swb intro-feb25

Sam Beal & Associates ©2013

Business Intelligence

Inbound Marketing

Web Technology

Sam Beal & Associates

Sam Beal & Associates ©2013

Sam Beal Ph.D. 1980

2000

2005

2013

Sam Beal & Associates ©2013

Agenda

• Web Marketing Essentials

• Next Steps

Sam Beal & Associates ©2013

Web Marketing Essentials

Inbound Marketing

customers reaching out to you

Web Technology

implementation

Business Intelligence

management by measurement

Sam Beal & Associates ©2013

Landing Page

Rich Content

Conversion

SEO & SEM

KPI

The Funnel

Sam Beal & Associates ©2013

Sam Beal & Associates ©2013

What is Inbound Marketing?

Customers reaching out to you or your

product

Success is a function of:• Website effectiveness

• Content – on your site and on the web

• Online Advertising

• Social Media Marketing

Sam Beal & Associates ©2013

How do you know?

Are customers finding it?

If they do, can they understand your

product?

If the site isn’t working for you, your

business won’t achieve its sales potential

Is your website really effective?

Sam Beal & Associates ©2013

free

paid

Search Engine Marketing

SEO = free clicks

but it takes work

Buy the top position

with Adwords

You need both!

Sam Beal & Associates ©2013

Sam Beal & Associates ©2013

SERP Analysis

Keywords

Ran

kin

g

#1 on page

Sam Beal & Associates ©2013

What is Content?

Text and Media for visitors

Clues for Google Algorithm

Content that gets “linked”

Social Conversations

Sam Beal & Associates ©2013

Sam Beal & Associates ©2013

What is Business Intelligence (KPI)

Traffic

New vs. Returning

Organic vs. Keyword

Campaign

Conversions

Registration click thru rate CTR

Time on Site

CPL – cost per lead

CPA – cost per action

Sam Beal & Associates ©2013

KPI – CPL Analysis

Sam Beal & Associates ©2013

Phase 1 – Analysis & Recommendations

Review Google Analytics (& Adwords)

Fix Low Hanging Fruit

Access to site or site db

Update SEO descriptions

fix / redirect 401 errors

Sam Beal & Associates ©2013

Landing Page optimization

Keyword research (site content, potential PPC)

New content (Blogs, Whitepapers, Webinars)

new channels: YouTube, Slideshare, Scribd

Link analysis

KPI reports

Phase 2 – detailed work