web123 the-cost-of-not-ranking-on-page1-of-google-11-22-2011
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The Cost of Not Ranking on Page 1 of Google Strategies for staying one step ahead of the rest
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Housekeeping Items
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1 The Case for Online Marketing Understanding how the lack of online presence creates
costs for your business
2 Calculating the Cost of the Problem Learn how to calculate the cost of the problem for your
company
3 Budgeting for Search Marketing How to budget for Search amongst other marketing
initiatives
Webinar Agenda
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1 The Case for Online Marketing Understanding how the lack of online presence creates
costs for your business
2 Calculating the Cost of the Problem Learn how to calculate the cost of the problem for your
company
3 Budgeting for Search Marketing How to budget for Search amongst other marketing
initiatives
Webinar Agenda
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@bradleywjoe
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
1 What is at Stake? Search engine usage is growing rapidly
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Source : Jupiter Research, 2010
1 Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers
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1 Search Engine User Behavior Investigate Google Insights to compare long-term trends: www.google.com/insights/search
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1 What’s at Stake for Your Business? Google’s keyword tool provides specific insights to marketers
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Key Thought #1
1. Identify the top 5 keywords your company needs to appear #1 on Google for today.
2. Where do you rank on Google for these search terms?
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@bradleywjoe
1 The Case for Online Marketing Understanding how the lack of online presence creates
costs for your business
2 Calculating the Cost of the Problem Learn how to calculate the cost of the problem for your
company
3 Budgeting for Search Marketing How to budget for Search amongst other marketing
initiatives
Webinar Agenda
#wm123
@bradleywjoe
2 Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis
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Key Thought #2
1. What are the conversion metrics (avg. close rates, avg. sale price, etc.) for your business?
2. For your business, is there a significant cost for not ranking highly on the search engines?
#wm123
@bradleywjoe
1 The Case for Online Marketing Understanding how the lack of online presence creates
costs for your business
2 Calculating the Cost of the Problem Learn how to calculate the cost of the problem for your
company
3 Budgeting for Search Marketing How to budget for Search amongst other marketing
initiatives
Webinar Agenda
#wm123
@bradleywjoe
3 Biggest Factors Influencing Online Success Comparing the most popular digital marketing channels
Source: First Annual Webmarketing123 Digital Marketing Survey
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3 Allocation of Digital Marketing Budget B2B marketers invest 1/3 of their digital budgets on SEO activities, while B2C marketers invest most heavily in PPC
Source: First Annual Webmarketing123 Digital Marketing Survey
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3 Overall Marketing Spend Step One: Determine the advertising-to-sales ratio in your particular field
Source: http://www.businessweek.com/smallbiz/content/feb2009/sb20090210_165498.htm
• Public companies in your industry may give a figure for their marketing
spend in their financial statements and/or annual reports
• If no reports are available, start at 5% and then adjust projected spend
based on the size of your market, cost of media spend, and competitive
analysis
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3 Allocation of B2B Marketing Budgets Marketing Sherpa Study
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3 Allocation of B2B Marketing Budgets Marketing Sherpa Study
Notes: Assuming 5% allocated to
Marketing spend
Projections can be made about expected spend
per digital media channel
How does your marketing budget allocation
differ?
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Key Thought #3
1. When you signed off on your business plan goals for 2012, what did you commit to (10% increase in leads/sales, etc.)?
2. Can you identify the marketing channels that will help you achieve these goals?
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• Identify Where You Are Today: Determine whether the lack of strong
search engine ranking is a significant enough cost for your business (it
might not be).
• Tie Everything to Revenue: Fill out the “Cost of the Problem”
framework for your business. Does this make a strong case for online
investment?
• The Next Immediate Step: Regardless of where your search marketing
program is today, what is the best next step you can take to push results
even further?
Tying It All Together
Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not ranking in the
top positions on search engines. How much revenue is being lost to
competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors are using
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