DIGITAL INTERACTIONS

Transcription

1 ELEVATING YOUR DIGITAL INTERACTIONS Web Design, SEO & Digital Marketing Strategy Luncheon Kristen Schmid Mark Fitzsimmons

2 Agenda SWC Overview Digital Marketing Web Design Case Studies What Is SEO Q&A

3 About SWC Technology Partners SWC is a leading provider of innovative IT solutions for the midmarket. For 35 years, SWC has excelled at providing strategic guidance and delivering bestin-class solutions tailored to fit growing organizations.

4 About SWC Technology Partners Business Intelligence CRM Custom Development SharePoint

5 About SWC Technology Partners Monitor & Manage Service Desk Remote & Onsite Support Enhanced Managed Services Zephyr EDI & Data Solutions

6 About SWC Technology Partners Architecture & Strategy Desktop Management, Deployment & Virtualization Information Security System Center Unified Communications

7 About SWC Technology Partners Digital Strategy & Analytics Design & Creative Services & Marketing Automation SEO/SEM Social Media Marketing Website Development

8 Awards

9 SWC Customers

10 2015 Marketing Tactics Which Lead Sources Have Become More Important? Inbound Outbound Source: HubSpot, 2014 State of Inbound Marketing

11 Digital Marketing Roadmap Social Media Online Advertising Website & SEO Marketing Content Marketing (e.g. Blog)

12 Search in the Sales Process 86% Tablet 72% SmartPhone 1 Exceptional Social Media and Marketing Statistics for 2014, Webbiquity, April IDG Global Mobile 2014 Survey, IDG, 2014

13 Some Fun Statistics The average B2B buyer is through of the purchase decision before engaging the supplier sales representative The Digital Evolution in B2B Marketing, Google & Corporate Executive Board Company, 2012

14 B2B vs. B2C Complex Products Fewer Buyers Goal: Multiple People Involved in Inclusion in the Buying Decision Vendor List Relationships Are Key Frequent Transactions More Customers Goal: Generate a Sale Shorter Sales Cycle Engagement is Key

15 Stanford Research: Web Credibility 46% of people judge the credibility of a company based upon the design of its website BOOSTS Third Party Validation Credentials & Expertise Physical Location People Easy to Connect LOWERS Design Purpose Mismatch Difficult to Use Not Recently Updated Too Many Advertisements Errors

16 Challenge: How Old is Your Website? B2B: Does The Site Demonstrate Credibility? B2C: Do You Know Where To Buy?

17 2000

18 2003

19 2006

20 2009 Watch Steve Ballmer s Keynote at WPC 2009

21 2012

22 2015

23 Starter Site Site - Basic Presence Limited SEO Starter Corporate Site Professional, Robust Site Basic Integrations Microsite Professionally Built Clear Conversion Objectives Moderate SEO Microsite Transactional Site Interactive and Integrated E-Commerce Friendly Portal/Advanced CMS

24 Corporate Website Redesign STRIVE LOGISTICS engaged SWC to redesign its corporate website to help improve aesthetics and the user experience. BEST IN CLASS

25 Transactional Websites Preferred Meals engaged SWC to rebrand and build a custom website with a more user friendly experience.

26 How Frequently Should I Update My Site? Time Resources SEO Rankings Credibility Accuracy

27 Content builds relationships. Relationships are built on trust. Trust drives revenue. Andrew Davis

28 SEO 101

29 SEO: What Are Search Engines?

30 SEO: Google = Kleenex Source: Google

31 What is a SERP? SEARCH ENGINE RESULTS PAGE (SERP)

32 Anatomy of a SERP SERP (Search Engine Results Page) Search Term # of Search Results Paid Search (PPC) PPC Receives 15% Clicks Organic Search (10 Listings) Organic Receives 85% Clicks

33 Anatomy of a SERP

34 What is SEO? SEO stands for Search Engine Optimization.

35 Factors Influencing SEO

36 Why You Should Consider SEO 95% OF SEARCH ENGINE TRAFFIC ORIGINATES FROM PAGE 1 LISTINGS

37 Why You Should Consider SEO Optify.net conducted a study measuring the average click-through rate (CTR) a web site listing receives depending on where that site is organically ranked on the search engine result page (SERP). #1 = 36.4% #2 = 12.5% #3 = 9.5% 1. #1 Ranking is equivalent to the combined traffic sites organically ranked #2 #5 receive 2. Moving from position #2 to #1 can increase your visits x 3! Data Provided By Optify.net

38 How Effective Can SEO Be? At SWC, we not only provide SEO services to our clients, we credit a lot of our own online success as a result of it.

39 How Effective Can SEO Be?

40 How Effective Can SEO Be? SWC decided to invest in SEO...

41 How Effective Can SEO Be?

42 SWC is focused on driving strong SEO through analysis, strategic guidance and performance accountability

43 Analysis ANALYSIS Keyword Analysis Competitive Analysis Traffic Pattern Analysis Site Performance & Benchmarking Site Design Analysis Referral Analysis

44 Strategic Guidance STRATEGIC GUIDANCE SEO efforts begin with capturing data and reviewing metrics but real success is found when that information is used to develop and execute insightful and meaningful business strategies.

45 - Performance Accountability PERFORMANCE ACCOUNTABILITY Productive business relationships are formed with a clear sense of accountability. With the inception of any SEO engagement SWC works with our client to establish clear, meaningful and realistic performance metrics. In the time that follows SWC documents our progress against these metrics within a standard monthly report.

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47 Next Steps Take the Quiz Discuss Growing Inbound Channels Website & SEO Marketing Content Marketing (e.g. Blog) Social Media Online Advertising

48 Thank You For Joining Us! To learn more, please contact: Mark Fitzsimmons Kristen Schmid

49 Thank You For Attending

50 Pilot Your Next Project with SWC