Webmarketing123 Close the Loop Between Keywords and Revenue

Close the Loop Between
Keywords and Revenue
SEO Case Studies

Mike Turner
SEO Expert & Director of Business Development
Webmarketing123

@webmarketing123 #123webinar

A few of our clients:
SEO | PPC | Social Media | Website Design

Converting online visibility into
measurable business results

ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES

#9 FASTEST GROWING
COMPANY IN BAY AREA


Some Practical Matters
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Webinar Agenda

1 Measuring ROI still a Challenge for Marketers

2 How to Measure ROI from Search

Case Studies – the Keyword That Brought in
3 $600K…and More

4 Key Takeaways


Digital is measurable

…Which means more pressure
on marketers to prove the return
on their program investments.


More than half of CMOs
feel insufficiently prepared
to provide hard numbers
regarding marketing
program ROI.

Source: Deloitte CMO Summit, 2012


70% of marketers can’t
attribute ROI from SEO – the #1
channel for lead generation.

Source: Webmarketing123 State of Digital Marketing Survey, 2012


“Can you currently tie search
marketing keywords to revenue?”

1% Yes, we tie our keywords to revenue
and know our ROI from search
marketing
12%
Yes, we have the ability, but are not
currently using this data effectively
87%
No, we do not have the ability to tie
keywords to revenue

Source: GoToWebinar Poll


Calculating Search Marketing ROI

What you’re investing What that investment
In SEO and PPC contributes to revenue
$$$$$ $$$$$$$$$


Example Report


Search Marketing ROI

Hundreds – possibly thousands – of keywords get
potential customers to your website, but only a
handful of those keywords end in closed deals.

How do I see the revenue impact
of specific keywords within my
campaign?


Toolkit for placing a dollar
value on a keyword

In order to know what search terms within your search
marketing program are generating the most revenue for your
company, you need the following tools:

- Marketing Automation
- Marketo, Pardot, Eloqua, etc.

- CRM Software
- Salesforce, Sugar CRM, Oracle, etc.

- Missing Link
- “Search Keyword & Source to CRM” connector tool


Missing Link - KeyTouch Attribution Tool

From Search to CRM


CASE STUDY: WEBMARKETING123

$75K from 1 Keyword in 4 Minutes
We optimize for hundreds of keywords, one of which
is “SEO Company”. Here’s one example of how we
were able to track a closed deal back to a specific
keyword.



1. Prospect searched “SEO Company”

2. Clicked Organic search result

3. Spent 4 minutes on site,
filled out “Contact Us”
form

4. Nurture email brought them
back to the site and kept our
brand top of mind. Deal closed
3 months later



Working backwards from a closed deal
and being able to attribute the lead source
to organic search for “SEO company”
gives us 75,000 reasons to focus efforts
on optimizing for keyword “SEO
company”


CASE STUDY #2: GLOBAL MANUFACTURER

Two SEO Keywords Created $1.5 Million in
Pipeline Opportunity for a Global Manufacturer

- After a few months of working with us, had
increased the % of keywords that were ranking on
page one of Google (original objective of campaign)

- They weren’t tracking which keywords were
creating opportunities or sales and there was
increasing pressure from exec team to prove
marketing ROI.


CASE STUDY #2: GLOBAL MANUFACTURER

Gaining Visibility into ROI
Global Manufacturer worked with us to implement “Search to CRM” tool. In
just 2 days, they began to connect keywords to closed deals within their
CRM – and then view lead source data directly in their lead view.

2 weeks later, client was able to attribute $1.5 million in
revenue opportunity to 2 SEO campaign keywords – more
than justifying their initial investment in SEO.


Close the Loop, Make Informed Decisions

Start refining marketing program allocation based on actual revenue
instead of just leads or conversions.

Revenue
Keyword Allocation
Opportunity

Keyword A $85,000 $ $

Keyword B $60,000 $

Keyword C $275,000 $ $ $ $


Increase Spending Where it Makes the Biggest Impact

eConsultancy, 2012


72% of Attribution Savvy Marketers are Better Able
to Allocate Budget Across Channels

eConsultancy, Feb 2012


Key Takeaways

• Although 70% of marketers aren’t able to tie revenue to
SEO, it IS possible to close the loop.

• If you have a CRM and a Marketing Automation System,
you already have the tools to measure ROI from SEO.

• Don’t stop at the lead level. Understand exactly which
SEO keywords generate leads, drive opportunities, and
close deals.

• If you need help, email us at seo@webmarketing123.com


We invite you to…

Download:
2012 State of Digital Marketing Report
bit.ly/2012wm123
webmarketing123.com

Email me for a Consultation:
SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
Mike.t@webmarketing123.com

NEXT WEEK’S WEBINAR:

Using Marketo for SEO
Optimization: Advanced Techniques


Webmarketing123 Close the Loop Between Keywords and Revenue

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