Monday, December 12, 2011
Wednesday, November 2, 2011
SEO Beats PPC & Social Media For Generating Leads, New Industry Report Says
SEO Beats PPC & Social Media For Generating Leads, New Industry Report Says
Nov 2, 2011 at 9:05am ET by Matt McGee
SEO is the number one source of leads for both B2C and B2B marketers, beating out both PPC and social media marketing in a recent survey of online marketers. But more of those surveyed say they plan to increase their social media marketing budgets in 2012, ahead of SEO and PPC.
The numbers come from the 2011 State of Digital Marketing Report, which was compiled by Webmarketing123, a California-based online marketing agency. The company surveyed more than 500 U.S. online marketers in August and September; about two-thirds of all respondents identified themselves as B2B marketers.
Whether B2B or B2C, both groups of marketers agree that SEO has the biggest impact on lead generation. 57 percent of B2B marketers credit SEO as their primary source of generating leads, while 41 percent of B2C marketers said the same thing.
Both types of marketers say that website traffic is the primary way they measure the success of online marketing efforts. Brand awareness was at the bottom of the list for measuring success by both B2B and B2C respondents.
The survey asked a number of budget-related questions, including one about which channels get the majority of the marketers’ budgets. On the B2B side, one-third indicated that SEO gets the majority of their budget. But on the B2C side, more than 42 percent say that PPC gets the majority of their budget — about double the number of B2C marketers who said SEO is their top budget allocation.
Overall, 60 percent of respondents said they plan to increase their budget for social media marketing in 2012; 53 percent plan to increase their budget for SEO and 40 percent will increase their PPC budget.
Those increases in social media spending are likely field by another couple statistics from the survey: 68 percent say they’ve generated leads from either Facebook, Twitter or LinkedIn, while 55 percent have closed deals from social media leads.
The 2011 State of Digital Marketing Report can be downloaded from Webmarketing123′s website. You’ll need to provide name and contact information. There’s also an associated infographic with many statistic, which we’ve posted separately here: Infographic: Digital Marketer Views On SEO, PPC & Social Media.
Friday, September 23, 2011
Internet Marketing, SEM, SEO & Web Analytics - Houston Resume
Larry Williams
Houston, TX
281-455-8300
Summary
A results-oriented professional seeking an opportunity
that utilizes his experience with IT sales, online marketing, SEO and web analytics
to impact and grow a company’s productivity.
Employment Experience
eVariety Company 1/06-1/11
Online Sales & Marketing
- Sold collectible items through customized
e-commerce websites, maintained a 100% positive customer service rating
and shipped more than 70% of items within 10 days of posting.
- Utilized search engine optimization (SEO) methods
and strategies to improve SERP rankings for multiple websites using tools
including Google Webmaster Tools and SEO PowerSuite.
- Created and managed pay-per-click (PPC)
advertising campaigns using Google AdWords to generate traffic and grew
sales using keyword ads, as well as multiple blog and website placements.
- Increased ROI by adjusting multi-channel
advertising budgets based on web analytics reports generated by Google
Analytics, Omniture Site Catalyst and Google AdWords.
- Created promotional ads and links using HTML
tags, Java widgets and RSS feeds on multiple websites, blogs and social
media networks including Facebook, Google+, LinkedIn and Twitter.
- Extensively researched, tested, trained on and
utilized new SEO, PPC, online marketing and analytics tools and
techniques.
RSA 8/05-12/05
Senior Account Manager
- Marketed IT business solutions including project,
contract and permanent staffing services.
- Met with prospects and gathered detailed
information to determine future technical needs.
- Researched and analyzed prospective businesses
using Salesforce CRM and industry web portals to forecast sales
opportunities.
Bridgewater Resources 8/02-6/05
Business Development
Manager
- Sold IT staffing solutions for a start-up
business by developing and maintaining lasting relationships with
companies seeking technical professionals and services.
- Drove sales production with a $500K/yr. average
and a gross profit margin (GPM) exceeding 33%.
- Developed most of the CRM workflow process,
website content and multi-channel marketing material to promote and
advertise a new company and its services.
- Made presentations to corporate executives and
hiring managers, gathered detailed information on job orders and planned
search strategies with recruiters to target qualified technical
candidates.
- Identified target companies and recruited
prospects by attending Trade Shows, Career Fairs and multiple business,
marketing and technology association meetings.
IntelliMark 11/94-6/02
General Manager -
Account Executive
- Sold regional B2B IT staffing and project
solutions by developing and maintaining lasting relationships with
companies seeking technical professionals and services.
- Met with decision makers, gathered information on
qualified sales orders and developed multi-channel marketing campaigns
using cross-promotions and viral marketing.
- Managed Houston branch operations, including
budget, marketing plans, sales forecasting and employee hiring, firing,
training and yearly reviews.
- Developed and made corporate presentations and
co-hosted a national business conference.
- Managed an internet strategy team project that
designed and launched a new company web site that included a new layout
and content, job posting and search capability and new marketing material.
- Managed a CRM migration project and created a
paperless workflow process.
Sales & Recruiting Manager - Account Executive
- Sold IT services, recruited candidates and
managed account executives and recruiters.
- Identified target companies and recruited
prospects by attending Trade Shows, Career Fairs and multiple business,
marketing and technology association meetings.
- Led in-house training sessions and created
internet training presentations, videos and documentation for sales and
recruiting teams.
Technical Recruiter
- Recruited, interviewed and prepared qualified
technical candidates for interviews with client companies.
- Received feedback from candidates and clients
after interviews and negotiated starting salaries, benefits, start dates,
sign-on bonuses and/or relocation packages.
Management Alliance Group, Inc. 3/94-11/94
Recruiter
·
Sold staffing
services to businesses and recruited candidates in multiple industries,
including Finance, Medical and Oil/Gas.
Professional Achievements
- Inbound Marketing Certified Professional - HubSpot
- Manager of three (3) Presidential Award
recipients
- Manager of one (1) Chairman Award recipient
- Quarter-Million Dollar Producer Award*
- Top Five Producer Award*
- Rookie of the Year Award*
- Member of Top Three Blended Services team*
* Texas Association of Personnel Consultants / Houston
Area Association of Personnel Consultants
Education
Bachelor of Arts – Communications - Marketing, 1993
Stephen
F. Austin State University – Nacogdoches, Texas
Wednesday, September 14, 2011
5 Simple Steps To Stop Wasting Budget With Poor Retargeting
 | |
 | 5 Simple Steps To Stop Wasting Budget With Poor RetargetingDax Hamman |
| Is this really another article about retargeting? Absolutely, but with very good reason - whilst marketers think retargeting (or remarketing) is an obvious and established practice, many are still failing to get it anywhere near right, and are actually harming their campaigns by doing it badly. Not All Retargeting Is The Same! A few months ago in this column, we explored the idea that search marketers are the future media planners and with very good reason. But sadly, it is search marketers that are the guiltiest at wasting money in retargeting. In this article, we will explore the right way to do retargeting, often using skills that search marketers already have. The term 'retargeting' to most people means 'site retargeting', the concept of placing display ads in front of people who have visited a website. But let's think about that process for moment - a site visit takes place, a cookie is dropped and when that person appears again, you buy an ad impression to try and bring them back to the site. BUT – you aren't actually targeting a person - you are targeting nothing more than a cookie with a value that says 'this person has previously visited Site A'. (Just like Neo in The Matrix when he sees the World in code for the first time, you need to start seeing retargeting as cookies, not people!) It may sound clinical, but it opens up endless possibilities. So now that we are thinking in the right way, there are many other events that can occur where you can drop a cookie and retarget to your advantage. In the infographic below, the 7 effective types of retargeting, we can see a number of events that can be cookied, both on the site and off the site. 
Infographic courtesy of Chango: the 7 effective types of retargeting
On Site: Segmenting A Site Retargeting CampaignIn your SEM programs you are used to the idea of optimization, matching keyword to ad copy to landing page and you do this because you know it works, and you know that constant modification will keep your program fresh and your results high.Site retargeting should be no different; just as a generic piece of ad copy and a link to the homepage won't work in SEM neither will dropping the same cookie on all your site's pages and serving one display ad for your media campaign, yet this is the most common scenario we see. By using multiple pixels, divide the site into 'actions', or 'areas of intent', such as homepage (browsing), product page (researching), shopping cart (buying) and conversion page (customer). Now instead of one generic audience, you have four distinct audiences to target and your SEM strategies can be mimicked more easily. Whereas a 'researcher' may need encouragement about the site's benefits or a financial incentive, a 'customer' can be targeted with upsell opportunities and other offerings. Tip: My golden rule for making a difference is 80/20 - you will get 80% of the benefit from 20% of the effort - you could pixel every page, invest heavily in dynamic creative and spend months testing, but the incremental return is often little in comparison to a simple segmentation strategy like this. The Dirty Secret Of Site RetargetingBefore you rush out to create new pixels, you must understand why you are doing retargeting at all. When you first activate the campaign the results will look incredible, probably outpacing any other display technique on the media plan, and you probably look awesome!The problem is that you are only talking to your existing site visitors, people you have already paid to bring to the site. Whilst few will say it to their client, site retargeting is not a direct response technique; it is actually an onsite conversion optimization tool, like dynamic landing pages or customized content. With high CTRs and low CPAs does it really matter? It does if you don't understand how to measure it. Time and time again, I see agencies and brands setup their display campaigns in a tool like DoubleClick or Atlas and add their site retargeting placements into the mix. The 'problem' with ad servers is they try and de-dupe the results they see in order to avoid your revenue adding up to more than 100% of what the site sees. Consider this: you use some behaviorally targeted display placements to drive a visitor to your site, they browse around, leave to continue researching, get served a site retargeting ad, return and convert. DoubleClick will show that your site retargeting program came through again, and that your original display placement did nothing. You are now getting a false view of your marketing efforts, and your decisions about where to invest will be incorrect. Simply put, consider measuring your site retargeting program as a cost, and stop it from de-duping the placements that are bringing in the traffic. (Learn more options in our previous article about 3 simple alternatives to attribution modeling for the search marketer.) When Retargeting IS Direct ResponseThe infographic also shows a number of ways in which 'retargeting' can be a direct response or acquisition tool, and primarily that is retargeting events that have taken place away from the site.The primary such technique is search retargeting. If we think back to our new way of seeing the world (cookies) we know we are looking for events that show someone is interested in what we have to say, what better event is there than someone searching for a word or phrase? Search retargeting allows you to drop cookies on individuals when they have searched for a relevant term on Google, Yahoo, Bing and beyond, and then retarget that cookie with a display ad later. And just as with our segmentation example earlier, targeting the message to the event will drive up performance, in this case at the keyword level. In addition, in our new world, we should be looking at all the places it makes sense to drop cookies - on syndicated content, from shared videos and even from our email programs - all can be added to the cookie pool for retargeting with their own message. It's Never Cool To Be A StalkerWithin display we have the ability to set a frequency cap, a control mechanism that says 'after x number of impressions, stop targeting cookie x with my ads.Please use it! Look at your own site, product or service and analyze the buying cycle in order to calculate how long you should be retargeting a cookie for. In nearly all cases it will be less than 7 days, giving you a good metric with which to program the length of your retargeting program. Targeting for longer is simply wasting impressions, and therefore dollars, and is highly irritating for the consumer! Equally, saturating their browsing experience within that 7 days is also irritating, and so cap the number of impressions to be served each day. You should be able to see a report from a tool like DoubleClick that will show CTR at each impression frequency, giving you a clear indication of what to set this too (very often around 7). But, if you are using a good vendor to run the program, you should also set some padding into your program - the minimum time in between each ad impression to one cookie, ignore this setting and you could serve all 7 impressions in just a few seconds. The Simple Steps To Getting Retargeting Right
| |
 | Dax Hamman is the Chief Revenue Officer at Chango, a leading company in Search Retargeting, and is based in Chicago and Toronto. You can follow him on Twitter @DaxHamman. See more articles by Dax Hamman |
Wednesday, August 31, 2011
Houston SEO, PPC & Web Analytics Resume
Larry Williams
Houston, TX
281-455-8300
Summary
A results-oriented professional seeking an opportunity
that utilizes his experience with IT sales, online marketing, SEO and web analytics
to impact and grow a company’s productivity.
Employment Experience
eVariety Company 1/06-1/11
Online Sales & Marketing
- Sold collectible items through customized
e-commerce websites, maintained a 100% positive customer service rating
and shipped more than 70% of items within 10 days of posting.
- Utilized search engine optimization (SEO) methods
and strategies to improve SERP rankings for multiple websites using tools
including Google Webmaster Tools and SEO PowerSuite.
- Created and managed pay-per-click (PPC)
advertising campaigns using Google AdWords to generate traffic and grew
sales using keyword ads, as well as multiple blog and website placements.
- Increased ROI by adjusting multi-channel
advertising budgets based on web analytics reports generated by Google
Analytics, Omniture Site Catalyst and Google AdWords.
- Created promotional ads and links using HTML
tags, Java widgets and RSS feeds on multiple websites, blogs and social
media networks including Facebook, Google+, LinkedIn and Twitter.
- Extensively researched, tested, trained on and
utilized new SEO, PPC, online marketing and analytics tools and
techniques.
RSA 8/05-12/05
Senior Account Manager
- Marketed IT business solutions including project,
contract and permanent staffing services.
- Met with prospects and gathered detailed
information to determine future technical needs.
- Researched and analyzed prospective businesses
using Salesforce CRM and industry web portals to forecast sales
opportunities.
Bridgewater Resources 8/02-6/05
Business Development
Manager
- Sold IT staffing solutions for a start-up
business by developing and maintaining lasting relationships with
companies seeking technical professionals and services.
- Drove sales production with a $500K/yr. average
and a gross profit margin (GPM) exceeding 33%.
- Developed most of the CRM workflow process,
website content and multi-channel marketing material to promote and
advertise a new company and its services.
- Made presentations to corporate executives and
hiring managers, gathered detailed information on job orders and planned
search strategies with recruiters to target qualified technical
candidates.
- Identified target companies and recruited
prospects by attending Trade Shows, Career Fairs and multiple business,
marketing and technology association meetings.
IntelliMark 11/94-6/02
General Manager -
Account Executive
- Sold regional B2B IT staffing and project
solutions by developing and maintaining lasting relationships with
companies seeking technical professionals and services.
- Met with decision makers, gathered information on
qualified sales orders and developed multi-channel marketing campaigns
using cross-promotions and viral marketing.
- Managed Houston branch operations, including
budget, marketing plans, sales forecasting and employee hiring, firing,
training and yearly reviews.
- Developed and made corporate presentations and
co-hosted a national business conference.
- Managed an internet strategy team project that
designed and launched a new company web site that included a new layout
and content, job posting and search capability and new marketing material.
- Managed a CRM migration project and created a
paperless workflow process.
Sales & Recruiting Manager - Account Executive
- Sold IT services, recruited candidates and
managed account executives and recruiters.
- Identified target companies and recruited
prospects by attending Trade Shows, Career Fairs and multiple business,
marketing and technology association meetings.
- Led in-house training sessions and created
internet training presentations, videos and documentation for sales and
recruiting teams.
Technical Recruiter
- Recruited, interviewed and prepared qualified
technical candidates for interviews with client companies.
- Received feedback from candidates and clients
after interviews and negotiated starting salaries, benefits, start dates,
sign-on bonuses and/or relocation packages.
Management Alliance Group, Inc. 3/94-11/94
Recruiter
·
Sold staffing
services to businesses and recruited candidates in multiple industries,
including Finance, Medical and Oil/Gas.
Professional
Achievements
- Inbound Marketing Certified Professional - HubSpot
- Manager of three (3) Presidential Award
recipients
- Manager of one (1) Chairman Award recipient
- Quarter-Million Dollar Producer Award*
- Top Five Producer Award*
- Rookie of the Year Award*
- Member of Top Three Blended Services team*
* Texas Association of Personnel Consultants / Houston
Area Association of Personnel Consultants
Education
Stephen F. Austin State
University
Bachelor of Arts –
Communications / Marketing – 1993
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