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Keys to Digital Marketing Success
Ryan HowardHead of Agency
• This is an interactive event
• Presentation is available on Slideshare
• http://goo.gl/yPWl4y
Housekeeping
Keys to Digital Marketing Success
Ryan HowardHead of Agency
Schedule6:30 pm Networking and drinks
7:00 pm Presentation
7:45 pm Q&A
8:00 pm Extended networking
• Founded in 2008 as premium .edu link company
• Transitioned to full-service marketing in 2010
• ROI-centric approach to digital marketing
Intro
New York San Diego São Paulo
2012
2010
2014
Partner @ Customer Acquisition Firm
Joined Legacy Links
2006
Intro
Acquired
Founded Marketing Company
• Companies of all sizes
• Marketing & SEO experts alike
• Makes the difference in ordinary and extraordinary
Biggest Mistake
Too many companies
are doing SEO wrong
Yelling at the crowd is not
content marketing
This is content marketing
“It’s all about Content. Shit will
always be shit. No matter what
platform it is on.”
–George Parker
No ROI on SEO Campaigns
Biggest Mistake
• Software and subscriptions costs
• Copy and design costs
• Freelancer and staff costs costs
• Immediate conversion revenue
How to Calculate ROI
=
$ 2,500 Revenue
$ 600 TOTAL COST: fixed + variable
-
$ 1,900 Campaign ROI
Campaign: Blog Content
How to Calculate ROI
• Start with keyword data
• Revenue per conversion, by conversion type
• Determine conversion revenue for positions 1-10
Find Highest ROI Targets
KeywordExact
Search Volume
Conversion Rate
Total Potential
Conversions
Revenue/Conversion
Immediate profit
potential
Dog Toys 10,000 2% 200 $17 $3,400
Dog Training 12,000 6% 720 $50 $36,003
Dog Boarding 15,000 4% 15,600 $28 $436,800
Download: http://goo.gl/0x6YIT
• Develop marketing personas
• Key challenge of persona
• Build targeted content at each stage
• Feed into lead nurturing campaign
Understand the Buyer’s Journey
Evaluate Buyer Personas
Make Purchase
Seek Options
Develop Interest
Information Gathering Bob
Key Challenge?
Evaluate Buyer Personas
Make Purchase
Seek Options
Develop Interest
Information Gathering Bob
Dads who grill
Key Challenge?Become the grill
master for outdoor summer parties
Make Purchase
Seek Options
Develop Interest
Information Gathering
A Dad’s guide to grilling outside
Interview with the winner of
the 19th annual Grill Master Tournament
Develop Targeted Content
How a dual smoker, charcoal grill keeps
the whole family happy
Charcoal, gas, or smoker?
Top picks for 2015
• Increased user engagement
• Increased conversion opportunity
• Additional ranking opportunities
• YouTube… is also a search engine
Leverage Multiple Content Types
Types of Content
• Use keyword targets
• Determine engagement for ranking content
• Determine content type
• Use pivot tables to group data
How to Evaluate Content Types
Infographic Video Article
Dog Toy Group 0.1 0.9Dog Training
Group 0.85Dog Grooming
Group 0.3 0.6Dog Boarding
Group 0.1 0.9
Download: http://goo.gl/3P2jGT
• SpyFu - http://www.spyfu.com/
• SEMRush - http://www.semrush.com/
• Majestic - https://majestic.com/
• Buzzsumo - http://buzzsumo.com/
Software and Tools
