seminar b2b give your marketing a boost 2011 05 v02

Give your marketing a boostTaking your B2B online marketing to the next level

The agenda 8:30 – 9:15 – The Essentials –Taking them to the next level

Chris Muirhead

B2B Account Director – LexisClick

9:15 – 9:30 – Refreshment Break

9:30 – 10:15 – The latest developments in B2B marketing

Stephen Bavister

MD - LexisClick

10:30 – 11:00 – Networking

Give your marketing a boost

Taking your B2B online marketing to the next level

What should you get from this seminar?

An overview of some of the latest developments in online marketing

An action plan of your priority areas to address



What would we like from you?

Feedback for future seminars

How can we help you?



B2B Online Marketing EssentialsTaking them to the next level

Chris MuirheadB2B Account Director

Quick survey When searching online who uses?

• Google

• Bing

• Yahoo

• Another search engine





Google’s UK domination

UK Search Engine Market Share - April 2011

Source: Hitwise



If you are marketing internationally Don’t discount the other players

US Search Engine Market Share - April 2011

Source: Comscore



So how important is SEO really???



Natural results drive more clicks than advertising...

On average LexisClick’sclients get 64% of their website traffic from organic search...

Source: LexisClick client base average of traffic source

visits April 2011



% of visits from organic search

And 60% of their online sales or enquiries through organic search...

Source: LexisClick client base average of traffic source

conversions April 2011



% of conversions from organic search

Quick survey When using a search engine how far will you go before refining your search?

• First page

• Second page

• Third page





On average 95% of non brand search traffic comes from the first page of results...

Source: iCrossing “The Importance of Page-one Visibility”

February 2010



% of non brand search visits from the first page of results

The highest rankings get most clicksNot surprising really...

Source: SEOMad May 2011



Organic search – Average CTR By Search Ranking

Don’t be complacent if you are the market leader...





200% increase in organic search traffic for a market leading client...

Source: Client Google Analytics April 2011



Monthly Organic Search Traffic Increase – 2010 - 2011

17,329% increase in quoted business from online enquiries...

A few £,000 to quite a few £00,000

Source: Client Sales Report April 2011



Online Enquiries Quoted –2010 vs 2011

Quick survey If you are looking for a specific company online, what do you usually do?

• Do you know their url and type it in the address bar?

• Do you search on their company name in Google?





People will search for you by name...

Source: LexisClick client base average of organic brand

searches April 2011



% of searches – brand vs non brand

Things to consider...

How often do you search on your company name?

• Check common variations of your brand terms used in search and what the search results return

• Make sure all the top 30 results for your most common brand terms contain good listings that link back to your site



In an ever changing landscape...

Here’s a few things you should be aware of...





Site linksYou can keep them current in Google Webmaster Tools...



Google InstantSearch results and suggestions to keep an eye on...



Search previewFirst impressions count...



ReviewsStay positive...



NewsAll news is good news...



Social media inclusionTwitter and more...



Google Panda / Farmer UpdateIt might be time to update your SEO strategy...



Quick survey How many of you use Google Adwords or other paid search advertising?







SEO + PPCIncrease your search power – 1+1=3...

The combined power of attraction...

Source: iCrossing “Search Synergy Report” 2007



SEO + PPC – The combined effect

Heads or tails...you win



The different types of search terms

Head key phrases – General search termsHigher volume

Tail key phrases – Specific search termsLower volume

Strategies



Getting results from PPC

Head phrases – can be very competitive – if your margins are strong, its a good place for instant results

If your margins are weak it can be very expensive with better returns from SEO

Tail can be expensive to cover via SEO

Inexpensive to generate large key phrase portfolio via PPC

With immediate effect...



Improve your results with testing

Test advert creative on click throughs (CTR) and conversions

Test landing pages to improve conversion rates

Use what you’ve learnt in your SEO

e.g. Page titles, Meta descriptions,Landing pages

It’s time to get creative...

Go on have some fun

• Ad extensions–Site links

–Phone

–Location

–Product

• Mobile ads

• Platform targeting

• Seller ratings

• Adwords remarketing

• Comparison ads

• Click to download ads





Quick survey • How many people here use email marketing?

• How many use bought in data lists?





Should all your contacts receive the same message?



Segment your emails by?

• Industry

• Their stage in the buying process

• Job title

• What they last purchased

• When they last purchased

• Age

• Gender

Get personal...



Increase your conversion rates

• Go beyond Dear ...

• Personalise by your segmentation data

• Save time – only personalise the information you need to

Test, test ,test...



Are you testing your emails?

• Subject line

• Time of day

• Day of week

• Offers

• Content

• Layout

• Calls to action

• Landing pages

And there is plenty more...



• Lead nurturing

• Bought in data lists and email campaigns

• Triggered campaigns

• Calls to action and sign-ups

• Encouraging sign-ups

How are you doing?



• Assess

• Score

• Prioritise

• Action

seminar b2b give your marketing a boost 2011 05 v02

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