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Marketing Detox: Getting Off Google AdWords PPC Crack Addiction

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  • + jlouis0312 Jeff Louis 4 months ago
    Mike,
    Over the past two weeks (the week-long seminar) and two others this week, I have learned more about marketing online than I ever would have expected. Fantastic material, great presenters, fantastic tools. I spread the word whenever I can.
    Jeff Louis (@jlo0312 on Twitter) or jlouis0312@comcast.net


    [Comment posted from http://www.hubspot.com/archive/google-adwords-ppc-crack/]
  • + blacksonville Blacksonville Community Network 4 months ago
    Great presentation. You guys are always on it. On time, on point, and on cue with what Digipreneurs need to sustain a successful online business. I highly recommend everyone to subscribe to your monthly webinars. Great job! @blacksonville
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Marketing Detox: Getting Off Google AdWords PPC Crack Addiction - Presentation Transcript

  1. Getting off Google AdWords PPC Crack
    Mike Volpe
    VP Marketing @HubSpot
    Twitter: @mvolpe
  2. Who’s HubSpot?
    • Founded in July 2006 from research at MIT
    Cambridge, MA
    • 1400+ customers, 85+ employees
  3. HubSpot Awards
  4. HubSpot Buzz
  5. HubSpot Customers’ Proven ROI
    Cilk Arts Increases Leads 500%
    Makana Solutions 3x Leads, 2x Conversions
    VocioPays for HubSpot 30x Over with New Leads
    Objective Management Group Grows Leads 360%
    Bridge Group Doubles Online Leads
    www.HubSpot.com/ROI
  6. Threat and Opportunity
    1950 - 2000
    2000 - 2050
  7. Outbound Marketing
  8. Outbound Marketing is Broken
    800-555-1234
    Annoying
    Salesperson
  9. More Bad News…
  10. The Good News…
  11. Inbound Marketing
  12. Inbound Marketing
    Process
    Tools
    Get Found
    • Publish
    • Promote
    • Optimize
    Convert
    • Test
    • Target
    • Nurture
    Get Found
    • Content Mgmt
    • Blogging
    • Social Media
    • SEO
    • Analytics
    Convert
    • Offers / CTAs
    • Landing Pages
    • Email
    • Lead Intelligence
    • Lead Mgmt
    • Analytics
    Get Found
    Convert
  13. Inbound Gives Leverage
    13
  14. Budget vs. Brains
    Flickr: Refracted Moments
    Flickr: Gaetoan Lee
  15. Is PPC Inbound Marketing?
    YES
    NO
    Not interruptive
    Permission based
    Leverages search
    Not building long term asset
    Expensive
    Not a sustainable business advantage
  16. So, what’s wrong with Pay-Per-Click
    search engine marketing?
  17. Organic Search Advantage
    • Free
    • More traffic
    • Smarter people
    • Longer lasting
    Source: Marketing Sherpa and Enquiro Research
  18. Organic Search Advantage
    • Free
    • More traffic
    • Smarter people
    • Longer lasting
    Pay Per Click – 25% of Clicks
    Organic Results
    75% of clicks
    Source: Marketing Sherpa and Enquiro Research
  19. PPC vs. SEO
    SEO = Working Out
    • More Time and Effort
    • Less $ & Long Lasting
    PPC = Liposuction
    • Fast & Easy
    • Expensive & Temporary
  20. The Math of PPC vs. SEO
    Pay Per Click
    Search Engine Optimization
  21. PPC vs. SEO
  22. Great Uses of PPC
    Fast results
    Don’t get addicted!
    Test conversions by keywords
    Promote short term events
    Test new products / markets
  23. Agenda: Getting off the PPC Crack
    Publish (Get Found)
    Promote (Get Found)
    Optimize (Get Found)
    Landing Pages (Convert)
  24. Publish
    Flickr: Annie Mole
  25. What to Publish?
    Blog
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    News Releases
  26. Where to Publish?
  27. Target Content to Your Personas
    Kadient photo by: David Meerman Scott
  28. A Word of Caution
    Writing for your personas DOES NOT mean writing about the products and services you sell them
    Write about the things they want to learn about
  29. 3 Keys to Blog Success
  30. Biggest Blogging Mistake
    A “free” URL from Blogspot or Typepad
    HubSpot.blogspot.com – NO!
    HubSpot.typepad.com – NO!
    Blog.HubSpot.com – Yes
    HubSpot.com/Blog – Yes
    SmallBusinessHub.com – Yes
  31. Blog Frequency
    Steady readership?
    At least weekly, more is better.
    SEO focused?
    Frequency is less important.
  32. Blog Topic Ideas
    List of 5 ideas, trends or thoughts
    Publish a list of links
    Take a recent experience and share it
    Answer questions you received recently
    Comment on other blog articles
    Turn a press release into a blog article
    Check your email outbox
  33. Promote Your Content
    Flickr: ClintJCL
  34. It’s Not Your Daughter’s Social Media
  35. Social Media = Networking
    Become a real member of the community
    Add value to the community
    Ask and answer questions
    More effective than live cocktail parties
    No boundaries of time or space
    Other people can listen in easily
  36. Promote Your Content
  37. http://Twitter.Grader.com
  38. Build Network - Keyword Search
  39. http://Search.Twitter.com
  40. http://Facebook.Grader.com
  41. LinkedIn Answers
  42. Optimize
  43. Pick Your Keyword Battles
    43
    vs.
    Flickr: Simonstarr
    Flickr: Extra Medium
  44. SEO
    On-Page
    Off-Page
  45. On-Page SEO
    • Page Title
    • Clean URL
    • Headers & Content
    • Description
  46. SEO = Off-Page SEO
    • Recommendations from friends
    “I know HubSpot”
    “HubSpot is a marketing expert”
    You trust the person saying this
    • Links are online recommendations
    A link: www.HubSpot.com
    Anchor text: Internet Marketing
    Link is from a trusted website
  47. http://Website.Grader.com
  48. Convert
  49. Convert with Landing Pages
    Target Market
    Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).
    A cost becomes a benefit.
    Website Visitors
    Leads
    Opportunities
    Customers
  50. Landing Page Tips
    Limited navigation
    Clear and simple
    Form above fold
  51. Landing Page Uses
    Call to action on website homepage
    Links in all email newsletters / emails
    Use for all pay-per-click ads
    Next step after tradeshows or events
  52. Thank You!
    Software: www.HubSpot.com/Free-Trial
    Free Tools: www.Grader.com
    Mike Volpe
    VP Marketing @HubSpot
    Twitter: @mvolpe

+ HubSpot MarketingHubSpot Marketing, 4 months ago

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