Can pay per click and paid social media contribute to inbound v4
•
15 gefällt mir•6,927 views
Paid media such as pay per click (PPC) and paid social media can be used to test different demographic segments, content, and messaging to help optimize inbound marketing efforts. These paid channels allow businesses to experiment quickly and determine which target audiences, keywords, ads, and landing pages are most effective. Paid social media can also help build followers and brand awareness on platforms like Facebook, Twitter, and LinkedIn. Several HubSpot apps integrate with paid channels to help with tasks like social media monitoring, retargeting website visitors, and scheduling social posts.
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (17)
Ähnlich wie Can pay per click and paid social media contribute to inbound v4
Ähnlich wie Can pay per click and paid social media contribute to inbound v4 (20)
Mehr von HubSpot
Mehr von HubSpot (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Can pay per click and paid social media contribute to inbound v4
- 1. can pay per click and paid social media contribute to inbound
- 2. MARK ROBERGE @markroberge Sales 2.0 scientist. MIT quant. Family man. #inbound12
- 3. #INBOUND12
- 4. Paid media is not a sustainable channel #inbound12
- 5. Paid media accelerates inbound marketing experimentation #inbound12
- 6. Contextual difference of PPC vs paid social media Ability to Influence Channel Intent to Purchase Ability to Nurture Others PPC HIGH HIGH LOW Paid Social Media LOW HIGH HIGH
- 7. Paid media builds social media following Improves brand… … increases distribution and…
- 8. Paid Media builds social media following … helps with SEO! http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
- 9. CONTEST #1 Who has the largest twitter following in the room? Winner: $50 of Facebook Ads #inbound12
- 10. 1 PAID SOCIAL MEDIA OVERVIEW #inbound12
- 11. Users by Social Channel Users by Social Channel 1,000,000,000 900,000,000 800,000,000 700,000,000 600,000,000 500,000,000 Users by Social Channel 400,000,000 300,000,000 200,000,000 100,000,000 - Facebook LinkedIn Twitter
- 12. Ad Revenue by Social Channel Ad Revenue by Social Channel $4,000,000,000 $3,500,000,000 Inefficient market $3,000,000,000 advertising opportunity? $2,500,000,000 $2,000,000,000 Ad Revenue by Social Channel $1,500,000,000 $1,000,000,000 $500,000,000 $- Facebook LinkedIn Twitter
- 17. PPC Ads with social
- 18. CONTEST #2 Of those folks advertising on Facebook, who has accumulated the most fans? Winner: $50 of Facebook Ads #inbound12
- 19. 2 LEVERAGE PAID MEDIA TO TEST #inbound12
- 20. Use Paid Social Media to Test Target Demographics • Which regions are responding most to your messaging? • When writing an eBook, should you have a different version for executives versus the end users of your software? • Is it worth extending your website with content written for the various industries you target? • Is your sales team more effective at starting low, medium, or high in the organization? • There are 500 LinkedIn Groups in my industry. Where are my most qualified prospects conversing? Where should I invest more of my time? #inbound12
- 21. Demographic segmentation capability by network Facebook X X X X X X X X X X X X LinkedIn X** X X X X X X X X X X** Twitter X** X PPC X X X ** Social network segmentation is limited relative to peers in this category
- 22. Social Network Gender 38% 42% 58% 62% Male Female Male Female Overall, women are 11% more likely to click on an ad, 46% 54% but men are slightly (2.2%) more likely than women to Male Female "like" a brand via an ad. http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger- adults-like-more#ixzz1XtJHPGnI
- 23. Social Network Age 7% 9% 45-54 12% 45-54 17% 18% 27% 26-34 23% 26-34 30% 29% 13% 13-17 11% 13-17 4% http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/ http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/ On average, Facebook users age 50+ 55+ are 28.2% more likely than adults age 11% 18-29 to click through by clicking on 35-54 40% the ad, but they are 9% less likely to 25-34 31% click on the "like" button. 18-24 18% http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger- http://bostinno.com/2012/02/28/who-really-uses-linkedin-infographic/ adults-like-more#ixzz1XtIda5YR
- 24. LinkedIn Professional User Demographics Company Size Industry 14% (Employees) 1-200 High Tech 15% 13% 42% 15% Manufacturing 10% 201- 9% 19% Education 8% 1000 8% Consumer… 7% 10% http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 Job Title 4% 4% Seniority Entrepreneur 12% 8% 10% CxO Admin 9% VP 9% 10% Ops 8% Director 7% 58% 16% Owner Engineering 7% Manager 5% Finance 4% http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011
- 25. Test “Seniority” in LinkedIn Cloud 2012 – C-Level Web.cloudinc.com/2012-ebook-c-level.html CxO Ad CxO LP CxO, VP Cloud 2012 – IT Admin Web.cloudinc.com/2012-ebook-IT.html Admin Ad Admin LP Individual Contributor
- 26. Use PPC to Test Content and Messaging • Which keywords should you be writing about most on your blog? • How broadly can you be thinking with your keyword research? Do interests tangential to your value proposition translate into a qualified lead for your business? • Which landing page designs are best for each interest segment? • What is the ideal next step for a prospect with a particular interest? Should it be passed directly to the sales team or nurtured? If nurtured, with a particular blog article, call to action, or a white paper? • Does your sales team need training on leads with specific types of interests? #inbound12
- 27. Test on “kitchen remodeling” subject 1. Setup AdGroup for “kitchen 2. Rotate Ads within AdGroup remodeling” terms 4. Measure Success through Funnel 3. A/B Test Landing Pages
- 28. 3 LEVERAGE PAID SOCIAL MEDIA TO BUILD YOUR FOLLOWING #inbound12
- 29. Target Facebook Users by Interests Setup as Broad Category or Precise interests
- 31. Influence of friends on purchasing 90% of consumers online trust recommendations from people they know. 71% say reviews from family members or friends influence purchase decisions.
- 33. 7 Types of Facebook Sponsored Stories
- 34. Setting up Facebook Sponsored Stories
- 36. Twitter Promoted Account Options
- 38. CONTEST #3 Who has the most members in their LinkedIn Group? Winner: $50 of Facebook Ads #inbound12
- 39. Friend of a Friend in Search • +1 is not optional • +1 does not count as click • +1 is on URL, not ad
- 40. Beware of Ad Tiring in Social
- 41. 4 HUBSPOT APPS FOR PAID MEDIA #inbound12
- 42. Find and nurture your social media influencers.
- 43. See how engaged a lead has been with your company on social before calling.
- 45. View published & scheduled posts. Create, publish or schedule social media posts.
- 46. Publish to multiple accounts & channels. Schedule multiple posts at a time.
- 47. Facebook Customizer - GROSOCIAL Drag-and-drop Facebook tabs with widgets for maps, social sharing, photos, contests and HubSpot forms. #inbound12
- 48. ReTargeter - RETARGETER Drive repeat visits of your existing contacts with intelligent retargeted ads
- 49. Hootsuite - 6KITES Social media monitoring of your HubSpot keywords and contacts.
- 50. HubSpot Marketplace PPC Apps 1 WebSite Publicity’s paid AdWords ROI calculator shows you your marketing spend per lead and per sale for PPC traffic 2 … and Wordstream’s free AdWords grader that tells you how to improve those results, including your HubSpot landing pages
- 51. Continue your learning at HubSpot Academy Academy.HubSpot.com #inbound12