This document outlines Sam Beal & Associates' expertise in web marketing, inbound marketing, business intelligence, and web technology. It discusses inbound marketing strategies like search engine optimization, search engine marketing, landing pages, and content marketing. It also covers using business intelligence metrics like traffic sources, conversions, cost per lead, and cost per action to optimize marketing campaigns. The presentation recommends a two-phase approach including analysis, recommendations, and more detailed work on optimization.

1. Sam Beal & Associates
Business Intelligence
Inbound Marketing
Web Technology
Sam Beal & Associates ©2013

2. Sam Beal Ph.D.
1980
2000
2005
2013
Sam Beal & Associates ©2013

3. Agenda
• Web Marketing Essentials
• Next Steps
Sam Beal & Associates ©2013

4. Web Marketing Essentials
Inbound Marketing
customers reaching out to you
Web Technology
implementation
Business Intelligence
management by measurement
Sam Beal & Associates ©2013

5. The Funnel
SEO & SEM
Landing Page
KPI Rich Content
Conversion
Sam Beal & Associates ©2013

6. Sam Beal & Associates ©2013

7. What is Inbound Marketing?
Customers reaching out to you or your
product
Success is a function of:
• Website effectiveness
• Content – on your site and on the web
• Online Advertising
• Social Media Marketing
Sam Beal & Associates ©2013

8. Is your website really effective?
How do you know?
Are customers finding it?
If they do, can they understand your
product?
If the site isn’t working for you, your
business won’t achieve its sales potential
Sam Beal & Associates ©2013

9. Search Engine Marketing
paid
SEO = free clicks
but it takes work
Buy the top position
free
with Adwords
You need both!
Sam Beal & Associates ©2013

10. Sam Beal & Associates ©2013

11. SERP Analysis
#1 on page
Ranking
Keywords
Sam Beal & Associates ©2013

12. What is Content?
Text and Media for visitors
Clues for Google Algorithm
Content that gets “linked”
Social Conversations
Sam Beal & Associates ©2013

13. Sam Beal & Associates ©2013

14. What is Business Intelligence (KPI)
Traffic
New vs. Returning
Organic vs. Keyword
Campaign
Conversions
Registration click thru rate CTR
Time on Site
CPL – cost per lead
CPA – cost per action
Sam Beal & Associates ©2013

15. KPI – CPL Analysis
Sam Beal & Associates ©2013

16. Phase 1 – Analysis & Recommendations
Review Google Analytics (& Adwords)
Fix Low Hanging Fruit
Access to site or site db
Update SEO descriptions
fix / redirect 401 errors
Sam Beal & Associates ©2013

17. Phase 2 – detailed work
Landing Page optimization
Keyword research (site content, potential PPC)
New content (Blogs, Whitepapers, Webinars)
new channels: YouTube, Slideshare, Scribd
Link analysis
KPI reports
Sam Beal & Associates ©2013