Web Presence vs. Website

Are You Reaching Customers Everywhere You Can?

Tommy P. Landry, Return On Now

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My Background

• 22 Years Marketing – 17 online, 13 SEO, 8 SEM– Started Out Marketing / Managing Bands– IT Marketing: AMD, SolarWinds, Pervasive,

Winternals, Anue Systems– Other: SensorTran, Guiltless Gourmet– Co-Founder: Tsuna, RotoExperts, TFS

• MBA, Information Management & Marketing

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What I’m Doing Now

• Now: President, Return On Now– Increase Web Visibility and Lead Flow

• Search Engine Optimization• Search Engine Marketing / Pay Per Click• Social Media• Content Marketing & Messaging• Online Reputation Management• Training and Coaching

– Virtual Team for Execution

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This Stuff Works

• June – November 2012• Results

– Alexa Score from 2.2M to 435K– Tripled Traffic– SEO step up every ~60 days

• Both Traffic and Ranks

• Authorship Acceptance

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Key to Success?

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Case Study

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Case Study: Growing Startup

• Employees– 40 in December 2008– >200 in April 2012

• Focus on VERY Niche Audiences– IT Test Labs and Network Engineers

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Case Study: Growing Startup

• December 2008– Old School Push Marketing

• Static Brochureware Website• No Blog, Contributed Articles, or Content Placement• No Inbound Marketing or SEO

– Minimal Budget– Search Traffic

• Mostly PPC: 2,868• Struggled in Organic: 869• No Social Media Traffic• Email Marketing?

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Case Study: Growing Startup

• January 2010– Social and Content Marketing Program

• Launched a blog and social networking campaign• Aggressive pursuit of content opportunities

– Change in Traffic • Less Focus on PPC: 2,357• Better in Organic: 1,636• Social Gains Traction: 221• Increase in Backlink Pace

– Still Minimal Budget

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Case Study: Growing Startup

• April 2012– Consistent Execution Over Time

• Focus on Consistent, SEO’d Content and Social• Website Overhaul March, 2011 (SEO, Social, UX)• Relaunch and Repackaging of the Blog

– GREAT Traffic Mix• Minimized PPC: 1,229• Rocking in Organic: 4,323• Social Grows: 474• Expanding Inventory of Links

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Buyer’s Journey: Old Linear Model

SOURCE: http://blog.alinean.com/2011/05/optimize-content-marketing-by.html

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Buyer’s Journey: No Longer Linear

SOURCE: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

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Pillars of Web Presence

FOUNDATION: Content

SEO RelationshipsUser Experience

Branding

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Web Presence Done RIGHT

• Right Content and Format• Right Place and Time• Right Prospect• Right CTA• Right Follow Up

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Rapid Content Expansion

Secret Sauce:

Meta Content

“Content about Content”

Repackaged Content

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How Meta Content Works

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Web Presence: Lead Gen Decision Points

1. What We Do

2. Who Buys It

3. Where We Can Find Them

4. What Grabs Their Interest

5. How To Get Them To Our Website

6. How To Opt Them In

7. How To Encourage Them To Buy

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Website Presence: Content Marketing

3. Promotion & Online Visibility

4. Content About Content

2. Buyer Personas

5. Core Content

1. Product or Service

6. Conversion

7. Purchase!

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Content Marketing Matrix

Product PersonaBuyer's

Journey StageTopic CTA Conversion NEXT STEPS

Discovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales ContactDiscovery Newsletter Opt In Add to long-term listConsideration White Paper Download Add to Drip MarketingDecision Custom Quote Tool Direct Sales Contact

Widget #2

Widget #1

Bob Watkins, CxO

Sally Salesperson, User

Joe Dev, Implementer

Bridget Smith, Soccer Mom

Mark Wallace, Dedicated Dad

Ed & Sylvia Platt, Grandparents

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Where THEY Can Find US!

Search Engines

Online Advertising

Links from Other Sites

Social Networks

Online Reviews

Location-Based

Services

Multimedia Sites

Social Bookmarks

Daily Deals Services

LocalDirectories

Online PR

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Looking Forward: Author Authority

SOURCE: SEOmoz Blog

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A Whole New Variable for SEO Ranking

SOURCE: SEOmoz Blog

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Author Authority

The Key to Social SEO

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Thank you!

Questions?

Connect with me:Tommy P. Landry, President

Return On Now

http://ReturnOnNow.com

tommy@returnonnow.com

Twitter: @tommy_landry