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Integrating SEO, Social Media & Web AnalyticsIntegrating SEO, Social Media & Web Analytics
Webinar PresentationChanging B2B Marketing Landscape
Getting Started
Search Engine Optimization
Social Media
Web Analytics
Introductions
� WebsiteBiz is a Results-Driven Interactive Marketing Agency• Founded in 1997• Headquartered in Charlotte, NC• 52nd Fastest Private Growing Company on Inc5000• Diverse Client List:
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What We Do
� Strategy and Research• Online Market Research
• Competitive Analysis
• Benchmarking and ROI analysis
�Online Marketing• Search Engine Optimization
• Paid Search Marketing
• Social Media
• Display Media Buying
• Email Marketing
• Web Design and Usability
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Web Design & Usability
Search Engine
Marketing
Email Marketing
Display Media
Research & Planning
Goals/Metrics
Top 5 Questions from B2B Marketers
1. What are the best tactics for lead generation
2. How to do I measure results
3. Where do I start?
4. How to budget $
5. DIY vs. Outsourcing
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Why is online marketing important to your business?
Start with the Basics
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Marketers Doing Marketing
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People Blocking Marketing
Can-Spam Act = Law
Pop-Ups
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Rethinking Marketing
�Outbound
○ Telemarketing
○ Trade shows
○ Direct mail
○ Email blasts
○ Print/TV/radio ads
�Interruption
�Inbound
o SEO / SEM
o Blogging
o Social Media
o Free tools/trials
o Viral videos
�Permission
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B2B Buyers Start in Search
Q:
Where did they look
first when making
buying decisions?
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Anatomy of a Google Search Results Page
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Organic Listings
(SEO)
Paid Listings
(PPC)
10
SEO – What and Why
�SEO refers to techniques that help your
website rank higher in the organic/natural
search results
�Algorithms determine ranking
�SEO helps more people who are looking for your product or service find you.
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Social Media-Viral Content
LinkingInbound & Internal
Content & Keywords Customer Focused
Accessible
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SEO Foundation = Scalable SEO
What is Good SEO Content?
� Good Content speaks to your audience…
○ Solves problems
○ Answers questions
○ Provides Information
� While keeping search engines “in mind”
Search Engines
Your Customer
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Types of Good B2B Content
�B2B customers go online to seek knowledge and thought leadership
�Focus and make your content visible
○ Blog Posts
○ White Papers
○ Articles
○ Press Releases
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Choosing Keywords for SEO
�Start with Research
○ Brainstorming
○ Use Online Tools – www.Google.com/Adwords
○ Get in the mind of your customer
○ It’s not about you!
� Organize Your Keyword Research
1. Search Volume and Popularity (goal = high)
2. Relevance (goal = high)
3. Competition or Difficulty Ranking ( goal = low)
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Google - Keyword Research Tool
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Where to Use Keywords in Your Content
�Site-wide
○ Title tags
○ Meta Descriptions
○ URL Structure
○ Product Image Tags
○ Headlines
○ Anchor Text Links
○ Body Text Copy
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Home Page & Product Page Content
�Must have quality, accessible content
○ Describe your company/website
○ Most competitive phrases (Pos Products)
○ Write naturally –not list of keywords
�Be Descriptive
○ Not “our solution” or “our product”
�Edit Your Current Text
○ Find generic words
○ Replace them with keywords from your research
(where appropriate!)
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Linking - Defined
�Inbound Links
○ Web pages that link to you
○ Quality & Industry
�Internal Links
○ Linked pages within your site
○ Link Anchor Text - text that is in the link
○ “Flash” content is not linkable
Inbound
Internal
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Link Building Tips
�Vertical Directories (Business.com)
�Partners
�Content is king
○ Start a blog
○ Create a tool (Energy savings calculator)
○ Other: viral videos, photos
�Press Releases
�Social Media
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Social Media-Viral Content
LinkingInbound & Internal
Content & Keywords Customer Focused
Accessible
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SEO Foundation = Scalable SEO
Types of Social Media
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Social Media
Social News UGC Sites
Social Networking
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Show of Hands
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Create a “Customer-Centric” Blog
�Blogs = the “Swiss Army Knife” of Social Media Strategy
�Wordpress.com - #1 Blog Platform for SEO
�Demonstrate thought leadership & offer relevant content1. No white papers, press releases or sales pitch
2. Provide easy access to contact information
3. People subscribe via RSS
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1. Create a Company Profile○ Post events, white papers, news
○ Maintain and update
2. Create and Use Groups○ Industry topics
○ Associations
○ Trends
○ Product
3. Seed the groups with members○ Encourage employees, alumni, partners, customers to join
○ Provide time for employee to spend on the tool
○ Coach your employees to answer questions and offer input
Using LinkedIn for Business
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1. Make Your Profile Client-Focused
2. Choose Connections Wisely
3. Get Connecting
4. Use “Search” to find potential customers
5. Give Testimonials to get them
LinkedIn for Executives
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�You write and read messages of up to 140 characters
�The messages (aka tweets) are public,and you decide which accounts you want to receive messages from
�Twitter works equally well from your desktop or mobile phone
How Does it Work?
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�Build relationships on Twitter
o Follow industry leaders (@Dell, @Starbucks)
o Listen for comments about you
o Respond to comments and queries
�Ask questions
�Post links to things people would find interesting
o “Retweet” messages you would like to share
�Use a friendly, casual tone
�Don’t spam people
Using Twitter for Business
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Social Media-Viral Content
LinkingInbound & Internal
Content & Keywords – 25% Customer Focused
Accessible
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SEO Foundation = Scalable SEO
Measuring Results = ROI
�What should you track?
• How People arrive at your website
• How they navigate your website
• How they find information on your website
• How they value your website content
• How they respond to calls-to-action
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Don’t be an information charity
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Important B2B Calls to Action
�Things like…
• Download White Papers
• View a Video
• Read a Case Study
• View a Demo
• Register for a Webinar
• Subscribe to an email newsletter
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Providing Answers to Difficult Questions
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�Google Analytics
○ It works
○ Intuitive
○ It’s Integrated
○ It’s Free
SEO Social Analytics Leads/$
Key Takeaways
Content is King
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Questions
Thank You!
Kyle Bumgardner1713 Cleveland AvenueCharlotte, NC 28203 o. 704.338.1727c. 704.813.4636 www.WebsiteBiz.comwww.Marketerinsight.comTwitter: @kbsales
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