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#7StepsToSuccess




7
        to Take Your Online
STEPS

        Marketing to the
        NEXT LEVEL




                                         1
Your Presenters:




LAUREN VACCARELLO                KAREN RUBIN
Sr. Director, Online Marketing   Marketing Product Manager
salesforce.com                   HubSpot

                                                             2
Agenda:

Use Content to Meet
Customer Needs           1   Score Your Leads   5
Landing Page Alignment   2   User Retargeting   6
Amplify Your Reach           Analyze Channels
with Social              3   & Assets           7
Connect with CRM         4


                                                    3
1
•2
  Use Content
  to Meet
 THE SOCIAL
  Customer
 PROFILE
  Needs
SEM vs. SEO
What’s the difference?.
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 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%
                                   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 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




                                                   15
2
•2Landing Page
 THE SOCIAL
  Alignment
 PROFILE
7 Steps to Take Your Online Marketing to The Next Level
Promises



 1   Make sure your page title and copy
     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



  1   What are your intentions?


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

  3   What do the ads say?
7 Steps to Take Your Online Marketing to The Next Level
7 Steps to Take Your Online Marketing to The Next Level
7 Steps to Take Your Online Marketing to The Next Level
Free shipping
message is carried
to the landing
page




                     Nothing about
                     personalized
                     ornaments
7 Steps to Take Your Online Marketing to The Next Level
7 Steps to Take Your Online Marketing to The Next Level
Speaks about
                   personalization!




Large variety of
personalized
ORNAMENTS
7 Steps to Take Your Online Marketing to The Next Level
3
•2Amplify 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
SOCIAL ADVERTISING
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

        Unlock the opportunity: drive
    3   reach via Friends of Fans
4
•2Connect with
 THE SOCIAL
  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
•2Score Your
 THE SOCIAL
  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                     The # of leads/contacts you
                     Leads                        qualify for sales follow-up.


                                                  The # of customers emerging
                       Sales
                                                  from the top of the funnel.
                                                                                      46
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

                                                                           48
6
•2Use
 THE SOCIAL
  Retargeting
 PROFILE
Am I
  Being
Followed?
RETARGETING
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
Image c/o wired.com
                      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
7
•2Analyze
 THE SOCIAL
  Channels &
 PROFILE
  Assets
Track Leads Across Different Sources
Measure traffic and leads that your marketing channels are driving




                                                                     66
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.
        71

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7 Steps to Take Your Online Marketing to The Next Level