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Mission Possible: Prove SEO Value with Marketing Automation

Mike Turner SEO Expert & Director of Business Development Webmarketing123

@webmarketing123 #123webinar


@webmarketing123 #123webinar


Some Practical Matters Yes! Just email seo@webmarketing123.com

ü  Are the slides available?

ü  Tweet today’s event using #123webinar ü  Stay informed by following us.

@webmarketing123 facebook.com/webmarketing123 webmarketing123

ü  Ready to take the next step with us? Request a Complimentary SEO Assessment Today.

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Agenda

1

Challenge of proving SEO value

2

Use Marketing Automation more effectively

3

Measuring ROI from SEO: “How to� and Case Studies

4

Key Takeaways

@webmarketing123 #123webinar


Return on SEO investment is measurable

@webmarketing123 #123webinar


POLL:

?

How are you currently measuring the success of your SEO program?

@webmarketing123 #123webinar


Challenge of proving SEO value

More than half of CMOs feel insufficiently prepared to provide hard numbers regarding marketing program ROI. Source: Deloitte CMO Summit, 2012

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Challenge of proving SEO value

7 in 10 marketers can’t

attribute ROI from SEO – the #1 channel for lead generation.

Source:Webmarketing123 State of Digital Marketing Survey, 2012

@webmarketing123 #123webinar


Challenge of proving SEO value

Hundreds of SEO keywords introduce people your products or services, but only a handful capture and convert in-market customers.

Can you track introducing keywords & sources and do you know where you rank on Google for those keywords?

@webmarketing123 #123webinar


Challenge of proving SEO value

What’s the benefit of measuring and attributing?

72% Say They are Better Able to Allocate Budget Across Channels

eConsultancy, Feb 2012 @webmarketing123 #123webinar


Challenge of proving SEO value

A shift in the purchasing process B2B buyers are moving 57-70% of the way through the sales funnel before they engage directly with sales reps.

• 

On average, B2B decision makers will wait two weeks after their initial visit before converting (Google Think B2B Study)

• 

If you track Last Touch only, you aren’t giving credit to the initial Organic Search.

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Challenge of proving SEO value

Your customers may find you one way, but provide their information on an entirely separate visit. 7 out of 10 of you have no way to highlight this.

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Challenge of proving SEO value

Give credit where credit is due 2 Week Break and then visits directly

www.yourwebsite.com

SALE First Visit

•  • 

Second Visit

On average, B2B decision makers will wait two weeks after their initial visit before converting (Google Think B2B Study) If you track last (or converting) touch only, you aren’t giving credit to the first visit via Organic Search.

@webmarketing123 #123webinar


Agenda

1

Challenge of proving SEO value

2

Using Marketing Automation more effectively

3

Measuring ROI from SEO: “How to� and Case Studies

4

Key Takeaways

@webmarketing123 #123webinar


Using Marketing Automation more effectively

You’ve made the investment in Marketing Automation, but are frequently asked, “Are we getting the most out of it?” You’re probably doing: •  Emails, Newsletters •  Nurture Program to stay top of mind •  Custom landing pages and offers •  Announcements

But marketing automation can be leveraged to improve Search Marketing and even measure ROI. @webmarketing123 #123webinar


Using Marketing Automation more effectively

There are many marketing automation and CRM systems, but today’s examples will focus on Marketo and Salesforce

Marketing Automation System

CRM System

And many more…. And many more….

@webmarketing123 #123webinar


Using Marketing Automation more effectively

Traditionally, Marketing Automation and SEO have been viewed in silos

PUSH LEADS THROUGH SALES FUNNEL

ATTRACT NEW LEADS

But there are fundamental tools within your CRM that you can use to power your SEO @webmarketing123 #123webinar


Using Marketing Automation more effectively

Since Marketing Automation systems track and store data as well as access your CRM, there are valuable insights you can gain if you know where to look

ROI

DATA REPORTS

STATS

NUMBERS VISITORS

RO

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Using Marketing Automation more effectively

Know how prospects find you These are the key filters (default fields) to use in Marketo to identify what search phrases your prospects are using to find you.

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Using Marketing Automation more effectively

Know how prospects initially find you

Marketing value: Know which programs are performing (reports, keywords) Sales value: Know prospect’s intent and how to tailor your approach

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Using Marketing Automation more effectively

How do I close the Loop? Closed Won Dollars

? ?

?

?

?

?

Marketing value: Out of the Box, Marketo & Other Marketing Automation Systems cannot access Opportunities and tie pipeline and closed won @webmarketing123 #123webinar dollars to source and keywords


Using Marketing Automation more effectively

What’s missing? •  The Introducer •  Actionable reporting format @webmarketing123 #123webinar


Agenda

1

Challenge of proving SEO value

3

Using Marketing Automation more effectively

4

Measuring ROI from SEO: “How to� and Case Studies

5

Key Takeaways

@webmarketing123 #123webinar


So how do I make the leap from keyword to closed deal? You need to store an individual’s search behavior data and attach it to a lead/opp record.

@webmarketing123 #123webinar


Measuring ROI from SEO

You can measure ROI from SEO with the following set-ups: ___ No CRM (Manual) ___ Just CRM

Keywords

Dollars

A B C

$ $$ $$$$

___ Just Marketing Automation (Manual) ___ CRM and Marketing Automation (ideal)

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Measuring ROI from SEO

Tie Keywords to Revenue - Report

Why is this important? The person in charge of getting more qualified visitors and leads from the website needs this information

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Measuring ROI from SEO

From search to CRM, justify your SEO investment

GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |

@webmarketing123 #123webinar


2 Case Studies using KeyTouch Attribution to gain valuable insights INTERNAL CASE STUDY: WEBMARKETING123 CLIENT CASE STUDY: GLOBAL MANUFACTURER

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CASE STUDY: WEBMARKETING123

$75K from 1 Keyword in 4 Minutes We optimize for hundreds of keywords, one of which is “SEO Company”. Here’s one example of how we were able to track a closed deal back to a specific keyword.

@webmarketing123 #123webinar


CASE STUDY: WEBMARKETING123

1. Prospect searched “SEO Company”

2. Clicked Organic search result

3.  Spent 4 minutes on site, filled out “Contact Us” form

4.  Nurture email brought them back to the site and kept our brand top of mind. Deal closed 3 months later @webmarketing123 #123webinar


CASE STUDY: WEBMARKETING123

Working backwards from a closed deal and being able to attribute the lead source to organic search for “SEO company” gives us 75,000 reasons to focus efforts on optimizing for keyword “SEO company”

#1 #2 #3

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CASE STUDY: GLOBAL MANUFACTURER

Gaining Visibility into ROI Global Manufacturer worked with us to implement “Search to CRM” tool. In just 2 days, they began to connect keywords to closed deals within their CRM – and then view lead source data directly in their lead view.

2 weeks later, client was able to attribute $1.5 million in revenue opportunity to 2 SEO campaign keywords – more than justifying their initial investment in SEO.

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Measuring ROI from SEO

Introduction and conversion data

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Measuring ROI from SEO

Example Report

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CASE STUDY: GLOBAL Test & Measurement MANUFACTURER

Example Report

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Agenda

1

Challenge of proving SEO value

3

Using Marketing Automation more effectively

4

Measuring ROI from SEO: “How to� and Case Studies

5

Key Takeaways

@webmarketing123 #123webinar


Key Takeaways

Your marketing automation system can give you powerful insights, including: •  Original search terms that attract new prospects (out-of-the-box) •  Which keywords generate revenue so you are able to know ROI from SEO (needs custom set-up Remember: Don’t measure simply traffic and/or conversions. Understand exactly which SEO keywords generate leads, drive opportunities, and close deals.

@webmarketing123 #123webinar


Key Takeaways

Use data to guide your investments 1. Run Keyword Ranking Reports: Once you know which keywords attract the most leads and close the most deals, run ranking reports to see where you rank so you can prioritize efforts 2. Look for themes and identify opportunity areas •  Small gains could mean big wins Ø  95% of Clicks Happen on Page 1 Ø  60% of Clicks are on Top 3 Results

3. Use this information to drive Marketing Automation campaigns. New insights should fuel content creation and refine focus of all other marketing efforts

@webmarketing123 #123webinar


We invite you to… Download: 2012 State of Digital Marketing Report bit.ly/2012wm123 webmarketing123.com

Email me for a Consultation: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness

Tues.

Mike.t@webmarketing123.com

NEXT WEEK’S WEBINAR:

12/11

6 Critical SEO Steps for Website Redesign

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Prove SEO Value with Marketing Automation  

How are you currently measuring the success of your SEO program? Webmarketing123 explains how you can use Marketing Automation more effectiv...

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