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Getting off Google AdWords PPC Crack

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 .

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Getting off Google AdWords PPC Crack

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

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

  3. HubSpot Awards

  4. HubSpot Buzz

  5. 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

  6. Threat and Opportunity 1950 - 2000 2000 - 2050

  7. Outbound Marketing

  8. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson

  9. More Bad News…

  10. The Good News…

  11. Inbound Marketing

  12. 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

  13. Inbound Gives Leverage

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

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

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

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

  18. 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

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

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

  21. PPC vs. SEO

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

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

  24. Publish Flickr: Annie Mole

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

  26. Where to Publish?

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

  28. 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

  29. 3 Keys to Blog Success

  30. 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

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

  32. 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

  33. Promote Your Content Flickr: ClintJCL

  34. It’s Not Your Daughter’s Social Media

  35. 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

  36. Promote Your Content

  37. http://Twitter.Grader.com

  38. Build Network - Keyword Search

  39. http://Search.Twitter.com

  40. http://Facebook.Grader.com

  41. LinkedIn Answers

  42. Optimize

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

  44. SEO On-Page Off-Page

  45. On-Page SEO • Page Title • Clean URL • Headers & Content • Description

  46. 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

  47. http://Website.Grader.com

  48. Convert

  49. 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

  50. Landing Page Tips • Limited navigation • Clear and simple • Form above fold

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