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Sam Beal & Associates ©2013

Business Intelligence

Inbound Marketing

Web Technology

Sam Beal & Associates


Sam Beal Ph.D. 1980

2000

2005

2013


Agenda

• Web Marketing Essentials

• Next Steps


Web Marketing Essentials

Inbound Marketing

customers reaching out to you

Web Technology

implementation

Business Intelligence

management by measurement


Landing Page

Rich Content

Conversion

SEO & SEM

KPI

The Funnel


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


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?


free

paid

Search Engine Marketing

SEO = free clicks

but it takes work

Buy the top position

with Adwords

You need both!


SERP Analysis

Keywords

Ran

kin

g

#1 on page


What is Content?

Text and Media for visitors

Clues for Google Algorithm

Content that gets “linked”

Social Conversations


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


KPI – CPL Analysis


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


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

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Technology

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site isnt

business wont

potential ppcnew content

serp analysis keywordsranking

google algorithmcontent