Web123 Proving The ROI of SEO: 3 Steps To Justifying Your Marketing Spend-10-26-2011

The ROI of SEO: 3 Steps to Justifying Your Marketing Spend Strategies for staying one step ahead of the rest

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Are the slides available?

Yes! Please email [email protected]

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Want to learn more?

Contact us for a complimentary SEO Website Analysis.

Details at end of webinar.

Housekeeping Items

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Webinar Agenda

1 The Crawl Stage Define your ROI and start measuring

2 The Walk Stage Set up goal and event tracking

3 The Run Stage Use attribution management tools and analyze your impact

4 Putting It All Together Connect the ROI of SEO to each unique digital marketing goal

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1 Define ROI To successfully measure ROI for your campaign, you first need to define ROI

Courtesy of investopedia.com

Definition:

A performance measure used to evaluate the efficiency of an investment or

to compare the efficiency of a number of different investments.

ROI =

(Gain from Investment – Cost of Investment)

________________________________________

Cost of Investment

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Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets

1 The Digital Marketing Mix - Crawl

Source: American Marketing Association, Forrester Research’s US

Interactive Marketing Forecast 2009-2014; Cambridge, Mass

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Specifically for online ad spend, budgets are increasing about 10% per year

1 US Online Ad Spend (Billions)

Source: eMarketer, Nov 2010

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With ever-increasing data sources available, businesses need metrics that are straightforward and actionable

1 Why Analytics? Why Now? - Crawl

Insight and Action

• Removes the guesswork from marketing programs

• Allows for projections and comparisons to past performance

• True accountability at all levels!

Competitive Advantage

• Better alignment/deployment of resources

• More accurate data to determine what’s working (and what’s not)

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Web analytics programs currently used by enterprises

1 Web Analytics Essentials - Crawl

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What businesses look for when selecting a web analytics program

1 Web Analytics Essentials - Crawl

• Reliability, cost, and ease of use

• Data “must haves”

• Speed, flexibility, and visualization

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Regardless of which analytics program your business uses, there are a few “must haves” for optimal data collection

1 Optimal Data Collection - Crawl

The ability to track “goals”

• Sales/transactions

• Form fill outs

• Downloads, newsletter subscriptions

Implementation of Tracking Code on All Pages of Site

• Know that the data is reliable and enterprise-wide

• Cross-domain, sub-domain tracking script will be critical, especially for large enterprises with multiple sites

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1 Start Tracking Ranks - Crawl Analyze ranking reports by keyword search volume

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Dig into the market trends to determine your strengths and focus on continually improving your position

• Compare your metrics to past data

• Observe possible seasonality factors

• Track your progress through non-paid, non-branded traffic trends

1 Start Tracking Traffic - Crawl

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Webinar Agenda





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Manage and monitor your conversion funnel

2 Set Up Goal Tracking - Walk

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Event tracking is useful for analyzing actions that do not correspond directly to page views

2 Set Up Event Tracking - Walk

*Images courtesy of Google

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Webinar Agenda





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3 Start Running – Run Stage

Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1

Then: The Funnel Metaphor

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3 Search Marketing and the Complex Sale Now: The Customer Decision Journey

Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1

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3 Monitor Your Digital Channels – Run Stage Prospects arrive through a variety of digital channels: SEO, paid ads,

remarketing, display, referral, social, and more.

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Online attribution management tools can close the loop from first touch to closed deal

Allows for 360 tracking from initial keyword search to closed opportunity by uncovering

data from Analytics and CRM into unified view.

3 Measure Your ROI – Run Stage

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3 Why Digital Marketers Need This – Run Stage Full Funnel Digital Visibility

- Most marketers would

attribute sales to last

touch, i.e. “closers”

- Reality is that there are several

touch points before the “closer”

that influenced the purchase

decision

- Marketing currently gets no

credit for these!

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Introducer Influencer Influencer Closer

Organic – Non Branded

“CRM Software”

Direct

“Company Name”

Email Marketing Campaign

Direct “Bookmarked”

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Webinar Agenda





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On-Page Changes

Link Building

Tracking Spider Crawls

Monitoring Visitor Analytic Data

Measuring Improvement in

Rankings and Site Engagement

Engage in monthly sustainment and iteration

4 Putting It All Together

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Thank you for your attendance today!

Contact Us about Qualifying for a Free Digital Marketing Analysis

Custom Analysis includes:

-Competitive Report: find out where you rank against your top

competitors and what tactics they’re employing

-Opportunity Analysis: learn how to improve your Digital Marketing

Strategy and see how much opportunity is available for your company

-Website Analytics: detailing the keywords, sources, and referrals that

visitors are using to discover your website

- Search Engine Friendliness Report: crawl-ability analysis of your site

Please contact:

[email protected]

Thank You!

Web123 Proving The ROI of SEO: 3 Steps To Justifying Your Marketing Spend-10-26-2011

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Transcript of Web123 Proving The ROI of SEO: 3 Steps To Justifying Your Marketing Spend-10-26-2011