2010 Introduction Presentation B2 Bmfg1. Internet Marketing For Business
Establishing a Competitive Advantage
www.site-seeker.com © 2010 Site-Seeker, Inc.
2. Understanding Technical Buyers
Based on a B2B Survey by:
Of 1,082 Technical buyers who participated in the survey . . .
“We found a heavy reliance on online research in all aspects of the
purchase cycle. We also found that as prospects become aware of potential
offerings through offline channels, they naturally turn to online sources to find out
more about them.”
“… we were struck by how integral online research is and how it virtually
mirrors the influence of traditional highly influential factors, such as word of
mouth, trade shows and trade publications.”
www.site-seeker.com © 2010 Site-Seeker, Inc.
4. How They Use the Internet
Based on the survey performed by Enquiro:
• Google holds a dominant position – 77.7% of respondents start in Google
• 74.4% choose an organic link
• 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5%
clicked on the right rail ads
• Top 4 organic listings captured 52.6% of all click thrus with 27.1% going to
the #1 position
www.site-seeker.com © 2010 Site-Seeker, Inc.
5. What Buyers Expect to Find Online
Information relevant to their need . . .
Do you have what I searched for?
• Online Catalog or Product Pages
• Searchable Technical Content – easy to navigate
• Product Manuals or Spec Sheets
Can you help me?
• Technical Support
• Contact Information – easy to find
• What do other people think about this product or service?
“When asked what the top influences were on the purchase decision, respondents
across all phases indicated that the website of the vendor . . . and search engines
were the most important influencers.”
www.site-seeker.com © 2010 Site-Seeker, Inc.
6. How Products Used to be Purchased...
I need a …
Where do I get it?
Months Shop
Evaluate
Negotiate
Buy
www.site-seeker.com © 2010 Site-Seeker, Inc.
7. ... Today (In the Internet Era)
I need a …
Where do I get it?
Online
Shop
Evaluate
Negotiate
Prospect contact
Buy
www.site-seeker.com © 2010 Site-Seeker, Inc.
8. What does this mean to you?
• Prospects don’t call as much
• They are more informed when they
do call
• You must place your website in the path
of prospects
• Your website must be your best sales
person
www.site-seeker.com © 2010 Site-Seeker, Inc.
9. Vertical
Websites
Social
Media Drive
Convert
Your Website
Measure
Your website is a machine….
Cornerstones to a successful Internet
marketing strategy
www.site-seeker.com © 2010 Site-Seeker, Inc.
10. DRIVE
Search Engine Optimization
(SEO)
www.site-seeker.com © 2010 Site-Seeker, Inc.
11. Search Engine Marketing (SEM)
SEO Pay-Per-Click
The process of improving the An Internet advertising strategy
volume and quality of traffic to a used on search engines,
website from search engines via advertising networks, and
“natural” (“organic” or “algorithmic”) content websites, such as blogs,
search results. where advertisers bid on
keywords to achieve ad
placement.
www.site-seeker.com © 2010 Site-Seeker, Inc.
12. Let’s define SEO...
Search Engine Optimization or SEO is a multi – phase process.
• To have a successful SEO program you must think of SEO in terms of
ongoing and in constant motion.
Two Phase Approach
Phase 1: Website Structure
Phase 2: Ongoing SEO Efforts
www.site-seeker.com © 2010 Site-Seeker, Inc.
13. Let’s define SEO ...
Phase 1 - Website Structure
• Navigation
• Organization of Code and Link Structure
• XML sitemap
• robots.txt
• Tags: Title, Header, Keyword, Description, Alt Img
• Content – Keyword Research, Content Rewrite
(keyword density etc)
• Analytics – install or verify GA, establish
conversion funnels
www.site-seeker.com © 2010 Site-Seeker, Inc.
14. Let’s define SEO ...
Phase 2 - Ongoing SEO Efforts
• Research and develop inbound links
• Create Authority - Create Content Pages for:
• social media
• micro sites
• 301 redirects from alternate domains
• vertical search
• Ongoing – SEO Efforts are a fluid and ongoing process:
• touching and addressing all items listed above as well.
• addressing website performance, strengths and
weaknesses as identified in GA reporting.
www.site-seeker.com © 2010 Site-Seeker, Inc.
15. Let’s define SEO a little more...
SEO is NOT a one time deal.
SEO is an ongoing process that requires the provider to
monitor cause and effect and modify actions as needed.
There are many things that affect the strength and
positioning of a site that are addressed on a priority basis,
yet all are crucial to the overall success. And the factors
affecting the positioning of a site and it’s content pages is
constantly shifting.
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17. Clear Contact Points
Products Organized by Type AND Application
www.site-seeker.com © 2010 Site-Seeker, Inc.
18. Short Form Submission
October 2009
120 Long Forms Submitted
142 Short Forms Submitted
262 Total
114.75%
www.site-seeker.com © 2010 Site-Seeker, Inc.
19. Case Study
Riverhawk Company
“Our Internet marketing program
is the single best marketing
investment we have made.”
– Kevin Sanger, VP Sales &
Marketing
www.site-seeker.com © 2010 Site-Seeker, Inc.
20. The Problem
• 4 year old website
• Not optimized for organic
search
• No standard terminology to
describe offering
• Not reaching prospects with
solutions
• Existing traffic not converting
• Poor website navigation
www.site-seeker.com © 2010 Site-Seeker, Inc.
21. The Plan
• Optimize for organic search
• Streamline website navigation
• Increase brand awareness as engineering resource / solution provider
• Improve use of website real estate
• Develop valued content
• Establish website performance baseline and competitive analysis
• Implement web analytics to evaluate improved website performance
• ROI as success metric
www.site-seeker.com © 2010 Site-Seeker, Inc.
23. April new site published
Site % Change
Unique
baseline: Month Compared to
Visitors
May-June Previous Year New site data:
May (before) 1,349 May - June
May (after) 2,122 57.3%
Jun (before) 1,320
Jun (after) 1,966 48.9%
Approximately
www.site-seeker.com 53% more traffic since new site was launched
© 2010 Site-Seeker, Inc.
24. Client Found for “Name” Searches
Search Terms
May-June
“Name" Non “Name”
Old Site 394 861
New Site 396 1674
Additional
Traffic 2 813
(Visitors)
% Increase 0.5% 94.4%
# of Visitors that searched by NAME – stayed the same
www.site-seeker.com © 2010 Site-Seeker, Inc.
25. Client Found for “non-name” Searches
Search Terms
May-June
“Name" Non “Name”
Old Site 394 861
New Site 396 1674
Additional Traffic
2 813
(Visitors)
% Increase 0.5% 94.4%
95% increase in prospect group traffic
www.site-seeker.com © 2010 Site-Seeker, Inc.
26. Stickiness
Sticky Rate Visitors Staying On Site
May-June
Non Non
“Name" “Name"
“Name “Name”
Old 43.40% 20.30% 170 175
New 54.3% 28.7% 215 481
Additional Visitors Staying On Site 45 306
% Over Pervious Year 26.5% 174.9%
Visitors that searched by name are now finding more value and
staying on site longer.
www.site-seeker.com © 2010 Site-Seeker, Inc.
27. Sticky Rate Visitors Staying On Site
May-June
“Name" Non “Name “Name" Non “Name”
Old 43.40% 20.30% 170 175
New 54.3% 28.7% 215 481
Additional Visitors Staying On Site 45 306
% Over Pervious Year 26.5% 174.9%
When you combine the site’s ability to engage users
and increase traffic the results can be dramatic.
www.site-seeker.com © 2010 Site-Seeker, Inc.
28. The Payoff
• 53.2% increase in overall site traffic
• 94.4% increase in prospect traffic
• 174.3% more prospects stayed on the new website
• 50 new inquiries per month (phone and email) with a 26% close ratio
• First year revenue in excess of $750K
• ROI = 345%
www.site-seeker.com © 2010 Site-Seeker, Inc.
29. Why is Social Media Important?
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30. “The premise of social media
marketing and PR is engaging the
consumer in conversation in a way
that provides mutual benefit.”
From:
Marketing Sherpa
2009 Social Media and PR Benchmark Guide
www.site-seeker.com © 2010 Site-Seeker, Inc.
31. 13 hours : The amount of video uploaded to YouTube every minute
412.3 years: The amount of time it would take to watch every video on YouTube
100,000,000: The amount YouTube videos watched every day
1382%: The monthly growth rate of twitter users January – February 2009
3,000,000: The average number of tweets on twitter.com every day
5,000,000,000: The number of mins. spent on facebook every day
www.site-seeker.com © 2010 Site-Seeker, Inc.
32. Social Media Is:
1. Public Relations
2. Customer Service
3. Loyalty Building
4. Collaboration
5. Networking
6. Customer Acquisition
www.site-seeker.com © 2010 Site-Seeker, Inc.
33. Ultimately it is ALL about gaining . . .
AUTHORITY
LEADERSHIP
TRUST
www.site-seeker.com © 2010 Site-Seeker, Inc.
35. Who We Are:
• Founded in 2003
• Corporate office in New Hartford, NY
• Satellite offices in Bloomfield, CT & Boston, MA
• 15 Employees in Central NY
• Full Service Internet Marketing Firm
• Search Engine Optimization Services
• Pay-Per-Click Management Services
• Social Media Implementation & Management
• Web Design, Development, Applications & Testing
• Web Analytic Services
www.site-seeker.com © 2010 Site-Seeker, Inc.
36. Bluff forges a better way to market online
By: Traci Gregory
12/12/08 10:13 AM
NEW HARTFORD - Internet marketing is about more than adding a few keywords to a
Web site to make it pop up in a Google search, according to Brian Bluff, president and New Hartford, NY
CEO of Site-Seeker, Inc. . . . (November, 2008) Site-
Seeker, Inc., provider of
internet marketing and
Fast Track 50 of CNY search engine marketing
solutions, has been named
New Hartford, NY (December, 2008) The Fast one of Central New York’s
Track 50 is a list compiled annually to recognize Economic Champions for
Central New York’s 50 fastest growing companies. 2008, by the Syracuse
This is Site-Seeker, Inc.’s second year in the top five Chamber of Commerce.
of this list. For 2007 the company was bestowed
the honor of second place, solidifying its role as a
model for success in Central New York business.
www.site-seeker.com © 2010 Site-Seeker, Inc.
37. "The increase in our website traffic is so large
that we are having trouble keeping up with it; however,
that's a problem we're grateful for!
Before we teamed up with Site-Seeker, our
website traffic was virtually non-existent.”
www.site-seeker.com © 2010 Site-Seeker, Inc.
38. "Site-Seeker has done a tremendous job
working with us to improve our internet
marketing efforts.”
“Site-Seeker takes a refreshing analytical approach to
internet marketing and it is really paying off.”
“Since May of 2003, we have experienced a
10 fold increase in traffic to our website,
the average length of visit has increased by 33%
and users are viewing more product pages. “
www.site-seeker.com © 2010 Site-Seeker, Inc.
39. We look forward to working with you
on your Internet marketing strategies.
Thank You!
Kathy Hokunson
Regional Sales Manager,
Site-Seeker, Inc.
kathyhokunson@site-seeker.com
www.site-seeker.com © 2010 Site-Seeker, Inc.
Notes de l'éditeur
Funnel
By a show of hands how many of you here believe that SEO is a one-time“Thing” that you do to your site?
Usually the earlier a site is presented in the search results or the higher it “ranks”, the more searchers will visit that site. SEO can also target different kinds of search including image search, local search and industry specific vertical search engines
Jennifer Neale:
Stress that LHA does a lot of this already, where appropriate, for each client - S-S takes on more of a role in Phase 2
So far we have covered traditional marketing methods, some social media and what are the key components of an effective website and what can happen when a well designed website engages your prospects. Now let’s talk about how we are going to drive traffic to your website.