using seo to drive mqls and sqls
Post on 15-Apr-2017
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Using SEO to Drive MQLs and SQLs
Contact: mike@digitalreachagency.com | Digital Reach 2
We are a B2B Digital Marketing Agency focusing on demand generation.
Companies work with us to:• Increase qualified leads• Track SEO and SEM to ROI• Marketing Automation Support
About Us
• Search Engine Optimization• Paid Search & Display• Website Redesign• Marketing Automation
3Contact: mike@digitalreachagency.com | Digital Reach
1 What’s a marketing funnel, anyway?
2 How can SEO impact my business?
3 Live site analyses
On the Agenda
4
What’s a marketing funnel, anyway?
Contact: mike@digitalreachagency.com | Digital Reach
Marketing Funnel Diagram
Closed Won
Sales Qualified Lead
Marketing Qualified Lead
Raw Lead
6
How can SEO impact my business?
Contact: mike@digitalreachagency.com | Digital Reach
Factors to consider:• Monthly traffic volume• Analytics data• Competitor rankings• Conversion rate
First, identify your primary keywordsMake sure to include a mix of high-volume as well as high-conversion
Contact: mike@digitalreachagency.com | Digital Reach
Next, determine the average CTR of Page 1 Results Page 1 averages range from 2-35%, based on position. Let’s use a conservative 7%.
Contact: mike@digitalreachagency.com | Digital Reach
1,024,700 monthly searches
x 7% average CTR___________________________
= 71,729 new website visitors
Now, multiply total monthly searches by CTR to get potential monthly visitors
71,729 new website visitors
Contact: mike@digitalreachagency.com | Digital Reach
71,729 new website visitors
71,729 monthly visitors
x 3% conversion rate________________________
= 1,793 new leads
1,793 new leads
* For a more accurate number, insert your conversion rate.
Calculate the number of potential monthly leadsUsing the Google B2B average visitor-to-lead conversion rate of 3%.
Contact: mike@digitalreachagency.com | Digital Reach
71,729 new website visitors
1,793 new leadsx 15% qualification rate
___________________________
= 269 new leads
1,793 new leads
269 new qualified leads
* For a more accurate number, insert your qualification rate.
Calculate the number of potential qualified leadsLead-to-qualified-lead percentage varies, but in our example, we’ll use 15%.
Contact: mike@digitalreachagency.com | Digital Reach
71,729 new website visitors
269 new qualified leads
x 10% close rate________________________
=27 new deals
1,793 new leads
* For a more accurate number, insert your close rate.
269 new qualified leads
27 new deals
Calculate the number of potential closed dealsQualified lead to closed deal percentage varies business to business. We’ll use 10%
Contact: mike@digitalreachagency.com | Digital Reach
71,729 new website visitors
27 new dealsx 100,000 avg. sales price ___________________________
= $2,700,000
1,793 new leads
269 new qualified leads
27 new deals
2,700,000 monthly revenue
Calculate the number of potential monthly revenueFor this client, the average value of a new customer is $100,000.
Contact: mike@digitalreachagency.com | Digital Reach
71,729 new website visitors
1,793 new leads
269 new qualified leads
27 new deals
2,700,000 monthly revenue32,400,000 annual revenue
2.7 million monthly revenuex 12 months ___________________________
= $32,400,000
Calculate the number of potential monthly revenueFor this client, the average value of a new customer is $100,000.
Contact: mike@digitalreachagency.com | Digital Reach
You only have 7 seconds to answer
these 3 critical questions:
1 Where am I?
2 What can I do here?
Why should I do it?3
Treat Each Page As an Entry Point
Contact: mike@digitalreachagency.com | Digital Reach
What Am I Supposed to Do?
Contact: mike@digitalreachagency.com | Digital Reach
Easy Not Easy“Sticky” Calls to Action stay with the browser window.
Have seen 2X increases in conversion rates!
“Sticky” vs Regular Calls to Action
Contact: mike@digitalreachagency.com | Digital Reach
Choose keywords carefully. Consider what prospects will search at each stage of the funnel.
Identify Keyword Opportunities
Contact: mike@digitalreachagency.com | Digital Reach
Identify Keyword Opportunities
Choose keywords carefully. Consider what prospects will search at each stage of the funnel.
Contact: mike@digitalreachagency.com | Digital Reach
Master closed loop reportingJustify your SEO investment by tying search to your CRM
Contact: mike@digitalreachagency.com | Digital Reach
Sample Analysis ReportGain actionable insights into which campaigns generate revenue
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LIVE Site Analyses
Get a second opinion on your SEO & Demand Generation Approach
In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now
Mike TurnerHead of New Business
Thanks for watching!
Email mike@digitalreachagency.com or call (925) 750-8550 for more information
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