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can pay per click and paidsocial media contribute toinbound
MARK                ROBERGE                @markroberge             Sales 2.0 scientist. MIT             quant. Family man...
#INBOUND12
Paid media is             not a             sustainable             channel#inbound12
Paid media             accelerates             inbound             marketing             experimentation#inbound12
Contextual difference of PPC vs paid           social media                                                               ...
Paid media builds social media             followingImproves brand…       … increases distribution and…
Paid Media builds social media following                                    … helps with SEO!        http://www.seomoz.org...
CONTEST #1       Who has the largest twitter following                 in the room?             Winner: $50 of Facebook Ad...
1             PAID SOCIAL             MEDIA OVERVIEW#inbound12
Users by Social Channel                           Users by Social Channel1,000,000,000 900,000,000 800,000,000 700,000,000...
Ad Revenue by Social Channel                               Ad Revenue by Social Channel$4,000,000,000$3,500,000,000       ...
Social Ad Effectiveness
Facebook Ads Basics
Twitter Ads Basics
LinkedIn Ads basics
PPC Ads with social
CONTEST #2       Of those folks advertising on       Facebook, who has accumulated       the most fans?       Winner: $50 ...
2             LEVERAGE PAID             MEDIA TO TEST#inbound12
Use Paid Social Media to             Test Target Demographics             •   Which regions are responding most to        ...
Demographic segmentation capability by networkFacebook              X         X          X         X         X         X  ...
Social Network Gender                                                                            38%           42%58%     ...
Social Network Age                              7%                                                                        ...
LinkedIn Professional User Demographics                                    Company Size                                   ...
Test “Seniority” in LinkedIn Cloud 2012 – C-Level Web.cloudinc.com/2012-ebook-c-level.html                                ...
Use PPC to Test Content             and Messaging             •   Which keywords should you be writing                 abo...
Test on “kitchen remodeling” subject 1. Setup AdGroup for “kitchen                                 2. Rotate Ads within Ad...
3             LEVERAGE PAID SOCIAL             MEDIA TO BUILD YOUR             FOLLOWING#inbound12
Target Facebook Users by Interests      Setup as Broad Category or Precise interests
Friend-of-a-friend ads?
Influence of friends on purchasing      90%      of consumers online      trust recommendations      from people they know...
Facebook Sponsored Stories
7 Types of Facebook Sponsored Stories
Setting up Facebook Sponsored Stories
Twitter Ad Options
Twitter Promoted Account Options
Promoted Tweet Options
CONTEST #3       Who has the most members in their       LinkedIn Group?       Winner: $50 of Facebook Ads#inbound12
Friend of a Friend in Search                    •   +1 is not optional                    •   +1 does not count as click  ...
Beware of Ad Tiring in Social
4             HUBSPOT APPS             FOR PAID MEDIA#inbound12
Find and nurtureyour social media   influencers.
See how engaged a lead has been with  your company onsocial before calling.
Social Media Reach
View published &scheduled posts.                   Create, publish or                   schedule social                   ...
Publish to multipleaccounts & channels. Schedule multiple posts at a time.
Facebook Customizer -             GROSOCIAL             Drag-and-drop Facebook             tabs with widgets for          ...
ReTargeter -RETARGETERDrive repeat visits ofyour existing contactswith intelligentretargeted ads
Hootsuite -6KITESSocial mediamonitoring of yourHubSpot keywords andcontacts.
HubSpot Marketplace PPC Apps1   WebSite Publicity’s paid AdWords ROI calculator shows you    your marketing spend per lead...
Continue your learning at HubSpot Academy             Academy.HubSpot.com#inbound12
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Can pay per click and paid social media contribute to inbound v4

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

Published in: Business, Technology
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Can pay per click and paid social media contribute to inbound v4

  1. 1. can pay per click and paidsocial media contribute toinbound
  2. 2. MARK ROBERGE @markroberge Sales 2.0 scientist. MIT quant. Family man.#inbound12
  3. 3. #INBOUND12
  4. 4. Paid media is not a sustainable channel#inbound12
  5. 5. Paid media accelerates inbound marketing experimentation#inbound12
  6. 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. 7. Paid media builds social media followingImproves brand… … increases distribution and…
  8. 8. Paid Media builds social media following … helps with SEO! http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
  9. 9. CONTEST #1 Who has the largest twitter following in the room? Winner: $50 of Facebook Ads#inbound12
  10. 10. 1 PAID SOCIAL MEDIA OVERVIEW#inbound12
  11. 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. 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. 13. Social Ad Effectiveness
  14. 14. Facebook Ads Basics
  15. 15. Twitter Ads Basics
  16. 16. LinkedIn Ads basics
  17. 17. PPC Ads with social
  18. 18. CONTEST #2 Of those folks advertising on Facebook, who has accumulated the most fans? Winner: $50 of Facebook Ads#inbound12
  19. 19. 2 LEVERAGE PAID MEDIA TO TEST#inbound12
  20. 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. 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. 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. 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. 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. 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. 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. 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. 28. 3 LEVERAGE PAID SOCIAL MEDIA TO BUILD YOUR FOLLOWING#inbound12
  29. 29. Target Facebook Users by Interests Setup as Broad Category or Precise interests
  30. 30. Friend-of-a-friend ads?
  31. 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. 32. Facebook Sponsored Stories
  33. 33. 7 Types of Facebook Sponsored Stories
  34. 34. Setting up Facebook Sponsored Stories
  35. 35. Twitter Ad Options
  36. 36. Twitter Promoted Account Options
  37. 37. Promoted Tweet Options
  38. 38. CONTEST #3 Who has the most members in their LinkedIn Group? Winner: $50 of Facebook Ads#inbound12
  39. 39. Friend of a Friend in Search • +1 is not optional • +1 does not count as click • +1 is on URL, not ad
  40. 40. Beware of Ad Tiring in Social
  41. 41. 4 HUBSPOT APPS FOR PAID MEDIA#inbound12
  42. 42. Find and nurtureyour social media influencers.
  43. 43. See how engaged a lead has been with your company onsocial before calling.
  44. 44. Social Media Reach
  45. 45. View published &scheduled posts. Create, publish or schedule social media posts.
  46. 46. Publish to multipleaccounts & channels. Schedule multiple posts at a time.
  47. 47. Facebook Customizer - GROSOCIAL Drag-and-drop Facebook tabs with widgets for maps, social sharing, photos, contests and HubSpot forms.#inbound12
  48. 48. ReTargeter -RETARGETERDrive repeat visits ofyour existing contactswith intelligentretargeted ads
  49. 49. Hootsuite -6KITESSocial mediamonitoring of yourHubSpot keywords andcontacts.
  50. 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. 51. Continue your learning at HubSpot Academy Academy.HubSpot.com#inbound12

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