facetime with an seo expert - webmarketing123 webinar
DESCRIPTION
Time to revamp your SEO program and advance your rankings in 2013. SEO continues to be the #1 source of online lead generation, but you need to make sure you're employing the right strategy for your business. Download our slides to learn: - Where you rank in relation to your competitors - Revenue missed due to poor rankings of keywords most important to your business - Actionable takeaways to improve your SEO program performanceTRANSCRIPT
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Facetime with an SEO Expert
Alex Dunks Senior SEO Strategist
Manager of Business Development
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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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Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
2012 Digital Marketing Survey
In July, we surveyed over 500 U.S. marketing professionals
2nd annual State of Digital Marketing Report
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Lead Generation is
the #1 Objective of
B2B marketers
Top objectives and biggest impact
SEO Makes the Biggest Impact on Lead Generation
2012 Digital Marketing Survey
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Your target audience is searching
for you.
Your target audience is searching for you.
@webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
4 Billion
Searches on
Google Every
Day
~90% of Clicks*
Happen on
the 1st Page of
Search Results
60% of Clicks are on Top 3 Results
*Brandsofttech, Cornell
*Cornell
*SEOmoz
State of Search
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57% of Internet users
search the web
every day.
State of Search
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46% of daily searches
are for info
on products
or services.
State of Search
@webmarketing123 #wm123
State of Search
*Google and Compete B2B Customer Study
@webmarketing123 #wm123
Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
On average, B2B decision maker
will wait two weeks after their
initial visit before converting.
B2B Buyers are moving 60-70% of the way through the sales funnel before
they engage directly with sales reps.
Shift in Purchasing Process
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Introducers
Influencers
Closers
Keyword searches
(Broad/generic)
Display advertising
Email marketing
Social media
Brand names
Search advertising
Remarketing
Search marketing
Model numbers
Branded terms
Decisions are being made higher in the funnel
Shift in Purchasing Process
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Search is your virtual marketplace
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Budgets are Shifting to Inbound Channels
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Lead-to-Customer Close % by Channel
Inbound Marketing Channels
Close More Deals
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Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of Measurement and Attribution
@webmarketing123 #wm123
How successfully are you using
digital marketing to advance
your business?
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LIVE SITE ANALYSES
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Webinar Agenda
1. 2012 State of Digital Marketing Survey
2. State of Search Marketing
3. A Shift in the Purchasing Process
4. Live Site Analyses
5. Importance of SEO Measurement and Attribution
@webmarketing123 #wm123
More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI.
Source: Deloitte CMO Summit, 2012
Search Marketing ROI
@webmarketing123 #wm123
7 in 10 marketers can’t attribute ROI from SEO
– the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
Hundreds of SEO keywords get potential
customers to your website, but only a handful
of those keywords lead to closed deals.
Search Marketing ROI
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From search to CRM, justify your SEO investment
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
-- |
Search Marketing ROI
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Example report
Search Marketing ROI
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Close the loop, make data-driven 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
Search Marketing ROI
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Thank you!
Download the 2012 State of Digital Marketing Report
Available on our homepage.
Get a Consultation. Email: seo@webmarketing123 Talk to a digital marketing expert about your:
SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
Connect with me Email: [email protected] Twitter: @ACDunks