Getting off Google AdWords PPC Crack

Getting off Google AdWords PPC Crack

Mike VolpeVP Marketing @HubSpotTwitter: @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

Cilk Arts Increases Leads 500%

Makana Solutions 3x Leads, 2x Conversions

Vocio Pays for HubSpot 30x Over with New Leads

Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads

www.HubSpot.com/ROI

Threat and Opportunity

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalesperson

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://www.apple.com/pr/products/ipod/08classic_front_agreement.html

More Bad News…

The Good News…

Inbound Marketing

Blog SEO Social Media

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http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

Inbound Marketing

Convert

Get Found

Get Found• Publish• Promote• Optimize

Convert• Test• Target• Nurture

Process ToolsGet Found• Content Mgmt• Blogging• Social Media• SEO• Analytics

Convert• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics

13

Inbound Gives Leverage

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

Is PPC Inbound Marketing?

YES• Not interruptive• Permission based• Leverages search

NO• Not building long

term asset• Expensive• Not a sustainable

business advantage

So, what’s wrong with Pay-Per-Click

search engine marketing?

Organic Search Advantage

• Free

• More traffic

• Smarter people

• Longer lasting

Source: Marketing Sherpa and Enquiro Research

Organic Search Advantage

• Free

• More traffic

• Smarter people

• Longer lasting

Organic Results

75% of clicks

Pay Per Click – 25% of Clicks

Source: Marketing Sherpa and Enquiro Research

PPC vs. SEO

PPC = Liposuction• Fast & Easy• Expensive & Temporary

SEO = Working Out• More Time and Effort• Less $ & Long Lasting

The Math of PPC vs. SEOPay Per Click

Search Engine Optimization

PPC vs. SEO

Great Uses of PPC

• Fast results• Don’t get addicted!

• Test conversions by keywords

• Promote short term events

• Test new products / markets

Agenda: Getting off the PPC Crack

Publish (Get Found)

Promote (Get Found)

Optimize (Get Found)

Landing Pages (Convert)

Publish

Flickr: Annie Mole

What to Publish?

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

Where to Publish?

http://images.google.com/imgres?imgurl=http://images.pcworld.com/reviews/graphics/products/imported/30371_g1.jpg&imgrefurl=http://www.pcworld.com/product/specs/id,30371/revver.html&h=207&w=275&sz=5&hl=en&start=3&sig2=NBF_f60sTyhcRFWPNRjz6Q&um=1&tbnid=P8A35DPe6ADS-M:&tbnh=86&tbnw=114&ei=jrubSNzSHaGceuSN8MUF&prev=/images?q=revver&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

http://groups.google.com/

http://en.wikipedia.org/wiki/Image:Yelplogo.gif

http://images.google.com/imgres?imgurl=http://theleetgeeks.com/large_images/viddler_logo.gif&imgrefurl=http://theleetgeeks.com/video/&h=226&w=580&sz=13&hl=en&start=1&sig2=F-itwPMKU2foqh8wkLrMrQ&um=1&tbnid=BwbAPsNL2WLcEM:&tbnh=52&tbnw=134&ei=WbubSOLvMI2AeaqI_LoF&prev=/images?q=viddler&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://images.google.com/imgres?imgurl=http://blog.awakenedvoice.com/wp-content/uploads/2006/07/home_bliptv.gif&imgrefurl=http://blog.awakenedvoice.com/?akst_action=share-this&p=171&h=156&w=262&sz=8&hl=en&start=2&sig2=FAwwf_gxI9MNXNt8P6eVaQ&um=1&tbnid=1P73IUjVPk1URM:&tbnh=67&tbnw=112&ei=erubSMqfH4ueecOP-bIF&prev=/images?q=blip.tv+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

Target Content to Your Personas

Kadient photo by: David Meerman Scott

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

3 Keys to Blog Success

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

Blog Frequency

• Steady readership?• At least weekly, more is better.

• SEO focused?• Frequency is less important.

Blog Topic Ideas

List of 5 ideas, trends or thoughtsPublish a list of linksTake a recent experience and share itAnswer questions you received recentlyComment on other blog articlesTurn a press release into a blog articleCheck your email outbox

Promote Your Content

Flickr: ClintJCL

It’s Not Your Daughter’s Social Media

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

Promote Your Content

http://www.linkedin.com/?trk=hb_logo

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http://images.google.com/imgres?imgurl=http://www.ohiomuseums.org/Myspace_Logo.jpg&imgrefurl=http://www.ohiomuseums.org/&usg=__oUtJNbEY7u9ZKTp0kOxHSCCokm0=&h=483&w=2303&sz=126&hl=en&start=1&sig2=AiwRH0Vx51OTWs6M3WghvA&um=1&tbnid=0wtMrcnKQ0sUJM:&tbnh=31&tbnw=150&prev=/images?q=myspace&hl=en&rls=com.microsoft:en-us&sa=N&um=1&ei=MXBBSvf8FMXWlAf7odGxCQ

http://Twitter.Grader.com

Build Network - Keyword Search

http://Search.Twitter.com

http://Facebook.Grader.com

LinkedIn Answers

http://www.linkedin.com/?trk=hb_logo

Optimize

43

Pick Your Keyword Battles

vs.

Flickr: SimonstarrFlickr: Extra Medium

SEO

On-Page Off-Page

On-Page SEO

• Page Title

• Clean URL

• Headers & Content

• Description

SEO = Off-Page SEO

• Recommendations from friends1. “I know HubSpot”2. “HubSpot is a marketing expert”3. You trust the person saying this

• Links are online recommendations

1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website

http://www.hubspot.com/

http://www.hubspot.com/

http://Website.Grader.com

Convert

Convert with Landing Pages

Target Market

Website Visitors

Leads

Opportunities

Customers

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.

Landing Page Tips

• Limited navigation

• Clear and simple

• Form above fold

Landing Page Uses

• Call to action on website homepage

• Links in all email newsletters / emails

• Use for all pay-per-click ads

• Next step after tradeshows or events

Thank You!

Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe

Software: www.HubSpot.com/Free-TrialFree Tools: www.Grader.com

Documents

Getting off Google AdWords PPC Crack