Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Can pay per click and paid social media contribute to inbound v4

7,428
views

Published on

How Social and Pay-Per-Click Advertising Revolutionized Inbound Marketing

How Social and Pay-Per-Click Advertising Revolutionized Inbound Marketing

Published in: Business, Technology

1 Comment
14 Likes
Statistics
Notes
  • Bonjour
    Mon nom est Mlle merci hassan j'ai vu votre profil aujourd'hui et je
    est devenu intéressé à vous, je tiens également à vous en savez plus
    et je veux que vous envoyez un e-mail à mon adresse email afin que je puisse vous donner ma photo
    votre nouvel ami.

    mercy_hassan22@yahoo.in

    =====================================================================

    Hello
    My name is Miss mercy hassan I saw your profile today and i
    became interested in you, I will also want to know you more
    and I want you to send an email to my mailbox so that I can give you my picture
    yours new friend.

    mercy_hassan22@yahoo.in
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
7,428
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
152
Comments
1
Likes
14
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. can pay per click and paidsocial media contribute toinbound
  • 2. MARK ROBERGE @markroberge Sales 2.0 scientist. MIT quant. Family man.#inbound12
  • 3. #INBOUND12
  • 4. Paid media is not a sustainable channel#inbound12
  • 5. Paid media accelerates inbound marketing experimentation#inbound12
  • 6. Contextual difference of PPC vs paid social media Ability to Influence Channel Intent to Purchase Ability to Nurture Others PPC HIGH HIGH LOW Paid Social Media LOW HIGH HIGH
  • 7. Paid media builds social media followingImproves brand… … increases distribution and…
  • 8. Paid Media builds social media following … helps with SEO! http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
  • 9. CONTEST #1 Who has the largest twitter following in the room? Winner: $50 of Facebook Ads#inbound12
  • 10. 1 PAID SOCIAL MEDIA OVERVIEW#inbound12
  • 11. Users by Social Channel Users by Social Channel1,000,000,000 900,000,000 800,000,000 700,000,000 600,000,000 500,000,000 Users by Social Channel 400,000,000 300,000,000 200,000,000 100,000,000 - Facebook LinkedIn Twitter
  • 12. Ad Revenue by Social Channel Ad Revenue by Social Channel$4,000,000,000$3,500,000,000 Inefficient market$3,000,000,000 advertising opportunity?$2,500,000,000$2,000,000,000 Ad Revenue by Social Channel$1,500,000,000$1,000,000,000 $500,000,000 $- Facebook LinkedIn Twitter
  • 13. Social Ad Effectiveness
  • 14. Facebook Ads Basics
  • 15. Twitter Ads Basics
  • 16. LinkedIn Ads basics
  • 17. PPC Ads with social
  • 18. CONTEST #2 Of those folks advertising on Facebook, who has accumulated the most fans? Winner: $50 of Facebook Ads#inbound12
  • 19. 2 LEVERAGE PAID MEDIA TO TEST#inbound12
  • 20. Use Paid Social Media to Test Target Demographics • Which regions are responding most to your messaging? • When writing an eBook, should you have a different version for executives versus the end users of your software? • Is it worth extending your website with content written for the various industries you target? • Is your sales team more effective at starting low, medium, or high in the organization? • There are 500 LinkedIn Groups in my industry. Where are my most qualified prospects conversing? Where should I invest more of my time?#inbound12
  • 21. Demographic segmentation capability by networkFacebook X X X X X X X X X X X XLinkedIn X** X X X X X X X X X X**Twitter X** XPPC X X X ** Social network segmentation is limited relative to peers in this category
  • 22. Social Network Gender 38% 42%58% 62% Male Female Male Female Overall, women are 11% more likely to click on an ad,46% 54% but men are slightly (2.2%) more likely than women to Male Female "like" a brand via an ad. http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger- adults-like-more#ixzz1XtJHPGnI
  • 23. Social Network Age 7% 9% 45-54 12% 45-54 17% 18% 27% 26-34 23% 26-34 30% 29% 13% 13-17 11% 13-17 4%http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/ http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/ On average, Facebook users age 50+ 55+ are 28.2% more likely than adults age 11% 18-29 to click through by clicking on 35-54 40% the ad, but they are 9% less likely to 25-34 31% click on the "like" button. 18-24 18% http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger- http://bostinno.com/2012/02/28/who-really-uses-linkedin-infographic/ adults-like-more#ixzz1XtIda5YR
  • 24. LinkedIn Professional User Demographics Company Size Industry 14% (Employees) 1-200 High Tech 15% 13% 42% 15% Manufacturing 10% 201- 9% 19% Education 8% 1000 8% Consumer… 7% 10% http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 Job Title 4% 4% SeniorityEntrepreneur 12% 8% 10% CxO Admin 9% VP 9% 10% Ops 8% Director 7% 58% 16% Owner Engineering 7% Manager 5% Finance 4% http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011
  • 25. Test “Seniority” in LinkedIn Cloud 2012 – C-Level Web.cloudinc.com/2012-ebook-c-level.html CxO Ad CxO LP CxO, VP Cloud 2012 – IT Admin Web.cloudinc.com/2012-ebook-IT.html Admin Ad Admin LP Individual Contributor
  • 26. Use PPC to Test Content and Messaging • Which keywords should you be writing about most on your blog? • How broadly can you be thinking with your keyword research? Do interests tangential to your value proposition translate into a qualified lead for your business? • Which landing page designs are best for each interest segment? • What is the ideal next step for a prospect with a particular interest? Should it be passed directly to the sales team or nurtured? If nurtured, with a particular blog article, call to action, or a white paper? • Does your sales team need training on leads with specific types of interests?#inbound12
  • 27. Test on “kitchen remodeling” subject 1. Setup AdGroup for “kitchen 2. Rotate Ads within AdGroup remodeling” terms4. Measure Success through Funnel 3. A/B Test Landing Pages
  • 28. 3 LEVERAGE PAID SOCIAL MEDIA TO BUILD YOUR FOLLOWING#inbound12
  • 29. Target Facebook Users by Interests Setup as Broad Category or Precise interests
  • 30. Friend-of-a-friend ads?
  • 31. Influence of friends on purchasing 90% of consumers online trust recommendations from people they know. 71% say reviews from family members or friends influence purchase decisions.
  • 32. Facebook Sponsored Stories
  • 33. 7 Types of Facebook Sponsored Stories
  • 34. Setting up Facebook Sponsored Stories
  • 35. Twitter Ad Options
  • 36. Twitter Promoted Account Options
  • 37. Promoted Tweet Options
  • 38. CONTEST #3 Who has the most members in their LinkedIn Group? Winner: $50 of Facebook Ads#inbound12
  • 39. Friend of a Friend in Search • +1 is not optional • +1 does not count as click • +1 is on URL, not ad
  • 40. Beware of Ad Tiring in Social
  • 41. 4 HUBSPOT APPS FOR PAID MEDIA#inbound12
  • 42. Find and nurtureyour social media influencers.
  • 43. See how engaged a lead has been with your company onsocial before calling.
  • 44. Social Media Reach
  • 45. View published &scheduled posts. Create, publish or schedule social media posts.
  • 46. Publish to multipleaccounts & channels. Schedule multiple posts at a time.
  • 47. Facebook Customizer - GROSOCIAL Drag-and-drop Facebook tabs with widgets for maps, social sharing, photos, contests and HubSpot forms.#inbound12
  • 48. ReTargeter -RETARGETERDrive repeat visits ofyour existing contactswith intelligentretargeted ads
  • 49. Hootsuite -6KITESSocial mediamonitoring of yourHubSpot keywords andcontacts.
  • 50. HubSpot Marketplace PPC Apps1 WebSite Publicity’s paid AdWords ROI calculator shows you your marketing spend per lead and per sale for PPC traffic 2 … and Wordstream’s free AdWords grader that tells you how to improve those results, including your HubSpot landing pages
  • 51. Continue your learning at HubSpot Academy Academy.HubSpot.com#inbound12