#7StepsToSuccess7        to Take Your OnlineSTEPS        Marketing to the        NEXT LEVEL                               ...
Your Presenters:LAUREN VACCARELLO                KAREN RUBINSr. Director, Online Marketing   Marketing Product Managersale...
Agenda:Use Content to MeetCustomer Needs           1   Score Your Leads   5Landing Page Alignment   2   User Retargeting  ...
1•2  Use Content  to Meet THE SOCIAL  Customer PROFILE  Needs
SEM vs. SEOWhat’s the difference?.
SEM vs. SEO – What’s the Difference?SEMSearch EngineMarketing(Paid Search/PPC)SEOSearch EngineOptimization(Organic Search)
90% of all clicks happen on the 1stpage of Google results.If a user doesn’t find what theyare looking, they try again with...
What’s so great about ranking #1?                       Position               Avg. CTR *                            #1   ...
Meet CustomerNeeds with theRIGHT CONTENT
How do I know   what mycustomers need?
Source Content Ideas from your Search Box•Top 5Keywords:•Pricing = 220,Price = 149,iPad = 135,CRM = 126,Careers = 124     ...
Optimize metaTAGS
The Anatomy of a Search Result “Snippet”                               TITLE TAG                               68 characte...
Ask Questions
Create Content Based on DiscussionsUse FAQs, LinkedIn discussions and blog comments                                       ...
2•2Landing Page THE SOCIAL  Alignment PROFILE
Promises 1   Make sure your page title and copy     match why/how your visitor arrived 2   Make information simple to acce...
Image credit: tarale                       IMAGINE                       you are the searcher
Imagine You Are the Searcher  1   What are your intentions?  2   Why are you clicking on a paid search ad      instead of ...
Free shippingmessage is carriedto the landingpage                     Nothing about                     personalized      ...
Speaks about                   personalization!Large variety ofpersonalizedORNAMENTS
3•2Amplify Your THE SOCIAL  Reach with PROFILE  Social
Use socialreach tocompetein search.
Google+ Info in Search Results
Social Adds Utility and Relevance
Google+ Blog Author Profiles
Track Individuals’ Contributions
SOCIAL ADVERTISINGthe first form of advertising that can leverage the traditionally “offline”tactic of social influenc...
Benefits of Social Advertising        Reach the right people with self-identified    1   demographic & psychographic data
Benefits of Social Advertising        Reach the right people with self-identified    1   demographic & psychographic data ...
Benefits of Social Advertising        Reach the right people with self-identified    1   demographic & psychographic data ...
4•2Connect with THE SOCIAL  CRM PROFILE
People fill out your lead capture forms
And you gather information about them
Put that information into yourCRM system to create asales & marketing alignment.
Closed Loop CRM Integration
Understand when prospects become customers
5•2Score Your THE SOCIAL  Leads PROFILE
Three Key CharacteristicsSome of the most critical distinctions you need to make in your marketing database.              ...
Grade Your Leads
Different Point Value to Different StagesAssign a grade based on the demographics and behavior of your prospects.         ...
6•2Use THE SOCIAL  Retargeting PROFILE
Am I  BeingFollowed?
RETARGETINGRetargeting shows ads on third party websites to people whohave displayed some interest in your brand.
Retargeting in Action
Retargeting in Action
Retargeting Results*http://www.retargeter.com/about/case-studies
What is Site Retargeting?                                  Gets cookiedA user connects with your brand                    ...
Email Retargeting
Video Retargeting
Richmedia Retargeting
Social                    BenefitsFeatures
How To UseImage c/o wired.com                      Retargeting
Prospect Finds Your Website
They Don’t Fill Out a Form! (the nerve of them)
Retarget Form Abandoners & Bring Them Back
After You Get Their Contact Information
7•2Analyze THE SOCIAL  Channels & PROFILE  Assets
Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving                    ...
Track Leads by CampaignMeasure how many leads your campaigns are driving by channel
Monitor Landing Page AnalyticsFind out if your marketing offers are successful at converting visitors into leads.
Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
Find out how         Get yourHubSpot can help     customyou take yourinbound marketing    demoto the next level.   today.W...
THANK YOU.        71
7 Steps to Take Your Online Marketing to The Next Level
7 Steps to Take Your Online Marketing to The Next Level
7 Steps to Take Your Online Marketing to The Next Level
7 Steps to Take Your Online Marketing to The Next Level
7 Steps to Take Your Online Marketing to The Next Level
7 Steps to Take Your Online Marketing to The Next Level
7 Steps to Take Your Online Marketing to The Next Level
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7 Steps to Take Your Online Marketing to The Next Level

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7 Steps to Take Your Online Marketing to The Next Level

  1. 1. #7StepsToSuccess7 to Take Your OnlineSTEPS Marketing to the NEXT LEVEL 1
  2. 2. Your Presenters:LAUREN VACCARELLO KAREN RUBINSr. Director, Online Marketing Marketing Product Managersalesforce.com HubSpot 2
  3. 3. Agenda:Use Content to MeetCustomer Needs 1 Score Your Leads 5Landing Page Alignment 2 User Retargeting 6Amplify Your Reach Analyze Channelswith Social 3 & Assets 7Connect with CRM 4 3
  4. 4. 1•2 Use Content to Meet THE SOCIAL Customer PROFILE Needs
  5. 5. SEM vs. SEOWhat’s the difference?.
  6. 6. SEM vs. SEO – What’s the Difference?SEMSearch EngineMarketing(Paid Search/PPC)SEOSearch EngineOptimization(Organic Search)
  7. 7. 90% of all clicks happen on the 1stpage of Google results.If a user doesn’t find what theyare looking, they try again with adifferent keyword.
  8. 8. What’s so great about ranking #1? Position Avg. CTR * #1 36.4% #2 12.5% #3 9.5% #4 7.9% #5 6.1% x4 #6 4.1% #7 3.8% #8 3.5% #9 3.0% #10 2.2% * Source: http://searchenginewatch.com/article/2049695/Top- Google-Result-Gets-36.4-of-Clicks-Study
  9. 9. Meet CustomerNeeds with theRIGHT CONTENT
  10. 10. How do I know what mycustomers need?
  11. 11. Source Content Ideas from your Search Box•Top 5Keywords:•Pricing = 220,Price = 149,iPad = 135,CRM = 126,Careers = 124 “Use Internal Search data to identify Content gaps. Make sure you have content to meet customers needs.”
  12. 12. Optimize metaTAGS
  13. 13. The Anatomy of a Search Result “Snippet” TITLE TAG 68 characters HTML: <title> ... </title> DESCRIPTION TAG First 160 characters HTML: <meta name=“description” content=“…” />
  14. 14. Ask Questions
  15. 15. Create Content Based on DiscussionsUse FAQs, LinkedIn discussions and blog comments 15
  16. 16. 2•2Landing Page THE SOCIAL Alignment PROFILE
  17. 17. Promises 1 Make sure your page title and copy match why/how your visitor arrived 2 Make information simple to access 3 If coming through paid search or display ads, make sure content look and feel match
  18. 18. Image credit: tarale IMAGINE you are the searcher
  19. 19. Imagine You Are the Searcher 1 What are your intentions? 2 Why are you clicking on a paid search ad instead of organic? 3 What do the ads say?
  20. 20. Free shippingmessage is carriedto the landingpage Nothing about personalized ornaments
  21. 21. Speaks about personalization!Large variety ofpersonalizedORNAMENTS
  22. 22. 3•2Amplify Your THE SOCIAL Reach with PROFILE Social
  23. 23. Use socialreach tocompetein search.
  24. 24. Google+ Info in Search Results
  25. 25. Social Adds Utility and Relevance
  26. 26. Google+ Blog Author Profiles
  27. 27. Track Individuals’ Contributions
  28. 28. SOCIAL ADVERTISINGthe first form of advertising that can leverage the traditionally “offline”tactic of social influence (peer recommendations).It also allows marketers to strategically amplify their brand messages byenabling them to reach the right people with the right messages in variousstages in the customer lifecycle.
  29. 29. Benefits of Social Advertising Reach the right people with self-identified 1 demographic & psychographic data
  30. 30. Benefits of Social Advertising Reach the right people with self-identified 1 demographic & psychographic data 2 Amplify your message through mouth at scale
  31. 31. Benefits of Social Advertising Reach the right people with self-identified 1 demographic & psychographic data 2 Amplify your message through mouth at scale Unlock the opportunity: drive 3 reach via Friends of Fans
  32. 32. 4•2Connect with THE SOCIAL CRM PROFILE
  33. 33. People fill out your lead capture forms
  34. 34. And you gather information about them
  35. 35. Put that information into yourCRM system to create asales & marketing alignment.
  36. 36. Closed Loop CRM Integration
  37. 37. Understand when prospects become customers
  38. 38. 5•2Score Your THE SOCIAL Leads PROFILE
  39. 39. Three Key CharacteristicsSome of the most critical distinctions you need to make in your marketing database. Leads/Contacts People who convert on your landing pages. Marketing Qualified The # of leads/contacts you Leads qualify for sales follow-up. The # of customers emerging Sales from the top of the funnel. 46
  40. 40. Grade Your Leads
  41. 41. Different Point Value to Different StagesAssign a grade based on the demographics and behavior of your prospects. Leads/Contacts Grade/Point Value: 30 Marketing Qualified Leads Grade/Point Value: 60 Sales 48
  42. 42. 6•2Use THE SOCIAL Retargeting PROFILE
  43. 43. Am I BeingFollowed?
  44. 44. RETARGETINGRetargeting shows ads on third party websites to people whohave displayed some interest in your brand.
  45. 45. Retargeting in Action
  46. 46. Retargeting in Action
  47. 47. Retargeting Results*http://www.retargeter.com/about/case-studies
  48. 48. What is Site Retargeting? Gets cookiedA user connects with your brand Surfs the web Lands on a page designed just for them. Sees your ads
  49. 49. Email Retargeting
  50. 50. Video Retargeting
  51. 51. Richmedia Retargeting
  52. 52. Social BenefitsFeatures
  53. 53. How To UseImage c/o wired.com Retargeting
  54. 54. Prospect Finds Your Website
  55. 55. They Don’t Fill Out a Form! (the nerve of them)
  56. 56. Retarget Form Abandoners & Bring Them Back
  57. 57. After You Get Their Contact Information
  58. 58. 7•2Analyze THE SOCIAL Channels & PROFILE Assets
  59. 59. Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving 66
  60. 60. Track Leads by CampaignMeasure how many leads your campaigns are driving by channel
  61. 61. Monitor Landing Page AnalyticsFind out if your marketing offers are successful at converting visitors into leads.
  62. 62. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  63. 63. Find out how Get yourHubSpot can help customyou take yourinbound marketing demoto the next level. today.WWW.HUBSPOT.COM/DEMO
  64. 64. THANK YOU. 71
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