How to use Search Engine Optimization (SEO), Pay-Per-Click (PPC) and Analytics to help pull business-to-business prospects through the sales funnel. Developed for Online Marketing Connect's Search Focus Week, May 2011. By Stacy Williams, President, Prominent Placement, Inc.

1. Pulling B2B Buyers Through the Funnel Online Marketing Connect Search Engine Marketing Focus Week – May 2011

4. Why should B2B marketers care about SEM? Where do B2B buyers start when researching purchases online? Where do B2B buyers go throughout the buying cycle stages? Source: Webinar by Gord Hotchkiss of Enquiro, 2008

5. Topics I’ll cover SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM Top of the funnel: awareness, research Bottom of the funnel: negotiation, purchase

6. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

8. Choose keywords that don’t trigger editorial results 80% editorial

9. Choose keywords that don’t trigger editorial results 80% commercial

10. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

12. Universal Search: optimize all digital content

14. Data capture for lead nurturing Call Request a free quote Try an audit Sign up for newsletter Follow us Like/recommend/share

15. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

18. Optimized press releases build links & more

19. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

20. Goal: “clean” SERPs when decision-maker checks you out

21. Control the content that shows up for your own name Website Twitter profile Facebook profile LinkedIn profile BusinessWeek profile (not us) Optimized press release Video (not us) Website Website

22. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

23. Content – Votes – Links

24. Lead nurturing – staying top of mind

25. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

30. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

33. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

34. Social media targeting: by industry, title or interest Facebook Twitter LinkedIn

35. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

38. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

39. Goal: convince prospect to buy our brand

40. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

42. Google Analytics’ multi-channel funnels & assists Source: Daniel Waisberg, Conversion Journey, Search Engine Land 4/15/11

43. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM

44. How phone call tracking works Type in URL directly & see this: Click on a Google organic listing & see this: Click on a Google paid listing & see this:

45. 18. Call tracking ensures you’re measuring all results 66% 33%

47. SEO PPC ANALYTICS Keyword strategy Keyword strategy Keyword strategy Content strategy Linking strategy Landing page strategy PPC on social media Latent conversions Phone call tracking Reputation management Social media strategy Landing page strategy Bridge the gap between site analytics & CRM