Planning and Budgeting for Digital Marketing Success in the New Year

transcript

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

JANET DRISCOLL MILLER

SEAN MCCUSTY

SEARCH MOJO @SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

SEARCH-MOJO.COM @searchmojo #mojowebinar

Janet Driscoll Miller

President and CEO,

Search Mojo

Follow on Twitter: @janetdmiller

Sean McCusty

Sales Consultant,

Search Mojo

Follow on Twitter: @seanmccusty

• Search engine marketing firm founded in 2005

– Search engine optimization (SEO)

– Pay-per-click advertising management (PPC)

– Social media advertising

– Online reputation management

• Headquartered in Charlottesville, VA

– Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more

@SEARCHMOJO

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800.939.5938

• Organic Search

• Content Marketing

• Digital Advertising

– Paid Search

– Social Media

• Analytics and Nurturing

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• Inbound links

– Press releases

– Spammy sites

• Greater emphasis on content

– Authorship

• Greater emphasis on social

– Google+

• SEO has become more

holisitic

• Focus on content

• Rethink your link strategy

– Involve social media team

• Make sure your metrics are in place

@SEARCHMOJO

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800.939.5938

• Organic Search

– Provides more pages/assets for indexing

– Increases opportunities to gain visibility

– Provides inbound links from social and

other channels

• Paid Search

– Provides assets to offer in ads, stoking lead

generation efforts

• Nurturing

– Provides assets to continue the conversation

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• Product Listing Ads

• Retargeting

– Display

– YouTube

– RLSA

Pushing Store Visit Pushing E-commerce

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Over 85% increase in

return conversions

98% of visitors leave your

site without converting

• More than 90% of retailers do not

complete a transaction in their first visit.

• Retargeted consumers are nearly 70%

more likely to complete a purchase as

compared to non-retargeted consumers.

• Retargeted consumers spend, on average

50% more than those served with non-

retargeted banner ads.

@SEARCHMOJO

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800.939.5938

• “Social Media Management Software”

– Enterprise level product:

12 months/$100,000 commitment

• But WHO searches using this term?

• High level of demographic targeting

Facebook LinkedIn

Likes Industry

Gender Gender

Status Update Title and/or Function

Geographic Region Geographic Region

School Company Size

Age Seniority Level

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0 50 100 150 200 250 300 350 400

Conversions

2011 2012

Conversions

2011 2012

Cost per Lead

2011 2012

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281% 1178% (pipeline) (revenue)

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800.939.5938

@SEARCHMOJO

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800.939.5938

• 50% of qualified leads are not ready to purchase

immediately

• Companies that invest in marketing automation solutions see

70% faster sales cycle times, and 54% improvement in quota

achievement.

• Businesses that use marketing automation to nurture

prospects experience a 451% increase in qualified leads.

Companies that excel at lead nurturing generate 50% more

sales ready leads at 33% lower cost.

• 47% of nurtured leads make larger purchases over non-

nurtured leads.

• Companies that automate lead management see a 10% or

greater increase in revenue in 6-9 months.

• Propagating a user’s profile over time

• Marketers prioritize the fields to capture

42.3% of

Respondents

Fill Out

Additional

Information

• Set up Goals

• Set up Ecommerce

• Use tagging

• Use Attribution Modeling

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• Spending on digital marketing averages

2.5% of company revenue.

• What is your organization’s temperament?

– Data driven?

– Risk Adverse?

• Message to the Decision Maker(s)

– For the CEO: Support the Strategic Vision.

– For the CFO: Maximize revenue, minimize

expense.

– For the CMO: Drive qualified leads &

conversions.

• Budget for a “Proof of Concept”

– Allocate resources for single quarter

• Success leads to additional funding for continuing

the program.

• Budget for a year long effort

– What would be your “Biggest Win”?

• What will support the most important strategic

objective?

• Communicate how digital marketing

supports the organization’s priorities.

• Present a detailed proposal for digital

marketing activities.

• Identify the KPIs that digital will

influence and measure them.

• If you have questions about how to

approach your budget, we can help.

Contact Search Mojo:

Sean McCusty

800-939-5938 ext. 116

smccusty@search-mojo.com

Top 14 SEO Myths…Busted!

November 7, 2013

2:00 p.m. ET

Register today at

www.search-mojo.com/SEOMyths

Tad Miller

Vice President, Accounts

Search Mojo

President & CEO

Search Mojo

Google+: +Search Mojo

Twitter: @SearchMojo

Facebook:

facebook.com/searchmojo

Twitter: @janetdmiller

Google+: +Janet Driscoll Miller

Sean McCusty

Twitter: @seanmccusty

Google+: +Sean McCusty