5 Search Marketing War Stories You Can Learn From - slides 8/13/13

transcript

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#123webinar | @webmarketing123

5 Search War Stories

You Can Learn From

Mike Turner

Director of Business Development

August 13, 2013

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Frequently Asked Questions (FAQs)

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AboutWebmarketing123

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#123webinar | @webmarketing123 4

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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#123webinar | @webmarketing123 #123webinar | @webmarketing123

Let’s analyze some client war stories.

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Rebuild a poor performing website and SEO strategy(B2B Manufacturer)

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Strategy:

Build timeline and

action plan inserting

SEO strategy into

web design

deliverables.

Focus on optimizing

user experience

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)

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Strategy:

Evaluate revenue

potential and capture it

with strategic program

Establish benchmarks

and monitor closely

overtime via scorecard

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)

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Strategy:

Identify revenue

opportunity for top

keywords, evaluate

existing program, as well

as top competitors’

strategies

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)

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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.

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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

Get a second opinion on your program performance in a 30-minute consultation.

Simply email results@webmarketing123.com 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