1. OVERVIEW
#123webinar | @webmarketing123 1
The New Digital
Marketing Playbook
Oct 8th, 2013
Mike Turner
Director of Business development

2. OVERVIEW
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Frequently Asked Questions (FAQs)

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About
Webmarketing123

4. OVERVIEW
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Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results

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Our approach is
built on
data-driven
strategy and
efficient
execution.
Each campaign includes:
Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations

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Fast Growing.
Award Winning.
Top 10 of Bay Area’s 100
Fastest Growing Companies
Top 500 Fastest Growing
Private US Companies

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We are experts at growing
revenue for our clients.

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We have unique
experience driving
lead generation
campaigns for
global Fortune 500
companies.
Across multiple business units and 4 countries we produced
34,356 new leads for a group of operating companies, including:

9. OVERVIEW
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Buyers are moving 60-70% of the way through the sales funnel before
they engage directly with sales representatives.
Shift in how your audience finds you!
Why bother W/ SEO?
Source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

10. OVERVIEW
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Whatx≈≈≈≈≈≈
CTR
Inquiry
Marketing Qualification
Sales Qualification
10
Inbound Outbound
Marketing Qualified Leads
Sales Qualified Leads (SGLs)
Close
Won Business
Opportunities
We impact pre-acquisition metrics like CTR & CVR to grow funnel
Using variation of SiriusDecisions Demand Waterfall™
# of total raw leads
Raw lead to Marketing
qualified lead (%)?
Marketing qualified lead to
Sales qualified lead (%)?
Sales qualified to closed
deal rate (%)?
A Quantitative View of Your Business

11. OVERVIEW
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Why bother W/ SEO?

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Digital Marketing has evolved
(Well, maybe Google hasn’t changed much)
First banner ad ever
(1994)
-- guess the CTR!
Apple and Google in 1999

13. OVERVIEW
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Old Digital Marketing Playbook
SEO
PAID
SEARCH
DISPLAY
WEBSITE
SOCIAL
MEDIA
EMAIL
• “one-time” optimization
• Link building
• Have “contact us” - phone
number and email
• Update it once a year
• Has downloadable
content
• Go to publishers directly
• Limited optimization
• Audience segmentation
• Targeting available
• Blog, forums, comments
• Engage prospects through
offline events/promotions

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But the old playbook just
doesn’t work anymore
Competitors are smarter
• Competitors are increasingly versed and savvy in digital
Advertisers are empowered
• More advanced (and efficient) tracking/execution tools available
Google’s fighting for users
• Constant developments in Google search algorithm
More, more, more
• More users and advertisers spend more time and more money across
more platforms and devices
WHY NOT?

15. OVERVIEW
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Your Competitors might be
Outspending you
Source: http://www.gartner.com/technology/research/digital-marketing/digital-marketing-spend-report.jsp

16. OVERVIEW
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Channels play different roles
in the customer journey

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New Digital Marketing Playbook
PAID
SEARCH
DISPLAY
WEBSITE
SOCIAL
MEDIA
EMAIL
• Requires on-page and off-page
content
• Social signals are important
• Constant Algorithm changes
• Link diversification necessary • Frequently updated
• More advanced analytics/
site personalization
• A/B testing
• Ad network buying
• Efficient
pricing/marketplace
(RTB, etc)
• Improved optimization
capabilities
• Marketing automation, lead
nurturing and scoring• Advanced targeting and
optimization features
• Multiple platforms for engaging
customers and prospects
• Empower advocates
• Natural links
SEO

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SEO
PAID
SEARCH
DISPLAY WEBSITE
SOCIAL
MEDIA
EMAIL
Primary Digital Marketing Levers
• Why do you use specific channels?
These ones we can help you with.
• How many levers are you pulling?
• Are you coordinating across channels?

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Use SEO to… SEO
 Attract and capture in-market customers (interest-based marketing)
 Grow the top of your funnel without paid media
 Get into the purchase decision process early
90% of clicks on
page 1.
If not there, you’re
invisible to most

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Use Paid Search to… PAID SEARCH
 Get in front of prospects when they are in-market for your product/service
 Get leads from search even when you don’t own top natural listings
 Get immediate, reliable results

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 Get leads from search even when you don’t own top natural listings
(Google)
Value of running both SEO + Paid Search

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Value of running both SEO + Paid Search
 Increase your CTR for Organic just by showing paid ads!
Source: http://www.seerinteractive.com/blog/part-two-four-adwords-paid-organic-report-questions-answered

23. OVERVIEW
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GoogleSite
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Use Display to… DISPLAY
 Get in front of NEW or previously lost prospects
 Generate awareness in new markets
 Re-engage lost prospects through targeted remarketing
Your Site
X
Your Ad Your Ad
LOST PROSPECTS
Linkedin
X

24. OVERVIEW
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Personalized ads that are based on behavioral
data increase ROI
CTR improved by 651%!
Retargeting-based Dynamic Creative Case Study– Travelocity

25. OVERVIEW
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Use Website to… WEBSITE
 Improve visiblity (rankings) and user experience
 Amplify effectiveness of marketing programs (improving ROI)
 Maximize conversions (from anywhere, including Mobile)
 Capture information and sell products
Your Site
X
You need:
• Clear call to actions
• Mobile optimized (responsive design)
• Regular analytics review
• Optimization of content

26. OVERVIEW
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AFTER
3,600 Monthly Visitors
(+20%)
50% Bounce Rate
(-17%)
4% Conversion Rate
(+100%)
72 Leads
(+200%)
BEFORE
3,000 Monthly Visitors 60% Bounce Rate 2% Conversion Rate 24 Leads
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Even little improvements
lead to big results.
In the above example, improved SEO and website engagement
drove 200% more leads.
WEBSITE

27. OVERVIEW
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Use Social Media to… SOCIAL MEDIA
 Engage prospects and customers
 Monitor/manage online brand identity
 Empower advocates
 Push prospects further down the funnel

28. OVERVIEW
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In the new playbook…
Links without content aren’t effective anymore
Build SEO into content creation and leverage Social in your
distribution strategy
1. Identify converting landing pages
& build content for keyword themes.
2. Distribute content so it gets picked up. But
the content must be high quality.
3. Natural links lift
rankings.

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In the new playbook…
You need to optimize for sales and ROI, not vanity
metrics like “traffic” or “leads”
Know which campaigns and landing pages bring in
revenue so you can optimize intelligently.

30. OVERVIEW
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AppDynamics used a coordinated strategy
to get 10X return on marketing investment
Goals:
Out rank competition for target search terms
Increase volume of leads secured through lead generation programs
Increase % of raw leads that convert to qualified opportunities
Improve ROI for new customers
Challenge:
AppDynamics needed to revamp lead generation efforts. They knew they were
underutilizing SEO as a means of inbound lead generation and were placing too
much focus on display ads to promote a free software download.
Solution:
Established unique KPIs and benchmarks
Execute integrated marketing strategy, inc. SEO, PPC, and content creation
Large expansion of AppDynamics’ optimization program by introducing
additional keywords
Results:
73% increase in organic search traffic in <6 months
101% Increase in Organic, non-branded search traffic in <6 months
500% Estimated overall ROI
10X return on marketing investment
Client Success
• SEO
• Paid Search
• Content Creation
B2B

31. OVERVIEW
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You’ll get:
 Knowledge of where you rank in relation to
competitors
 Insight into how much revenue opportunity is
available from Search (we’ll do the research)
 Actions you can take today to accelerate results
from your inbound marketing campaigns
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Get a second opinion on how your campaigns
are performing…
or how you should expand them.
Simply email results@webmarketing123.com or call 800.619.1570
Give us:
 Your top keywords
 2 or 3 top competitors
 Your top objectives
THANK YOU
Mike Turner
Director of Business Development