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#123webinar

We drive revenue. Not just clicks and traffic.

SEM

SEO

Attribution

Display

Video

Content Creation

ROI Tracking

Social

Website Design

Conversion Optimization

/ About Webmarketing123

#123webinar

1. How can I ask questions?

2. Can I have a copy of the slides?

Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box.

Yes! We’ll email you a copy after the presentation.

FAQs

#123webinar

1 Build a Brand with Quality Content If You Build It, Leads Will Come.

2 Put Your Content on the Map Deploy a Smart Blend of Inbound & Outbound.

3 Live Q&A Have Questions? Ask Away!

On the Agenda

#123webinar

Forget about B2B vs. B2C.

/ Build a Brand with Quality Content

We’re all just marketers marketing to humans.

#123webinar

Establish brand voice and tone. Crafting a brand voice is no small feat.

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Know your company’s character.

Be honest and direct.

Write for online readers.

Connect with your audience in meaningful ways.

Check your “casual meter”.

Find out if your content resonates.

/ Build a Brand with Quality Content

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Define your target audience. Adapt content to readers via buyer personas.

/ Build a Brand with Quality Content

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Job title

Industry

Skill level

Company

#123webinar

1 Build a Brand with Quality Content If You Build It, Leads Will Come.

2 Put Your Content on the Map Deploy a Smart Blend of Inbound & Outbound.

3 Live Q&A Have Questions? Ask Away!

On the Agenda

#123webinar

First, let the best leads find you. SEO leads cost 61% less and close 2X faster than other channels.

/ Put Your Content on the Map Inbound

Source: Hubspot, “Inbound Leads Cost 61% Less Than Outbound Leads” Source: eConsultancy, “The Inbound Marketing Explosion: Infographic”

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Choose your keywords carefully 1

Use Google tools to measure demand and competition.

/ Put Your Content on the Map

#123webinar

Choose your keywords carefully 1 Consider what prospects will search at each stage of the funnel.

/ Put Your Content on the Map

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Map keywords to relevant content. 2 Stay organized with a keyword mapping and content calendar.

/ Put Your Content on the Map

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Optimize site structure for indexing. 3

Mobile

Enterprise

SMB

Other Relevant Internal Pages

Mobile SMB Enterprise

Thematically group pages.

Create quality content within each keyword theme.

Link pages within keyword groups.

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/ Put Your Content on the Map

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Get site performance up to speed. 4 Cross-device fluency is more important than ever.

/ Put Your Content on the Map

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Get site performance up to speed. 4

Source: SmashingMagazine, “SEO for Responsive Websites”

Check mobile load time with Google’s PageSpeed Insights.

/ Put Your Content on the Map

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Get site performance up to speed. 4

Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design”

/ Put Your Content on the Map

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Master the science of being found.

/ Put Your Content on the Map Inbound

Source: Brafton, “Search Marketing Alert: 71% of Business Purchase Decisions Start with Search”

71% of business

purchases start with a search engine.

(Brafton)

57% of B2B marketers say SEO has the

biggest impact on lead gen.

(Mindjumpers)

15% lead-to-close

rate for SEO driven

Leads. (eConsultancy)

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Second, amplify with outbound. Multiply content ROI with link building and automated nurture programs.

/ Put Your Content on the Map Inbound

Email

Social SEO

SEM

Awareness

Evaluation

Purchase

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Embrace link building. 1

Be wary of the Penguin, but don’t shy away from outreach!

/ Put Your Content on the Map

#123webinar

Embrace link building. 1

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Get a list of your inbound links from Google Webmaster Tools.

Ask the link source to remove the link.

Use the Google disavow tool on all bad links.

Conduct a link profile audit to identify bad links.

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Resubmit your site for Google reconsideration. 5

/ Put Your Content on the Map

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Invest in an automated nurture program. 2

Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.

Companies that automate lead management see 10% or greater increase in revenue within 6-9 months.

Source: Forrester Research; 2013 Source: Focus Research; 2013

Nurtured leads add

to the bottom line.

/ Put Your Content on the Map

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Invest in an automated nurture program. 2 Facilitate speedy sales follow up with automation software.

Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013

Companies that respond to leads within an hour after receiving a query are 7x as likely to qualify the lead.

Deliver a steady stream of relevant content designed to push leads through the funnel.

Identify what lead actions should trigger a sales call or email.

/ Put Your Content on the Map

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Invest in an automated nurture program. 2 Remarket to prospects that have already visited your site with paid social and search advertising.

/ Put Your Content on the Map

#123webinar

1 Build a Brand with Quality Content If You Build It, Leads Will Come.

2 Put Your Content on the Map Deploy a Smart Blend of Inbound & Outbound.

3 Live Q&A Have Questions? Ask Away!

On the Agenda

#123webinar e: results@webmarketing123.com t: 800. 619. 1570

Let’s Talk!

Get a 2nd opinion on your content strategy.

In a 30 minute consultation, learn:

ü  Where you rank in relation to competitors

ü  Measure revenue opportunity from Search & Content ü  What you can do to accelerate results now

Mike Turner, Webmarketing123 Director of Business Development

Thanks!