2010 Introduction Presentation B2 Bmfg

Internet Marketing For Business
Establishing a Competitive Advantage

www.site-seeker.com © 2010 Site-Seeker, Inc.

Understanding Technical Buyers

Based on a B2B Survey by:

Of 1,082 Technical buyers who participated in the survey . . .

“We found a heavy reliance on online research in all aspects of the
purchase cycle. We also found that as prospects become aware of potential
offerings through offline channels, they naturally turn to online sources to find out
more about them.”

“… we were struck by how integral online research is and how it virtually
mirrors the influence of traditional highly influential factors, such as word of
mouth, trade shows and trade publications.”


How They Use the Internet

Based on the survey performed by Enquiro:

• Google holds a dominant position – 77.7% of respondents start in Google

• 74.4% choose an organic link

• 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5%
clicked on the right rail ads

• Top 4 organic listings captured 52.6% of all click thrus with 27.1% going to
the #1 position


What Buyers Expect to Find Online
Information relevant to their need . . .

Do you have what I searched for?
• Online Catalog or Product Pages
• Searchable Technical Content – easy to navigate
• Product Manuals or Spec Sheets

Can you help me?
• Technical Support
• Contact Information – easy to find
• What do other people think about this product or service?

“When asked what the top influences were on the purchase decision, respondents
across all phases indicated that the website of the vendor . . . and search engines
were the most important influencers.”

How Products Used to be Purchased...

I need a …

Where do I get it?

Months Shop

Evaluate

Negotiate

Buy


... Today (In the Internet Era)

I need a …

Where do I get it?

Online
Shop

Evaluate

Negotiate
Prospect contact

Buy


What does this mean to you?

• Prospects don’t call as much

• They are more informed when they
do call

• You must place your website in the path
of prospects

• Your website must be your best sales
person


Vertical
Websites
Social
Media Drive

Convert
Your Website

Measure
Your website is a machine….

Cornerstones to a successful Internet
marketing strategy

DRIVE
Search Engine Optimization

(SEO)


Search Engine Marketing (SEM)

SEO Pay-Per-Click
The process of improving the An Internet advertising strategy
volume and quality of traffic to a used on search engines,
website from search engines via advertising networks, and
“natural” (“organic” or “algorithmic”) content websites, such as blogs,
search results. where advertisers bid on
keywords to achieve ad
placement.


Let’s define SEO...

Search Engine Optimization or SEO is a multi – phase process.
• To have a successful SEO program you must think of SEO in terms of
ongoing and in constant motion.

Two Phase Approach
Phase 1: Website Structure

Phase 2: Ongoing SEO Efforts


Let’s define SEO ...

Phase 1 - Website Structure
• Navigation
• Organization of Code and Link Structure
• XML sitemap
• robots.txt
• Tags: Title, Header, Keyword, Description, Alt Img
• Content – Keyword Research, Content Rewrite
(keyword density etc)
• Analytics – install or verify GA, establish
conversion funnels


Let’s define SEO ...

Phase 2 - Ongoing SEO Efforts
• Research and develop inbound links
• Create Authority - Create Content Pages for:
• social media
• micro sites
• 301 redirects from alternate domains
• vertical search
• Ongoing – SEO Efforts are a fluid and ongoing process:
• touching and addressing all items listed above as well.
• addressing website performance, strengths and
weaknesses as identified in GA reporting.


Let’s define SEO a little more...

SEO is NOT a one time deal.
SEO is an ongoing process that requires the provider to
monitor cause and effect and modify actions as needed.

There are many things that affect the strength and
positioning of a site that are addressed on a priority basis,
yet all are crucial to the overall success. And the factors
affecting the positioning of a site and it’s content pages is
constantly shifting.


Convert & Measure


Clear Contact Points

Products Organized by Type AND Application

Short Form Submission

October 2009

120 Long Forms Submitted
142 Short Forms Submitted

262 Total

114.75%


Case Study
Riverhawk Company

“Our Internet marketing program
is the single best marketing
investment we have made.”

– Kevin Sanger, VP Sales &
Marketing


The Problem
• 4 year old website
• Not optimized for organic
search
• No standard terminology to
describe offering
• Not reaching prospects with
solutions
• Existing traffic not converting
• Poor website navigation


The Plan

• Optimize for organic search
• Streamline website navigation
• Increase brand awareness as engineering resource / solution provider
• Improve use of website real estate
• Develop valued content
• Establish website performance baseline and competitive analysis
• Implement web analytics to evaluate improved website performance
• ROI as success metric


April new site published

Site % Change
Unique
baseline: Month Compared to
Visitors
May-June Previous Year New site data:
May (before) 1,349 May - June

May (after) 2,122 57.3%

Jun (before) 1,320

Jun (after) 1,966 48.9%

Approximately
www.site-seeker.com 53% more traffic since new site was launched
© 2010 Site-Seeker, Inc.

Client Found for “Name” Searches

Search Terms
May-June
“Name" Non “Name”

Old Site 394 861
New Site 396 1674
Additional
Traffic 2 813
(Visitors)

% Increase 0.5% 94.4%

# of Visitors that searched by NAME – stayed the same


Client Found for “non-name” Searches

Search Terms
May-June

“Name" Non “Name”
Old Site 394 861
New Site 396 1674
Additional Traffic
2 813
(Visitors)

% Increase 0.5% 94.4%

95% increase in prospect group traffic


Stickiness

Sticky Rate Visitors Staying On Site
May-June
Non Non
“Name" “Name"
“Name “Name”

Old 43.40% 20.30% 170 175
New 54.3% 28.7% 215 481

Additional Visitors Staying On Site 45 306

% Over Pervious Year 26.5% 174.9%

Visitors that searched by name are now finding more value and
staying on site longer.


Sticky Rate Visitors Staying On Site
May-June
“Name" Non “Name “Name" Non “Name”

Old 43.40% 20.30% 170 175
New 54.3% 28.7% 215 481

Additional Visitors Staying On Site 45 306

% Over Pervious Year 26.5% 174.9%

When you combine the site’s ability to engage users
and increase traffic the results can be dramatic.


The Payoff

• 53.2% increase in overall site traffic
• 94.4% increase in prospect traffic
• 174.3% more prospects stayed on the new website
• 50 new inquiries per month (phone and email) with a 26% close ratio
• First year revenue in excess of $750K

• ROI = 345%


Why is Social Media Important?


“The premise of social media
marketing and PR is engaging the
consumer in conversation in a way
that provides mutual benefit.”

From:
Marketing Sherpa
2009 Social Media and PR Benchmark Guide


13 hours : The amount of video uploaded to YouTube every minute

412.3 years: The amount of time it would take to watch every video on YouTube

100,000,000: The amount YouTube videos watched every day

1382%: The monthly growth rate of twitter users January – February 2009

3,000,000: The average number of tweets on twitter.com every day

5,000,000,000: The number of mins. spent on facebook every day


Social Media Is:

1. Public Relations
2. Customer Service
3. Loyalty Building
4. Collaboration
5. Networking
6. Customer Acquisition


Ultimately it is ALL about gaining . . .

AUTHORITY
LEADERSHIP
TRUST


Social Media Sites:


Who We Are:

• Founded in 2003
• Corporate office in New Hartford, NY
• Satellite offices in Bloomfield, CT & Boston, MA

• 15 Employees in Central NY
• Full Service Internet Marketing Firm
• Search Engine Optimization Services
• Pay-Per-Click Management Services
• Social Media Implementation & Management
• Web Design, Development, Applications & Testing
• Web Analytic Services


Bluff forges a better way to market online
By: Traci Gregory
12/12/08 10:13 AM

NEW HARTFORD - Internet marketing is about more than adding a few keywords to a
Web site to make it pop up in a Google search, according to Brian Bluff, president and New Hartford, NY
CEO of Site-Seeker, Inc. . . . (November, 2008) Site-
Seeker, Inc., provider of
internet marketing and
Fast Track 50 of CNY search engine marketing
solutions, has been named
New Hartford, NY (December, 2008) The Fast one of Central New York’s
Track 50 is a list compiled annually to recognize Economic Champions for
Central New York’s 50 fastest growing companies. 2008, by the Syracuse
This is Site-Seeker, Inc.’s second year in the top ﬁve Chamber of Commerce.
of this list. For 2007 the company was bestowed
the honor of second place, solidifying its role as a
model for success in Central New York business.


"The increase in our website traffic is so large
that we are having trouble keeping up with it; however,
that's a problem we're grateful for!

Before we teamed up with Site-Seeker, our
website traffic was virtually non-existent.”


"Site-Seeker has done a tremendous job
working with us to improve our internet
marketing efforts.”

“Site-Seeker takes a refreshing analytical approach to
internet marketing and it is really paying off.”

“Since May of 2003, we have experienced a
10 fold increase in traffic to our website,
the average length of visit has increased by 33%
and users are viewing more product pages. “


We look forward to working with you
on your Internet marketing strategies.

Thank You!

Kathy Hokunson
Regional Sales Manager,
Site-Seeker, Inc.
kathyhokunson@site-seeker.com


2010 Introduction Presentation B2 Bmfg

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2010 Introduction Presentation B2 Bmfg

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