marketing automation and seo: advanced techniques - webmarketing123 webinar
DESCRIPTION
Learn how to use marketing automation to power your SEO program and measure its contribution to revenue.TRANSCRIPT
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Marketing Automation + SEO: Advanced Techniques
Mike Turner SEO Expert & Director of Business Development Webmarketing123
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Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
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Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
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There are many marketing automation and CRM systems, but today’s examples will focus on Marketo and Salesforce
Marketing Automation System CRM System
NOTE:
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You’ve made the investment in Marketing Automation, but are frequently asked, “Are we getting the most out of it?”
You’re probably doing: • Emails, Newsletters • Nurture Program to stay top of mind • Custom landing pages and offers • Announcements
But marketing automation can be leveraged to improve Search Marketing and even measure ROI.
Using Marketing Automation more effectively
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Traditionally, Marketing Automation and SEO have been seen as disconnected and serving different purposes
But there are fundamental tools within your CRM that you can use to power your SEO
Using Marketing Automation more effectively
PUSH LEADS THROUGH SALES FUNNEL ATTRACT NEW LEADS
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Since Marketing Automation can access your CRM, there are valuable insights you can gain if you know where to look
DATA REPORTS STATS NUMBERS VISITORS ROI ROI
Using Marketing Automation more effectively
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Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
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Things you can get “out-of-the-box”:
• Detailed reports on how people find you and where they are coming from • When and where your open leads and opportunities are evaluating you
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Know how prospects find you These are the key filters (default fields) to use in Marketo to identify what search phrases your prospects are using to find you.
Out-of-the-box Tip 1: Lead Origin
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Know how prospects find you
Marketing value: Know which programs are performing (reports, keywords) Sales value: Know prospect’s intent and how to tailor your approach
Out-of-the-box Tip 1: Lead Origin
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But How do I close the Loop?
Marketing value: Out of the Box, Marketo & Other Marketing Automation Systems cannot access Opportunities and tie pipeline and closed won dollars to source and keywords
Out-of-the-box Tip 1: Lead Origin
Closed Won Dollars
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Out of the box you can’t get this:
Why is this important?: Shouldn’t the person in charge of getting more qualified visitors and leads from the website want this information?
Out-of-the-box Tip 1: Lead Origin
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If you’re not using Marketo and these fields don’t look familiar: Then reach out to Support team and ask: “How do I set-up a view or report that shows me a prospect’s original search phrase in finding my website?”
Out-of-the-box Tip 1: Lead Origin
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Using Sales Insight for at-a-glance insights
Out-of-the-box Tip 2: Arm your Sales Team
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Arm your sales team with more information
Out-of-the-box Tip 2: Arm your Sales Team
With this view they will know prospects in their pipe that found them on certain keywords
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70%
B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps.
Do you have alerts set up to know when contacts from open opportunities are visiting high value web pages?
A shift in the purchasing process
Out-of-the-box Tip 3: Alerts
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Know when you’re being evaluated
Bob visits our “Pricing” and “Clients” page
Alert! Your opportunity, “Bob”, visited our “Pricing” and “Clients” page. May want to follow-up.
Sales Team
Out-of-the-box Tip 2: Alerts
Tailor and time follow-up approach based on prospect’s behaviors
*
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Alerts allow you to track down-the-funnel activities, as opposed to just tracking incoming leads.
Out-of-the-box Tip 2: Alerts
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Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
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7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation.
Source: Webmarketing123 State of Digital Marketing Survey, 2012
Hundreds of SEO keywords get potential customers to your website, but only a handful of those keywords lead to closed deals.
Custom reporting for Search ROI Insights
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In order to link search terms used to find you with closed deal revenue in your CRM, you need the following: - Marketing Automation System
- CRM System - Missing Link: “Search behavior to CRM” connector tool
You already have the tools to track Search Marketing ROI (Just need to close the loop!)
Custom reporting for Search ROI Insights
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From search to CRM, justify your SEO investment Custom reporting for Search ROI Insights
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |
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A Global Manufacturer worked with us to implement tracking for SEO attribution. 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 keywords – more than justifying their initial investment in SEO.
KEYTOUCH CASE STUDY: GLOBAL MANUFACTURER
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Example report
Custom reporting for Search ROI Insights
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Close the loop, make data-driven 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
Custom reporting for Search ROI Insights
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Webinar Agenda
1 Using Marketing Automation more effectively
2 Out-of-the-box value you’re missing
3 Custom reporting for Search ROI insights
4 Key Takeaways
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Your marketing automation system gives you powerful insights, including: • Original search terms that attract new prospects • Alerting you when leads evaluate you on your site • Informing you which keywords generate revenue
Use these insights to guide your marketing investments.
Key Takeaways
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Use These Insights to Guide Your Investments SEO • Run ranking reports on the keywords that are attracting the most leads
and closing the most deals • Look for themes and identify opportunity areas
• Small gains could mean big wins Ø 95% of Clicks Happen on Page 1 Ø 60% of Clicks are on Top 3 Results
Marketing Automation • Use this information to fuel content creation and
focus all other marketing efforts as well
Key Takeaways
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