Marketing Detox: Getting Off Google AdWords PPC Crack Addiction

Getting off Google AdWords PPC Crack
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe

Who’s HubSpot?
Founded in July 2006 from research at MIT
Cambridge, MA
1400+ customers, 85+ employees

HubSpot Awards

HubSpot Buzz

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

Threat and Opportunity
1950 - 2000
2000 - 2050

Outbound Marketing

Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson

More Bad News…

The Good News…

Inbound Marketing

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

Inbound Gives Leverage
13

Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee

Is PPC Inbound Marketing?
YES
NO
Not interruptive
Permission based
Leverages search
Not building long term asset
Expensive
Not a sustainable business advantage

So, what’s wrong with Pay-Per-Click
search engine marketing?

Organic Search Advantage
Free
More traffic
Smarter people
Longer lasting
Source: Marketing Sherpa and Enquiro Research

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

PPC vs. SEO
SEO = Working Out
More Time and Effort
Less $ & Long Lasting
PPC = Liposuction
Fast & Easy
Expensive & Temporary

The Math of PPC vs. SEO
Pay Per Click
Search Engine Optimization

PPC vs. SEO

Great Uses of PPC
Fast results
Don’t get addicted!
Test conversions by keywords
Promote short term events
Test new products / markets

Agenda: Getting off the PPC Crack
Publish (Get Found)
Promote (Get Found)
Optimize (Get Found)
Landing Pages (Convert)

Publish
Flickr: Annie Mole

What to Publish?
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases

Where to Publish?

Target Content to Your Personas
Kadient photo by: David Meerman Scott

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

3 Keys to Blog Success

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

Blog Frequency
Steady readership?
At least weekly, more is better.
SEO focused?
Frequency is less important.

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

Promote Your Content
Flickr: ClintJCL

It’s Not Your Daughter’s Social Media

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

Promote Your Content

http://Twitter.Grader.com

Build Network - Keyword Search

http://Search.Twitter.com

http://Facebook.Grader.com

LinkedIn Answers

Optimize

Pick Your Keyword Battles
43
vs.
Flickr: Simonstarr
Flickr: Extra Medium

SEO
On-Page
Off-Page

On-Page SEO
Page Title
Clean URL
Headers & Content
Description

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

http://Website.Grader.com

Convert

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

Landing Page Tips
Limited navigation
Clear and simple
Form above fold

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

Thank You!
Software: www.HubSpot.com/Free-Trial
Free Tools: www.Grader.com
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe

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Marketing Detox: Getting Off Google AdWords PPC Crack Addiction

by HubSpot All-in-one Marketing Software on Jun 26, 2009

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Marketing Detox: Getting Off Google AdWords PPC Crack Addiction — Presentation Transcript