Digital Demand from Click to Close: A Search Marketing Guide for the CXO

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Tuesday, 3/24/15 @ 1PM ET/ 10AM PT

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We drive revenue.Not just clicks and traffic.

/ About Webmarketing123

Paid Search

SEO Content Creation

Website Design

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1 SEO Explained for the CXOThe Critical Role of Search & the New Buyer’s Journey

2 Master Modern Inbound MarketingBuild Your Site for Maximum SEO Performance

3 Fine Tune the Conversion FunnelOptimize Search Strategy to Drive Revenue

4 Live Q&AAsk Mike Your Toughest SEO Questions.

On the Agenda

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Before, Now,prospects needed to talk to sales.

the last thing they do is talk to sales.

/ SEO Explained for the CXO

67% of the new buyer’s journey happens online.

The funnel has shifted.

Source: SiriusDecsions

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That means marketers carry the burden.Modern marketers are responsible for over 2/3 of the sales funnel.

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The new B2B buyer might surprise you.Business purchase decision makers are younger and native to digital.

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The new B2B buyer might surprise you.Marketing to the C-Suite is not as critical.

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The new B2B buyer might surprise you.Cross-device fluency is key. 42% use mobile during the purchasing process.

Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.

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71% of business purchase decisions start with a search engine.

Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.


Search is the best place to start.

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On average, B2B researchers do 12 searches before engaging on a brand’s site.


Search is the best place to start.

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On the Agenda

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First, calculate your search opportunity.

Know your digital conversion funnel to quantify this

/ Master Modern Inbound Marketing

% of website visitors that become leads.

% of leads that are qualified.

% qualified leads that result in closed deals.

Average closed deal size.

Monthly search volume

% of searchers that visit your website.

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Acquire leads. Nurture leads. Sell leads..

1 Fuel search with great content.Effective content is the backbone of modern SEO.


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1

Awareness

Evaluation

Purchase

Educate prospects on the value of your product & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

“The Definitive Guide to Display Advertising”

“Why our Strategy is Better than the Other Guys”

“How to Close More Deals via Digital Demand Gen”

Repurpose Content

Segment & Nurture

Get Sales Involved!

Create and optimize content for each stage of the buyer’s journey.

Fuel search with great content.


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2What keywords would a prospect search at each stage of the funnel?

Keyword strategy still matters.

Awareness

Evaluation

Purchase

Educate prospects on the value of your product & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

“The Definitive Guide to Display Advertising”

“Why our Strategy is Better than the Other Guys”

“How to Close More Deals via Digital Demand Gen”

Repurpose Content

Segment & Nurture

Get Sales Involved!


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2Capture the right leads and direct them to your most relevant landing page.


You must have a keyword mapping doc!


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2Don’t make the mistake of optimizing for internal jargon!


A Google search for “laptop” delivers this. A search for “notebook” delivers this.

For Example:


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For example, do NOT do this!

Source: Codemakit.com

2 Keyword strategy still matters.Don’t go overboard with keywords.


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Search engines use Latent

Semantic Indexing

to determine whether it’s valuable, relevant

content or spam.

2 Keyword strategy still matters.


Instead, content should contain the keyword you’d like to rank for and related keywords.

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3It’s easy to get lost in data.

Measure the right metrics.

Organic Visits

Jan. Feb. Mar.

% of Keywords on Page 1

Nearly 20% of marketers still rely on “website traffic” to measure success.

2015 State of Digital Marketing


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$$

Sales Pipeline Opportunity

Closed Won Revenue

Organic traffic volume.

Clickthrough rate of preferred landing pages.

Organic keyword theme ranking.

These SEO metrics are essential.

✓✓✓

Conversion volume and CVR.✓

But, take it a step further to measure ROI.


3 Measure the right metrics.

$ Sales Contribution by Landing Page

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Ultimately, your SEO reporting should look more like this:


3 Measure the right metrics.

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Make a team to-do list based on the following questions:Are you keeping up with SEO?


1 Do we have a target keyword list? When’s the last time it was updated?

2 How are we doing compared to our competitors?

3 Have we segmented keywords by stage of the buyer’s journey? Do we have content/offers to match?

4 Is there an opportunity to convert on every page of our website?

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On the Agenda

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Here’s why you can’t afford to measure leads alone.

Optimize search for revenue./ Fine Tune the Conversion Funnel

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That’s often easier said than done.


Let’s say Suzie searches for “marketing automation software”.

Google serves an organic listing for your site linking to your latest eBook.

Suzie clicks on the link, but then decides to go to lunch.

While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook.

Suzie clicks on the ad and downloads the eBook.

Sales gives Suzie a call a few hours later, and sets up a demo appointment.

A month later Suzie buys your software!

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With closed-loop reporting you can attribute credit properly within your CRM.


Suzie SmithFirst touch source: Organic Search

First touch page: /eBook/marketing-automation

Last touch source: Paid Search

Last touch page: /eBook/marketing-automation

Revenue commitment: $100,000

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On the Agenda

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QUESTIONS? ASK AWAY!

#123webinare: [email protected]: 800. 619. 1570

Get a custom search assessment from our team!

Sign up today and we’ll cover: Where you rank in relation to competitors

Measure revenue opportunity from Search

What you can do to accelerate results now

Mike Turner, Webmarketing123Director of Business Development

Thanks!

[email protected]. 619. 1570Let’s Talk!