getting off google adwords ppc crack addiction€¦ · SEO = Off-Page SEO • Recommendations from...
Transcript of getting off google adwords ppc crack addiction€¦ · SEO = Off-Page SEO • Recommendations from...
G tti ff G lGetting off Google AdWords PPC CrackAdWords PPC Crack
Mike VolpeVP Marketing @H bSpotVP Marketing @HubSpotTwitter: @mvolpe
Who’s HubSpot?
• Founded in July 2006 from research at MIT• Cambridge, MA• 1400+ customers, 85+ employeesp y
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 g p
www.HubSpot.com/ROI
Threat and Opportunity
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Broken
800-555-1234AnnoyingSalespersonp
More Bad News…
The Good News…
Inbound Marketing
Blog SEO Social Mediag
Inbound Marketing
Process ToolsGet Found• Publish• Promote
Get Found• Content Mgmt• Blogging
Get Found• Optimize • Social Media
• SEO• Analytics
C tConvert• Test
Convert• Offers / CTAs
Convert• Target• Nurture
• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
Inbound Gives Leverage
13
Budget vs. Brains
FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr: : GaetoanGaetoan LeeLee
Is PPC Inbound Marketing?
YES• Not interruptive
NO• Not building longNot interruptive
• Permission basedL h
Not building long term asset
• Expensive• Leverages search • Expensive• Not a sustainable
b i d tbusiness advantage
So, what’s wrong , gwith Pay-Per-Click y
search engine gmarketing?
Organic Search Advantage
• Free
• More traffic
• Smarter people
• Longer lasting
Source: Marketing Sherpa and Enquiro Research
Organic Search Advantage
• Free
• More trafficPay Per Click – 25% of Clicks
• Smarter peopleOrganic Results
• Longer lasting75% of clicks
Source: Marketing Sherpa and Enquiro Research
PPC vs. SEO
PPC = Liposuction• Fast & Easy
SEO = Working Out• More Time and Effort
L $ & L L i• Expensive & Temporary • 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!g
• Test conversions by k dkeywords
P t h t t• Promote short term events
• Test new products / markets
Agenda: Getting off the PPC Crack
Publish (Get Found)
Promote (Get Found)Promote (Get Found)
Optimize (Get Found)
Landing Pages (Convert)
Publish
FlickrFlickr: Annie Mole: Annie Mole
What to Publish?
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
Where to Publish?
Target Content to Your Personas
Kadient photo by: David Meerman Scott
A Word of Caution
• Writing for your personas DOES NOTpersonas DOES NOT mean writing about the products and services you sell themy
• Write about the things they want to learn aboutthey 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!HubSpot.typepad.com NO!
• Blog.HubSpot.com – Yes• HubSpot com/Blog – YesHubSpot.com/Blog Yes• SmallBusinessHub.com – Yes
Blog Frequency
• Steady readership?• At least weekly, more is better.eas ee y, o e s be e
SEO f d?• SEO focused?• Frequency is less important.q y p
Blog Topic Ideas
List of 5 ideas, trends or thoughtsP bli h li t f li kPublish a list of linksTake a recent experience and share itAnswer questions you received recentlyComment on other blog articlesComment on other blog articlesTurn a press release into a blog articleCh k il tbCheck your email outbox
Promote Your Content
FlickrFlickr: : ClintJCLClintJCL
It’s Not Your Daughter’s Social Media
Social Media = Networking
• Become a real member of the communityBecome a real member of the community
• Add value to the community• Add value to the community• Ask and answer questions
• More effective than live cocktail parties• No boundaries of time or spaceNo boundaries of time or space• Other people can listen in easily
Promote Your Content
http://Twitter.Grader.com
Build Network - Keyword Search
http://Search.Twitter.com
http://Facebook.Grader.com
LinkedIn Answers
Optimize
Pick Your Keyword Battles
vs.s
43
FlickrFlickr: : SimonstarrSimonstarrFlickrFlickr: Extra Medium: Extra Medium
SEO
O P Off POn-Page Off-Page
On-Page SEO
• Page Title
• Clean URL
• Headers & Content
• Description
SEO = Off-Page SEO
• Recommendations from friends1 “I know HubSpot”1. I know HubSpot2. “HubSpot is a marketing expert”3 You trust the person saying this3. You trust the person saying this
• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website
http://Website.Grader.com
Convert
Convert with Landing Pages
T M kTarget Market
Website VisitorsConversion is where we take what we have spent time and
Leads
money to get (visitors) and change it into something valuable to marketing (leads).
OpportunitiesA cost becomes a benefit.
Customers
Landing Page Tips
• Limited navigation
• Clear and simple
• Form above foldForm above fold
Landing Page Uses
• Call to action on website homepage
• Links in all email newsletters / emailsLinks in all email newsletters / emails
• Use for all pay-per-click ads
• Next step after tradeshows or events
Thank You!Software: www.HubSpot.com/Free-TrialSoftware: www.HubSpot.com/Free TrialFree Tools: www.Grader.com
Mike VolpeVP Marketing @H bSpotVP Marketing @HubSpotTwitter: @mvolpe