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Integrating SEO, PPC, and Social Media for B2B Companies Strategies for staying one step ahead of the rest
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Yes! Please email [email protected]
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Want to learn more?
Contact us for a complimentary Digital Marketing
Consultation. Details at end of webinar.
Housekeeping Items
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1 Search Marketing & The Complex Sale Learn what is at stake for your B2B company
2 Integrating SEO, PPC, SMM Strategies What channels are your customers using to get information
and buy?
3 The ROI Impact Use tools to measure social media, PPC, and SEO impact
Webinar Agenda
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B2Bs spend over 60% of their digital budgets on SEO and Paid Search
1 B2B Digital Marketing Budget Allocation
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Marketers are planning on increasing their budgets across the board, with Social Media expected to see greatest lift in spend.
1 Adjusting Budgets for 2012
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Budgets for digital marketing initiatives are increasing both in absolute total, as well as their proportion of entire marketing budgets
1 The Digital Marketing Mix
Source: American Marketing Association, Forrester Research’s US
Interactive Marketing Forecast 2009-2014; Cambridge, Mass
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Marketers are curious how all channels can be leveraged to produce integrated strategy
1 What Marketers Want in 2012
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The data shows the effectiveness of leveraging digital media to drive engagement, leads, and sales
1 The Case for Online Marketing
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Search Engine Optimization
Social Media Marketing
Pay-Per-Click
Overlap between various online channels
1 Integrating SEO, PPC, and Social Media
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Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
Search marketing aims to broaden and shorten the sales funnel
1 Digital Marketing and the Complex Sale
Introducers
Influencers
Closers
A
B
C
- SEO: Broad/generic keyword searches
- Display advertising
- Email marketing
- Social media
- Brand names
- Remarketing
- Search advertising
- Search marketing
- Model numbers
- Branded terms
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Key Thought #1
1. What digital channels does your company leverage today?
2. How do those strategies differ from what your team did last year? Two years ago?
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@bradleywjoe
1 Search Marketing & The Complex Sale Learn what is at stake for your B2B company
2 Integrating SEO, PPC, SMM Strategies What channels are your customers using to get information
and buy?
3 The ROI Impact Use tools to measure social media, PPC, and SEO impact
Webinar Agenda
#wm123
@bradleywjoe
Search Engine Optimization
Social Media Marketing
Pay-Per-Click
SEO
+
PPC
Overlap between various online channels
2 Integrating SEO, PPC, and Social Media
#wm123
@bradleywjoe
Source: Luxury Vehicle Brand Case Study; Google, GSD&M, July 2007
1 + 1 = 3! Branded ads supplement performance of natural search In a recent case study, adding branded ads brought in more new visitors
% New Visitors to Site Example:
Branded
Natural
Branded 52% 64%
12% Increase
Paid ads + Organic search captures new users
2 How SEO and PPC Work Together
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PPC as a testing ground for high-converting keywords
2 How PPC helps SEO
PPC data to inform SEO
strategy:
- Keywords
- Ad Copy (for CTR)
- Calls to action
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PPC as a testing ground for high-converting keywords
2 How PPC helps SEO
PPC data to inform SEO
strategy:
- Keywords
- Ad Copy (for CTR)
- Calls to action
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Search Engine Optimization
Social Media Marketing
Pay-Per-Click
PPC +
Social
Overlap between various online channels
2 Integrating SEO, PPC, and Social for B2Bs
#wm123
@bradleywjoe
At the start of 2011, Facebook had 40% share of the daily web traffic worldwide.
Social Networks are taking up more and more of internet user’s time and attention
2 Why Market on Social Networks?
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Build brand advocacy with social media marketing
2 Strategies for B2B Customer Engagement
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Tools available to B2B marketers
2 Generating Leads from Social Media
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Allows visitors to input lead information without ever leaving Facebook platform
2 Generating Leads from Social Media
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Crucial success factor (and differentiator) from traditional PPC advertising
2 Social PPC Advertising
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Crucial success factor (and differentiator) from traditional PPC advertising
2 Demographic Targeting Capabilities
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Search Engine Users: Are
actively looking for a product or
service
Social Sites: There to consume
content (i.e. not your ads)
Search vs. Social
2 Setting Expectations for Social PPC
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Grab
Attention
Optimal “social PPC” ads must do the following…
2 “Social PPC” Advertising
Generate
Interest
Call to
Action
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Search Engine Optimization
Social Media Marketing
Pay-Per-Click
SEO
+
Social
Overlap between various online channels
2 Integrating SEO, PPC, and Social for B2Bs
#wm123
@bradleywjoe
Changes in Google algorithm to incorporate Social
2 SEO and Social Media
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Social factors are expected to play a bigger role in future search engine changes
2 SEO and Social Media
Courtesy: SEOmoz
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• Support your content with other
relevant sources such as:
• Company blog
• Newsletters
• Facebook posts
• Tweets
• White papers
• Case studies
Content marketing works to influence both SEO and social media
2 How B2B Marketers Win: Shareable Content
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What You Need to Offer:
• Unique Research
• Informed Opinions
• News/Trend Analysis
• Authentic Expert Contributors
Industry relevant
blogs
Mentioned in news
publications
Cited at conferences +
events
Liked/Shared on
Links are
Tweeted/Retweeted
Links from Forums
Courtesy: SEOmoz
Is your content worthy of being shared? Become a trusted source.
2 How B2B Marketers Win: Shareable Content
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Key Thought #2
1. Does your digital marketing incorporate an integrated approach?
2. Based on what we’ve covered, what is the most attractive channel you can launch on tomorrow?
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1 Search Marketing & The Complex Sale Learn what is at stake for your B2B company
2 Integrating SEO, PPC, SMM Strategies What channels are your customers using to get information
and buy?
3 The ROI Impact Use tools to measure social media, PPC, and SEO impact
Webinar Agenda
#wm123
@bradleywjoe
3 Define ROI To successfully measure ROI for your campaigns, you first need to define ROI
Return on
Investment
(Gain from Investment – Cost of Investment)
Cost of Investment
ROI: A performance measure used to evaluate the
efficiency of an investment or to compare the efficiency of a
number of different investments.
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Common tracking includes traffic or ranks (SEO), share of voice (Social), and conversions (PPC)
3 Current Tracking Only Get Us So Far
Traffic
Share of Voice
Conversions
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3 Analyze Touch Points Prospects arrive through a variety of digital channels: SEO, paid ads,
remarketing, display, referral, social, and more.
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Gauge your ROI by tying analytics & conversion data to closed deals
3 Close the Loop with Attribution Management
Allows for 360 tracking from initial keyword search to closed opportunity by uncovering
data from Analytics and CRM into unified view.
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Measure digital effectiveness by identifying keywords that drove the best conversions and sales
3 The Best Search Marketing Reporting
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3 Why Digital Marketers Need This Full Funnel Digital Visibility
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Key Thought #3
1. What is the goal of your website (contact requests, newsletter sign-ups, free trials)?
2. What is your most cost efficient digital channel?
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Digital marketing has become a core piece of the overall marketing mix
A menu of “tools” can be leveraged, regardless of the marketing challenge
Creating engaging online experiences will be key in driving new user acquisition
Key Takeaways
Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
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