How SEO + Social Increases Revenue by 56% (YoY)
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Transcript of How SEO + Social Increases Revenue by 56% (YoY)
Leading the Digital Marketing Disruption• A pioneering web-centric digital marketing shop
• Offering strategic digital marketing solutions, with unmatched customer service
• Our Strategy: Content + Search + Social
Our Mission StatementDeveloping optimized and engaging digital foundations supported with ongoing, hyper targeted, dynamic content strategically designed to build online presence and grow your business.
Our Vision StatementTo be the premier digital marketing agency in Ontario with the most satisfied clients.
VPDM.ca
@InnovateNiagara
#LearnAtLunch
RECAP
Client X: A Case Study
Prepared for:Learn@Lunch – Innovate NiagaraNiagara College Welland CampusThursday August 6th 2015
WhoClient XA manufacturer of packaging supplies for the dairy, food and beverage industries.
WhatSpecializing in: • ice cream packaging• ice cream filling equipment• manufactured food containers• paper board ice cream cups• premium glass container screening• glass milk bottles & related packaging
WhereOntario based with almost 500 employees.
Also have locations in the US and Mexico.
Today’s Focus
• Client X
• Client X Facebook page #1
• 12 month test project
Glass Milk Bottles & Related Packaging
WhyDuring the summer of 2013, Client X approached VPDM to craft:
• A long term SEO strategy • A B2B focused content / social media marketing
strategy for Canada, USA, & Mexico
Goal: • Focus SEO• Boost rankings for targeted keyword searches• Increase website traffic and
ecommerce sales
How
Understand who we are talking to.
Step 1
Create multiple marketing personas.
Step 2
Target the right people at the right time in the right place.
Step 3
HowClient X Client X
Facebook Page #1Test
Project
• Smaller ice creamshops, creameries, and restaurants
• Dairy farmers in North America
• 255 Facebook Fans
• 2,257 Facebook Fans
• Target dairy farmers in North America
• People who work in agriculture, enjoy fresh organic milk
• Focus on increasing sales of glass milk bottles in Rhode Island and Massachusetts
• 436 Facebook Fans
• Health conscious millennials & newly married couples 1-2 children
Who We Are Talking To
HowPlatforms We Use
Client X
Client X Facebook Page #1
Test Project
The PlanTwo User Segments for Client X Test Project
• Large Households
• Married
• Stay-at-home mothers
• Higher household incomes ($100.000+/year)
• Husbands hold professional jobs
• Smaller households, no children
• College Educated
• Early in their career
• Lower incomes ($20,000 to $40,000/year)
• Live alone or with one other person
Marketing Personas
The Plan• Create relevant, quality content, targeted to dairy farmers (B2B)• Also target dairy consumers (B2C)Part A
• Publish to Client X Website and Test Project Website Part B
• Share and amplify via social media platforms• Including FB, TW, G+, LI, IG, Pin – includes social media advertisingPart C
Rollout
• Create custom audiences and look-a-like audiences• Remarket to each with custom, relevant, high quality contentPart D
B2B/B2C SEO StrategyStep 1: Research and Optimization
• Optimize website for users & search engines.
• Relevant search topics for SEO.
• Never assume customers search terms.
• SEO strategy proven with data.
B2B/B2C SEO Strategy
57%The average B2B buyer is
through the purchase decision before engaging a supplier sales rep
12%B2B suppliers are said to have only
of their customer's total mindshare
SOURCE: executiveboard.com
B2B/B2C SEO StrategyRemember…Customers have questions.You have the answers.
Google is a referral engine. NOT a search engine.
Optimized website +
high quality content = ROI
B2B/B2C SEO StrategyStep 2: The Content Strategy
• Relevant high quality content optimized for users and search engines.
• Unique content targeted at each marketing persona that gives them useful & interesting information.
• Frequent publication.
B2B/B2C SEO Strategy
48%Companies with 51-100 pages generate
More traffic than companies with 1-50 pages.
9.5x
Companies with over 50 employees & 1,000+ web pages see
more traffic than companies with under 51 pages
SOURCE: hubspot.com
B2B/B2C SEO Strategy
2.5xBoth B2B & B2C companies with 101-200 pages generate
More leads than those with 50pages or fewer
70%B2B companies that blog only 1-2x/mo generate
more leads than those who don’t blog
SOURCE: hubspot.com
B2B/B2C SEO Strategy
5xCompanies that blog 15 or more times per month get
More traffic than companiesthat don’t blog
Small businesses(1-10 employees) tend to see the biggest gains in traffic when they post more articles.
SOURCE: hubspot.com
B2B/B2C SEO Strategy
45%An average company will see a
Growth in traffic when increasing total blog articles from 11-20 to 21-50 articles.
SOURCE: hubspot.com
59%B2C companies see a
Increase in traffic after growing blog articles from 100 to 200 total.
B2B Social Media StrategyFacebook is not a social network!
It’s an advertising platform.
1.44 BILLIONFacebook’s monthly active users
SOURCE: thesocialmediahat.com
B2B Social Media Strategy
Facebook allows you to
hyper target: Right people. Right place.Right time.
B2B Social Media Strategy
• Facebook likes are for vanity.
• Organic reach for businesses is dead
• Hyper targeting with Facebook Ads = SUCCESS
Facebook Engagement on a Boosted Post
12, 240 Paid Reach
1, 073 Actions
$18.00 Budget Spent
Facebook Ad Campaign Results
575 48, 397 $327.63
Results Website Clicks People Reached Amount Spent
FacebookAttracting Qualified Prospects
128 13, 825 $68.42
Results Website Clicks People Reached Amount Spent
106%Companies with 51-100 followers generate
More traffic than those with 25 or fewer.
B2C companies experience a larger increase in traffic than B2B companies after crossing 1,000 followers.
SOURCE: hubspot.com
The Wrap Up
56% 54%
Through a combined strategy of Content + Search + Social we increased Client X’s year-over-year ecommerce sales back to back!
January to July 2013-2014
January to July 2014-2015
+
+
The Wrap Up
Exceeded the client's goals & expectations.
Increasedwebsite traffic by 76%+
Google these search terms to find us!
Social Media Company Niagara
SEO Company Niagara
Content Marketing Company Niagara
