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.
Marel Q1 2024 Investor Presentation from May 8, 2024
Pulling B2B Buyers Through the Funnel with SEM
1. Pulling B2B Buyers Through the Funnel Online Marketing Connect Search Engine Marketing Focus Week – May 2011
2.
3.
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
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
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
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
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
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
26.
27.
28.
29.
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
31.
32.
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
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
36.
37.
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
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
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:
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