1

to Take Your Online

Marketing to the

NEXT LEVEL

#7StepsToSuccess

7

STE

PS

2

KAREN RUBIN Marketing Product Manager HubSpot

LAUREN VACCARELLO Sr. Director, Online Marketing salesforce.com

Your Presenters:

3

Use Content to Meet

Customer Needs

Landing Page Alignment

Amplify Your Reach

with Social

Connect with CRM

Score Your Leads

Analyze Channels

& Assets

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2

3

4

5

6

7

Agenda:

User Retargeting

THE SOCIAL

PROFILE •2 Use Content to Meet Customer Needs

1

SEM vs. SEO What’s the difference?.

SEM vs. SEO – What’s the Difference?

SEO Search Engine

Optimization

(Organic Search)

SEM

Search Engine

Marketing

(Paid Search/PPC)

90% of all clicks happen on the 1st

page of Google results.

If a user doesn’t find what they

are looking, they try again with a

different keyword.

What’s so great about ranking #1?

Position Avg. CTR *

#1 36.4%

#2 12.5%

#3 9.5%

#4 7.9%

#5 6.1%

#6 4.1%

#7 3.8%

#8 3.5%

#9 3.0%

#10 2.2%

x4

* Source:

http://searchenginewatch.com/article/2049695/Top-

Google-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

15

Use FAQs, LinkedIn discussions and blog comments

THE SOCIAL

PROFILE •2 Landing Page Alignment 2

Promises

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

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2

3

Image credit: tarale

IMAGINE you are the searcher

Imagine You Are the Searcher

What are your intentions?

Why are you clicking on a paid search ad instead of organic?

What do the ads say?

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2

3

Free shipping message is carried to the landing page

Nothing about personalized ornaments

Speaks about personalization!

Large variety of personalized ORNAMENTS

THE SOCIAL

PROFILE •2 Amplify Your Reach with Social 3

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 1

Benefits of Social Advertising

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

Amplify your message through mouth at scale

1

2

Benefits of Social Advertising

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

1

2

3

THE SOCIAL

PROFILE •2 Connect with CRM 4

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

THE SOCIAL

PROFILE •2 Score Your Leads 5

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

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People who convert on

your landing pages.

The # of leads/contacts you

qualify for sales follow-up.

Sales

Marketing

Qualified

Leads

Leads/Contacts

The # of customers emerging

from the top of the funnel.

Grade Your Leads

Different Point Value to Different Stages Assign a grade based on the demographics and behavior of your prospects.

48

Grade/Point Value: 30

Grade/Point Value: 60

Sales

Marketing

Qualified

Leads

Leads/Contacts

THE SOCIAL

PROFILE •2 Use Retargeting 6

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

Lands on a page designed

just for them.

Surfs the web

Sees your ads

Email Retargeting

Video Retargeting

Richmedia Retargeting

Features

Benefits

Social

How To Use

Retargeting Image c/o wired.com

Prospect Finds Your Website

They Don’t Fill Out a Form! (the nerve of them)

Retarget Form Abandoners & Bring Them Back

After You Get Their Contact Information

THE SOCIAL

PROFILE •2 Analyze Channels & Assets 7

Track Leads Across Different Sources

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Measure traffic and leads that your marketing channels are driving

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

Email &

Automation

Marketing

Analytics

Lead

Management

Find out how

HubSpot can help

you take your

inbound marketing

to the next level.

WWW.HUBSPOT.COM/DEMO

Get your

custom

demo

today.

71

THANK YOU.