1. Improving Search Marketing ROI During a Recession: Top 10 Insider Tips Online Marketing Summit – San Francisco June 25, 2009 David Stoller Director, Strategic Sales Business.com dstoller@business.com Follow us on Twitter! http://twitter.com/B2BOnlineMktg

2. Four ways to improve your search marketing ROI… Lower costs (but keep quality) Raise conversion rate Increase visitor spend Measure more value Top 10 insider tips for improving ROI Beyond landing page design and the usual advice you can find online… We’re in a Recession – So Now What?

3. Marketers used to “suggestions” about how to optimize programs… Always look before you leap Clarify issue, timing and priorities Evaluate existing program goals and performance Separate what you know from what you don’t know Brainstorm options Focus on improvements over cuts Clearly articulate your strategy & plan to management Tip #1: Look Before You Leap 94% Percent of engagement touch points ignored by last-click standard -Atlas Institute

4. One prioritized project at a time… Systematic focus is even more important these days Performance Under stress, attention narrows and strategy often suffers Predictability Do you really know the impact of what you’re about to do? Job/career Better to demonstrate decisive, strategic action on 1-2 projects than hack away at 10 different things Tip #2: Don’t Try to Boil the Ocean

5. Marketing and Sales are in this together Both must align with business priorities Misalignment, particularly during challenging times, can undermine search marketing ROI Benefits of better alignment with Sales: Confirm target audience and priorities Share key goals and metrics Address problems before they arise Discuss programs to eliminate/change/add Generate new insights that will help you focus your search marketing programs and deliver better ROI Example – efforts to align Sales & Marketing at Business.com Tip #3: Improve Marketing & Sales Alignment

6. How do you measure search marketing ROI today? Are you measuring the value of all search marketing visitors? Changing times require changing metrics Buyers may be actively researching but slow to purchase due to budget issues Value in keeping your product/service in the consideration set during a longer sales cycle Also value in post-conversion offers Places where value tends to hide… Untracked purchase revenue Referrals or pass-along offers Return visits Post-conversion events Tip #4: Find Where You’re Not Capturing Value 39% Percent by which MarketingSherpa raised conversion rates by adding offers to their order “Thank You” page

7. Who knows what “Exact Match” is? Tip #5: Start from a Focused, Stable Base

8. Better search marketing ROI depends on more than just getting basics right Keyword research, ad copy, landing page best practices, etc. are necessary but not sufficient Improving ROI in turbulent times also requires the following: Mid-Presentation Recap

9. Everybody with me? Questions?

10. What would you do if you had to cut your search marketing budget 50%? Reduce spend on generic terms? Focus SEO on “head” pages? You must cover all buying stages even when times are tough. If you have to cut back, retain certain programs at each stage: Early stage – SEO & relevant community participation Mid-stage – directories Late-stage – branded keywords Valuing more visitor actions will help you get there… Tip #6: Pick Apart the Buying Process

12. Commit to a strong search marketing presence

13. Use search marketing to drive WOM /social proof

14. Office Depot boosted paid search revenue ~200% by incorporating customer reviews into ad text

15. Help improve SEO for top 3rd party reviews or endorsements of your products/servicesLow Consideration Entry Dominant

16. Find ways to increase conversion counts and value Clarify target audience & purchase type Blank slate, repeat modified or repeat Identify attractive incentives Talk with Sales and prospects directly Embed incentives in PPC and SEO Update PPC ad text, page meta descriptions Simplify landing pages even more Clear call to action Compelling trial, discount or other incentive Eliminate sensitive form fields Reduce commitment – “Cancel & owe nothing” or “Free returns” Tip #8: Roll Out the Purchase Incentives Source: Enquiro Research, “Mapping the BuyerSphere”

17. Search marketing ROI is impacted by other marketing programs Display, social media, PR, events, etc. – cuts hurt search “last click” Two aspects to getting social: Develop integrated plans with peers in other marketing depts. Your conversion rate depends on their effectiveness Support your company’s social media efforts Online conversations fuel conversions by decreasing risk Tip #9: Get Social

18. Two basic buying roles: Doers – have to get something done Approvers – attempt to enforce a rational buying process Recession stress tends to put focus on constructing an even more rational, evidence-based argument View Approvers as main conversion barrier Instead, work the emotional side Doers are feeling the pain Doers have the power to overcome the rational process (do it all the time) Understand top Doer pain points Emphasize challenge & your simple solution in keywords, ad copy & landing pages Tip #10: Target the “Doer” Source: Enquiro Research, “Mapping the BuyerSphere”

19. Look before you leap Don’t try to boil the ocean Improve Marketing & Sales alignment Find where you’re not capturing value Start from a focused, stable base Pick apart the buying process Reduce buyer risk & conversion barriers Roll out the purchase incentives Get social Target the “doer” 10 Tips for Improving Search Marketing ROI For more info: David Stoller Director, Strategic Sales Business.com dstoller@business.com http://twitter.com/B2BOnlineMktg