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Date Created: 12/22/15
#7StepsToSuccess STEPto Take Your Online Marketing to the 7 NEXT LEVEL Your Presenters: LAUREN VACCARELLO KAREN RUBIN Sr. Director, Online Marketing Marketing Product Manager salesforce.com HubSpot Agenda: Use Content to Meet1 Score Your Leads 5 Customer Needs Landing Page Alignm2nt User Retargeting 6 Amplify Your Reach Analyze Channels with Social 3 & Assets 7 Connect with CRM 4 Tto MeetALnt •2 PNeedsEer SEM vs. SEO What’s the differenc.? SEM vs. SEO – What’s the Difference? SEM Search Engine Marketing (Paid Search/PPC) SEO Search Engine Optimization (Organic Search) 90% of all clicks happen on the 1 st 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% x4 #6 4.1% #7 3.8% #8 3.5% #9 3.0% #10 2.2% * Source: http://searchenginewatch.com/article/2049695/Top- Google-Result-Gets-36.4-of-Clicks-Study Meet Customer Needs with the RIGHT CONTENT How do know what my customerneed ? 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 Landing Page •2 PROFILEnt Promises Make sure your page title and copy 1 match why/how your visitor arrived 2 Make information simple to access 3 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 What are your intentions? 1 Why are you clicking on a paid search ad 2 instead of organic? 3 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 TReach withur •2 PSocial 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 1 demographic & psychographic data Benefits of Social Advertising Reach the right people with self-identified 1 demographic & psychographic data 2 Amplify your message through mouth at scale Benefits of Social Advertising Reach the right people with self-identified 1 demographic & psychographic data 2 Amplify your message through mouth at scale 3 Unlock the opportunity: drive reach via Friends of Fans TConnect with •2 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 Score Your •2 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 The # of leads/contacts you Leads qualify for sales follow-up. Sales 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. Leads/Contacts Grade/Point Value: 30 Marketing Qualified Leads Grade/Point Value: 60 Sales Use SOCIAL •2 PROFILEting 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 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 TChannels & •2 PAssets Track Leads Across Different Sources 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 Lead Management Email & Automation Marketing Analytics Find out how Get your HubSpot can help custom you take your inbound marketing demo to the next level.today. WWW.HUBSPOT.COM/DEMO THANK YOU.
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