Post on 20-Jan-2017
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The New Digital
Marketing Playbook
Oct 8th, 2013
Mike Turner
Director of Business development
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Are the slides available?
Engage with us on Social:
Get a consultation:Email us at “results@webmarketing123.com”
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results@webmarketing123.com
Frequently Asked Questions (FAQs)
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Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
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Our approach is built on data-driven strategy and efficient execution.
Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations
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Fast Growing.Award Winning.
Top 10 of Bay Area’s 100
Fastest Growing Companies
Top 500 Fastest Growing
Private US Companies
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We have unique experience driving lead generation campaigns for global Fortune 500 companies.
Across multiple business units and 4 countries we produced 34,356 new leads for a group of operating companies, including:
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Buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales representatives.
Shift in how your audience finds you!
Why bother W/ SEO?
Source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
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What x≈≈≈≈≈≈
CTR
Inquiry
Marketing Qualification
Sales Qualification
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Inbound Outbound
Marketing Qualified Leads
Sales Qualified Leads (SGLs)
Close
Won Business
Opportunities
We impact pre-acquisition metrics like CTR & CVR to grow funnel
Using variation of SiriusDecisions Demand Waterfall™
# of total raw leads
Raw lead to Marketing
qualified lead (%)?
Marketing qualified lead to
Sales qualified lead (%)?
Sales qualified to closed
deal rate (%)?
A Quantitative View of Your Business
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Digital Marketing has evolved
(Well, maybe Google hasn’t changed much)
First banner ad ever
(1994)
-- guess the CTR!
Apple and Google in 1999
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Old Digital Marketing Playbook
SEO
PAID
SEARCHDISPLAY
WEBSITE
SOCIAL
MEDIA
• “one-time” optimization
• Link building
• Have “contact us” - phone
number and email
• Update it once a year
• Has downloadable
content
• Go to publishers directly
• Limited optimization
• Audience segmentation• Targeting available
• Blog, forums, comments
• Engage prospects through
offline events/promotions
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But the old playbook just doesn’t work anymore
Competitors are smarter
• Competitors are increasingly versed and savvy in digital
Advertisers are empowered
• More advanced (and efficient) tracking/execution tools available
Google’s fighting for users
• Constant developments in Google search algorithm
More, more, more
• More users and advertisers spend more time and more money across
more platforms and devices
WHY NOT?
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Your Competitors might be Outspending you
Source: http://www.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp
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New Digital Marketing Playbook
PAID
SEARCHDISPLAY
WEBSITE
SOCIAL
MEDIA
• Requires on-page and off-page
content
• Social signals are important
• Constant Algorithm changes
• Link diversification necessary • Frequently updated
• More advanced analytics/
site personalization
• A/B testing
• Ad network buying
• Efficient
pricing/marketplace
(RTB, etc)
• Improved optimization
capabilities
• Marketing automation, lead
nurturing and scoring• Advanced targeting and
optimization features
• Multiple platforms for engaging
customers and prospects
• Empower advocates
• Natural links
SEO
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SEOPAID
SEARCHDISPLAY WEBSITE
SOCIAL
MEDIAEMAIL
Primary Digital Marketing Levers
• Why do you use specific channels?
These ones we can help you with.
• How many levers are you pulling?
• Are you coordinating across channels?
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Use SEO to…SEO
Attract and capture in-market customers (interest-based marketing)
Grow the top of your funnel without paid media
Get into the purchase decision process early
90% of clicks on
page 1.
If not there, you’re
invisible to most
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Use Paid Search to…PAID SEARCH
Get in front of prospects when they are in-market for your product/service
Get leads from search even when you don’t own top natural listings
Get immediate, reliable results
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Get leads from search even when you don’t own top natural listings
(Google)
Value of running both SEO + Paid Search
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Value of running both SEO + Paid Search
Increase your CTR for Organic just by showing paid ads!
Source: http://www.seerinteractive.com/blog/part-two-four-adwords-paid-organic-report-questions-answered
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GoogleSite
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Use Display to…DISPLAY
Get in front of NEW or previously lost prospects
Generate awareness in new markets
Re-engage lost prospects through targeted remarketing
Your Site
X
Your Ad Your Ad
LOST PROSPECTS
X
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Personalized ads that are based on behavioral data increase ROI
CTR improved by 651%!
Retargeting-based Dynamic Creative Case Study– Travelocity
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Use Website to…WEBSITE
Improve visiblity (rankings) and user experience
Amplify effectiveness of marketing programs (improving ROI)
Maximize conversions (from anywhere, including Mobile)
Capture information and sell products
Your Site
X
You need:
• Clear call to actions
• Mobile optimized (responsive design)
• Regular analytics review
• Optimization of content
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AF
TE
R
3,600 Monthly Visitors
(+20%)
50% Bounce Rate
(-17%)
4% Conversion Rate
(+100%)
72 Leads
(+200%)
BE
FO
RE
3,000 Monthly Visitors 60% Bounce Rate 2% Conversion Rate 24 Leads
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Even little improvements lead to big results.
In the above example, improved SEO and website engagement drove 200% more leads.
WEBSITE
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Use Social Media to…SOCIAL MEDIA
Engage prospects and customers
Monitor/manage online brand identity
Empower advocates
Push prospects further down the funnel
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In the new playbook…Links without content aren’t effective anymore
Build SEO into content creation and leverage Social in your
distribution strategy
1. Identify converting landing pages
& build content for keyword themes.
2. Distribute content so it gets picked up. But
the content must be high quality.3. Natural links lift
rankings.
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In the new playbook…You need to optimize for sales and ROI, not vanity metrics like “traffic” or “leads”
Know which campaigns and landing pages bring in
revenue so you can optimize intelligently.
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AppDynamics used a coordinated strategy to get 10X return on marketing investment
Goals:
Out rank competition for target search terms
Increase volume of leads secured through lead generation programs
Increase % of raw leads that convert to qualified opportunities
Improve ROI for new customers
Challenge:
AppDynamics needed to revamp lead generation efforts. They knew they were
underutilizing SEO as a means of inbound lead generation and were placing too
much focus on display ads to promote a free software download.
Solution:
Established unique KPIs and benchmarks
Execute integrated marketing strategy, inc. SEO, PPC, and content creation
Large expansion of AppDynamics’ optimization program by introducing
additional keywords
Results:
73% increase in organic search traffic in <6 months
101% Increase in Organic, non-branded search traffic in <6 months
500% Estimated overall ROI
10X return on marketing investment
Client Success
• SEO • Paid Search• Content Creation
B2B
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You’ll get: Knowledge of where you rank in relation to
competitors
Insight into how much revenue opportunity is available from Search (we’ll do the research)
Actions you can take today to accelerate results from your inbound marketing campaigns
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Get a second opinion on how your campaigns are performing…
or how you should expand them.
Simply email results@webmarketing123.com or call 800.619.1570
Give us: Your top keywords
2 or 3 top competitors
Your top objectives
THANK YOU
Mike Turner
Director of Business Development