Diversification is Good Diversify your product lines Diversify your marketing channels Diversify your SEO Diversify your links Be Diversified
Penalty time Google De-indexing 3/22 a large blog network was de-indexed Links from blog network to their customers no longer counted Some customers lost rankings Diversified customers were not hurt as bad Over-optimization Matt Cutts at SXSW said “over optimization” penalty will be released in a month (April) Exact definition is not know despite 2700 news articles in the past 30 days
Lots of Buzz
And Bad News Google bans 800,000 Advertisers CPC Up 150% in under 12 months
What can you do? Diversify Your SEO HubShout has already built in diversity but… Add Infographics Add Press Releases Add Video Diversify Your Marketing Program Set goals for % of leads from different sources SEO Social Media Advertising Email Offline
HubSpot SOIM Metrics Source: HubSpot 2012 SOIM
How to Convince Customers• Ideally, a marketing plan has multiple legs.• Gives control to the business to make investment decisions.• If you know the cost per lead for each channel, you can invest in channels to maximize lead flow.