#123webinar Tuesday, June 30 th 1PM ET/10AM PT Measure the Money Metrics: A Crash Course in ROI Reporting Organic Visits Jan . Feb. Mar. % of Keywords on Page 1
Aug 04, 2015
#123webinar
Tuesday, June 30th 1PM ET/10AM PT
Measure the Money Metrics:A Crash Course in ROI Reporting
Organic Visits
Jan. Feb. Mar.
% of Keywords on Page 1
#123webinar
We drive revenue.Not just clicks and traffic.
/ About Webmarketing123
Paid Search
SEO Content Creation
Website Design
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1 The Quintessential Marketing DilemmaAchieving the Not So Easy Task of Data Clarity
2 The Path to Optimizing SEO ROIMeasurement Ability is Only Half the Battle.
3 Live Q&AHave Questions? Ask Away!
On the Agenda
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Here’s the scenario./ The Quintessential Marketing Dilemma
Organic search traffic is up 120%
YoY!
All marketing KPIs point to success.
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Here’s the scenario./ The Quintessential Marketing Dilemma
Lead volume is up by 50% and cost per lead is
down 25%!
I’m totally getting a raise this quarter.
All marketing KPIs point to success.
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/ The Quintessential Marketing Dilemma
Sure, those marketing metrics are nice, but can
you tie it to revenue?
And, then the boss comes in.
Plus, lead volume is good
but what about quality? Joe from Sales
says we need more tradeshow leads.
All marketing KPIs point to success, but can you prove ROI?
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Where does the alignment breakdown?
/ The Quintessential Marketing Dilemma
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”.
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Here’s where attribution comes in./ The Quintessential Marketing Dilemma
The B2B buyer’s journey is complex. Last touch attribution is not enough.
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!
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Here’s where attribution comes in./ The Quintessential Marketing Dilemma
Close the loop with multi-touch attribution reporting within your CRM.
Opportunity Name
Revenue Commitment
First Touch
$100,000 Source: Organic SearchLanding Page: /webinar
San Francisco Startup – SEO Opp
Last Touch
Source: Event - TradeshowLanding Page: N/A
Suzie’s Software- Demand Gen Opp
$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 The Quintessential Marketing DilemmaAchieving the Not So Easy Task of Data Clarity
2 The Path to Optimizing SEO ROIMeasurement Ability is Only Half the Battle.
3 Live Q&AHave Questions? Ask Away!
On the Agenda
#123webinar
Know your digital conversion funnel to quantify this
/ The Path to Optimizing SEO ROI
% of website visitors
that become leads.
% of leads that are qualified.
% qualified leads that result in closed deals.
Average closed deal size.
Monthly search volume
% of searchers that visit your website.
1 Calculate your search opportunity.
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Acquire leads. Nurture leads. Sell leads..
2 Fuel search with great content.
Effective content is the backbone of modern SEO.
/ The Path to Optimizing SEO ROI
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2
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.
Fuel search with great content.
/ The Path to Optimizing SEO ROI
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3
What keywords would a prospect search at each stage of the funnel?
Keyword strategy still matters.
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!
/ The Path to Optimizing SEO ROI
#123webinar
3
Capture the right leads and direct them to your most relevant landing page.
Keyword strategy still matters.
You must have a keyword mapping doc!
/ The Path to Optimizing SEO ROI
#123webinar
3Don’t make the mistake of optimizing for internal jargon!
Keyword strategy still matters.
A Google search for “laptop” delivers this. A search for “notebook” delivers this.
For Example:
/ The Path to Optimizing SEO ROI
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For example, do NOT do this!
Source: Codemakit.com
3 Keyword strategy still matters.Don’t go overboard with keywords.
/ The Path to Optimizing SEO ROI
#123webinar
Search engines use
Latent Semantic Indexing
to determine whether it’s valuable, relevant
content or spam.
3 Keyword strategy still matters.Instead, content should contain the keyword you’d like to rank for and related keywords.
/ The Path to Optimizing SEO ROI
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Here’s an example of how to do that.
3
Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.
Snowboarding Resort
“best snowboarding resort”
“Shaun White”
“snowboarding trail conditions”
Holistic, relevant content trumps exact keyword presence.
Be sure to include rich media.
Word count matters!
/ The Path to Optimizing SEO ROI
Keyword strategy still matters.
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4Once again, It’s easy to get lost in data.
Measure the right metrics.
Organic Visits
Jan. Feb. Mar.
% of Keywords on Page 1
Nearly 20% of marketers still rely on “website traffic” to measure success.
2015 State of Digital Marketing
/ The Path to Optimizing SEO ROI
#123webinar
$
$
Sales Pipeline Opportunity
Closed Won Revenue
Organic traffic volume.
Clickthrough rate of preferred landing pages.
Organic keyword theme ranking.
These SEO metrics are essential.
✓✓
✓Conversion volume and CVR.✓
But, take it a step further to measure ROI.
4 Measure the right metrics.
$ Sales Contribution by Landing Page
/ The Path to Optimizing SEO ROI
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Ultimately, your SEO reporting should look more like this:
4 Measure the right metrics.
/ The Path to Optimizing SEO ROI
#123webinar
Make a team to-do list based on the following questions:
Are you keeping up with SEO?
1 Do we have a target keyword list? When’s the last time it was updated?
2 How are we doing compared to our competitors?
3 Have we segmented keywords by stage of the buyer’s journey? Do we have content/offers to match?
4 Is there an opportunity to convert on every page of our website?
/ The Path to Optimizing SEO ROI
#123webinar
1 The Quintessential Marketing DilemmaAchieving the Not So Easy Task of Data Clarity
2 The Path to Optimizing SEO ROIMeasurement Ability is Only Half the Battle.
3 Live Q&AHave Questions? Ask Away!
On the Agenda
#123webinar e: [email protected]: 800. 619. 1570
Let’s Talk!
Get a 2nd opinion on your digital strategy.
In a 30 minute consultation, learn: Where you rank in relation to competitors
Measure revenue opportunity from Search
What you can do to accelerate results now
Mike Turner, Webmarketing123Director of Business Development
Thanks!