B2B Optimization Secrets

thumpinsplishInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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B2B Optimization Secrets

Lee Odden, TopRank

Anna Talerico, Ion Interactive

Maria Pergolino, Marketo

© 2010
Marketo
, Inc.


Marketo

Proprietary and Confidential

Page
2

B2B Optimization

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

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

TopRank
Marketing
.com


© 2009 Marketo, Inc.


Marketo Proprietary and Confidential

Page
4

B2B Digital Marketing

Newsletters

PPC

Email

Social Media

White Papers

SEO

Webinars

Sponsorships

Video


Website

Page
5

Forrester Research:

60% of marketers plan to take money away from traditional marketing
and spend it on interactive ads instead

59% of that interactive spend will go towards SEO and PPC

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

Search marketing is an important step to create
awareness, nurture and convert leads


Search marketing is an ongoing strategy that must be
refined over time

Pre
-
Click SEO

Page
8

Case Study: Association

Increased competition

New site platform

SEO Audit & Linking

Search referrals increased
450%

Links increased 1,000%

105+ #1 Rankings on Google

prsa.org

Page
9

Case Study: Manufacturer

New CMS & Site Content

SEO Audit, Migration Plan &
Linking

110+ #1 Rankings on Google

Ex: “flat panel mounts”

Inbound link increase 44%

Search Engine traffic has
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

What Happens With Good SEO?

Page
14

What Happens With Good SEO?

What search engines see:

Page Title:
Business Greeting Cards
-

Corporate Holiday Christmas Cards

Meta Description
: Business Christmas cards and Corporate Holiday cards personalized with
custom imprint, company logos, printed photos, and more! Christmas Thank you cards for
customers, clients, and family at discounted 10
-
40% off most retail prices.

Meta Keywords
: greeting cards business
christmas

cards corporate holiday custom bulk company
personalized
xmas

photo thank you seasons


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

Definition of SEO:



A set of methodologies that make it
easier for search engines to
find
,
index
,
categorize

and
rank

web
content.

Page
16


Using keywords important to you, not customers


Content is not reachable by search bots


New content is not added periodically


Content is not organized logically


according to
themes/categories


Keywords missing in content and text links


Low quantity of relevant sites linking in


Not monitoring KPIs and ongoing refinement


Most Common SEO Mistakes

Page
17


If it can be searched on

it can be optimized

Page
18

SEO Fundamentals


Keywords


Search

Friendly

Site


Link
Building

Page
19


Keywords show intent:

Broad

Brands

Specifics


Keywords

Research

Consider

Buy

Search Sales Funnel

Page
20

Find the keywords your customers use to find your
products/services:

Brainstorm based on solutions & customer needs

Interview or survey customers

Review current web analytics

Poll sales & customer service staff

Review competitor content


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

Make it easy for search engines

Search Friendly Website

Easy to
find

& revisit

site

Easy to
crawl links

Site

Architectur
e

Page
24

Search Friendly Website

Page
25

Avoid Crawling Issues

Unnecessarily complex URLs & session ids

Multiple URLs to duplicate content

Temporary redirects

Site navigation with Ajax, Flash, JavaScript


Search Friendly Website

Page
26

Make URLs search & user friendly

Search Friendly Website

Page
27

Avoid site navigation with Flash, Ajax or JavaScript

Search Friendly Website

Page
28

Search Friendly Website

Fresh, themed content

Logical site structure: categories, sub
-
categories

Add new content regularly

Source: webmasterworld.com

Page
29

Digital Asset Optimization

Including Social Media








Text



MS Office Docs



Images



Video



Blog/RSS



Media Coverage



Social News/Bookmark

Page
30

Link Building Tips


Use keywords in link text


Yes:

red widget

No:

click here


Earn links with great content


Promote on social networks


Link up with marketing partners


Cross link internally


Embed links in news releases


Social bookmark pickups


Syndicate content via RSS


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



Page
32


Social Media Link Building


Blog

Page
33

KPIs to pay attention to:

Pages indexed

Crawling errors & Webmaster Tools Reports

Rankings relative to your own site over time

Inbound links: quantity, quality, longevity

Keyword referrals from search

Link traffic

Social media citations & traffic

Goal pages & conversions

Search Analytics

Page
34

Lee Odden, CEO

TopRank
Marketing
.com

TopRank
Blog
.com

Twitter:
@leeodden

lee@toprankmarketing.com

1
-
877
-
872
-
6628

Thank you

Page
35

POST CONVERSION
OPTIMIZATION

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Page
36

…and ignite explosive revenue growth.

“In our second year of using Marketo, we now drive significantly more sales
opportunities with the same budget and have increased sales
-
ready leads by 400%.“


-

John Watton
, ShipServ VP Marketing and B2B Magazine 2009 Marketer of the Year


...to change the way marketing
and sales work together…


Prioritize and deliver high
quality leads with less effort


Understand and interact with
the hottest leads


Close more business faster


Achieve smarter selling and
higher win rates



Lowers risk and total cost of
ownership

More than 400 mid
-
market

and enterprise companies use…


‘Best Marketing Automation’ app
by
Salesforce

customers, ‘08

… Marketo Lead Management
and Marketo Sales Insight…


Uncompromising solutions for
marketing and sales effectiveness

Introduction to Marketo

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Page
37

Email Marketing

Relevant

Branded

Permission

Test First!


Subject Lines


Images


Content


Rendering

Call
-
to
-
Action

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Page
38

Establish Permission


© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Pros

Cons

CAN
-
SPAM

Only


䵩湩浡n eff潲o


“Legal” in the eyes of
government regulations


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剩獫猠灯潲p摥liv敲慢楬i瑹t獣潲攠
慮a 扡b⁲数畴a瑩潮o


Despite database growth,
relationship quality will not
improve

Single Opt
-
in

Approach


䑥浯湳瑲at敳⁡⁰r潡捴iv攠
c潮捥牮of潲⁰敲浩獳i潮o


Prospects might remember that
they opted in


䥮cr敡e敳 摥liv敲慢楬i瑹t慮a
獥湤敲⁲数畴a瑩潮o獣潲敳


却Sll 慳獵浥m 瑨t琠橵j琠扥c慵a攠
灲潳o散瑳⁲敱略st敤
information one time, they
want to hear from you again

Double Opt
-
in

Approach


Demonstrates the most concern
for privacy and relevancy


卵扳S物扥r猠瑲畬礠w慮琠t漠桥慲a
晲潭⁹潵o


䥮cr敡e敳 摥liv敲慢楬i瑹trat敳
慮a 獥湤⁲数畴a瑩潮o獣潲敳


Adds another layer of
complexity and communication
with potential subscribers


剩獫猠l潳楮朠獵b獣si扥r猠i渠瑨攠
c潮晩f浡瑩潮o灲潣敳猠

Page
39

Content Mapping

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Profiles

Buying Stages

Content

1.
Map your existing content

2.
Blank cells determine your content roadmap

3.
Short content is good! (YouTube approach)

4.
Test and optimize

5.
Start small, think big and adapt quickly

Page
40

Call
-
to
-
Action

Lead Scoring on Click
-
throughs, not Opens

No Form or Pre
-
populated Form

Progressive Profiling


© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Page
41

What is Lead Nurturing?

“The process of building
relationships with qualified
prospects regardless of their
timing to buy, with the goal
of earning their business
when they are ready.”

“The art of maintaining
permission to stay in front
of your buyers as they
educate themselves.”

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

http://www.marketo.com/resources

Page
42

What Lead Nurturing is Not

Sending out an e
-
newsletter on a
semi
-
regular basis

Randomly calling leads every six
weeks to see if they are ready to
buy

Blasting your entire database with
a new case study

Offering content that promotes
your company’s products and
services

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Page
43

The ROI of Lead Nurturing

Passed to
Sales (<1 mo)

Passed

to

Sales (>1 mo)

Total

Passed
to Sales

Cost

per

Sales Lead

Without
Nurturing

25%

8%

33%

$195

With
Nurturing

25%

25%

50%

$130

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential


Source: Actual Marketo data; assumes $65 per prospect

Marketo Results

Prospect to Sales
-
Ready Lead Conversion

Results: 50% more sales
-
ready leads
from lead nurturing

Page
44

Four Kinds of Lead Nurturing

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Page
45

Lead Nurturing & Social Media

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Listen

Segment & Target

Notify & Score

Interact

Page
46

Lead Scoring

Lead scoring is the process of
ranking a lead’s level of interest
and sales readiness according to
a methodology agreed upon by
both marketing and sales.

“A 10% improvement in lead
quality can result in a 40%
improvement in sales
productivity.”


Stu Schmidt, VP
of Solution Sales at Cisco WebEx

© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Page
47

Lead Scoring

Demographic Scoring

Activity Scoring


Email Click
-
throughs


Webinar views


Website visits


Social Media mentions


+ More


© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Page
48

Lead Scoring Optimization

Review scores of won
and lost opportunities

Look at leads that had
high scores but did not
turn into opportunities

Look at scores by
demographic
segments

Review online
behaviors


© 2010 Marketo, Inc.


Marketo Proprietary and Confidential

Page
49

Question and Answer

Lee Odden

President, TopRank



Maria Pergolino

Inbound Marketing, Marketo



Anna Talerico

Executive VP, Ion Interactive



© 2010 Marketo, Inc.


Marketo Proprietary and Confidential