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?

 

Digital Marketing Advances

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There are so many new things happening in digital, and I have to be honest and say that I miss working with people in the know.

That’s a direct shout out to you, KoMarketing Associates and Klunk & Millan.

Most aspects of today’s marketing hinge on digital, but it has become a kind of “word of the day.” So let’s break it down and then see what all the new cool advances are.

Digital Marketing 101: It all stems from the web.  It is then parlayed into how your website functions on a mobile device and how well your website is found via search engines and PPC (i.e. SEM), hence…how well it is optimized. But, before we go any further, here is a quick reference.

In essence, “Digital Marketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and continuing to develop and evolve its brand identity.” Which really truly is most of what we marketers do all day, for the exception of maybe sending out flyers…although in some aspect that could fall into a sub bucket of digital as you are more than likely hoping that people will come back to your website to either purchase, download, or learn more about your product or service.

One major advantage of digital, or online, marketing is that everything is traceable. You can see how your website is doing, where your web traffic is coming from, the level of engagement customers have with your website, what the conversion factor is and most importantly of all, what marketing initiatives are paying off the most!

Digital Marketing Advances: So what’s “hot” right now that might be useful for you to at a minimum look into?  Well, none of it is rocket science but it’s good to get a pulse check and make sure that the things you think might work, are actually what some experts say will as well.

Below I highlight the portions of the article I think might get you the most bang for your buck, regardless of the kind of business you are running, B2B or B2C:

  • Facebook Look Alike Audiences – “Let’s say you have an email marketing database over 5,000 contacts and are in the heating and cooling industry. You can upload this onto Facebook’s advertising platform and target the EXACT demographic similar to your existing customers!” (This one is news to me and I think it’s pretty darn clever.)
  • Email marketing – “According to econsultancy.com, email marketing remains the best digital channel for ROI. Start strategizing heavily as to how you will make this for of online marketing work for you business in 2015!”
  • Blogging – “We like to refer to blog content as the match that starts the fire. When you write a compelling blog, it has the potential to rank well organically in the search engines.”
  • YouTube (owned by Google) – “By implementing videos into your online marketing mix, you can start to get search engine exposure for the videos that you upload onto YouTube! There are a lot of great tricks to obtain more video SEO Exposure. Choosing a proper title tag, uploading a transcript and embedding the YouTube video are just some of the tricks for optimal SEO exposure.”
  • Content Contribution – “If you want your content to be seen by more eyeballs and gain more exposure, start contributing content to other blogs in similar fields.”
  • Digital PR – “You can build off of the content contribution by implementing a Digital PR strategy. If you reach out to various media related websites and send them over a solid pitch, they might just write an article on your company or feature your CEO in a blog post.”

As you may notice, I did not include SEO on here…I would assume, hopefully accurately, that this is a no brainer if you want to succeed in digital marketing.  So focus on your title tags, meta descriptions, new content, alt tags, and link building and drive your SEO rankings up!

Good luck!

SEO to the Next Level

This week one of our webinars was led by our moderator, Bob Tripathi.  He was going to lead a webinar titled SEO for Social Media Professionals.  I had an idea of where this might go but was very surprised and really learned quite a bit.

For those of you that may be LinkedIn to me may have seen that I linked to an article titled, For Social Media Marketers SEO is Must More Popular than PPC.  I linked to it because I agree with its title.  I am much further into the SEO camp and always try to think about how things are optimized for search.  The reason behind my not being behind PPC, Pay Per Click, marketing is because in my personal life I never ever click on the paid google links along the right hand side.  Maybe it’s a pre conceived notion from years past when those links would always be spammy.  Whatever the reason, I like SEO, Search Engine Optimization.

The basics of it for a website are that you want to make sure that your title tag and meta description are optimized for your key words.  What that means is if you are a bread company in the title tag, the tag at the top of the browser window, might say something like “Artisan bread company – fresh bread M-F – also gluten free”  You would then also want to make sure that your meta description, the description that shows up in searches below your title.  You might write something like “Artisan bread company is your source for the freshest bread in the Providence area.  Choose from a variety of 15 different types of bread.”  Lastly, you want to make sure that the photos on your website are also optimized.  Instead of just uploading a photo and leaving the name of it as dsc1506.jpg, why not name it “Artisan bakery-rye bread?”  This way, if anyone is looking for images of rye bread on google you actually have a chance of popping up in the search!

This way, someone knows what they are clicking on and why.  There is no ambiguity.  Now, you want to do this on every page of your website and alter the title and meta tags as they relate to each page. There is much more information and many more steps that you can take this and I encourage you to peruse SEO Moz’s Free Beginners Guide to SEO.

Now the last thing that Bob covered was LinkedIn.  For those that rea this blog, you are probably tired of me drumming into you the importance of it and making sure that you have your keywords in the top five spots (the headline, current and past job titles, summary, skills). However, I had never once thought about naming my photo.  What a silly oversight!  I immediately made sure to go on and give my profile picture a name, my name to be exact.  This is your personal brand page, you need to do everything right in order to get found! 

Now go out there and optimize your company pages!

What did you do today?
P.S. Happy Easter!