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
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
800-555-1234
Annoying
Salesperson
More Bad News…
The Good News…
Inbound Marketing
Blog
SEO
Social Media
Inbound Marketing
Process
Tools
Get Found
• Publish
• Promote
• Optimize
Get Found
Convert
• Test
• Target
• Nurture
Convert
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
• Analytics
Convert
• Offers / CTAs
• Landing Pages
• Email
• Lead Intelligence
• Lead Mgmt
• Analytics
Inbound Gives Leverage
13
Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee
Is PPC Inbound Marketing?
YES
NO
• Not interruptive
• Permission based
• Leverages search
• 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
Pay Per Click – 25% of Clicks
• More traffic
• Smarter people
• Longer lasting
Source: Marketing Sherpa and Enquiro Research
Organic Results
75% of clicks
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
Flickr: Annie Mole
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 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://Twitter.Grader.com
Build Network - Keyword Search
http://Search.Twitter.com
http://Facebook.Grader.com
LinkedIn Answers
Optimize
Pick Your Keyword Battles
vs.
Flickr: Extra Medium
43
Flickr: Simonstarr
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: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
http://Website.Grader.com
Convert
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
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!
Software: www.HubSpot.com/Free-Trial
Free Tools: www.Grader.com
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe