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14 Reasons Why Inbound Marketers Make Great Advertisers

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It turns out inbound marketers make for great advertisers. But why? To find out we started looking at the campaigns our customers were creating to uncover what made them so effective.

Published in: Marketing
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14 Reasons Why Inbound Marketers Make Great Advertisers

  1. 1. (Brought to you by HubSpotters!) 14 Reasons Why Inbound Marketers Make the Best Advertisers
  2. 2. Marketers don't have to use ads, but they do serve as a powerful tool for those looking to amplify their campaigns and drive even more leads. Marcus Andrews Product Marketing Click Here to Start a Free 14-Day Trial of HubSpot Ads Inbound - Amplified
  3. 3. We used to think buying an ad meant irritating your customer. But as it turns out, certain ads can compliment your existing inbound efforts. Dharmesh Shah CTO and Founder Search Ads Answer a Question Social Ads Amplify Content
  4. 4. Want proof? We've seen many HubSpot customers drive qualified leads through advertising content. Lauren Mattos Marketing Manager “Inbound and Paid campaigns absolutely must be in harmony to maximize the value for us. HubSpot Ads makes it much easier to keep an eye on both and to correlate the results of campaigns across channels. We can make better decisions in less time.” HubSpot Ads Case Study - EHS Insight Gary McDonald CEO, EHS Insight Houston, TX
  5. 5. When creating a paid media strategy, here's what HubSpot customers get right
  6. 6. Lars Osterberg Product Manager #1 They do their homework. There’s no reason to jump into Ads alone. Get started on the right path by taking advantage of HubSpot Academy Projects. Click for the AdWords Project Click for the LinkedIn Project
  7. 7. Search Engine Optimization Marcus Andrews Product Marketing #2 They combine SEM with SEO. When it comes to taking up space on the SERP, more is better. Win the most real estate with SEM and SEO Working together. Search Engine Marketing
  8. 8. Dharmesh Shah CTO and Founder #3 They know ads are really all about content. Want to ensure your ads actually get clicked? Create ads that become or promote great content. Is this an Ad? Or content? Or both?
  9. 9. Lauren Mattos Marketing Manager #4 They pick the right places to advertise. Look, there are a lot of places to advertise online. At HubSpot, we place our bets on trusted partners - LinkedIn, Google, Facebook, and Twitter - with relevant audiences. The Big Four
  10. 10. Lars Osterberg Product Manager #5 They have a smart keyword strategy. Inbound marketers know to go after long-tail keywords, while maintaining a sleek and simple landing page design. Launch Ads Campaign. Target keywords based on your landing page. Write ads with clear copy and a strong CTA that drive to offers. Build landing pages focused on one or two keywords. 1. 2. 3. 4.
  11. 11. Monitor keyword performance and pause or edit keywords that have a poor ROI or aren’t generating conversions Marcus Andrews Product Marketing #6 They don’t throw their money away. For the most impact, spend at least three hours a week reviewing ads, tweaking creative, and adjusting budgets.
  12. 12. #7 They know when to use ads. Use ads strategically. When selecting content to promote, look for things that are already driving leads. Dharmesh Shah CTO and Founder
  13. 13. Lauren Mattos Marketing Manager #8 They don’t just measure clicks. Clicks on your ads are great, but what happens after they get to your site is what really matters.
  14. 14. Lars Osterberg Product Manager #9 They A/B test creative and targeting. Use your marketing experience to build multiple ads with relevant targeting. More options will give you more data to test with.
  15. 15. Marcus Andrews Product Marketing #10 They make data driven decisions. Build great ads, but let the data tell you which creative and targeting are actually working. Look to see which ads convert clicks to leads the highest rate. And result in the highest ROI
  16. 16. #11 They build awesome creative. With all this focus on data and measurement, don’t forget to build ads that help your audience and capture their attention. Dharmesh Shah CTO and Founder This inbound-y ad offers insightful information first time home buyers need. It doesn’t push a product.
  17. 17. Lauren Mattos Marketing Manager #12 They have a clear goal for their ads. We use inbound at the top of the funnel and ads at the bottom. But what’s most important is having a clear goal for each campaign. Search/Social Ads Use Ads towards the bottom of your funnel to increase inbound leads.
  18. 18. Lars Osterberg Product Manager #13 They build awesome landing pages. The landing page a user goes to after clicking on your ad is just as important as the ad itself! Simple lead gen form Great headline and copy promoting an offer
  19. 19. Marcus Andrews Product Marketing #14 They know inbound comes first. Without a great foundation, your ads will having nothing to stand on. Remember: Ads can amplify inbound, but they can't replace it. Click Here to Start a Free 14-Day Trial of HubSpot Ads Inbound - Amplified
  20. 20. Thanks!

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