By the Numbers: The ROI of Earned Media | Robin Smith – Manager of Internet Marketing, Thermo...
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THE ROI OF EARNED MEDIA Robin Smith eBusiness Strategy & Programs
description
Budget and ROI are the biggest blockers for most B2B organizations to invest in SEO. However, those companies willing to make the investment are most certainly reaping the benefits. From roping in new audiences to advancing the sales cycle, get tips on how you can demonstrate the value and ROI of earned media internally within your organization.
Transcript of By the Numbers: The ROI of Earned Media | Robin Smith – Manager of Internet Marketing, Thermo...
THE ROI OF EARNED MEDIA
Robin SmitheBusiness Strategy & Programs
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AGENDAThe ROI of Earned Media
• Are You Feeling ROI Pressure• Establishing Business Successful Practices• Forecasting and Investment• Evangelizing Influence of SEO
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ARE YOU FEELING ROI PRESSUREWhat’s keeping you up at night?
72% of marketers feel there is more pressure to show return on investment on marketing spend.
Source: Adobe Digital Distress Survey
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ARE YOU FEELING ROI PRESSUREWhat’s keeping you up at night?
82% of marketing decision makers put ROI as important to proving business impact.
52% of marketing generalists expect it to be more important next year.
Source: Adobe Digital Distress Survey
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ARE YOU FEELING ROI PRESSUREWhat’s keeping you up at night?
Where are your gaps in ROI. Most said...• Measurement• Innovative
programs• Customer
response management
Source: Adobe Digital Distress Survey
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ESTABLISHING SUCCESSFUL BUSINESS PRACTICESGet it in writing
Regardless of your gaps, make sure you are clearly defining what success is and what the rules are. Who in your company defines ROI?
– Digital Marketing– Analytics– Regional Marketing– Market Development– Commercial – Finance
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ESTABLISHING SUCCESSFUL BUSINESS PRACTICESGet it in writing
Goal: Maximize performance and drive incremental ROI
Rules: Measure the impact SEO has on driving new customer and increasing products purchased by existing customers.
Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data
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ESTABLISHING SUCCESSFUL BUSINESS PRACTICESImprove technology and processes
The path to ROI is being pro-active VS reactive, solving VS just being aware & having the foresight to drive organic growth & ROI.
RO
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Technical and Process Capabilities
Ove
rsig
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Ins
ight
Fore
sigh
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Oversight Insight Foresight
Effective SEO
Engaged SEO
Ad Hoc SEO
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FORECASTING AND INVESTMENTBreakdown it down
search volume x ctr = # of clicks x conversion rate x average order value = $$$
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FORECASTING AND INVESTMENTBreakdown it down
Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data
#1 - If there is no historical data (starting from zero). Use share to forecast and then provide investment projections.
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FORECASTING AND INVESTMENTBreakdown it down
#2 – Historical SEO data can be used to forecast traffic & revenue
Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data
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FORECASTING AND INVESTMENTBreakdown it down
Once you have the forecast you will want to use it in project plans.
Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data
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ELEPHANT IN THE ROOM
3 WAYS TO EVANGELIZE SEO AND GAIN CONFIDENCE
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EVANGELIZE THE INFLUENCE OF SEOGaining confidence
Has SEO taken a back seat to the surge of paid media due to lack of confidence in ROI?
Situation:• SEO goals not present cross functions
• SEO is losing share on SERP pages for purchase intent terms (below the fold)
• No advanced analytics tracking for SEO
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EVANGELIZE THE INFLUENCE OF SEOGaining confidence
#1 Cross collaboration - SEO needs to be part of the process, balanced objectives across functions set and measured.
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EVANGELIZE THE INFLUENCE OF SEOGaining confidence
#2 Loss of SERP share for purchase intent terms. Investment in platform updates and catalog optimization is business critical.
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EVANGELIZE THE INFLUENCE OF SEOGaining confidence
#3 No advanced analytics capabilities - Only 31% of companies feel they are tracking SEO ROI effectively
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EVANGELIZE THE INFLUENCE OF SEOGaining confidence
Using cross media attribution to identify common paths and lag time in conversion.
• SEO is present in X%
• Average 60 days and 4 touch point per lead
Common Paths
Email->3rd Party->Email->DirectSEM->SEM->SEM->SEMCampaign->3rd Party->3rd Party->CampaignEmail->3rd Party->Email->3rd PartyCampaign->Email->3rd Party->EmailDirect->Direct->Direct->DirectSEO->SEM->SEM->SEMEmail->SEO->SEO->SEO->DirectEmail->Campaign->SEO->Direct->DirectSEO->SEO->SEO->SEO->DirectSEO->3rd Party->Email->Email->DirectSEM->Campaign->SEO->SEM->DirectCampaign->3rd Party->3rd Party->SEM->SEMEmail->3rd Party->Email->3rd Party->EmailSEO->Email->3rd Party->SEO->SEODirect->Direct->Direct->Direct->SEMEmail->3rd Party->SEO>Email->DirectEmail->Email->Campaign->Email->DirectDirect->SEO->Direct->Campaign->DirectSEO->Direct->SEO->Email->DirectSEO->3rd Party->SEO->SEO->SEO
42% = 1 touch point 20% = 2 touch points 17% = 3 touch points 9% = 4 touch points 7% = 5 touch points 4% = 6 touch points 1 % = over 9
0 1 2 3 4 5 6 7 8 9 10 11 -
500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
Lead - User Touch Points
Path Size
Form
Suc
cess
es
Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data
ROBBI SMITHConnect with me www.linkedin.com/in/robbismith
