Does Your Agency live up to their Sales pitch?
#1 Getting lots of traffic but just a trickle of conversions? Your agency might be optimizing for the wrong keywords (and hasn’t changed direction).
#2 Does your Search Engine Optimization agency keep you in the loop? You should have regular visibility into how your program is performing against your unique key performance indicators (KPIs).
If you aren’t seeing a steady increase in traffic and conversions, your SEO Agency is denying you the potent lead generation you’re paying for. Join Mike Turner, Senior SEO Analyst and Director of Business Development, and learn the telltale signs of an underperforming agency.
How to Get Started in Social Media for Art League City
4 Signs That Your Agency is Underperforming
1. 4 Signs That Your Agency is Underperforming
Mike Turner
Director of Business Development
Webmarketing123
@webmarketing123 #123webinar
2. Digital Marketing Agency specializing in
SEO / PPC / Social Media / Website Design
Since 2004, we’ve employed a metrics-based
approach to converting online visibility into
measurable business results.
2012 WE’RE ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES
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3. Some Practical Matters
Yes! Just email
Are the slides available? seo@webmarketing123.com
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using #123webinar @webmarketing123
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Request a Complimentary SEO Assessment Today.
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4. Webinar Agenda
The Marketing Landscape Has Changed. Again.
1 Is your agency fat, happy and complacent?
"Black Box" = BS
2 It's not Rocket Science; It is about Rigor
What Does Metrics-Based Reporting Look Like?
3 Get This: Scorecards Linked to your KPIs
Opportunity Analysis
4 Holding SEO accountable for business results
@webmarketing123 #123webinar
5. Webinar Agenda
The Marketing Landscape Has Changed. Again.
1 Is your agency fat, happy and complacent?
"Black Box" = BS
2 It's not Rocket Science; It is about Rigor
What Does Metrics-Based Reporting Look Like?
3 Get This: Scorecards Linked to your KPIs
Opportunity Analysis
4 Holding SEO accountable for business results
@webmarketing123 #123webinar
6. The World is Changing
Is Your Marketing Keeping Pace?
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7. B2B internet usage skyrocketed in the past year
Search engines are the #1 source for B2B information
Top online sources for B2B customer research
Google Think B2B Conference 2012
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8. Online sources help B2B customers discover
new brands
% of B2B customers using the following sources to discover new brands
Google Think B2B Conference 2012
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9. A Shift in Purchasing Process
70%
B2B buyers are moving 60-70% of the
way through the sales funnel before
they engage directly with sales reps.
Key Thought: Are your landing pages
robust enough to function as a virtual
sales force?
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10. 4 Billion
Searches on
Google Every
Day
95% of Clicks
Happen on
the 1st Page of
Search Results
60% of Clicks
are on Top 3
Results
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11. Webinar Agenda
The Marketing Landscape Has Changed. Again.
1 Is your agency fat, happy and complacent?
"Black Box" = BS
2 It's not Rocket Science; It is about Rigor
What Does Metrics-Based Reporting Look Like?
3 Get This: Scorecards Linked to your KPIs
Opportunity Analysis
4 Holding SEO accountable for business results
@webmarketing123 #123webinar
12. Have you ever been told: It’s our
proprietary process
SEO It's not rocket science...
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13. Did your Agency Set up the Right Foundation?
• How can I tell?
• You are unsure of the keywords you are targeting or if
they are any “good”
• No keyword mapping
• No concerted link building effort
• Not tracking keywords from source to paying
customer
• Little to no content generation efforts that are consistent
with keyword mapping
• They have ever said or you have ever thought the
following:
“ I know we are your web design firm, but we also do SEO!”
“ You should only target these 5 keywords - And 3 of them are branded terms!”
“ You have no idea how much closed won revenue or pipeline revenue came from
their work”
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18. Make a Plan
Content Guidelines
Key thought: Who is going to write this
content?!? Know the requirements before
jumping off point
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20. Link Strategy Document
Content is the fuel that powers a link building strategy
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21. Transparency in Reporting
Key thought: When was the last time you saw a
linking report? Is your agency even adding links?
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22. Webinar Agenda
The Marketing Landscape Has Changed. Again.
1 Is your agency fat, happy and complacent?
"Black Box" = BS
2 It's not Rocket Science; It is about Rigor
What Does Metrics-Based Reporting Look Like?
3 Get This: Scorecards Linked to your KPIs
Opportunity Analysis
4 Holding SEO accountable for business results
@webmarketing123 #123webinar
23. A Scorecard Process helps overcome
implementation obstacles
Standardizes Metrics
Creates Common Vision, Shared Goals, Accountability
What will What
winning look benchmarks
like? should we
use?
Which KPIs are What are the
your priorities? next steps?
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26. A ranking report should show
steady progress over time.
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27. Benchmark so you know where you are at
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28. But reporting shouldn't stop there.
How are individual keywords
performing in terms of revenue?
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29. Which Keywords are Converting. At What Value?
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30. Webinar Agenda
The Marketing Landscape Has Changed. Again.
1 Is your agency fat, happy and complacent?
"Black Box" = BS
2 It's not Rocket Science; It is about Rigor
What Does Metrics-Based Reporting Look Like?
3 Get This: Scorecards Linked to your KPIs
Opportunity Analysis
4 Holding SEO accountable for business results
@webmarketing123 #123webinar
31. As marketers are increasingly
responsible for the P & L, it’s more
important than ever to quantify
potential at the front-end and
consistently measure performance
against KPIs.
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32. Your revenue should be rising.
Not just your traffic.
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34. Case Study:
Global Semiconductor Manufacturer
Annual Cost of Not Ranking:
$2,700,000
monthly cost
multiplied by 12 months
= 32 million+/year
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35. Step-by-Step Calculation
of the Cost of Not Ranking on Page 1 of Google
1. Keyword Search Volume
2. CTR on Search Results (New Visitors)
Or you can meet with us
3. Visitor Lead and we’ll do it for you.
4. Lead Qualified Lead
5. Qualified Lead Closed Deal
6. Average Deal Size
7. (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential
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36. Does Your Agency Do This?
• Ask you for multiple meetings to establish what success looks like.
• Discuss what your business goals are in the next 12 – 24 months.
• Proactively makes suggestions about optimizing calls to action on
your website.
• Regularly check Webmaster Tools for crawl errors, slow page
loading, and other factors that could be impacting either how your
site's performance.
• Assess, in Google Analytics, how visitors are navigating through your
company’s website, and which landing pages are converting to
leads/sales.
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37. Tying It All Together
• Demand Transparency and Accountability from SEO
• Develop a familiarity with the terms and concepts
so you can be an informed partner
• Adopt a metrics-based approach that measures outcomes.
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38. WE ARE EXPERTS AT BUILDING TOP LINE REVENUE
GROWTH FOR GLOBAL ENTERPRISES WITH
TARGETED, COST-EFFECTIVE DIGITAL MARKETING
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39. We invite you to…
Download:
2012 State of Digital Marketing Report
webmarketing123.com
Talk to a digital marketing expert:
SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
seo@webmarketing123.com
TEAM UP WITH ONE OF THE
Questions? Feedback?
FASTEST GROWING PRIVATE
mike.t@webmarketing123.com
COMPANIES IN THE U.S. (2012)
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Digital channels CONTINUE to grow in importance not only for consumers but for corporate decision makers. Also worth noting is the RANGE of online sources that are potential influencers and spaces where your competitors may be taking advantage of your inaction.
Many agencies say that their systems are proprietary... etc. They say this to make what they're doing seem more complex than it is.
We’re looking at different types of links and a systematic approach to building them. But all of this depends on generating that keyword rich content that we discussed in the last section.
And here’s an example of a detailed link building report that we provide to our clients. It’s not supposed to be large enough for you to read… just to get a sense of what detailed reporting looks like.[Take out a highlighter?] It has the URL of every backlink, the date created and verified, and more information about the anchor text, linking page, destination URL. In short, it’s far more information than you want. But you can see what our team is doing for your company on a day-by-day basis. We’re not afraid to practice this kind of transparency, because we work hard for our clients. You should demand this of your agency. If they balk, it may be because they’re employing automated tools or cutting corners in the ways we’ve discussed already.
Mutually agreed upon set of goals that lead back to the P & L… it’s about the execution and implementation.“we made more decisions in 2 days than in the previous 2 years”. – Often, obstacle is implementation, getting people in the same room.
These were the metrics they wanted to track.
And these are a few months of results.
Poll Question is LoadedAnother way we recommend evaluating the success of a campaign for our B2B clients is looking at the average deal value accruing from different keywords, and the conversion rate. With this sort of view, it’s possible to identify the keywords which are the most profitable and deserving the most emphasis. Since there is a dramatic, synergistic effect of having paid search ads (some studies say a 40% increase in clicks) alongside high organic ranking, some top performing keywords may even merit bringing in a paid search strategy on those keywords.
If you were invited to invest in the stock market, you'd want to know what the potential return would be, and what is the risk. When you're looking at a marketing investment, it should be 3x or 10x for a dollar invested. What is the opportunity. Again, this is something you can MEASURE.
Here’s a situation where the company is not ranking well at all. These are real rankings for Fairchild Semiconductor, one of the firms that created the semiconductor industry. It just so happens that they have trailed their industry peers since 2008 for a variety of reasons, one of which may be losing market share to firms that recognize the importance of Search In B2B marketing.
We know this can be daunting…we can meet with you and etc.
In short, your SEO agency should act like a partner and not like a vendor.They should be asking you for multiple meetings to establish what success would look like.They should be asking what your business goals are 12-24 months out, They should risk upsetting you by proactively make suggestions about optimizing calls to action on your website, They should ask for Webmaster Tools access to check for crawl errors, slow page loading, and other factors that could be impacting either how your site is crawled or indexed, examine your existing backlinks, and monitor messages from Google about your website.They should ask for Google Analytics access to assess how visitors are navigating your company’s website, and which landing pages are performing better.