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4 Signs That Your Agency is Underperforming

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Does Your Agency live up to their Sales pitch?

#1 Getting lots of traffic but just a trickle of conversions? Your agency might be optimizing for the wrong keywords (and hasn’t changed direction).

#2 Does your Search Engine Optimization agency keep you in the loop? You should have regular visibility into how your program is performing against your unique key performance indicators (KPIs).

If you aren’t seeing a steady increase in traffic and conversions, your SEO Agency is denying you the potent lead generation you’re paying for. Join Mike Turner, Senior SEO Analyst and Director of Business Development, and learn the telltale signs of an underperforming agency.

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4 Signs That Your Agency is Underperforming

  1. 1. 4 Signs That Your Agency is Underperforming Mike Turner Director of Business Development Webmarketing123 @webmarketing123 #123webinar
  2. 2. Digital Marketing Agency specializing inSEO / PPC / Social Media / Website Design Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results. 2012 WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES @webmarketing123 #123webinar
  3. 3. Some Practical Matters Yes! Just email Are the slides available? seo@webmarketing123.com Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123 Stay informed by following us. webmarketing123 Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
  4. 4. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  5. 5. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  6. 6. The World is ChangingIs Your Marketing Keeping Pace? @webmarketing123 #123webinar
  7. 7. B2B internet usage skyrocketed in the past year Search engines are the #1 source for B2B information Top online sources for B2B customer research Google Think B2B Conference 2012 @webmarketing123 #123webinar
  8. 8. Online sources help B2B customers discovernew brands % of B2B customers using the following sources to discover new brands Google Think B2B Conference 2012 @webmarketing123 #123webinar
  9. 9. A Shift in Purchasing Process 70% B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps. Key Thought: Are your landing pages robust enough to function as a virtual sales force? @webmarketing123 #123webinar
  10. 10. 4 BillionSearches onGoogle EveryDay95% of ClicksHappen onthe 1st Page ofSearch Results60% of Clicksare on Top 3Results @webmarketing123 #123webinar
  11. 11. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  12. 12. Have you ever been told: It’s our proprietary processSEO Its not rocket science... @webmarketing123 #123webinar
  13. 13. Did your Agency Set up the Right Foundation? • How can I tell? • You are unsure of the keywords you are targeting or if they are any “good” • No keyword mapping • No concerted link building effort • Not tracking keywords from source to paying customer • Little to no content generation efforts that are consistent with keyword mapping • They have ever said or you have ever thought the following: “ I know we are your web design firm, but we also do SEO!” “ You should only target these 5 keywords - And 3 of them are branded terms!” “ You have no idea how much closed won revenue or pipeline revenue came from their work” @webmarketing123 #123webinar
  14. 14. Planning ImplementationIteration Tracking @webmarketing123 #123webinar
  15. 15. Make a Plan: It starts with building a solidfoundationKeyword Selection @webmarketing123 #123webinar
  16. 16. Use Tools that Google Provides Google Search: Google Keyword Tool @webmarketing123 #123webinar
  17. 17. Make a PlanKeyword SelectionKeyword Mapping @webmarketing123 #123webinar
  18. 18. Make a PlanContent GuidelinesKey thought: Who is going to write thiscontent?!? Know the requirements beforejumping off point @webmarketing123 #123webinar
  19. 19. Content Mapping Document @webmarketing123 #123webinar
  20. 20. Link Strategy Document Content is the fuel that powers a link building strategy @webmarketing123 #123webinar
  21. 21. Transparency in ReportingKey thought: When was the last time you saw alinking report? Is your agency even adding links? @webmarketing123 #123webinar
  22. 22. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  23. 23. A Scorecard Process helps overcomeimplementation obstacles Standardizes Metrics Creates Common Vision, Shared Goals, Accountability What will What winning look benchmarks like? should we use? Which KPIs are What are the your priorities? next steps? @webmarketing123 #123webinar
  24. 24. @webmarketing123 #123webinar
  25. 25. @webmarketing123 #123webinar
  26. 26. A ranking report should showsteady progress over time. @webmarketing123 #123webinar
  27. 27. Benchmark so you know where you are at @webmarketing123 #123webinar
  28. 28. But reporting shouldnt stop there.How are individual keywordsperforming in terms of revenue? @webmarketing123 #123webinar
  29. 29. Which Keywords are Converting. At What Value? @webmarketing123 #123webinar
  30. 30. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  31. 31. As marketers are increasinglyresponsible for the P & L, it’s moreimportant than ever to quantifypotential at the front-end andconsistently measure performanceagainst KPIs. @webmarketing123 #123webinar
  32. 32. Your revenue should be rising.Not just your traffic. @webmarketing123 #123webinar
  33. 33. Can SEO Opportunity be Quantified? @webmarketing123 #123webinar
  34. 34. Case Study:Global Semiconductor Manufacturer Annual Cost of Not Ranking: $2,700,000 monthly cost multiplied by 12 months = 32 million+/year @webmarketing123 #123webinar
  35. 35. Step-by-Step Calculationof the Cost of Not Ranking on Page 1 of Google1. Keyword Search Volume2. CTR on Search Results (New Visitors) Or you can meet with us3. Visitor Lead and we’ll do it for you.4. Lead Qualified Lead5. Qualified Lead Closed Deal6. Average Deal Size7. (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential @webmarketing123 #123webinar
  36. 36. Does Your Agency Do This?• Ask you for multiple meetings to establish what success looks like.• Discuss what your business goals are in the next 12 – 24 months.• Proactively makes suggestions about optimizing calls to action on your website.• Regularly check Webmaster Tools for crawl errors, slow page loading, and other factors that could be impacting either how your sites performance.• Assess, in Google Analytics, how visitors are navigating through your company’s website, and which landing pages are converting to leads/sales. @webmarketing123 #123webinar
  37. 37. Tying It All Together• Demand Transparency and Accountability from SEO• Develop a familiarity with the terms and concepts so you can be an informed partner• Adopt a metrics-based approach that measures outcomes. @webmarketing123 #123webinar
  38. 38. WE ARE EXPERTS AT BUILDING TOP LINE REVENUEGROWTH FOR GLOBAL ENTERPRISES WITHTARGETED, COST-EFFECTIVE DIGITAL MARKETING @webmarketing123 #123webinar
  39. 39. We invite you to… Download: 2012 State of Digital Marketing Report webmarketing123.com Talk to a digital marketing expert: SEO/PPC/Social Media Marketing Measurement/Analytics Approach Lead Gen Effectiveness seo@webmarketing123.com TEAM UP WITH ONE OF THE Questions? Feedback? FASTEST GROWING PRIVATEmike.t@webmarketing123.com COMPANIES IN THE U.S. (2012) @webmarketing123 #123webinar
  40. 40. Live Site Analyses:Does Google Your Website? @webmarketing123 #123webinar

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