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