Webmarketing123 Close the Loop Between Keywords and Revenue
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Transcript of Webmarketing123 Close the Loop Between Keywords and Revenue
@webmarketing123 #123webinar
Close the Loop Between Keywords and Revenue SEO Case Studies
Mike Turner SEO Expert & Director of Business Development
Webmarketing123
@webmarketing123 #123webinar
ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES
Converting online visibility into
measurable business results
#9 FASTEST GROWING COMPANY IN BAY AREA
A few of our clients: SEO | PPC | Social Media | Website Design
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Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
3 Case Studies – the Keyword That Brought in $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
3 Case Studies – the Keyword That Brought in $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
Digital is measurable
…Which means more pressure
on marketers to prove the return
on their program investments.
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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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70% of marketers can’t
attribute ROI from SEO – the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
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“Can you currently tie search marketing keywords to revenue?”
Yes, we tie our keywords to revenue
and know our ROI from search
marketing
Yes, we have the ability, but are not
currently using this data effectively
No, we do not have the ability to tie
keywords to revenue
1%
12%
87%
Source: GoToWebinar Poll
@webmarketing123 #123webinar
Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
3 Case Studies – the Keyword That Brought in $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
Calculating Search Marketing ROI
What you’re investing
In SEO and PPC
What that investment
contributes to revenue
$$$$$ $$$$$$$$$
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Example Report
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Search Marketing ROI
Hundreds – possibly thousands – of keywords get
potential customers to your website, but only a
handful of those keywords end in closed deals.
How do I see the revenue impact
of specific keywords within my
campaign?
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In order to know what search terms within your search
marketing program are generating the most revenue for your
company, you need the following tools:
- Marketing Automation
- Marketo, Pardot, Eloqua, etc.
- CRM Software
- Salesforce, Sugar CRM, Oracle, etc.
- Missing Link
- “Search Keyword & Source to CRM” connector tool
Toolkit for placing a dollar
value on a keyword
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From Search to CRM
Missing Link - KeyTouch Attribution Tool
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Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
3 Case Studies – the Keyword That Brought in $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
$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.
CASE STUDY: WEBMARKETING123
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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
CASE STUDY: WEBMARKETING123
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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”
CASE STUDY: WEBMARKETING123
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Two SEO Keywords Created $1.5 Million in
Pipeline Opportunity for a Global Manufacturer
- After a few months of working with us, had
increased the % of keywords that were ranking on
page one of Google (original objective of campaign)
- They weren’t tracking which keywords were
creating opportunities or sales and there was
increasing pressure from exec team to prove
marketing ROI.
CASE STUDY #2: GLOBAL MANUFACTURER
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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.
Gaining Visibility into ROI
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.
CASE STUDY #2: GLOBAL MANUFACTURER
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Example Report
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Close the Loop, Make Informed Decisions
Start refining marketing program allocation based on actual revenue instead of just leads or conversions.
$85,000
$60,000
$275,000
$ $
$
$ $ $
Keyword Revenue
Opportunity Allocation
$
Keyword A
Keyword B
Keyword C
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Increase Spending Where it Makes the Biggest Impact
eConsultancy, 2012
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eConsultancy, Feb 2012
72% of Attribution Savvy Marketers are Better Able
to Allocate Budget Across Channels
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Webinar Agenda
1 Measuring ROI still a Challenge for Marketers
2 How to Measure ROI from Search
3 Case Studies – the Keyword That Brought in $600K…and More
4 Key Takeaways
@webmarketing123 #123webinar
Key Takeaways
• Although 70% of marketers aren’t able to tie revenue to
SEO, it IS possible to close the loop.
• If you have a CRM and a Marketing Automation System,
you already have the tools to measure ROI from SEO.
• Don’t stop at the lead level. Understand exactly which
SEO keywords generate leads, drive opportunities, and
close deals.
• If you need help, email us at [email protected]
@webmarketing123 #123webinar
webmarketing123.com
Download: 2012 State of Digital Marketing Report
bit.ly/2012wm123
Email me for a Consultation: SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
We invite you to…
Using Marketo for SEO
Optimization: Advanced Techniques
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