B2B Optimization Secrets

B2B Optimization Secrets

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© 2010 Marketo, Inc. Marketo Proprietary and Confidential

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B2B Optimization

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Post- Conversion

•  Communicating with your prospects

Post- Click

•  Creating conversions

Pre-Click • Driving people to your website

Page 3

PRE CLICK OPTIMIZATION

Lee Odden @leeodden TopRankMarketing.com


Page 4

B2B Digital Marketing

Newsletters PPC

Email Social Media

White Papers

SEO

Webinars

Sponsorships Video

Website

Page 5

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Digital Marketing Trends

Page 6

SEO = Increased Conversions

Source: Forbes Ad Effectiveness Survey June 2009

SEO is the most effective Online Marketing tactic for conversions

62% of B2B Marketers to Increase SEM Budgets in 2010 *eMarketer

Page 7

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Pre-Click SEO

Page 8

Case Study: Association

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prsa.org

Page 9

Case Study: Manufacturer

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increased by 81% #

chiefmfg.com

Page 10

What Happens With Poor SEO?

What we see

Page 11

What Happens With Poor SEO?

Page Title: Stratford Hall | StratfordHall Meta Description: No meta description! Meta Keywords: business holiday cards, business greeting cards, business birthday cards

Stratford Hall Sign In | Cart (0) Chat Now With a Rep Chat Now With a Rep! | Customer Service | Order Status

* Holiday Cards + Best-Sellers + New + Recycled/Green * Spotlight Logo Holiday Cards + Best-Sellers + New + Recycled/Green * Identity Greetings * Thanksgiving * Calendars

What search engines see:

Stratford Hall has no ranking for

“business holiday cards”

first 5 pages on Google

Account * Cart * My Account * My Saved Items * Order Status

Offers * Free Catalog * Sign-Up for Special Offers * Take Our Survey

Customer Service * Chat Now With a Rep! * About Us * Help & FAQ's * Contact Us * Sitemap Sitemap

SIGN UP FOR SPECIAL OFFERS! Privacy & Security Terms & Conditions ©2010 Stratford Hall. All rights reserved.

Page 12

What we see

What Happens With Good SEO?

Page 13

What we see


Page 14


What search engines see: -).$'/0&1$,'[MF1&"FF#U0""5&9#@,0%F#\#@)0*)0,4"#])/1%,?#@J01F4E,F#@,0%F#2$&)'3$%*#045"6W#[MF1&"FF#@J01F4E,F#2,0%F#,&%#@)0*)0,4"#])/1%,?#2,0%F#*"0F)&,/1^"%#G14J#

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HOME BIRTHDAY CARDS CHRISTMAS CARDS NEW YEARS CARDS PHOTO CARDS MORE... Assortment Packs Birth Announcements Business Holiday Cards Easter Cards Graduation Announcements Hanukkah Cards Invitations - Birthday Invitations - Holiday Moving Announcements New Years Cards Recycled Cards Thanksgiving Cards Valentine Cards Cards - Quick Stick Env. (866) 700-5030 ( 7am-7pm Central )

* Business Greeting Cards * Anniversary Cards * Birthday Cards * Business Appreciation Cards * Business Referral Cards * Congratulations Cards * Post Cards * Get Well Cards * Spanish Cards * See All#

Greeting cards for business including Corporate Holiday cards and xmas Season's Greetings Christmas cards. Welcome to CardsDirect Greetings! Looking for Holiday Greeting Cards for Business or Corporate use? CardsDirect is the Premier resource for Business Greeting Cards including holiday themes such as Corporate Christmas cards, Thanksgiving cards and bulk discount Greeting cards for all your business commerce, corporate, and personal needs. The simple fact is that Holiday Cards and Christmas seasons greetings with your company name and logo are a great way to put your name in front of your customers and clients, and a cost-effective way to advertise! Purchasing quality Holiday Christmas greetings for business from CardsDirect is smart, economical, and hassle free. We can professionally imprint company greeting cards and Holiday Cards with your business name and your company logo, choice of verse or a custom verse, and envelope return address in a variety of inks and foil stamp colors. Save up to 40% off on Bulk Christmas cards this holiday season. Christmas Cards to share and express your warmest wishes and care this holiday season. CardsDirect carries over 2,000 client Christmas cards. Offering personalized custom imprint, business logos, fast stick envelopes, hot foil stamps, and much more. This year show your commitment to your dedicated employees, faithful customers and clients, friends and family with one of our personalized Christmas cards or full color CardsDirect Photo cards. More Featured Cards: Business Greeting Cards Sending custom Business Greeting Cards is an affordable and excellent way to show your gratitude and acknowledge your customers with the extra attention they deserve. Our custom Corporate Greeting cards and Business Christmas cards include Thank you cards, Business Corporate Birthday cards, and Sympathy cards. Show your customers and clients your commitment to quality by ordering CardsDirect Business Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Save off manufacturer retail prices. © 1999-2010 CardsDirect LLC home about us contact us customer service site map privacy policy blog gift directory wedding invitations

#1 on Google “holiday business cards”

Page 15

Search Engine Optimization

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A set of methodologies that make it easier for search engines to find, index, categorize and rank web content.

Page 16

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Most Common SEO Mistakes

Page 17

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Page 18

SEO Fundamentals

Keywords Search

Friendly Site

Link Building

Page 19

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Keywords

Research

Consider

Buy

Search Sales Funnel

Page 20

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Keywords

Page 21

•  Category •  Popularity •  Competition •  Relevance

Keyword Glossary

Page 22

Keyword Optimization

Optimize for 1-2 phrases per page

•  Title tags •  Headings •  Paragraph titles •  Keywords in body copy •  Anchor text in links •  Image alt text

Page 23

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Search Friendly Website

Easy to find

& revisit site

Easy to crawl links

Site Architectur

e

Page 24


Page 25

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Page 26

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Page 27

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Page 28


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Source: webmasterworld.com

Page 29

Digital Asset Optimization

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•  Text •  MS Office Docs •  Images •  Video •  Blog/RSS •  Media Coverage •  Social News/Bookmark

Page 30

Link Building Tips

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Page 31

Link Building Tactics

Profiles Article Submissions Unpaid Directories Paid Directories Widgets Conference Sponsorships Association Sponsorships Aggregated Content Research & Surveys Blog Reviews Job Listings Testimonials Letters to the Editor Contributed Articles RSS Feeds Blogroll Bookmarking Social Media Pages Squidoo Page Applications

Optimized Press Releases Build and Host Useful Tools Awards (badge) Contest (badge) Cross link company-owned websites Write reviews Promote Content on Social Sites Blog/RSS Feed Directory

Submissions Ads on Search Friendly Sites Classified Ads Post Ebook or Substantial

Whitepaper Exchange links with marketing/

business partners Post Surveys Write Guest Posts on Other Blogs Speak at events, offer PPT with

links embedded Donate where a link of donors is

published

Transcribe video interviews to text as separate posts

Apply for industry awards, web site and blog awards

Ensure industry groups you’re involved with, link to you

Create a wiki Create microsites for causes,

events, specific purposes Affiliate program Become resource on Q/A websites

like Yahoo Answers Slideshare and similar content

hosting Monitor 404 stats and ask link

sources to fix broken links Solicit links directly from sources Provide ‘link to us’ content on blog

and/or web site Leverage publicity and media

relations for links Digital asset submissions: images,

audio, video

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Social Media Link Building

Blog

Page 33

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Search Analytics

Page 34

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Thank you

Post-Click Optimization Optimized campaign pages boost

campaign conversion rates

ion provides post-click optimization software & services [email protected] @ion_interactive

Post-Click Optimization ✓  Campaign-specific pages

✓  Message match

✓  Pre-conversion segmentation

✓  Split testing

✓  Beyond the page

[email protected] @ion_interactive

Differentiate between organic & campaign traffic


Websites enable visitors to go anywhere, from anywhere


Roll out the red carpet for visitors with campaign pages





800% [email protected]

@ion_interactive

Organic traffic=optimize for Lowest Common Denominator

(LCD)

Campaign traffic=optimize for the Ad & the Message & the Context

(AMC) [email protected]

@ion_interactive

Match your messages & your landing pages



This page is all about a free consultation and doesn’t mention a guide




Use pre-conversion segmentation


All respondents are not the same


‣  Allows respondents to self-identify!

‣  Allows you to know who’s clicking your ads and what they are interested in!

‣  Signals to the respondent that they’re in the right place and you have something of interest to them!

‣  Faster path from click through conversion (takes the burden off the user to ‘discover & convert’)!

‣  Relevancy increases odds of conversion !







A

B [email protected] @ion_interactive

A

B

B converts 300% higher!


A

B [email protected] @ion_interactive

A

B

A converts 300% higher!


Think beyond the page


For best results, apply out of the box thinking to your

landing pages


Headline Subheadline

Bullets Form

Ho-Hum

[email protected] @ion_interactive Flash, video, social, oh my!

Copy cat landing page aren’t cool. To compete, you have to differentiate.

1. Differentiate between organic & campaign traffic

2. Message match your messages & landing pages

3. Allow users to segment themselves

4. Test, test and keep on testing

5. Think beyond the page [email protected]

@ion_interactive

800%

How did they do it? Optimize click to conversion (continuity)

Beyond the page Real-time split testing

Pre-conversion segmentation Thousands of optimized pages

Offer matching/offer testing

ion’s customers. Conversion rock stars.

12%

3%


Page 35

POST CONVERSION OPTIMIZATION


Page 36

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Introduction to Marketo


Page 37

Email Marketing

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Page 38

Establish Permission

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Page 39

Content Mapping

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Page 40

Call-to-Action

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Page 41

What is Lead Nurturing?

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http://www.marketo.com/resources

Page 42

What Lead Nurturing is Not

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Page 43

The ROI of Lead Nurturing

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Page 44

Four Kinds of Lead Nurturing

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Page 45

Lead Nurturing & Social Media

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Page 46

Lead Scoring

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Page 47

Lead Scoring

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Page 48

Lead Scoring Optimization

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Page 49

Question and Answer

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