4 Signs That Your Agency is Underperforming

@webmarketing123 #123webinar

4 Signs That Your Agency is Underperforming

Mike TurnerDirector of Business Development

Webmarketing123


Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results.

Digital Marketing Agency specializing inSEO / PPC / Social Media / Website Design

2012 WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES


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Webinar Agenda

1 The Marketing Landscape Has Changed. Again.Is your agency fat, happy and complacent?

2 "Black Box" = BSIt's not Rocket Science; It is about Rigor

3 What Does Metrics-Based Reporting Look Like?Get This: Scorecards Linked to your KPIs

4 Opportunity AnalysisHolding SEO accountable for business results


The World is Changing

Is Your Marketing Keeping Pace?


Google Think B2B Conference 2012

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

Online sources help B2B customers discover new brands

% of B2B customers using the following sources to discover new brands


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?

A Shift in Purchasing Process


4 Billion Searches on Google Every Day

95% of Clicks Happen onthe 1st Page of Search Results

60% of Clicks are on Top 3 Results


Webinar Agenda






SEO It's not rocket

science...

Have you ever been told: It’s our proprietary process


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”


Implementation

TrackingIteration

Planning


Make a Plan: It starts with building a solid foundationKeyword Selection


Use Tools that Google Provides

Google Search: Google Keyword Tool


Make a PlanKeyword Selection

Keyword Mapping


Make a Plan

Content Guidelines

Key thought: Who is going to write this content?!? Know the requirements before jumping off point


Content Mapping Document


Link Strategy Document

Content is the fuel that powers a link building strategy


Transparency in Reporting

Key thought: When was the last time you saw a linking report? Is your agency even adding links?


Webinar Agenda






A Scorecard Process helps overcome implementation obstacles

Which KPIs are your priorities?

What will winning look

like?

What benchmarks should we

use?

What are the next steps?

Standardizes Metrics Creates Common Vision, Shared Goals, Accountability


A ranking report should show steady progress over time.


Benchmark so you know where you are at


But reporting shouldn't stop there.

How are individual keywords performing in terms of revenue?


Which Keywords are Converting. At What Value?


Webinar Agenda






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.

Quantify

Measure


Your revenue should be rising.

Not just your traffic.


Can SEO Opportunity be Quantified?


Annual Cost of Not Ranking:

$2,700,000monthly cost

multiplied by 12 months = 32 million+/year

Case Study: Global Semiconductor Manufacturer


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)

3. Visitor Lead

4. Lead Qualified Lead

5. Qualified Lead Closed Deal

6. Average Deal Size

7. (# of Closed Deals) x (Avg. Deal Size) = Revenue

Potential

Or you can meet with us and we’ll do it for you.


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.


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.


WE ARE EXPERTS AT BUILDING TOP LINE REVENUE GROWTH FOR GLOBAL ENTERPRISES WITH TARGETED, COST-EFFECTIVE DIGITAL MARKETING


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Transcript of 4 Signs That Your Agency is Underperforming