Learn actionable tips about what works, what doesn't and where you can get the biggest bang for your marketing buck. Topics discussed will include: search engine optimization, pay per click advertising, website design and more.

1. Your Website – What’s Possible
Brian Bluff
EddieBluff
President & Co-Founder
Vice President & Co-Founder
Site-Seeker, Inc.
Site-Seeker, Inc.
brianbluff@site-seeker.com
eddiebluff@site-seeker.com

2. What We Will Cover
• Internet
marke*ng
overview
• Understanding
website
traffic
• Website
performance
metrics
• Mobile
traffic
is
on
the
rise
• Website
conversion
• Assessing
the
value
of
traffic
• The
ideal
Internet
marke*ng
program

3. Your Website As A Sales Funnel
Vertical
Websites Social
Media
10,000
25%
12,500
12,500
Your Website
0.75%
0.75%
0.25%
1.0%
75
94
125
More
Money
25%
67%

4. Website Traffic Sources
• Search
o Organic
§ Not
provided
(10
to
20%)
§ Branded
(know
you)
§ Non-­‐branded
(prospects)
o Paid
• Referral
o Other
sites
o Directories
o Smaller
search
engines
o Wikipedia
o Associa*ons
• Direct
(know
you)
• Social

5. SERP – Understand Google Traffic

6. “They Know You Traffic”
Direct
Name
Search

7. “They Know You Traffic”
• If
your
name/URL
is:
o Easy
to
spell
–
direct
o Hard
to
spell
–
search
• Manufacturers
get
more
“they
know
you
traffic”
• For
the
rest,
expect
10%
to
20
%
of
your
traffic
should
know
you
–
80%
to
90%
prospects.
• GOAL:
Increase
prospects
visitors

8. Non-Branded Search Engine Traffic
• Search
engine
non-­‐
branded
organic
traffic
o Filter
out
keywords
containing
company
name
• Visitors
use
keywords
that:
o Describe
your
offering
o Describe
a
problem
Describe
a
solu*on

9. Importance Of First Impressions
Website
visitors
can
• Bounce
-­‐
leave
aaer
viewing
one
page
or
session
*mes
out
o Bounce
rate
• S*ck
-­‐
view
more
than
on
page
o Does
not
include
*me
spent
on
last
page
–
no
*me
stamp
o Average
visit
dura*on
o Average
pages
per
visit

10. Bounce Rate – By Keyword And Landing Page

11. Visitors React Differently With Different Pages

12. Management By Bounce Rate
Use
bounce
rate
to
increase
online
marke*ng
ROI
• Organic
traffic
–
improve
landing
page
• Pay
Per
Click
–
improve
keyword
selec*on,
ad,
and
landing
page
• Industrial
directories
–
buy/no-­‐buy
decision,
program
scope,
landing
page

13. Visit Duration & Pages Per Visit - Non Bounce
• When
visitors
s*ck
o Spend
3
to
5
minutes
on
your
site
o View
4
to
5
pages
• Data
from
22
B2B
companies
and
50,000
visits

14. Importance of First Impressions
• If
your
bounce
rate
is
high,
fix
it:
o Related
headline
o Related
image
o Show
visitors
they
are
in
the
right
spot
by
serving
their
needs
• If
you
are
paying
for
traffic:
GOAL:
Keep
visitors
on
your
site,
reading
content
and
viewing
pages
o Create
landing
pages
o Write
beeer
ads
o Deep
link
to
specific
content
o Revise
program
o Stop
paying
for
(some)
traffic
GOAL:
Keep
visitors
on
your
site,
reading
content
and
viewing
pages

15. What about Search Engine Traffic

16. Search Engine Market Share
18 Billion Searches Per Month

17. Search Engine Traffic – The Right Balance
• Despite
what
the
stats
say,
we
find
that
86%
of
B2B
traffic
is
from
Google
• This
is
world
wide
traffic.
• Point:
if
your
stats,
different
you
may
have
a
problem

18. Search Engine Traffic – The Right Balance
• “They
know
you
traffic”
VS.
Prospect
traffic
– 3:1
ra*o
seems
about
right
• Depends
on
– Strength
of
you
brand
– Equipment
in
the
field
• Point:
Brand
is
what
it
is.
Grow
prospect
traffic

19. B2B Mobile Visits on the Increase
• 19
B2B
Website
• Mostly
manufacturers,
some
na*onal
distributors
• Date:
• 1/20/12
–
2/19/12
• 1/20/11
–
2/19/11
• Visits
o 2012:
42,594
o 2011:
42,913
138%
increase
in
mobile
traffic
from
2011
to
2012
across
all
sites

20. B2B Mobile Visitors…
bounce
at
a
8%
higher
rate
Visit
0.85
less
pages
Spend
29
seconds
less
Clearly
the
experience
is
not
as
good…

21. Not All Traffic Is Equal

22. Conversion Rates Should Be Understood
How
many
contact
us
page
visitors
advanced
in
the
sales
process?
• Click
to
get
(29%)
o 73
phone
number
o 51
address
• 40
Sent
an
email
(9.25%)
o Is
this
good?
o What
is
your
conversion
rate?
Two
ques*ons
• When
bidding
what
are
your
chances
of
closing
the
deal?
• What
are
the
chances
a
visitors
they
will
become
a
lead?

23. Conversion and Last Click Attribution
Multi-Channel Funnels
Old
rule
of
thumb:
It
takes
seven
touches
to
close
a
deal
New
rule
of
thumb:
people
don’t
buy/
contact
of
the
first
visit
Latent
conversion
causes
bad
decisions

24. Conversion and Last Click Attribution
Associa*ng
success
to
source
is
not
straight
forward

25. 2009 Initiative – Online Marketing Mix
• Situa*on
o Website
recently
redesigned
o Slowdown
Q4
2008
–
Q4
2009
o Elements
of
marke*ng
program
sta*c
• Goal
o Reduce
marke*ng
spend
o Increase
qualified
traffic
o Increase
leads,
proposals,
orders…

26. Comparing Traffic Sources
The benefit of Experience
Website
Cost
Per
Visit
Cost
Per
S*cky
Visit
Bounce
Rate
Contact
Page
Online
Directories
Cost
Per
Contact
Pay
Per
Click
(PPC)
Page
Visit
Organic
(SEO)

27. Comparing Traffic Sources
Cost
Per
Visit
$0.70
$2.06
$10.37
Organic
traffic
was
the
least
expensive
at
the
point
closest
to
our
goal
Cost
Per
•
37%
less
than
PPC
S*cky
$1.49
$3.98
$15.37
•
83%
less
than
Directories
Visit
Cost
Per
Contact
$9.50
$14.99
$57.03
Page
Visit
Dollars
($)
Online
Directory
Pay
Per
Click
(PPC)
Organic
(SEO)
(bounce
=
33.3%)
(bounce
=
53.2%)
(bounce
=
48.2%)

28. Plan – Reduce Expensive/Under Performing Programs
28% Decrease in Online Spending"
• Refocused
pay
per
click
costs
• Decreased
or
stopped
directory
spending

29. The Plan: Targeted Search Engine Initiatives
August
2009
–
July
2010
August
2009
–
July
2009
208%
Increase
in
traffic
for
gear
manufacturers

30. Result: 32% Increase in Conversions"
• New
business
– Increased
does
not
– 50%
first-­‐*me
customers
consider
– 100%
of
new
customers
originated
online
phone
calls
• 1500
leads/yr
-­‐
phone,
forms,
&
email
from
website
• 3x
increase
online
inquires
since
started
search
marke*ng

31. Buyer Persona – Understand What Users Expect

32. Laying Out Your Website To Convert
• Align
site
structure
with
personas
and
user
tes*ng
results
• Visitors
looking
for
Product
A
click
on
related
images
or
links
• Use
portal
like
naviga*on
• Provide
simple
op*ons
GOAL:
Keep
visitors
on
your
site,
reading
content
and
viewing
pages
• Contact
someone
• Go
to
the
product
page
• View
related
blogs
• View
related
white
papers

33. Website Elements Should Satisfy A Persona Need
Sales
Personas
1) Engineer
2) R&D
3) Buyer
4) Sales
&
Affiliates
5) Manager
6) Co-­‐Supplier
HR
Personas
GOAL:
Keep
visitors
on
your
site,
reading
content
and
viewing
pages
Employee
7)
8)
Applicant
9)
Partner
Corporate
Personas
10)
Community
11)
Media

34. Ideal Internet Marketing Program
Create
Engage
Share
GOL:
Keep
visitors
on
your
site,
reading
content
and
viewing
pages
Get
Found
Measure
Test
Adjust

35. Building Your Team
This
is
your
marke*ng
staff
…but
today
needs
these
skills…
Hire
not
Site-­‐Seeker,
Inc.
©
2011

36. Plan For Success
• Vision:
What
does
it
look
like
when
we
are
successful?
• Key
Metrics:
What
can
we
measure
to
tell
us
we
are
successful?
• Strategies:
How
will
we
achieve
these
metrics?
• Ac*ons:
Who
will
do
what
when?

37. Your Website – What’s Possible
Brian Bluff
EddieBluff
President & Co-Founder
Vice President & Co-Founder
Site-Seeker, Inc.
Site-Seeker, Inc.
brianbluff@site-seeker.com
eddiebluff@site-seeker.com