the new digital marketing playbook - slides

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#123webinar | @webmarketing123 1

The New Digital

Marketing Playbook

May 21, 2013

Mike Turner

Director of Business Development

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#123webinar | @webmarketing123

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Frequently Asked Questions (FAQs)

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About Webmarketing123

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Search Engine Optimization

Paid Search / Display Advertising

Social Media

Website Design

International Expansion

Custom Measurement and Attribution

Our Services

Since 2004, we’ve employed a

metrics-based approach to

converting online visibility into

measurable business results

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Our approach is built on data-driven strategy and efficient execution.

Each campaign includes:

Business Research + Strategy

Custom Scorecard Tracking

Attribution + Data-driven Optimizations

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Fast Growing. Award Winning.

Top 10 of Bay Area’s 100

Fastest Growing Companies

Top 500 Fastest Growing

Private US Companies

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We are experts at growing revenue for our clients.

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We have unique experience driving lead generation campaigns for global Fortune 500 companies.

Across multiple business units and 4 countries we produced 34,356 new leads for a group of operating companies, including:

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What x≈≈≈≈≈≈

CTR

Inquiry

Marketing Qualification

Sales Qualification

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Inbound Outbound

Marketing Qualified Leads

Sales Qualified Leads (SGLs)

Close

Won Business

Opportunities

We impact pre-acquisition metrics like CTR & CVR to grow funnel

Using variation of SiriusDecisions Demand Waterfall™

# of total raw leads

Raw lead to Marketing

qualified lead (%)?

Marketing qualified lead to

Sales qualified lead (%)?

Sales qualified to closed

deal rate (%)?

A Quantitative View of Your Business

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Digital Marketing has evolved

(Well, maybe Google hasn’t changed much)

First banner ad ever

(1994)

-- guess the CTR!

Apple and Google in 1999

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Old Digital Marketing Playbook

SEO

PAID

SEARCH DISPLAY

WEBSITE

SOCIAL

MEDIA

EMAIL

• “one-time” optimization

• Link building

• Have “contact us” - phone

number and email

• Update it once a year

• Has downloadable

content

• Go to publishers directly

• Limited optimization

• Audience segmentation

• Targeting available

• Blog, forums, comments

• Engage prospects through

offline events/promotions

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But the old playbook just doesn’t work anymore

Competitors are smarter

• Competitors are increasingly versed and savvy in digital

Advertisers are empowered

• More advanced (and efficient) tracking/execution tools available

Google’s fighting for users

• Constant developments in Google search algorithm

More, more, more

• More users and advertisers spend more time and more money across

more platforms and devices

WHY NOT?

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Channels play different roles in the customer journey

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New Digital Marketing Playbook

PAID

SEARCH DISPLAY

WEBSITE

SOCIAL

MEDIA

EMAIL

• Requires on-page and off-page

content

• Social signals are important

• Constant Algorithm changes

• Link diversification necessary • Frequently updated

• More advanced analytics/

site personalization

• A/B testing

• Ad network buying

• Efficient

pricing/marketplace

(RTB, etc)

• Improved optimization

capabilities

• Marketing automation, lead

nurturing and scoring • Advanced targeting and

optimization features

• Multiple platforms for engaging

customers and prospects

• Empower advocates

• Natural links

SEO

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SEO PAID

SEARCH DISPLAY WEBSITE

SOCIAL

MEDIA EMAIL

Primary Digital Marketing Levers

• Why do you use specific channels?

These ones we can help you with.

• How many levers are you pulling?

• Are you coordinating across channels?

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Use SEO to… SEO

Attract and capture in-market customers (interest-based marketing)

Grow the top of your funnel without paid media

Get into the purchase decision process early

90% of clicks on

page 1.

If not there, you’re

invisible to most

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Use Paid Search to…

PAID SEARCH

Get in front of prospects when they are in-market for your product/service

Get leads from search even when you don’t own top natural listings

Get immediate, reliable results

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Get leads from search even when you don’t own top natural listings

(Google)

Value of running both SEO + Paid Search

http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

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GoogleSite

X

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Use Display to…

DISPLAY

Get in front of NEW or previously lost prospects

Generate awareness in new markets

Re-engage lost prospects through targeted remarketing

Your Site

X

Your Ad Your Ad

LOST PROSPECTS Linkedin

X

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Personalized ads that are based on behavioral data increase ROI

CTR improved by 651%!

Retargeting-based Dynamic Creative Case Study– Travelocity

Teracent, Google*

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Use Website to…

WEBSITE

Improve visiblity (rankings) and user experience

Amplify effectiveness of marketing programs (improving ROI)

Maximize conversions (from anywhere, including Mobile)

Capture and sell information

Your Site

X

You need:

• Clear call to actions (3 Second Rule)

• Mobile optimized (responsive design)

• Regular analytics review

• Optimization of content

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AF

TE

R

3,600 Monthly Visitors

(+20%)

50% Bounce Rate

(-17%)

4% Conversion Rate

(+100%)

72 Leads

(+200%)

BE

FO

RE

3,000 Monthly Visitors

60% Bounce Rate

2% Conversion Rate

24 Leads

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A/B Testing - Even little improvements lead to big results.

In the above example, improved SEO and website engagement drove 200% more leads.

WEBSITE

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Use Social Media to…

SOCIAL MEDIA

Engage prospects and customers

Monitor/manage online brand identity

Empower advocates

Push prospects further down the funnel

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In the new playbook… Links without content aren’t effective anymore

Build SEO into content creation and leverage Social in your

distribution strategy

1. Know your keywords… then build

content specifically for them.

2. Distribute content so it gets picked up. But

the content must be high quality. 3. Natural links lift

rankings.

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In the new playbook… You need to optimize for sales and ROI, not vanity metrics like “traffic” or “leads”

Know which campaigns and keywords bring in revenue

so you can optimize intelligently.

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AppDynamics used a coordinated strategy to get 10X return on marketing investment

Goals:

Out rank competition for target search terms

Increase volume of leads secured through lead generation programs

Increase % of raw leads that convert to qualified opportunities

Improve ROI for new customers

Challenge:

AppDynamics needed to revamp lead generation efforts. They knew they were

underutilizing SEO as a means of inbound lead generation and were placing too

much focus on display ads to promote a free software download.

Solution:

Established unique KPIs and benchmarks

Execute integrated marketing strategy, inc. SEO, PPC, and content creation

Large expansion of AppDynamics’ optimization program by introducing

additional keywords

Results:

73% increase in organic search traffic in <6 months

101% Increase in Organic, non-branded search traffic in <6 months

500% Estimated overall ROI

10X return on marketing investment

Client Success

• SEO • Paid Search • Content Creation

B2B

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You’ll get: Knowledge of where you rank in relation to

competitors

Insight into how much revenue opportunity is available from Search (we’ll do the research)

Actions you can take today to accelerate results from your inbound marketing campaigns

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Get a second opinion on how your campaigns are performing… or how you should expand them.

Simply email [email protected] or call 800.619.1570

Give us: Your top keywords

2 or 3 top competitors

Your top objectives

THANK YOU

Mike Turner

Director of Business Development

mailto:[email protected]