#123webinar Digital Demand from Click to Close Realigning Search Marketing for the B2B Buyer Live: Tuesday, 8/11 @ 10AM PT
Aug 17, 2015
#123webinar
Digital Demand from Click to CloseRealigning Search Marketing for the B2B Buyer
Live: Tuesday, 8/11 @ 10AM PT
#123webinar
We drive sales-qualified leads.Not just clicks and traffic.
/ About Webmarketing123
Paid Search
SEO Content Creation
Website Design
#123webinar800.619.1570 [email protected]
.Get help from SEO experts.Sign up for a free digital marketing assessment today.
#123webinar
1 SEO and the New B2B BuyerThe Critical Role of Search in Demand Generation
2 Master Modern Inbound MarketingBuild Your Site for Maximum SEO Performance
3 Fine Tune the Conversion FunnelOptimize Search Strategy to Drive Revenue
4 Live Q&AAsk Alex Your Toughest SEO Questions.
On the Agenda
#123webinar
71% of business purchase decisions start with a search engine.
Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.
The B2B buyer starts with SEO.
/ SEO and the New B2B Buyer
#123webinar
On average, B2B researchers do 12 searches before engaging on a brand’s site.
The B2B buyer starts with SEO.
/ SEO and the New B2B Buyer
#123webinar
The new B2B buyer might surprise you.Business purchase decision makers are younger and native to digital.
/ SEO and the New B2B Buyer
#123webinar
The new B2B buyer might surprise you.Marketing to the C-Suite is not as critical.
/ SEO and the New B2B Buyer
#123webinar
The new B2B buyer might surprise you.Cross-device fluency is key. 42% use mobile during the purchasing process.
Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.
/ SEO and the New B2B Buyer
#123webinar
1 SEO and the New B2B BuyerThe Critical Role of Search in Demand Generation
2 Master Modern Inbound MarketingBuild Your Site for Maximum SEO Performance
3 Fine Tune the Conversion FunnelOptimize Search Strategy to Drive Revenue
4 Live Q&AAsk Alex Your Toughest SEO Questions.
On the Agenda
#123webinar
Acquire leads. Nurture leads. Sell leads..
1 Build a great content strategy.
Effective content is the backbone of modern SEO.
/ Master Modern Inbound Marketing
#123webinar
Awareness
Evaluation
Purchase
Educate prospects on the value of your product & 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.
“The Definitive Guide to Display Advertising”
“Why our Strategy is Better than the Other Guys”
“How to Close More Deals via Digital Demand Gen”
Repurpose Content
Segment & Nurture
Get Sales Involved!
Create and optimize content for each stage of the buyer’s journey.
/ Master Modern Inbound Marketing
1 Build a great content strategy.
#123webinar
Take it a step further with buyer personas.
/ Master Modern Inbound Marketing
1 Build a great content strategy.
1
2
3
4
Job title
Industry
Skill level
Company
#123webinar
/ Master Modern Inbound Marketing
1 Build a great content strategy.Take it a step further with buyer personas.
Buyer Stage
Awareness
Evaluation
Purchase
Marketing Analyst/Mgr. Chief Marketing Officer
Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.”
Blog: “7 Ways to Drive More Revenue with SEO this Quarter.”
Educate prospects on the value of your product & 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.
Webinar: “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.”
Blog: “How to Convince Your Boss SEO is Worth the Price Tag.”
eBook: “Digital Marketing Agency Buyer’s Guide.”
Webinar: “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”
#123webinar
But, for example, do NOT do this!
Source: Codemakit.com
2 Attract the right leads with smart SEO.Keyword strategy still matters.
/ Master Modern Inbound Marketing
#123webinar
Search engines use
Latent Semantic Indexing
to determine whether it’s valuable, relevant
content or spam.
/ Master Modern Inbound Marketing
Instead, content should contain the keyword you’d like to rank for and related keywords.
2 Attract the right leads with smart SEO.
#123webinar
Make sure you’re optimizing for user intent.
A Google search for “laptop” delivers this. A search for “notebook” delivers this.
For Example:
/ Master Modern Inbound Marketing
2 Attract the right leads with smart SEO.
#123webinar
Ask yourself: What is my buyer searching for at each stage of the funnel?
/ Master Modern Inbound Marketing
2 Attract the right leads with smart SEO.
Awareness
Evaluation
Purchase
Educate prospects on the value of your product & 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.
“The Definitive Guide to Display Advertising”
“Digital Marketing Agency Buyer’s Guide.”
“How to Close More Deals via Digital Demand Gen”
Repurpose Content
Segment & Nurture
Get Sales Involved!
Search Query
“best practices for the Google Display Network”
“drive more sales with digital marketing”
“digital agency cost comparison”
#123webinar
Use keyword mapping to capture the right leads and direct them to your most relevant landing page.
You must have a keyword mapping doc!
/ Master Modern Inbound Marketing
2 Attract the right leads with smart SEO.
#123webinar
Make sure Google understands your site is mobile-friendly.
/ Master Modern Inbound Marketing
3 Deliver a top notch UX.
“…More Google searches take place on mobile devices than on desktop computers in 10 countries including the US and Japan.”
Source: Search Engine Land, “It’s Official: Google Says More Searches Now on Mobile Than on Desktop.”.
#123webinar
Make sure Google understands your site is mobile-friendly.
/ Master Modern Inbound Marketing
3 Deliver a top notch UX.
Source: Google Webmaster Central Blog
1 Check if your site has the mobile-friendly search label.
2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report.
3 Check individual pages with Google’s Mobile-Friendly Test.
4 If you have an app, implement indexing for search now.
#123webinar
1 SEO and the New B2B BuyerThe Critical Role of Search in Demand Generation
2 Master Modern Inbound MarketingBuild Your Site for Maximum SEO Performance
3 Fine Tune the Conversion FunnelOptimize Search Strategy to Drive Revenue
4 Live Q&AAsk Alex Your Toughest SEO Questions.
On the Agenda
#123webinar
Optimize search for sales.
/ Fine Tune the Conversion Funnel
B2B marketers still name “proving ROI” as their #1 digital marketing challenge.
Source: Webmarketing123, 2015 State of Digital Marketing
#123webinar
Here’s why you can’t afford to measure leads alone.
Optimize search for sales.
/ Fine Tune the Conversion Funnel
Sure, those marketing metrics are nice, but can
you tie it to revenue?
Lead volume is good but
what about quality? Joe from Sales says we need more tradeshow
leads.
#123webinar
Optimize search for sales.
/ Fine Tune the Conversion Funnel
Where does it all breakdown? Data silos are often the culprit.
SEO data is in Google Analytics
Social data is over here in Hootsuite.
Email performance is over here in Marketo
Ad data is over here in Marin.
CRM
Out of the box, Sales will most likely see
each lead attributed to “Web”.
#123webinar
Optimize search for sales.
/ Fine Tune the Conversion Funnel
Here’s where cross-channel attribution comes in.
Let’s say Suzie searches for “marketing automation software”.
Google serves an organic listing for your site linking to your latest eBook.
Suzie clicks on the link, but then decides to go to lunch.
While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook.
Suzie clicks on the ad and downloads the eBook.
Sales gives Suzie a call a few hours later, and sets up a demo appointment.
A month later Suzie buys your software!
#123webinar
Optimize search for sales.
/ Fine Tune the Conversion Funnel
Close the loop directly within your CRM
Opportunity Name
Revenue Commitment
First Touch
$100,000 Source: Organic SearchLanding Page: /webinar
San Francisco Startup – SEO Opportunity
Last Touch
Source: Event - TradeshowLanding Page: N/A
Suzie’s Software- Demand Gen Opportunity
$75,000 Source: Organic SearchLanding Page: /new-eBook
Source: Paid SearchLanding Page: /new-eBook
Now you can truly optimize for ROI.
Plus, you can tell Joe from Sales his tradeshow leads actually came from digital.
#123webinar
1 SEO and the New B2B BuyerThe Critical Role of Search in Demand Generation
2 Master Modern Inbound MarketingBuild Your Site for Maximum SEO Performance
3 Fine Tune the Conversion FunnelOptimize Search Strategy to Drive Revenue
4 Live Q&AAsk Alex Your Toughest SEO Questions.
On the Agenda
#123webinar800.619.1570 [email protected]
.Get help from SEO experts.Sign up for a free digital marketing assessment today.