to continue
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How DigitalMarketing Works
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People want results, not products
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People want benefits, not features
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People want value, not price
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Most potential customers don't know you … yet!
People want solutions, not brands
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On-Page Optimization
Local
Content
Usability
Conversions
Site Speed
Mobile Friendly
Links
Authority
Personalized Results
Site Architecture
Social Media
PPC
DIGITALMARKETING
Digital marketing is vast
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How AlgorithmsWork
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Str
ate
gy No Magic
Formulas
Know
ledge Understand
Algorithms
Imple
menta
tion Quality &
Common Sense
Algorithms want to be just like us
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How algorithms work
Content Engagement
On Page SEO
Links
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http://www.searchenginejournal.com/infographic-googles-200-ranking-factors/64316/
Thousands of ranking signals
That change thousands of times
per year
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Google’s algorithm in 2000
Keywords & Links
Site Architecture
Social Media & Content
Uniqueness & Value
Usability & Conversions
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2000Google’s algorithm in
Keywords & Links
Site Architecture
Social Media & Content
Uniqueness & Value
Usability & Conversions
2020
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Google’s algorithm inGoogle’s algorithm
Keywords & Links
Site Architecture
Social Media & Content
Uniqueness & Value
Usability & Conversions
tomorrow2020
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Benefits of Digital Marketing
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2-way communicationwith your audience
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Connect with your audience
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Learn the language of your customers
Build
Assemble
Production
Fabricate
Manufacture
Keyword Research
Conversation Monitoring
Pain Points
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Analytics
Conversion Data
Understand buyer’s journey
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Get the pulse of your customers
Social Listening
Real-Time Testing
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Reach thousands of people with one message
Meet potential customers where they are
24/7 access to your company
Precise targeting
Word of mouth
Extend your reach
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Achieve your goals
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Algorithms are just looking for winners
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Thank You!
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