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What Exactly Do You Do?

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“So—what exactly do you do?” the delightful Shelly Kramer asked me when I met her recently face-to-face for the first time, at a Minneapolis internet marketing event.

A common enough question, but it got me thinking: in more than five years and nearly 500 posts about web presence optimization, SEO, SEM, content marketing, social media, and inbound marketing on this blog, I’ve never actually answered that question here.

The Web Presence Optimization Model - WPO

(click to enlarge)

I guess that’s because I’ve always wanted this blog to be about you, the reader, and your need for digital marketing information and guidance. Not a place for me to “sell.”

But I probably should answer that question, and this is particularly good time to do so, as a small agency I do a fair amount of work with recently lost a sizable client–not unhappy by any means, we just helped make them so successful they were acquired by a larger industry player. It happens.

So—I’m a digital marketing consultant who helps B2B clients improve their online visibility and business results through SEO, search and social advertising, content marketing, and social media. All components of the web presence optimization (WPO) model: content strategy and development, optimization and promotion, and actionable analytics.

A few quick notes regarding the client mentioned above: prior to the acquisition, the company’s total website traffic had increased on a year-over-year basis for 11 straight months. Monthly pageviews rose 80% over than time period, and monthly white paper downloads 50%. A weekly industry news roundup I introduced on their blog helped double visits to the “news” category on the company blog in less than a year.

So—if your business could use help in these areas, or you know of someone who could, let’s connect on Twitter, LinkedIn, or email (tomATtompick.com).

And thanks as always for reading the Webbiquity blog. So, what exactly do you do?

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21 Spectacular SEO and Search Marketing Stats and Facts

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Social may be sexy, but search still pays the bills.

As reported below, organic search drives 51% of all visitors to both B2B and  and B2C Web sites, while paid-search drives 10% (and social 5%, on average). 89% of customers begin their buying process with a search engine.

Image credit: Digital Marketing PhilippinesHow can marketers get the most out of search? The search marketing stats and facts below provide some helpful guidance. Here are four key takeaways from this research:

  • • Do feed the gorilla. Search doesn’t only mean Google, but the elephant in the room can’t be ignored either. While everyone knows Google is the big dog, the magnitude of its dominance still amazes. Google accounted for nearly 40% of all U.S. digital ad spending last year, while Facebook’s share was about 8%; and Google’s advertising revenue is larger than that of the entire U.S. print industry.
  • • Be like Avis. As the company’s iconic slogan went, “When you’re number two, you try harder.” Or rather in the case of organic search, you need to try harder. While it’s great to be #1—the top result still generates nearly one-third of all organic search clicks—the share garnered by results two through four has increased significantly in the last decade. No matter the slot though, the key to getting clicks from any rank below #1 is to craft top-notch meta titles and page descriptions.
  • • Get creative. The top challenges in organic SEO are link building (easy-to-get links no longer have much value) and keyword research (the low-hanging fruit is long gone). To rank well today, use a web presence optimization (WPO) approach in order to earn high-quality links from online publications and industry influencers, and write to “be the best answer” to search queries rather than stuffing content with repetitive phrases.
  • • Open your wallet. Marketers spend a lot of money online; overall, U.S. marketers will spend more than $103 billion on search, display, social media, and email marketing by 2019—but search will remain the largest share of interactive spend (about 44%). And in PPC search ads, 86% of all ad impressions accrue to the top four spots.

For more insights, check out these 21 SEO and search engine marketing stats from top experts including Caroline Nicander Mohr, Laurie Sullivan, Berrie Pelser, Rob Petersen, Melissa Hoffmann, and John A. Lee.

3 General Search and Google Stats and Facts

1. Google estimates that the Internet now contains roughly five million terabytes of data – but the search giant has indexed only 0.04% of it all. (The Wonder of Tech)

2. Integrating PPC and organic SEO efforts results on average in a 25% increase in clicks and a 27% increase in profits over isolated or disconnected efforts. (Digital Marketing Philippines)

3. Google accounted for nearly 40% of all U.S. digital ad spending last year. Facebook’s share was about 8%. (eMarketer)

9 Organic SEO Stats and Facts

4. Lead generation (cited by 61% of corporate marketers) and Web site traffic (57%) are the top SEO objectives for marketers at enterprise companies in 2015. 54% want to improve traffic conversion rates. Just 24% cited attributing sales and revenue to SEO as a top goal. (MediaPost)

5. Organic search drives 51% of all visitors to business-to-business and business-to-consumer Web sites, whereas paid-search drives 10% and social 5%. (MediaPost)

6. Having video on the landing page of your site makes it 53% more likely to show up on page 1 of Google. (41 Stories)

7. A URL’s number of Google +1s is more highly correlated with search rankings than any other factor. (Ber|Art)

8. Ranking near the top of search results is great, but if you want the click, your title and description better be top-notch also. In 2005, searchers spent just under 2 seconds, on average, viewing each listing; in 2014 that has dropped to 1.17 seconds. (MarketingProfs)

9. The top organic result still captures about the same amount of click activity (32.8%) as it did in 2005. However, organic results that are positioned in the 2nd through 4th slots now receive a significantly higher share of clicks than in 2005–63% vs. 48%. (MarketingProfs)

10. 89% of customers begin their buying process with a search engine. (Biznology)

11. 72% of marketers from enterprises rate search engine optimization (SEO) as successful in achieving marketing objectives like lead generation and increased Web traffic. (MediaPost)

12. The top challenges in SEO are link building (cited by 41% of corporate marketers) and keyword research (39%). (MediaPost)

9 Search Engine Marketing (SEM) Facts and Statistics

13. Google’s advertising revenue is larger than that of the entire U.S. print industry. (The Wonder of Tech)

14. 30% of companies outsource their paid search advertising, and 28% do so for display advertising. (MediaPost)

15. Total internet advertising spending is growing 16% per year. Mobile accounts for 11% of the total. (TechCrunch)

16. 61% of CMOs say search engines are an effective marketing channel. (AdWeek)

17. Nearly half of digital marketing budgets are spent on search, with 31% on paid search and 18% on SEO. (MarketingProfs)

18. In PPC search ads, 86% of all ad impressions accrue to the top four spots. (ClickZ)

19. Overall, U.S. marketers will spend more than $103 billion on search, display, social media, and email marketing by 2019 — growing at a 12% compound annual growth rate (CAGR) — but search will remain the largest share of interactive spend. (MediaPost)

20. U.S. spending on search marketing will reach $31.6 billion in 2015. (MediaPost)

21. U.S. spending on paid search and organic optimization will top $45 billion by 2019. (MediaPost)

This was post #3 of Marketing Stats Summer (#statssummer) on Webbiquity.

#1: Welcome to Marketing Stats Summer!

#2: 34 Compelling Content Marketing Stats and Facts

#3: 21 Spectacular SEO and Search Marketing Stats and Facts

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How to Make News Content Viral Using People-Based Marketing

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Guest post by Jack Dawson.

There are a lot of resources online that can help you move from newsjacking – “stealing” potentially viral news items before they become viral – to creating potentially viral news yourself. The most important technique to date is through people-based marketing.

Using PPC ads to promote newsWhat this means for marketers is that it is no longer necessary to research and pitch thousands of publications, hoping and praying that some of them stick and make news. By creating your own news, you gain an opportunity to earn greater PR for your organization as well as win over higher traffic and more inbound links.

Pay-per-click marketing provides an important platform through which content promotion and other social PR efforts can be successfully driven, and just a minimal investment can lead to huge returns for your business. This article describes just how to do this.

Introduction to people-based marketing

Also called identity targeting, people-based marketing is founded in creating audience segments based on different characteristics; this allows you to actually target a certain person with a specific ad that will appeal to them. Some characteristics include location, employment status, age, income level, purchase history, interests, among others.

Essentially, PPC harnesses the power that email and social media marketers have had in their arsenal for a while now.

PPC Marketing for PR Pitching

Online marketing technological advances have enabled us to automate many time-consuming and tedious processes. PR pitching also has the potential for automation, which would be a breath of fresh air compared to the present technique:

  • Create stellar content which you are ready to transmit to the world
  • Identify news media and opinion influencers within your niche
  • Pray that you have some kind of previous relationship, at least a few, so that they are not all cold pitches
  • Find their Twitter handles, emails or other contact info
  • Draft a personalized form letter which can still be considered impersonal, or spend hours personalizing all pitches you send out
  • Pitch and pray and pitch and pray some more, until you catch someone’s interest before you’ve annoyed them so much they block your contact

As an alternative, you can take the same stellar content from about and share it on all your social media profiles. In Twitter, for instance, you can create a customized list of your influencers using Twitter Ads.

On Facebook, you can do even better. Facebook allows you to get more granular by creating different layers according to demographic information. For instance, you can target people within your contact list that have a specific interest, or job title.

Within a few minutes, you have placed your content within the reach of industry experts, journalists, or influencers with huge social followings. Your content will show up on their activity streams/newsfeeds, where it’s difficult to miss. They can then click, read through and share within their networks and voila! Job done!

Value of Virality through PPC

Using the scheme presented above can get your publicity within a few hours, and all for less than 10% of the effort you use on old-fashioned pitches. You can earn hundreds of mentions on media, not forgetting backlinks to the post and your site in the process, all of which improve your search engine optimization strategy.

All you need to do is have newsworthy content, and have it picked up by just one journalist. Soon, others will flock in on it to stay ahead of the curve before it blows up, and then all you need to do is sit back and watch traffic, links and mentions come in by the truckloads. They may not all be potential consumers, but it is a more effective way of content marketing and raising brand awareness.

 

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18 Awesome Search Engine Marketing Guides

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Revised April 30, 2020

Search engine marketing (SEM) accounts for roughly three out of every eight dollars spent on digital advertising, with Google alone commanding 31% of the market.

That share is even larger within the b2b marketing space, and for good reasons: 88% of b2b buyers conduct online research before making business purchasing decisions, and nearly half of b2b tech buyers say they’ve discovered brands they weren’t previously aware of through a search engine.

Best search engine marketing guides 2014

Image credit: Placeit.net

While organic search traffic still drives roughly half of business website traffic, paid search accounts for 10%—and it enables marketers to guarantee first-page presence even for highly competitive search phrases that are difficult to optimize for organically.

So how can search engine marketers maximize their click-through rate (CTR) and conversions from paid search? Which tools and reports are most helpful? How and when should marketers use retargeting and ad extensions? What common SEO pitfalls and mistakes should they avoid?

[Read more…]

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The 5-point plan: how to increase marketing ROI from call conversions

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Guest post by Luke Rees.

Every marketing executive wants to know when their efforts are getting through to consumers, and the online world is certainly making it easier to do so. Whilst there is still no way to track impressions from offline marketing (human interface programmes just aren’t that advanced yet…), the online world makes it possible to track real time results via impressions and clicks.

Increase ROI from call conversionsBut although online is great for understanding your customer base, it may not be the best platform for converting leads into customers. In fact, a recent study found that two thirds of people get frustrated when they can only interact with a company online. 

65% of businesses still consider the phone their strongest lead source, so how can marketers track when their online efforts are generating phone calls?

Here are five techniques marketers can use to better understand their customers; to streamline their experience with the contact centre; and to ultimately improve ROI.

Click-to-call tracking

Click-to-call tracking allows advertisers to identify and measure calls to their business after an ad click through occurs. Google recently announced they are offering this service free for their AdWords users.

How it works:

  1. a code is placed on the company’s website or mobile site;
  2. this code generates a unique forwarding number for each AdWords click;
  3. when a customer calls from a unique number you can link it back to a specific page on your website, as well as publisher sites within the display network, to see the types of calls that are being generated;
  4. with the help of Google Universal Analytics it is possible to track the keywords (i.e. search phrases) the customer used before clicking on your webpage. Your call centre staff are therefore already clued-in about the specific needs of the customer.

Data from this new free feature allows marketers to understand which keywords and ads are driving the most phone calls from your website, as well as where the most valuable calls are coming from.

Customer acquisition

Google’s call conversion tool allows marketers to optimise each page of their website by seeing the amount of engagement it’s getting, but there are also more sophisticated methods available for tracking where customers are coming from.

Here are two more techniques for tracking customer acquisition:

  1. IP and ISP (Subscriber Trunk Dialing) tracking software allows agents to see the exact geographical location where calls are coming in from;
  2. integrating call tracking with bid management software can allow marketers to see the keywords that lead to the most offline telephone conversions. Having this data means they can fine tune their PPC and SEO campaigns.

Companies who understand the needs of their clients and know how to target them are likely to significantly reduce their cost per lead. For one company who had their data reviewed this was as much as 50% reduction.

Conversion to call

Call tracking companies like ResponseTap provide software which allows marketers to track the entire customer journey, not just the initial call.

With the help of web analytics programmes it is possible to see:

  1. which keywords the customer used before calling;
  2. the publisher which drove the visitor to the website;
  3. the webpages they looked at before, during and after each call.

Integrating call tracking with analytics software like Google Adwords tracking, Adobe SiteCatalyst, or DC Storm can further improve customer understanding and increase the conversion to the right kind of call.

One company wanted to reduce information only calls to make capacity for Sales calls. By reorganising content for existing members and non-members differently they were able to increase the conversion to the right kind of call by 66%.

Conversion to sale

Wouldn’t it be great if your call centre staff new exactly the needs of the customer before they’ve even picked up the phone? These three strategies do just that, which significantly increases your chance of making a sale:

  1. Call screening alerts the agent about the campaign that has motivated their call. A phrase is read out to the agent before or after a call, telling them information like how the caller found your website, and what keyword they typed in;
  2. Dynamic call routing allows companies to route a call depending on to how a visitor have found their website. The call can then be directed to the best team, department or person within the business;
  3. SIP (Session Initiation Protocol) can be integrated into your call centre tactics. SIP is a signalling protocol that makes it possible to implement services like voice-enriched e-commerce, web page click-to-dial, or Instant Messaging depending on the preferences of the individual customer.

Using smarter and more sophisticated routing to get the calls to the right people will result in increased ROI. One of the businesses who had their data reviewed saw an uplift in sales of 15%.

Higher order value

Increasing the average order value (AOV) at the end of the customer journey is the final part of the customer journey which marketers can optimise through clever call tracking.

Two way to ensure customers spend bigger are:

  1. URL callbacks allow you to send data about the caller to an online system at the start or end of the call in real time. By storing this data in a database, you can integrate with other online solutions like web analytics or CRM solutions to better understand the customer experience and needs.
  2. CRM Integration: instead of using your CRM to just be a system that retains customer information based on manual entries, integrating your website and call tracking software brings in valuable customer information directly into your CRM. It also enables complete end-to-end reporting of lead to conversion through the call channel.

One company presented the call handler with the actual landing page the customer arrived at so that they had an immediate understanding about their intent. As a result they believe AOV went up 20%.

Conclusion

By taking each point of the customer’s journey in isolation, businesses will begin to notice real results.

Let’s take a look at the example company numbers for each metric, before and after they integrated four call tracking strategies.

So initially traffic acquisition went up 50%, then conversion to phone call improved by 66%, conversion to sale went up 15% and finally AOV increased by 20%:

Before 

  • 1,000,000 visitors
  • converting at 1% from visit to call
  • converting at 20% from call to sale
  • at an AOV of £1000

= £2,000,000 revenue

After (assuming some fairly typical conversion metrics, and the improvement percentages taken from each of the businesses above)

  • 2,000,000 visitors
  • converting at 1.66% to call
  • converting at 23%
  • at an AOV of £1200

= £9,163,200 revenue

The difference on these metrics is a 458% improvement. By implementing some clever software with a few smart tactics to connect online and offline efforts, it is possible to improve marketing ROI exponentially.

Luke Rees is a digital marketing executive from London who writes extensively about technology and trends in the search market industry. You can contact him on LinkedIn and Google+

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