Getting off Google AdWords PPC Crack Mike Volpe VP

Who’s HubSpot? Founded in July 2006 from research at MIT Cambridge, MA 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

Threat and Opportunity

Outbound Marketing

Outbound Marketing is Broken Annoying Salesperson

More Bad News…

The Good News…

Inbound Marketing BlogSEOSocial Media

Inbound Marketing Convert Get Found Publish Promote Optimize Convert Test Target Nurture ProcessTools Get Found Content Mgmt Blogging Social Media SEO Analytics Convert Offers / CTAs Landing Pages Lead Intelligence Lead Mgmt Analytics

Inbound Gives Leverage 13

Budget vs. Brains

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. SEO Pay 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

What to Publish? Blog Podcast 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 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 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 outbox

Promote Your Content

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

Build Network - Keyword Search

LinkedIn Answers

Optimize

Pick Your Keyword Battles 43 vs.

SEO On-Page Off-Page

On-Page SEO Page Title Clean URL Headers & Content Description

SEO = Off-Page SEO Recommendations from friends 1. “I know HubSpot” 2. “HubSpot is a marketing expert” 3. You trust the person saying this Links are online recommendations 1.A link: 2.Anchor text: Internet MarketingInternet Marketing 3.Link is from a trusted website

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 newsletters / s Use for all pay-per-click ads Next step after tradeshows or events

Thank You! Mike Volpe VP Software: Free Tools: