B2B LeadsCon 2014 - Converting on Social

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Janet Driscoll Miller's presentation from B2B LeadsCon 2014 on converting with social media advertising, including LinkedIn.

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B2B LeadsCon 2014 - Converting on Social

  1. 1. Converting on Social Janet Driscoll Miller President and CEO Marketing Mojo
  2. 2. @janetdmiller “Social Media Management Software” Enterprise level product: 12 months/$100,000 commitment But WHO searches using this term?
  3. 3. @janetdmiller • “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings • The more expensive the B2B offering, the higher the bid • Competition is high for a limited B2B audience “RAID Data Recovery” $64 CPC “business VOIP solutions $51 CPC “managed hosting providers” $49 CPC “data room services” $41 CPC “VPS Dedicated Server” $32 CPC “managed services provider” $31 CPC “merchant account providers” $28 CPC “medical billing software” $27 “best conference call service” $25 CPC “domain names registry” $24 CPC “online backup software” $24 CPC “server monitoring software” $24 CPC “managed IT services” $23 CPC “CRM Software Programs” $22 CPC “business credit card” $19 CPC “business bank account” $15 CPC Search Engine Marketing Roundup
  4. 4. @janetdmiller • The growth of “low search volume” keywords in AdWords is exponential • The keyword “Long Tail” only exists when Google lets it • They are happy to “broad match” overly broad keywords at high CPCs
  5. 5. @janetdmiller
  6. 6. @janetdmiller
  7. 7. @janetdmiller
  8. 8. @janetdmiller The paid search/LinkedIn benefit Source: Marin Software, April 2014
  9. 9. @janetdmiller The paid search/LinkedIn benefit Source: Marin Software, April 2014
  10. 10. @janetdmiller 0 50 100 150 200 250 300 350 400 Search Ads Alone Search and Social Ads Leads
  11. 11. @janetdmiller Search Ads Alone Search and Social Ads Cost per Lead
  12. 12. @janetdmiller Search Ads Alone Search and Social Ads Cost
  13. 13. @janetdmiller 1178% (pipeline)(revenue) ROI281%
  14. 14. @janetdmiller JANET DRISCOLL MILLER President and CEO Marketing Mojo jmiller@marketing-mojo.com @janetdmiller +JanetDriscollMiller

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