Give your marketing a boostTaking your B2B online marketing to the next level
The agenda 8:30 – 9:15 – The Essentials –Taking them to the next level
Chris Muirhead
B2B Account Director – LexisClick
9:15 – 9:30 – Refreshment Break
9:30 – 10:15 – The latest developments in B2B marketing
Stephen Bavister
MD - LexisClick
10:30 – 11:00 – Networking
Give your marketing a boost
Taking your B2B online marketing to the next level
What should you get from this seminar?
An overview of some of the latest developments in online marketing
An action plan of your priority areas to address
Give your marketing a boost
Taking your B2B online marketing to the next level
What would we like from you?
Feedback for future seminars
How can we help you?
Give your marketing a boost
Taking your B2B online marketing to the next level
B2B Online Marketing EssentialsTaking them to the next level
Chris MuirheadB2B Account Director
Quick survey When searching online who uses?
• Bing
• Yahoo
• Another search engine
Give your marketing a boost
Taking your B2B online marketing to the next level
Give your marketing a boost
Taking your B2B online marketing to the next level
Google’s UK domination
UK Search Engine Market Share - April 2011
Source: Hitwise
Give your marketing a boost
Taking your B2B online marketing to the next level
If you are marketing internationally Don’t discount the other players
US Search Engine Market Share - April 2011
Source: Comscore
Give your marketing a boost
Taking your B2B online marketing to the next level
So how important is SEO really???
Give your marketing a boost
Taking your B2B online marketing to the next level
Natural results drive more clicks than advertising...
On average LexisClick’sclients get 64% of their website traffic from organic search...
Source: LexisClick client base average of traffic source
visits April 2011
Give your marketing a boost
Taking your B2B online marketing to the next level
% of visits from organic search
And 60% of their online sales or enquiries through organic search...
Source: LexisClick client base average of traffic source
conversions April 2011
Give your marketing a boost
Taking your B2B online marketing to the next level
% of conversions from organic search
Quick survey When using a search engine how far will you go before refining your search?
• First page
• Second page
• Third page
Give your marketing a boost
Taking your B2B online marketing to the next level
Give your marketing a boost
Taking your B2B online marketing to the next level
On average 95% of non brand search traffic comes from the first page of results...
Source: iCrossing “The Importance of Page-one Visibility”
February 2010
Give your marketing a boost
Taking your B2B online marketing to the next level
% of non brand search visits from the first page of results
The highest rankings get most clicksNot surprising really...
Source: SEOMad May 2011
Give your marketing a boost
Taking your B2B online marketing to the next level
Organic search – Average CTR By Search Ranking
Don’t be complacent if you are the market leader...
Give your marketing a boost
Taking your B2B online marketing to the next level
Give your marketing a boost
Taking your B2B online marketing to the next level
200% increase in organic search traffic for a market leading client...
Source: Client Google Analytics April 2011
Give your marketing a boost
Taking your B2B online marketing to the next level
Monthly Organic Search Traffic Increase – 2010 - 2011
17,329% increase in quoted business from online enquiries...
A few £,000 to quite a few £00,000
Source: Client Sales Report April 2011
Give your marketing a boost
Taking your B2B online marketing to the next level
Online Enquiries Quoted –2010 vs 2011
Quick survey If you are looking for a specific company online, what do you usually do?
• Do you know their url and type it in the address bar?
• Do you search on their company name in Google?
Give your marketing a boost
Taking your B2B online marketing to the next level
Give your marketing a boost
Taking your B2B online marketing to the next level
People will search for you by name...
Source: LexisClick client base average of organic brand
searches April 2011
Give your marketing a boost
Taking your B2B online marketing to the next level
% of searches – brand vs non brand
Things to consider...
How often do you search on your company name?
• Check common variations of your brand terms used in search and what the search results return
• Make sure all the top 30 results for your most common brand terms contain good listings that link back to your site
Give your marketing a boost
Taking your B2B online marketing to the next level
In an ever changing landscape...
Here’s a few things you should be aware of...
Give your marketing a boost
Taking your B2B online marketing to the next level
Give your marketing a boost
Taking your B2B online marketing to the next level
Site linksYou can keep them current in Google Webmaster Tools...
Give your marketing a boost
Taking your B2B online marketing to the next level
Google InstantSearch results and suggestions to keep an eye on...
Give your marketing a boost
Taking your B2B online marketing to the next level
Search previewFirst impressions count...
Taking your B2B online marketing to the next level
Give your marketing a boost
ReviewsStay positive...
Taking your B2B online marketing to the next level
Give your marketing a boost
NewsAll news is good news...
Taking your B2B online marketing to the next level
Give your marketing a boost
Social media inclusionTwitter and more...
Taking your B2B online marketing to the next level
Give your marketing a boost
Google Panda / Farmer UpdateIt might be time to update your SEO strategy...
Taking your B2B online marketing to the next level
Give your marketing a boost
Quick survey How many of you use Google Adwords or other paid search advertising?
Give your marketing a boost
Taking your B2B online marketing to the next level
Give your marketing a boost
Taking your B2B online marketing to the next level
Taking your B2B online marketing to the next level
Give your marketing a boost
SEO + PPCIncrease your search power – 1+1=3...
The combined power of attraction...
Source: iCrossing “Search Synergy Report” 2007
Give your marketing a boost
Taking your B2B online marketing to the next level
SEO + PPC – The combined effect
Heads or tails...you win
Give your marketing a boost
Taking your B2B online marketing to the next level
The different types of search terms
Head key phrases – General search termsHigher volume
Tail key phrases – Specific search termsLower volume
Strategies
Give your marketing a boost
Taking your B2B online marketing to the next level
Getting results from PPC
Head phrases – can be very competitive – if your margins are strong, its a good place for instant results
If your margins are weak it can be very expensive with better returns from SEO
Tail can be expensive to cover via SEO
Inexpensive to generate large key phrase portfolio via PPC
With immediate effect...
Give your marketing a boost
Taking your B2B online marketing to the next level
Improve your results with testing
Test advert creative on click throughs (CTR) and conversions
Test landing pages to improve conversion rates
Use what you’ve learnt in your SEO
e.g. Page titles, Meta descriptions,Landing pages
It’s time to get creative...
Go on have some fun
• Ad extensions–Site links
–Phone
–Location
–Product
• Mobile ads
• Platform targeting
• Seller ratings
• Adwords remarketing
• Comparison ads
• Click to download ads
Give your marketing a boost
Taking your B2B online marketing to the next level
Give your marketing a boost
Taking your B2B online marketing to the next level
Quick survey • How many people here use email marketing?
• How many use bought in data lists?
Give your marketing a boost
Taking your B2B online marketing to the next level
Give your marketing a boost
Taking your B2B online marketing to the next level
Should all your contacts receive the same message?
Give your marketing a boost
Taking your B2B online marketing to the next level
Segment your emails by?
• Industry
• Their stage in the buying process
• Job title
• What they last purchased
• When they last purchased
• Age
• Gender
Get personal...
Give your marketing a boost
Taking your B2B online marketing to the next level
Increase your conversion rates
• Go beyond Dear ...
• Personalise by your segmentation data
• Save time – only personalise the information you need to
Test, test ,test...
Give your marketing a boost
Taking your B2B online marketing to the next level
Are you testing your emails?
• Subject line
• Time of day
• Day of week
• Offers
• Content
• Layout
• Calls to action
• Landing pages
And there is plenty more...
Give your marketing a boost
Taking your B2B online marketing to the next level
• Lead nurturing
• Bought in data lists and email campaigns
• Triggered campaigns
• Calls to action and sign-ups
• Encouraging sign-ups
How are you doing?
Give your marketing a boost
Taking your B2B online marketing to the next level
• Assess
• Score
• Prioritise
• Action