SEO for B2B in 2016 Webinar by Digital Reach Agency

I love webinars.  Webinars allow you to surround yourself with the most knowledgeable folks in the industry and learn about the latest industry news.  So yesterday, I once again looked to another B2B SEO agency to get a feel for what 2016 will bring in terms of SEO developments.  I listened to webmarketing123’s take on this earlier this month but everyone has their perspective.

Yesterday, Digital Reach offered their tips for the 5 things you must get right in 2016.

Let me know if you want the recording of this webinar.

They opened up the webinar with covering some of what we’ve seen take place in 2015 when it came to SEO, such as the Panda update as well as how SEO was approached earlier on in its days, through link building strategies, versus how it is approached now, through high quality content for the right audience.

A bigger focus on search is also “…critical to the new B2B  buyer. ‘On average B2B buyers do 12 searches before engaging on a brand’s site.'” Google/Millward Brown, B2B Path to Purchase Study. This means that customers are doing non branded searches so it is critical to optimize for keywords that they are searching on rather than focusing on your brand keywords.

As for the 5 critical things you must get right in B2B SEO in 2016…

  1. Make a business case for SEO* (stick with me in this blog post as I’ll share the most interesting thing I learned at the end of the post) : It is critical to educate and create a true business case for your SEO efforts.  Show what it will mean if you don’t invest in the effort and don’t focus on improving your search results.  What will it mean to the business if you’re not ranking on the first page?
  2. Put yourself in your customers’ shoes: It seems simple enough but not enough businesses are doing this.  You need to focus your efforts on what your customer is searching for rather than reinventing the wheel.  Don’t use internal jargon when it comes to optimizing your website, but rather use terms that are searched for and optimize your meta description, title tags, alt tags, etc, with those keywords.
  3. Make it easy to convert: Again, it seems like a simple enough tactic but it’s easy to get intricate in your conversion path.  Make sure that it’s easy for a customer to click through to where you want them to end up.
  4. Set goals & track them: Compare previous year’s numbers with this year on a monthly basis.  How are you looking on the following: website visits, organic search, % of keywords in the top 10 Google search results, number of leads
  5. Have a project plan!!!: You won’t get very far without a plan.  So create a case for SEO, set your goals, figure out how you’ll measure success against those goals and start executing against the strategy you’ve set.

* So now for the really good stuff…the stuff that will truly help you build your business case for SEO investment.  The webinar went through a pretty comprehensive way to calculate what not being on the first page of Google search results may mean to your business.  They used rough industry averages but you should be able to get the picture with my rough notes below.

So to start, you need to know that there is a very wide range, read 2-30%, for click through rates for search results that come up on the first page of a Google search result.  The moderator went with a rough 7% average CTR.

  1. the total # of monthly searches for your keywords x the average CTR = the # of potential website visitors
  2. the # of potential website visitors x 1-3% (the percentage of visitors that result in a true lead) = the # of potential new leads
  3. the # of potential new leads x 15% (the percentage of raw leads that become qualified leads) = the # of potential new qualified leads
  4. the # of potential new qualified leads x 10% (close rate) = the # of potential new deals 
  5. the # of potential new deals x average product cost = monthly cost of not ranking on the first page
  6. monthly cost of not ranking on first page x 12 (months in a year) = yearly cost of not ranking on the first page

Pretty wild right? I would suggest taking the percentages with a grain of salt as your business may be in a different realm but the numbers don’t lie, and that’s what you need to build your business case!

I hope this post has helped.  Now on to finding new industry leaders to surround myself with and learning something new!

Thanks again Digital Reach! Follow them on Twitter for the latest blog posts and webinars!

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My Marketing Focus Areas for 2016

To keep on trend with all the other marketing blogs and bloggers I keep tabs on I would also like to share some of what I’m looking forward to diving into in 2016.

  1. Email: There is so much potential in e-mail communication, and unfortunately there are so many ways to use this channel incorrectly.  I want to keep exploring the various ways to best track and analyze e-mail communication.  I want to know best practices when it comes to improving open & conversion rates as well as what kind of user experience works best in terms of layout.
  2. Content Marketing: Content marketing is another high potential area.  The key however comes from ensuring that everyone is on the same page when it comes to creating a content strategy. I want to continually explore the best kinds of content that a B2B & B2C business can create as well as how often the content should be created and where it should be compiled and shared.
  3. Web: User experience is key, especially when it comes to mobile. I want to learn more about mobile web experiences and how to improve a user’s experience on a mobile device.
  4. SEO: SEO, as well as all other marketing areas, are ever changing. I want to continue to learn more about SEO as well as the brand new Penguin update.
  5. Video: Video is also ever changing, due to today’s technology.  You no longer need fancy equipment to create quick videos that can be easily manipulated by non multimedia backgrounded marketing folk. However, what do people want more of? Informational videos? Quick video shorts? Interactive videos? The possibilities are endless!

And lastly…I would really like to look into monetizing this blog.  It’s been nearly 6 years that I’ve been blogging and I think it’s time to put what I know to work for me personally and explore Google Ad Sense and Google Analytics for personal interest.

There are so many more things that I want to learn about and get exposed to but I wanted to be real and pick a few key areas that I want to grow in and explore.

What are you looking forward to learning about in 2016?

 

Marketing IT Services

I’m continuing to broaden my marketing horizons and trying to learn more about different industries and ways of marketing to them.  Today, we’ll take a look at IT services.  Unless it’s an app, you’re more than likely marketing to a business, which  makes it a B2B landscape.  But, as I’ve said before, although the buying time frame might be longer than in a B2C scenario you’re still marketing to people and need to think about what makes them tick and what will make your service stand out from the crowd.

So with that, here is some interesting information I found that I thought would be interesting to you, my dear readers.

A blog about how to sell IT services in 6 steps.  Value prop must be identified, followed by uniqueness of your service and how that fits in to your target market’s needs.

Here is an Information Technology Services Marketing Association you may want to rely on if you are in this industry.

Lastly, although this article, Tips for Marketing Your Service Business, doesn’t exactly talk about IT, it does talk about how to market in the service industry.  “Compete based on value. What will make customers or clients select your company vs. your competitor’s?”

As always, don’t forget to check out my twitter hashtag #careeradvice101 or just follow me, Linder83.

Social Media Schedules

It’s a new year and time to think about how you will outdo what you did in 2011 for your business.  I’m focusing on social media for this post and you let me know if it helps with your efforts for 2012.  At one time I wrote a blog post about managing LinkedIn in 5-15 minutes a week.  However, the article I found talks about building your social media strategy and breaks down the monitoring and prep work down to tasks you need to do, twice a day, once a week and things you need to think about and monitor on specific days, such as getting involved in industry specific conversations.

But, before I send you on your way to read the article I wanted to tell you what I do to monitor our social media at work.

Once a month I think about the postings for the following month by looking at the rpevious month’s numbers and outcomes.

Twice to three times a month I update all analytics, which allows me to find out if our postings are effective and it also allows me to change things up throughout the month.

On a weekly basis I look at some of the social media platforms that don’t need as much monitoring, such as the LinkedIn corporate page and put up an update that reflects the important highlight of the week.

Finally, daily, I monitor every post that gets posted and see if there are photos that someone may have posted of our products and see how I can incorporate them into a posting that day or week in order to bring some visual aspects to the postings and get people interested and hence encourage them to interact.  Photos and videos always get people excited!

So, now it’s time to learn from Brad Friedman and see what he writes in his article titled, Build Your Social Media Schedule for 2012.

What did you do today?