Measure the Money Metrics: A Crash Course in ROI Reporting - Slides

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Tuesday, June 30th 1PM ET/10AM PT

Measure the Money Metrics:A Crash Course in ROI Reporting

Organic Visits

Jan. Feb. Mar.

% of Keywords on Page 1

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We drive revenue.Not just clicks and traffic.

/ About Webmarketing123

Paid Search

SEO Content Creation

Website Design

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1 The Quintessential Marketing DilemmaAchieving the Not So Easy Task of Data Clarity

2 The Path to Optimizing SEO ROIMeasurement Ability is Only Half the Battle.

3 Live Q&AHave Questions? Ask Away!

On the Agenda

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Here’s the scenario./ The Quintessential Marketing Dilemma

Organic search traffic is up 120%

YoY!

All marketing KPIs point to success.

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Here’s the scenario./ The Quintessential Marketing Dilemma

Lead volume is up by 50% and cost per lead is

down 25%!

I’m totally getting a raise this quarter.

All marketing KPIs point to success.

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/ The Quintessential Marketing Dilemma

Sure, those marketing metrics are nice, but can

you tie it to revenue?

And, then the boss comes in.

Plus, lead volume is good

but what about quality? Joe from Sales

says we need more tradeshow leads.

All marketing KPIs point to success, but can you prove ROI?

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Where does the alignment breakdown?

/ The Quintessential Marketing Dilemma

Data silos are often the culprit.

SEO data is in Google Analytics

Social data is over here in Hootsuite.

Email performance is over here in Marketo

Ad data is over here in Marin.

CRM

Out of the box, Sales will most likely see

each lead attributed to “Web”.

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Here’s where attribution comes in./ The Quintessential Marketing Dilemma

The B2B buyer’s journey is complex. Last touch attribution is not enough.

Let’s say Suzie searches for “marketing automation software”.

Google serves an organic listing for your site linking to your latest eBook.

Suzie clicks on the link, but then decides to go to lunch.

While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook.

Suzie clicks on the ad and downloads the eBook.

Sales gives Suzie a call a few hours later, and sets up a demo appointment.

A month later Suzie buys your software!

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Here’s where attribution comes in./ The Quintessential Marketing Dilemma

Close the loop with multi-touch attribution reporting within your CRM.

Opportunity Name

Revenue Commitment

First Touch

$100,000 Source: Organic SearchLanding Page: /webinar

San Francisco Startup – SEO Opp

Last Touch

Source: Event - TradeshowLanding Page: N/A

Suzie’s Software- Demand Gen Opp

$75,000 Source: Organic SearchLanding Page: /new-eBook

Source: Paid SearchLanding Page: /new-eBook

Now you can truly optimize for ROI.

Plus, you can tell Joe from Sales his tradeshow leads actually came from digital.

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On the Agenda

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Know your digital conversion funnel to quantify this

/ The Path to Optimizing SEO ROI

% of website visitors

that become leads.

% of leads that are qualified.

% qualified leads that result in closed deals.

Average closed deal size.

Monthly search volume

% of searchers that visit your website.

1 Calculate your search opportunity.

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Acquire leads. Nurture leads. Sell leads..

2 Fuel search with great content.

Effective content is the backbone of modern SEO.


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2

Awareness

Evaluation

Purchase

Educate prospects on the value of your product & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

“The Definitive Guide to Display Advertising”

“Why our Strategy is Better than the Other Guys”

“How to Close More Deals via Digital Demand Gen”

Repurpose Content

Segment & Nurture

Get Sales Involved!

Create and optimize content for each stage of the buyer’s journey.

Fuel search with great content.


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3

What keywords would a prospect search at each stage of the funnel?

Keyword strategy still matters.

Awareness

Evaluation

Purchase

Educate prospects on the value of your product & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

“The Definitive Guide to Display Advertising”

“Why our Strategy is Better than the Other Guys”

“How to Close More Deals via Digital Demand Gen”

Repurpose Content

Segment & Nurture

Get Sales Involved!


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3

Capture the right leads and direct them to your most relevant landing page.


You must have a keyword mapping doc!


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3Don’t make the mistake of optimizing for internal jargon!


A Google search for “laptop” delivers this. A search for “notebook” delivers this.

For Example:


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For example, do NOT do this!

Source: Codemakit.com

3 Keyword strategy still matters.Don’t go overboard with keywords.


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Search engines use

Latent Semantic Indexing

to determine whether it’s valuable, relevant

content or spam.

3 Keyword strategy still matters.Instead, content should contain the keyword you’d like to rank for and related keywords.


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Here’s an example of how to do that.

3

Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.

Snowboarding Resort

“best snowboarding resort”

“Shaun White”

“snowboarding trail conditions”

Holistic, relevant content trumps exact keyword presence.

Be sure to include rich media.

Word count matters!



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4Once again, It’s easy to get lost in data.

Measure the right metrics.

Organic Visits

Jan. Feb. Mar.

% of Keywords on Page 1

Nearly 20% of marketers still rely on “website traffic” to measure success.

2015 State of Digital Marketing


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$

$

Sales Pipeline Opportunity

Closed Won Revenue

Organic traffic volume.

Clickthrough rate of preferred landing pages.

Organic keyword theme ranking.

These SEO metrics are essential.

✓✓

✓Conversion volume and CVR.✓

But, take it a step further to measure ROI.

4 Measure the right metrics.

$ Sales Contribution by Landing Page


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Ultimately, your SEO reporting should look more like this:

4 Measure the right metrics.


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Make a team to-do list based on the following questions:

Are you keeping up with SEO?

1 Do we have a target keyword list? When’s the last time it was updated?

2 How are we doing compared to our competitors?

3 Have we segmented keywords by stage of the buyer’s journey? Do we have content/offers to match?

4 Is there an opportunity to convert on every page of our website?


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On the Agenda

#123webinar e: [email protected]: 800. 619. 1570

Let’s Talk!

Get a 2nd opinion on your digital strategy.

In a 30 minute consultation, learn: Where you rank in relation to competitors

Measure revenue opportunity from Search

What you can do to accelerate results now

Mike Turner, Webmarketing123Director of Business Development

Thanks!

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QUESTIONS? ASK AWAY!