#7StepsToSuccess

to Take Your Online Marketing to the NEXT LEVEL

STEPS

Your Presenters:

LAUREN VACCARELLO Sr. Director, Online Marketing salesforce.com

KAREN RUBIN Marketing Product Manager HubSpot

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Agenda:
Use Content to Meet Customer Needs Landing Page Alignment Amplify Your Reach with Social Connect with CRM

Score Your Leads User Retargeting

Analyze Channels & Assets

2 3 4

6 7

1 2

Use Content THE SOCIAL to Meet Customer PROFILE Needs

SEM vs. SEO

Whats the difference?.

SEM vs. SEO Whats the Difference?

SEM
Search Engine Marketing (Paid Search/PPC)

SEO
Search Engine Optimization (Organic Search)

90% of all clicks happen on the 1st page of Google results. If a user doesnt find what they are looking, they try again with a different keyword.

Whats so great about ranking #1?

Position #1 #2 #3 #4 #5 Avg. CTR * 36.4% 12.5% 9.5% 7.9%

#6 #7 #8 #9
#10

x4

6.1%

4.1% 3.8% 3.5% 3.0%

2.2%

* Source: http://searchenginewatch.com/article/2049695/TopGoogle-Result-Gets-36.4-of-Clicks-Study

Meet Customer Needs with the RIGHT CONTENT

How do I know what my

customers need?

Source Content Ideas from your Search Box

Top 5 Keywords: Pricing = 220, Price = 149, iPad = 135, CRM = 126, Careers = 124

Use Internal Search data to identify Content gaps. Make sure you have content to meet customers needs.

Optimize meta TAGS

The Anatomy of a Search Result Snippet

TITLE TAG
68 characters

HTML: <title> ... </title>

DESCRIPTION TAG
First 160 characters

HTML:
<meta name=description content= />

Ask Questions

Create Content Based on Discussions

Use FAQs, LinkedIn discussions and blog comments

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THE SOCIAL Landing Page Alignment PROFILE

Promises

1 2 3

Make sure your page title and copy match why/how your visitor arrived

Make information simple to access If coming through paid search or display ads, make sure content look and feel match

Image credit: tarale

IMAGINE
you are the searcher

Imagine You Are the Searcher

1 2 3

What are your intentions?

Why are you clicking on a paid search ad instead of organic? What do the ads say?

Free shipping message is carried to the landing page

Nothing about personalized ornaments

Speaks about personalization!

Large variety of personalized ORNAMENTS

3 2

Amplify Your THE SOCIAL Reach with PROFILE Social

Use social reach to compete in search.

Google+ Info in Search Results

Social Adds Utility and Relevance

Google+ Blog Author Profiles

Track Individuals Contributions

SOCIAL ADVERTISING
the first form of advertising that can leverage the traditionally offline tactic of social influence (peer recommendations).
It also allows marketers to strategically amplify their brand messages by enabling them to reach the right people with the right messages in various stages in the customer lifecycle.

Benefits of Social Advertising

Reach the right people with self-identified demographic & psychographic data

Benefits of Social Advertising

1 2

Reach the right people with self-identified demographic & psychographic data

Amplify your message through mouth at scale

Benefits of Social Advertising

1 2 3

Reach the right people with self-identified demographic & psychographic data

Amplify your message through mouth at scale Unlock the opportunity: drive reach via Friends of Fans

4 2

THE SOCIAL Connect with CRM PROFILE

People fill out your lead capture forms

And you gather information about them

Put that information into your CRM system to create a sales & marketing alignment.

Closed Loop CRM Integration

Understand when prospects become customers

5 2

THE SOCIAL Score Your Leads PROFILE

Three Key Characteristics

Some of the most critical distinctions you need to make in your marketing database.

Leads/Contacts

People who convert on your landing pages.

Marketing Qualified Leads

The # of leads/contacts you qualify for sales follow-up.

Sales

The # of customers emerging from the top of the funnel.

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Grade Your Leads

Different Point Value to Different Stages

Assign a grade based on the demographics and behavior of your prospects.

Leads/Contacts

Grade/Point Value: 30

Marketing Qualified Leads

Grade/Point Value: 60

Sales
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6 2

THE Use SOCIAL Retargeting PROFILE

Am I Being Followed?

RETARGETING
Retargeting shows ads on third party websites to people who have displayed some interest in your brand.

Retargeting in Action

Retargeting in Action

Retargeting Results

*http://www.retargeter.com/about/case-studies

What is Site Retargeting?

Gets cookied A user connects with your brand

Surfs the web

Lands on a page designed just for them.

Sees your ads

Email Retargeting

Video Retargeting

Richmedia Retargeting

Social
Benefits

Features

How To Use Retargeting

Image c/o wired.com

Prospect Finds Your Website

They Dont Fill Out a Form! (the nerve of them)

Retarget Form Abandoners & Bring Them Back

After You Get Their Contact Information

7 2

Analyze THE SOCIAL Channels & PROFILE Assets

Track Leads Across Different Sources

Measure traffic and leads that your marketing channels are driving

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Track Leads by Campaign

Measure how many leads your campaigns are driving by channel

Monitor Landing Page Analytics

Find out if your marketing offers are successful at converting visitors into leads.

Search Engine Optimization Blogging & Social Media Lead Generation

Lead Management Email & Automation Marketing Analytics

Find out how HubSpot can help you take your inbound marketing to the next level.

Get your custom demo today.

WWW.HUBSPOT.COM/DEMO

THANK YOU.
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