UID 2015 Presentation - Online Marketing - Where's it going? How to win

Online Marketing – Where’s It Going? How To Win

Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected]

Eddie Bluff Vice President & Co-Founder Site-Seeker, Inc. [email protected]

Agenda

●  What’s changed ●  Where’s it going ●  How to get there

Topics Covered ●  Search engines – paid and organic ●  Social media ●  B2B buying process ●  Role of content ●  Buyer personas ●  Marketing automation/lead nurturing

Tool tips

What’s Changed

Convergence Of Search And Social

How Has Google Changed

2009 2011 2012

2013

Organic Search Traffic Levels Changed

Tool Tip: Competitive analysis – SEO, Paid, Links, …

Low Usability = Low Traffic

Jan 1, 2011 – Oct 2, 2014

Organic Sessions Vs. Time

Jul 11 Jan 12 Jul 12 Jan 13 Jul 13 Jan 14 Jul 14

Poorly Constructed Pages

Corrected problem & saw a 209% increase (to pre-Panda levels) within a few days

The Way We Search Has Changed

Used Forklift Forklift for sale

Interest Over Time

2005 2013 2011 2008 2007

Tool Tip: What’s (& what’s not) trending in your Industry?

Google Is Influencing The Change

Tool Tip: Keyword research tool (also see ubersuggest.org)

Our Devices Have Changed

Tool Tip: How does your site appear on a mobile device?

Mobile Sites = Better Mobile Traffic

Organic Sessions - All Traffic

Organic Sessions - Mobile Only

Jul 11 Jan 12 Jul 12 Jan 13 Jul 13 Jan 14 Jul 14

New site - responsive

You

r We

bsit

e

Social Media

0.75%

75

10,000

More Money

0.75%

94

12,500 25%

25%

1.0%

125

12,500

0.25%

67%

Vertical Websites

Our Focus Needs To Change

ID Need

Evaluate

Post Buy Eval

Purchase

Search

Generate Lead

Propose

Win

Negotiate

Engage

Upsell/Resell

• Educate • Repurpose & distribute content

• Position content search engines and social media

• Strengthen brand awareness • Engage through social media

and search engine • Eliminate risk, demonstrate

value, simplify the decision

• Customers promote your brand • Generate referrals

Buying Process

Selling Process

Supporting Internet Marketing Strategy

How Customers Buy Has Changed

Fishing Upstream – Find Prospects … Before They Know They Need You

Welcome To The Future

Focus On The User

Buyer Personas – Your Customers

GOAL: Keep visitors on your site, reading content and viewing pages

Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier

HR Personas

7) Employee 8) Applicant 9) Partner Corporate Personas

10) Community 11) Media

Align Website With Persona Needs

Align The Messages & Make Money

Daily Goal Completions

"Efficient Content Marketing

Everyday we… •  Solve problems •  Think •  Learn •  Teach

We communicate by •  Phone •  Email •  Presentations •  Proposals •  Sales literature •  Articles •  Press Releases

Opportunity to repurpose content •  Blog •  Video •  Guest article •  Case studies •  Email news Letter

Distribute content via… •  SlideShare •  Twitter •  Facebook •  LinkedIn •  Google+ •  YouTube

Today – Repurpose, Reuse, Recycle

How To - Social Media

Become the

Expert

Create Accounts (Name Claim) Grow

Networks

Create Content

Distribute Content

Lead Discussion

Participate In Discussion

"Establish Credibility With Social Media

What’s A Brand

•  Build brand awareness •  Showcase your expertise

•  Clicks vs. impressions • 

Brand Awareness Via Social Media

•  Twitter o  Promoted Tweets o  Promoted Handles

•  LinkedIn ads o  Sponsored content o  Create an ad

Get in front of prospective prospects

Combining SEO And Social Media

LinkedIn

Blog

Twitter

Social - Mature Business Model

Follow growth takes place at a much more rapid pace with advertising compared to organic activity

B2B Is Generating Content

Blogs

And Sharing Content Via Social Media

Active and Sharing

And Offering Value

Reduce Social Media Costs Automation and scheduling tools can help streamline the process

Tool Tip: Use automation to drive the cost out of social media

SEO Predictions

SEO ●  Indexing of multimedia ●  Paid search more aggressive ●  Look for paid local results

●  Personalized search will grow ●  Changing search engine UX as

important as changing rank ●  Apps search and indexing

●  Old: SEO tactical ●  New: Strategic

●  It’s about being relevant

SEO More ●  Ranking signals ●  Penalties ●  Author rank importance àGoogle+ ●  Focus on user needs/intent ●  Non-content link development

●  HTTPS ranking boost ●  Mobile-friendly ranking factor

●  Old: keyword research ●  New: people research

Tool Hint: Screamingfrog to

analyze on-site SEO

Job Of An SEO

More ●  In-house SEO ●  Landing page analytics ●  Topic vs. keywords focus ●  Content marketing

●  Link earning not link building

●  Skills: math, product management, copywriting, marketing development, development, research, creative, PR

http://digital360.com.au/marketing

Websites ●  Leaner & faster ●  Relevant & great content. ●  UI more important ●  MOBILE FRIENDLY

https://www.seroundtable.com/google-mobile-friendly-label-worldwide-19556.html

“User Experience is a commodity Noticed primarily by its absence” (Source: Someone Online)

Tool Hint: Does Google think your website is mobile friendly?

Mobile Small keyboards causing shift ●  Toward voice & natural

language search ●  Away from exact query

search

●  Redo search engine UI

●  …ranking preference

Comscore

SEO Periodic Table

(Source: http://searchengineland.com/seotable)

Paid Search

●  YouTube ●  Retargeting ●  Site links

Paid Search Small screens à Higher % ads à increased spend

Measurement

Why Measuring Is Important

●  More focus ●  Decisions based on fact ●  Allows you to test ●  Increase accountability ●  Identify opportunities ●  Improved campaigns ●  Reduce cost

Goal Completions

3.8:1 – Calls:Forms

•  Data is unreliable •  Complex reporting needs •  Too many reports, too little action •  Metrics aren’t actionable

Common Measurement Problems

•  No keyword data •  Not tracking o  PDF downloads o  Mailto links o  Phone calls

•  Code broken •  Developer not understand tagging •  Parts of site(s) not tracking •  Not blocking own IPs

Google Analytics Problems

Google Analytics – Geo Reach

Google Analytics - Geo Reach

Google Analytics – Mobile Traffic

40% Mobile 6% Tablet

That’s too high!


80.5%

15.4% 4.1% 86.0% 5.3% 8.7% 64.5%

32.8%

2.7%



Approximately $2,800/month – about $0.065 per click

Multi-Channel Funnel

Google Webmaster Tools

Google Webmaster Tools

Cool Report

Inbound, Content Marketing, Lead Nurturing, Marketing

Automation,… Next Fancy Buzz Word

The Reality Of Selling

Prospect Has A Problem No Yes

Will

ingn

ess

To E

ngag

e

Low

H

igh

Not Ready

Time Suck

Education

Prime Target

The Role Of Content Marketing

Multiple touches to impress until prospects need you

How Do You Stand Out? The value of great content has never been lower, the importance has never been higher

Inbound Marketing

Inbound marketing is advertising through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing,… which bring customers in closer to the brand. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.

Drip Marketing / Lead Nurturing •  Send pre-written messages •  Content offers via email marketing •  User behavior triggers/dictates

sequence •  Handoff better qualified leads •  Lower cost to process leads

•  http://www.softwareadvice.com/crm/marketing-automation-comparison/ •  http://www.getapp.com/marketing-automation-software •  http://www.g2crowd.com/categories/marketing-automation/compare

Drip Marketing / Lead Nurturing

Leads nurtured with targeted content produce an increase in sales opportunities of more than 20% (Source: DemandGen)

Where In The Buying Process"" …Are Your Prospects?

Track activity and interests through content consumption and action

Personas & The Buying Process

"Align Personas With All Messaging

Lead Scoring Automates The Handoff

●  Assign value to information, actions & content

●  When score reaches a pre-determined value, they become a SAL (Sales Accepted Lead)

Types Of Lead Nurturing Campaigns

●  Educational – white papers…

●  Event follow up – thank you, provide value/download

●  Promotion – education info & occasional promotion

●  Best practices – articles

●  Demo of product – video

●  Personal email – from sales near bottom of funnel

●  List of resources – blog post

Campaign Flow

Lead Nurturing Process



●  Determine the goal o  Awaken a cold lead o  Increase lead quality o  Generate new leads

●  Set a timeline – 75% of leads buy within 18 to 24 months (Source: Marketing Sherpa)

●  Success metrics o  Goal = brand awarenessà branded traffic o  Goal = increased lead quality à conversions Vs. time o  Goal = new leads à size of your database o  Number of downloads

Pulling It All Together

"Where To Start

Internet Marketing Plan

Top 10 Takeaways

1.  Search and social are related 2.  Search is harder, but extremely valuable 3.  Develop your message around buyer 4.  Go mobile 5.  Fish upstream – solve problems 6.  Create then repurpose content 7.  Nurture leads – drive COS down 8.  Measure everything 9.  Internet marketing is not for kids - anymore 10. Plan, plan, plan

Thank You!

Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected] @BrianBluff w: 315.732.9281 x 11

Eddie Bluff Vice President Key Accounts & Co-Founder Site-Seeker, Inc. [email protected] @EddieBluff w: 315-732-9281 x 14

Free consultation & reports – visit: Site-Seeker.com/UID