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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.

Technologie

Sam Beal & Associates
Business Intelligence
Inbound Marketing
Web Technology

Sam Beal & Associates ©2013

Sam Beal Ph.D.
1980

2000

2005

2013

Sam Beal & Associates ©2013

Agenda

• Web Marketing Essentials
• Next Steps

Sam Beal & Associates ©2013

Web Marketing Essentials

Inbound Marketing
customers reaching out to you
Web Technology
implementation
Business Intelligence
management by measurement

Sam Beal & Associates ©2013

The Funnel

SEO & SEM

Landing Page
KPI Rich Content
Conversion

Sam Beal & Associates ©2013

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

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

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

SERP Analysis
#1 on page
Ranking

Keywords
Sam Beal & Associates ©2013

What is Content?

Text and Media for visitors
Clues for Google Algorithm
Content that gets “linked”
Social Conversations

Sam Beal & Associates ©2013

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

KPI – CPL Analysis

Sam Beal & Associates ©2013

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

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

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Swb intro-feb25

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

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

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

Swb intro-feb25

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