The Ultimate Search Benchmark Webinar

#123webinar | @webmarketing123


1. Can I ask questions?

2. Can I have a copy of the slides?

Tweet @webmarketing123 or use #123webinar.

Yes! Email [email protected].

3. How do I get a live site analysis? Chat us your website and top 2 keywords.

FAQs

#123webinar | @webmarketing123 3

We are a digital marketing agency focused on demand generation.

Search Engine Optimization

Website Redesign

Paid Search & Display

Content Creation

Top 500 Fastest Growing Private US Companies.


1 Map Your Digital Funnel to Revenue Get a Handle on the Digital Path to Purchase

2 Benchmark for Digital Success Identify Weak Areas with a Conversion Analysis

3 Build an Action Plan Outline Next Steps to Organic & Paid Search

4 Get a Live Site Analysis Discover How Your Digital Strategy Stacks Up

On the Agenda


/ Map Your Digital Funnel to Revenue

In theory, benchmarking is simple.

Source: Dictionary.com


But, it gets complicated in practice. / Map Your Digital Funnel to Revenue


Especially when it comes to digital.

“2/3 of CMOs think ROI will be the primary measure of marketing effectiveness by 2015. But, HALF feel insufficiently prepared to provide hard numbers.”

Source: IBM CMO Study, Digital Era Transforming CMO’s Agenda, Revealing Gap in Readiness



So, what’s a digital marketer to do?


1 Know your digital sales funnel. / Map Your Digital Funnel to Revenue


Cost of NOT Ranking on Page 1

Click Through Rate (7%, Page 1 average)

Visitor to Lead Rate (1-3%, B2B 1 average)

Raw Lead to Qualified Rate (15%)

Lead to Sale Rate (10%)

Monthly Cost of Not Ranking

Annual Cost of Not Ranking

71,729 New website visitors

1,793 Leads

269 New qualified leads

27 New deals

$2.7M Monthly Revenue

$32.4M Annual Revenue

1 Know your digital sales funnel. / Map Your Digital Funnel to Revenue


Track digital campaigns to revenue. 2

It’s not enough to measure leads alone.



Evaluate success by tying digital campaigns to revenue in CRM.

2 Track digital campaigns to revenue. / Map Your Digital Funnel to Revenue






On the Agenda


Analyze conversion rate by channel.

Break down offer types by funnel stage.

1 3

/ Benchmark for Digital Success

Evaluate digital health 3 steps:

Evaluate conversion rate by device.

2


1 Analyze CVR by channel

Organic CVR should not be < 1%

Paid CVR should not be < 3.5%



1 Analyze CVR by channel

TIP: Start with Google Analytics “Acquisition Overview” report summary.



2 Evaluate CVR by device.

Mobile should convert at about 30% of your desktop conversion rate.

/ Run a Site Conversion Analysis


2 Evaluate CVR by device.

/ Run a Site Conversion Analysis

TIP: Use Google Analytics “Devices” report to compare performance.


3 Break down offers by funnel stage. Funnel Stage Offer Type Top

Middle

Bottom

Educate prospects on the value of digital marketing & 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.







On the Agenda


Identify agreed upon KPIs and start tracking your progress.

Build action plan and assign individual ownership with due dates!

/ Build an Action Plan

Benchmark your digital action plan. 1


$ $ $

Qualified Leads (SQL/MQL)

Sales Pipeline Opportunity

Closed Won Revenue

Organic traffic volume.

Organic traffic to preferred landing pages.

Organic keyword theme ranking.

These are metrics are essential.

2 Measure the SEO money metrics.

✓

✓

✓% of keywords ranking for preferred landing pages. ✓

Conversion volume and CVR. ✓

But, take it a step further for revenue.



$ $ $

Qualified Leads (SQL/MQL)

Sales Pipeline Opportunity

Closed Won Revenue

Cost Per Click (CPC)

Lead volume

Cost Per Lead (CPL) or Cost Per Action (CPA)

B2B Brands: Determine lead gen KPIs.

3 Measure the SEM money metrics.

✓

✓

✓



B2C Brands: Determine profit KPIs.

$ $ $

Cost Per Value (CPV)

Cost Per Profit (CPP)

Closed Won Revenue

Cost Per Click (CPC)

Conversion volume

Cost Per Action (CPA)

B2Cs need to take a step past CPA to measure SEM revenue performance.


✓

✓

✓



/ Maximize SEM ROI

CPA CPV CPP Cost Per Action Measures a static conversion value.

Cost Per Value Tracks the actual value returned with each transaction. Available in Adwords.

Cost Per Profit Accounts for profit margin on each product. Requires 3rd party software.

The B2C KPI Faceoff:



ü  B2Bs: Target CPA holds up for lead generation.

ü  B2Cs: Maximize profit with Return on Ad Spend bidding.

Source: Webmarketing123; 2014 State of Digital Marketing Report

3 Measure the SEM money metrics. Choose the right bidding option for your goals.







On the Agenda


LIVE SITE ANALYSES


Schedule a free, 30 minute consultation!

Thank you!

Let’s Talk! Mike Turner, Director of Business Development

e: [email protected] t: 800. 619. 1570

Source: Synecore, “10 Examples of Amazing Responsive Design”