1. The Cost of Not Ranking on Page 1 of Google
Strategies for staying one step ahead of the rest
Dial: +1 (909) 259-0012
Access Code: 364-271-894
@webmarketing123
@bradleywjoe
#wm123
2. Housekeeping Items
Are the slides available?
Yes! Please email seo@webmarketing123.com
We want to hear from you!
@webmarketing123
facebook.com/webmarketing123
Want to learn more?
Contact us for a complimentary SEO Diagnostic. Details
at end of webinar.
#wm123
@bradleywjoe
3. Webinar Agenda
The Case for Online Marketing
1 Understanding how the lack of online presence creates
costs for your business
Calculating the Cost of the Problem
2 Learn how to calculate the cost of the problem for your
company
Budgeting for Search Marketing
3 How to budget for Search amongst other marketing
initiatives
#wm123
@bradleywjoe
4. Webinar Agenda
The Case for Online Marketing
1 Understanding how the lack of online presence creates
costs for your business
Calculating the Cost of the Problem
2 Learn how to calculate the cost of the problem for your
company
Budgeting for Search Marketing
3 How to budget for Search amongst other marketing
initiatives
#wm123
@bradleywjoe
5. 1 What is at Stake?
Search engine usage is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
#wm123
@bradleywjoe
6. 1 Search Engine User Behavior
If you are not on the 1st page, you are invisible to most searchers
Source : Jupiter Research, 2010 #wm123
@bradleywjoe
7. 1 Search Engine User Behavior
Investigate Google Insights to compare long-term trends:
www.google.com/insights/search
#wm123
@bradleywjoe
8. 1 What’s at Stake for Your Business?
Google’s keyword tool provides specific insights to marketers
#wm123
@bradleywjoe
9. Key Thought #1
1. Identify the top 5 keywords your
company needs to appear #1 on
Google for today.
2. Where do you rank on Google for
these search terms?
#wm123
@bradleywjoe
10. Webinar Agenda
The Case for Online Marketing
1 Understanding how the lack of online presence creates
costs for your business
Calculating the Cost of the Problem
2 Learn how to calculate the cost of the problem for your
company
Budgeting for Search Marketing
3 How to budget for Search amongst other marketing
initiatives
#wm123
@bradleywjoe
11. 2 Calculating the Cost of the Problem
By applying standard conversion metrics throughout the purchasing
funnel, we can identify lost revenue on a monthly basis
#wm123
@bradleywjoe
12. Key Thought #2
1. What are the conversion metrics
(avg. close rates, avg. sale price,
etc.) for your business?
2. For your business, is there a
significant cost for not ranking
highly on the search engines?
#wm123
@bradleywjoe
13. Webinar Agenda
The Case for Online Marketing
1 Understanding how the lack of online presence creates
costs for your business
Calculating the Cost of the Problem
2 Learn how to calculate the cost of the problem for your
company
Budgeting for Search Marketing
3 How to budget for Search amongst other marketing
initiatives
#wm123
@bradleywjoe
14. 3 Biggest Factors Influencing Online Success
Comparing the most popular digital marketing channels
Source: First Annual Webmarketing123 Digital Marketing Survey #wm123
@bradleywjoe
15. 3 Allocation of Digital Marketing Budget
B2B marketers invest 1/3 of their digital budgets on SEO activities,
while B2C marketers invest most heavily in PPC
Source: First Annual Webmarketing123 Digital Marketing Survey #wm123
@bradleywjoe
16. 3 Overall Marketing Spend
Step One: Determine the advertising-to-sales ratio in your particular
field
• Public companies in your industry may give a figure for their marketing
spend in their financial statements and/or annual reports
• If no reports are available, start at 5% and then adjust projected spend
based on the size of your market, cost of media spend, and competitive
analysis
Source: http://www.businessweek.com/smallbiz/content/feb2009/sb20090210_165498.htm
#wm123
@bradleywjoe
17. 3 Allocation of B2B Marketing Budgets
Marketing Sherpa Study
#wm123
@bradleywjoe
18. 3 Allocation of B2B Marketing Budgets
Marketing Sherpa Study
Projections can be made about expected spend
per digital media channel
How does your marketing budget allocation
differ?
Notes: Assuming 5% allocated to #wm123
Marketing spend @bradleywjoe
19. Key Thought #3
1. When you signed off on your
business plan goals for 2012, what
did you commit to (10% increase in
leads/sales, etc.)?
2. Can you identify the marketing
channels that will help you achieve
these goals?
#wm123
@bradleywjoe
20. Tying It All Together
• Identify Where You Are Today: Determine whether the lack of strong
search engine ranking is a significant enough cost for your business (it
might not be).
• Tie Everything to Revenue: Fill out the “Cost of the Problem”
framework for your business. Does this make a strong case for online
investment?
• The Next Immediate Step: Regardless of where your search marketing
program is today, what is the best next step you can take to push results
even further?
#wm123
@bradleywjoe
22. Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not ranking in the
top positions on search engines. How much revenue is being lost to
competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact:
seo@webmarketing123.com
#wm123
@bradleywjoe