Since the late 1990’s, manufacturers and distributors have witnessed a tremendous change in marketing technology (search, social, email, etc.). Those that embraced the change have reaped the rewards, and those that ignored it struggle to exist. But now, this technology, which provided early adaptors a leg up, has changed again and many manufacturers and distributors have seen their hard fought gains evaporate. Today Google’s ranking preference for big brands and sites with rich high-quality content, coupled with the social platforms tightening up of organic (non-paid) reach in pursuit of viable “pay for play” revenue models favor large sites/companies and threatens the traditional distributor model. Building a simple website and tweeting a few times does not constitute a good online strategy. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution? This session will explore where we are now, what’s coming next, and how to prepare your company to compete in 2015 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.

1. Online Marketing – Where’s It Going? How To Win
Brian Bluff
President & Co-Founder
Site-Seeker, Inc.
brianbluff@site-seeker.com
Eddie Bluff
Vice President & Co-Founder
Site-Seeker, Inc.
eddiebluff@site-seeker.com

2. 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

3. What’s Changed

4. Convergence Of Search And Social

5. How Has Google Changed
2009 2011 2012
2013

6. Organic Search Traffic Levels Changed
Tool Tip: Competitive analysis
– SEO, Paid, Links, …

7. 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

8. Poorly Constructed Pages
Corrected problem
& saw a 209%
increase (to pre-
Panda levels) within
a few days

9. The Way We Search Has Changed
Used Forklift
Forklift for sale
Interest Over Time
2005 2013201120082007
Tool Tip: What’s (& what’s not)
trending in your Industry?

10. Google Is Influencing The Change
Tool Tip: Keyword research tool
(also see ubersuggest.org)

11. Our Devices Have Changed
Tool Tip: How does your site
appear on a mobile device?

12. 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

13. YourWebsite
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

14. 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

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

16. Welcome To The Future

17. Focus On The User

18. Buyer Personas – Your Customers

19. 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

21. Align The Messages & Make Money
Daily Goal Completions

22. "
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

23. Today – Repurpose, Reuse, Recycle

24. How To - Social Media

25. Become
the
Expert
Create
Accounts
(Name Claim) Grow
Networks
Create
Content
Distribute
Content
Lead
Discussion
Participate In
Discussion
"
Establish Credibility With Social Media

26. What’s A Brand
• Build brand awareness
• Showcase your expertise
• Clicks vs. impressions
•

27. 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

28. Combining SEO And Social Media
LinkedIn
Blog
Twitter

29. Social - Mature Business Model
Follow growth takes place at a much more rapid pace with
advertising compared to organic activity

30. B2B Is Generating Content
Blogs

31. And Sharing Content Via Social Media
Active and Sharing

32. And Offering Value

33. 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

34. SEO Predictions

35. 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

36. SEO
More
● Ranking signals
● Penalties
● Author rank importance àGoogle+
● 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

37. 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

38. 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?

39. Mobile
Small keyboards causing shift
● Toward voice & natural
language search
● Away from exact query
search
● Redo search engine UI
● …ranking preference
Comscore

40. SEO Periodic Table
(Source: http://searchengineland.com/seotable)

41. Paid Search
● YouTube
● Retargeting
● Site links

42. Paid Search
Small screens à Higher % ads à increased spend

43. Measurement

44. 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

45. • Data is unreliable
• Complex reporting needs
• Too many reports, too little action
• Metrics aren’t actionable
Common Measurement Problems

46. • 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

47. Google Analytics – Geo Reach

48. Google Analytics - Geo Reach

49. Google Analytics – Mobile Traffic
40% Mobile
6% Tablet
That’s too high!

50. Google Analytics – Mobile Traffic
80.5%
15.4%
4.1%
86.0%
5.3%
8.7%
64.5%
32.8%
2.7%

51. Google Analytics – Mobile Traffic

52. Google Analytics – Mobile Traffic
Approximately $2,800/month – about $0.065 per click

53. Multi-Channel Funnel

54. Google Webmaster Tools

56. Google Webmaster Tools

57. Cool Report

58. Inbound, Content Marketing,
Lead Nurturing, Marketing
Automation,…
Next Fancy Buzz Word

59. The Reality Of Selling
Prospect Has A Problem
No Yes
WillingnessToEngage
LowHigh
Not Ready
Time Suck
Education
Prime Target

60. The Role Of Content Marketing
Multiple touches to impress
until prospects need you

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

62. 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.

63. 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

64. Drip Marketing / Lead Nurturing
Leads nurtured with targeted content produce an
increase in sales opportunities of more than 20%
(Source: DemandGen)

65. Where In The Buying Process"
"
…Are Your Prospects?
Track activity and
interests through
content consumption
and action

66. Personas & The Buying Process

67. "
Align Personas With All Messaging

68. 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)

69. 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

70. Campaign Flow

71. Lead Nurturing Process

72. Lead Nurturing Process

74. 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

76. Pulling It All Together

77. "
Where To Start

78. Internet Marketing Plan

79. 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

80. Thank You!
Brian Bluff
President & Co-Founder
Site-Seeker, Inc.
brianbluff@site-seeker.com
@BrianBluff
w: 315.732.9281 x 11
Eddie Bluff
Vice President Key Accounts
& Co-Founder
Site-Seeker, Inc.
eddiebluff@site-seeker.com
@EddieBluff
w: 315-732-9281 x 14
Free consultation
& reports – visit:
Site-Seeker.com/UID