Integrating SEO, PPC, and Social Media for B2B Companies Strategies for staying one step ahead of the rest

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Housekeeping Items

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1 Search Marketing & The Complex Sale Learn what is at stake for your B2B company

2 Integrating SEO, PPC, SMM Strategies What channels are your customers using to get information

and buy?

3 The ROI Impact Use tools to measure social media, PPC, and SEO impact

Webinar Agenda

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B2Bs spend over 60% of their digital budgets on SEO and Paid Search

1 B2B Digital Marketing Budget Allocation

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Marketers are planning on increasing their budgets across the board, with Social Media expected to see greatest lift in spend.

1 Adjusting Budgets for 2012

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Budgets for digital marketing initiatives are increasing both in absolute total, as well as their proportion of entire marketing budgets

1 The Digital Marketing Mix

Source: American Marketing Association, Forrester Research’s US

Interactive Marketing Forecast 2009-2014; Cambridge, Mass

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Marketers are curious how all channels can be leveraged to produce integrated strategy

1 What Marketers Want in 2012

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The data shows the effectiveness of leveraging digital media to drive engagement, leads, and sales

1 The Case for Online Marketing

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Search Engine Optimization

Social Media Marketing

Pay-Per-Click

Overlap between various online channels

1 Integrating SEO, PPC, and Social Media

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Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decisions

Purchase

Search marketing aims to broaden and shorten the sales funnel

1 Digital Marketing and the Complex Sale

Introducers

Influencers

Closers

A

B

C

- SEO: Broad/generic keyword searches

- Display advertising

- Email marketing

- Social media

- Brand names

- Remarketing

- Search advertising

- Search marketing

- Model numbers

- Branded terms

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Key Thought #1

1. What digital channels does your company leverage today?

2. How do those strategies differ from what your team did last year? Two years ago?

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1 Search Marketing & The Complex Sale Learn what is at stake for your B2B company

2 Integrating SEO, PPC, SMM Strategies What channels are your customers using to get information

and buy?

3 The ROI Impact Use tools to measure social media, PPC, and SEO impact

Webinar Agenda

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Search Engine Optimization

Social Media Marketing

Pay-Per-Click

SEO

+

PPC

Overlap between various online channels

2 Integrating SEO, PPC, and Social Media

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Source: Luxury Vehicle Brand Case Study; Google, GSD&M, July 2007

1 + 1 = 3! Branded ads supplement performance of natural search In a recent case study, adding branded ads brought in more new visitors

% New Visitors to Site Example:

Branded

Natural

Branded 52% 64%

12% Increase

Paid ads + Organic search captures new users

2 How SEO and PPC Work Together

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PPC as a testing ground for high-converting keywords

2 How PPC helps SEO

PPC data to inform SEO

strategy:

- Keywords

- Ad Copy (for CTR)

- Calls to action

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PPC as a testing ground for high-converting keywords

2 How PPC helps SEO

PPC data to inform SEO

strategy:

- Keywords

- Ad Copy (for CTR)

- Calls to action

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Search Engine Optimization

Social Media Marketing

Pay-Per-Click

PPC +

Social

Overlap between various online channels

2 Integrating SEO, PPC, and Social for B2Bs

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At the start of 2011, Facebook had 40% share of the daily web traffic worldwide.

Social Networks are taking up more and more of internet user’s time and attention

2 Why Market on Social Networks?

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Build brand advocacy with social media marketing

2 Strategies for B2B Customer Engagement

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Tools available to B2B marketers

2 Generating Leads from Social Media

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Allows visitors to input lead information without ever leaving Facebook platform

2 Generating Leads from Social Media

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Crucial success factor (and differentiator) from traditional PPC advertising

2 Social PPC Advertising

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Crucial success factor (and differentiator) from traditional PPC advertising

2 Demographic Targeting Capabilities

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Search Engine Users: Are

actively looking for a product or

service

Social Sites: There to consume

content (i.e. not your ads)

Search vs. Social

2 Setting Expectations for Social PPC

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Grab

Attention

Optimal “social PPC” ads must do the following…

2 “Social PPC” Advertising

Generate

Interest

Call to

Action

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Search Engine Optimization

Social Media Marketing

Pay-Per-Click

SEO

+

Social

Overlap between various online channels

2 Integrating SEO, PPC, and Social for B2Bs

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Changes in Google algorithm to incorporate Social

2 SEO and Social Media

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Social factors are expected to play a bigger role in future search engine changes

2 SEO and Social Media

Courtesy: SEOmoz

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• Support your content with other

relevant sources such as:

• Company blog

• Newsletters

• Facebook posts

• Tweets

• White papers

• Case studies

Content marketing works to influence both SEO and social media

2 How B2B Marketers Win: Shareable Content

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What You Need to Offer:

• Unique Research

• Informed Opinions

• News/Trend Analysis

• Authentic Expert Contributors

Industry relevant

blogs

Mentioned in news

publications

Cited at conferences +

events

Liked/Shared on

Facebook

Links are

Tweeted/Retweeted

Links from Forums

Courtesy: SEOmoz

Is your content worthy of being shared? Become a trusted source.

2 How B2B Marketers Win: Shareable Content

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Key Thought #2

1. Does your digital marketing incorporate an integrated approach?

2. Based on what we’ve covered, what is the most attractive channel you can launch on tomorrow?

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1 Search Marketing & The Complex Sale Learn what is at stake for your B2B company

2 Integrating SEO, PPC, SMM Strategies What channels are your customers using to get information

and buy?

3 The ROI Impact Use tools to measure social media, PPC, and SEO impact

Webinar Agenda

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3 Define ROI To successfully measure ROI for your campaigns, you first need to define ROI

Return on

Investment

(Gain from Investment – Cost of Investment)

Cost of Investment

ROI: A performance measure used to evaluate the

efficiency of an investment or to compare the efficiency of a

number of different investments.

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Common tracking includes traffic or ranks (SEO), share of voice (Social), and conversions (PPC)

3 Current Tracking Only Get Us So Far

Traffic

Share of Voice

Conversions

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3 Analyze Touch Points Prospects arrive through a variety of digital channels: SEO, paid ads,

remarketing, display, referral, social, and more.

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Gauge your ROI by tying analytics & conversion data to closed deals

3 Close the Loop with Attribution Management

Allows for 360 tracking from initial keyword search to closed opportunity by uncovering

data from Analytics and CRM into unified view.

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Measure digital effectiveness by identifying keywords that drove the best conversions and sales

3 The Best Search Marketing Reporting

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3 Why Digital Marketers Need This Full Funnel Digital Visibility

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Key Thought #3

1. What is the goal of your website (contact requests, newsletter sign-ups, free trials)?

2. What is your most cost efficient digital channel?

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Digital marketing has become a core piece of the overall marketing mix

A menu of “tools” can be leveraged, regardless of the marketing challenge

Creating engaging online experiences will be key in driving new user acquisition

Key Takeaways

Thank You!

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Contact Us about Qualifying for a Complimentary Analysis

- “Cost of the Problem” Analysis: Discover the cost of not

ranking in the top positions on search engines. How much

revenue is being lost to competitors with the best rankings?

- Competitive Report: Find out where you rank against your top

competitors and what tactics they’re employing

- ROI Tracking: Detailing the keywords and sources that visitors

are using to discover your website and if those visitors are

converting into leads and sales

Please contact:

contact@webmarketing123.com