webmarketing123 close the loop between keywords and revenue

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Close the Loop Between Keywords and Revenue SEO Case Studies

Mike Turner SEO Expert & Director of Business Development

Webmarketing123

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ONE OF THE FASTEST GROWING

PRIVATE U.S. COMPANIES

Converting online visibility into

measurable business results

#9 FASTEST GROWING COMPANY IN BAY AREA

A few of our clients: SEO | PPC | Social Media | Website Design

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Some Practical Matters

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seo@webmarketing123.com

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Webinar Agenda

1 Measuring ROI still a Challenge for Marketers

2 How to Measure ROI from Search

3 Case Studies – the Keyword That Brought in $600K…and More

4 Key Takeaways

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Webinar Agenda

1 Measuring ROI still a Challenge for Marketers

2 How to Measure ROI from Search

3 Case Studies – the Keyword That Brought in $600K…and More

4 Key Takeaways

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Digital is measurable

…Which means more pressure

on marketers to prove the return

on their program investments.

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More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI.

Source: Deloitte CMO Summit, 2012

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70% of marketers can’t

attribute ROI from SEO – the #1 channel for lead generation.

Source: Webmarketing123 State of Digital Marketing Survey, 2012

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“Can you currently tie search marketing keywords to revenue?”

Yes, we tie our keywords to revenue

and know our ROI from search

marketing

Yes, we have the ability, but are not

currently using this data effectively

No, we do not have the ability to tie

keywords to revenue

1%

12%

87%

Source: GoToWebinar Poll

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Webinar Agenda

1 Measuring ROI still a Challenge for Marketers

2 How to Measure ROI from Search

3 Case Studies – the Keyword That Brought in $600K…and More

4 Key Takeaways

@webmarketing123 #123webinar

Calculating Search Marketing ROI

What you’re investing

In SEO and PPC

What that investment

contributes to revenue

$$$$$ $$$$$$$$$

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Example Report

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Search Marketing ROI

Hundreds – possibly thousands – of keywords get

potential customers to your website, but only a

handful of those keywords end in closed deals.

How do I see the revenue impact

of specific keywords within my

campaign?

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In order to know what search terms within your search

marketing program are generating the most revenue for your

company, you need the following tools:

- Marketing Automation

- Marketo, Pardot, Eloqua, etc.

- CRM Software

- Salesforce, Sugar CRM, Oracle, etc.

- Missing Link

- “Search Keyword & Source to CRM” connector tool

Toolkit for placing a dollar

value on a keyword

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From Search to CRM

Missing Link - KeyTouch Attribution Tool

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Webinar Agenda

1 Measuring ROI still a Challenge for Marketers

2 How to Measure ROI from Search

3 Case Studies – the Keyword That Brought in $600K…and More

4 Key Takeaways

@webmarketing123 #123webinar

$75K from 1 Keyword in 4 Minutes

We optimize for hundreds of keywords, one of which

is “SEO Company”. Here’s one example of how we

were able to track a closed deal back to a specific

keyword.

CASE STUDY: WEBMARKETING123

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1. Prospect searched “SEO Company”

2. Clicked Organic search result

3. Spent 4 minutes on site,

filled out “Contact Us”

form

4. Nurture email brought them

back to the site and kept our

brand top of mind. Deal closed

3 months later

CASE STUDY: WEBMARKETING123

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Working backwards from a closed deal

and being able to attribute the lead source

to organic search for “SEO company”

gives us 75,000 reasons to focus efforts

on optimizing for keyword “SEO

company”

CASE STUDY: WEBMARKETING123

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Two SEO Keywords Created $1.5 Million in

Pipeline Opportunity for a Global Manufacturer

- After a few months of working with us, had

increased the % of keywords that were ranking on

page one of Google (original objective of campaign)

- They weren’t tracking which keywords were

creating opportunities or sales and there was

increasing pressure from exec team to prove

marketing ROI.

CASE STUDY #2: GLOBAL MANUFACTURER

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Global Manufacturer worked with us to implement “Search to CRM” tool. In

just 2 days, they began to connect keywords to closed deals within their

CRM – and then view lead source data directly in their lead view.

Gaining Visibility into ROI

2 weeks later, client was able to attribute $1.5 million in

revenue opportunity to 2 SEO campaign keywords – more

than justifying their initial investment in SEO.

CASE STUDY #2: GLOBAL MANUFACTURER

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Example Report

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Close the Loop, Make Informed Decisions

Start refining marketing program allocation based on actual revenue instead of just leads or conversions.

$85,000

$60,000

$275,000

$ $

$

$ $ $

Keyword Revenue

Opportunity Allocation

$

Keyword A

Keyword B

Keyword C

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Increase Spending Where it Makes the Biggest Impact

eConsultancy, 2012

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eConsultancy, Feb 2012

72% of Attribution Savvy Marketers are Better Able

to Allocate Budget Across Channels

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Webinar Agenda

1 Measuring ROI still a Challenge for Marketers

2 How to Measure ROI from Search

3 Case Studies – the Keyword That Brought in $600K…and More

4 Key Takeaways

@webmarketing123 #123webinar

Key Takeaways

• Although 70% of marketers aren’t able to tie revenue to

SEO, it IS possible to close the loop.

• If you have a CRM and a Marketing Automation System,

you already have the tools to measure ROI from SEO.

• Don’t stop at the lead level. Understand exactly which

SEO keywords generate leads, drive opportunities, and

close deals.

• If you need help, email us at seo@webmarketing123.com

@webmarketing123 #123webinar

webmarketing123.com

Download: 2012 State of Digital Marketing Report

bit.ly/2012wm123

Email me for a Consultation: SEO/PPC/Social Media Marketing

Measurement/Analytics Approach

Lead Gen Effectiveness

We invite you to…

Mike.t@webmarketing123.com

Using Marketo for SEO

Optimization: Advanced Techniques

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