prove seo value with marketing automation

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Mission Possible: Prove SEO Value with Marketing Automation

Mike Turner SEO Expert & Director of Business Development Webmarketing123


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Some Practical Matters

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1 Challenge of proving SEO value

2 Use Marketing Automation more effectively

3 Measuring ROI from SEO: “How to” and Case Studies

4 Key Takeaways

Agenda


Return on SEO investment is measurable


? POLL: How are you currently measuring the success of your SEO program?


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

Source: Deloitte CMO Summit, 2012

Challenge of proving SEO value


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 introduce people your products or services, but only a handful capture and convert in-market customers.

Can you track introducing keywords & sources and do you know where you rank on Google for those keywords?



eConsultancy, Feb 2012

72% Say They are Better Able to Allocate Budget Across Channels

What’s the benefit of measuring and attributing?



B2B buyers are moving 57-70% of the way through the sales funnel before they engage directly with sales reps.

A shift in the purchasing process

•  On average, B2B decision makers will wait two weeks after their initial visit before converting (Google Think B2B Study)

•  If you track Last Touch only, you aren’t giving credit to the initial Organic Search.



Your customers may find you one way, but provide their information on an entirely separate visit. 7 out of 10 of you have no way to highlight this.



Give credit where credit is due

SALE

•  On average, B2B decision makers will wait two weeks after their initial visit before converting (Google Think B2B Study)

•  If you track last (or converting) touch only, you aren’t giving credit to the first visit via Organic Search.

First Visit Second Visit

2 Week Break and then visits directly


www.yourwebsite.com



2 Using Marketing Automation more effectively


4 Key Takeaways

Agenda


You’ve made the investment in Marketing Automation, but are frequently asked, “Are we getting the most out of it?”

You’re probably doing: •  Emails, Newsletters •  Nurture Program to stay top of mind •  Custom landing pages and offers •  Announcements

But marketing automation can be leveraged to improve Search Marketing and even measure ROI.

Using Marketing Automation more effectively


There are many marketing automation and CRM systems, but today’s examples will focus on Marketo and Salesforce

Marketing Automation System CRM System


And many more…. And many more….


Traditionally, Marketing Automation and SEO have been viewed in silos

But there are fundamental tools within your CRM that you can use to power your SEO

PUSH LEADS THROUGH SALES FUNNEL ATTRACT NEW LEADS



Since Marketing Automation systems track and store data as well as access your CRM, there are valuable insights you can gain if you know where to look

DATA REPORTS STATS NUMBERS VISITORS ROI ROI



These are the key filters (default fields) to use in Marketo to identify what search phrases your prospects are using to find you.

Know how prospects find you Using Marketing Automation more effectively


Know how prospects initially find you

Marketing value: Know which programs are performing (reports, keywords) Sales value: Know prospect’s intent and how to tailor your approach



How do I close the Loop?

Marketing value: Out of the Box, Marketo & Other Marketing Automation Systems cannot access Opportunities and tie pipeline and closed won dollars to source and keywords

Closed Won Dollars

?

?

?

?

?

?




What’s missing? •  The Introducer •  Actionable reporting format





5 Key Takeaways

Agenda


So how do I make the leap from keyword to closed deal? You need to store an individual’s search behavior data and attach it to a lead/opp record.


___ No CRM (Manual) ___ Just CRM ___ Just Marketing Automation (Manual) ___ CRM and Marketing Automation (ideal)

You can measure ROI from SEO with the following set-ups:

Measuring ROI from SEO

Keywords Dollars A B C

$ $$ $$$$


Tie Keywords to Revenue - Report

Why is this important? The person in charge of getting more qualified visitors and leads from the website needs this information



From search to CRM, justify your SEO investment

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |



2 Case Studies using KeyTouch Attribution to gain valuable insights

INTERNAL CASE STUDY: WEBMARKETING123

CLIENT CASE STUDY: GLOBAL MANUFACTURER


$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


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



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”


#1

#2

#3


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: GLOBAL MANUFACTURER



Introduction and conversion data


Example Report



Example Report

CASE STUDY: GLOBAL Test & Measurement MANUFACTURER





5 Key Takeaways

Agenda


Your marketing automation system can give you powerful insights, including: •  Original search terms that attract new prospects (out-of-the-box) •  Which keywords generate revenue so you are able to know ROI

from SEO (needs custom set-up

Remember: Don’t measure simply traffic and/or conversions. Understand exactly which SEO keywords generate leads, drive opportunities, and close deals.

Key Takeaways


Use data to guide your investments 1. Run Keyword Ranking Reports: Once you know which keywords attract the most leads and close the most deals, run ranking reports to see where you rank so you can prioritize efforts 2. Look for themes and identify opportunity areas

•  Small gains could mean big wins Ø  95% of Clicks Happen on Page 1 Ø  60% of Clicks are on Top 3 Results

3. Use this information to drive Marketing Automation campaigns. New insights should fuel content creation and refine focus of all other marketing efforts

Key Takeaways


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Download: 2012 State of Digital Marketing Report bit.ly/2012wm123

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prove seo value with marketing automation

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