How to Scale to 10k B2B Signups with Content Marketing and Low-cost Ads
Transcript of How to Scale to 10k B2B Signups with Content Marketing and Low-cost Ads
How AdStage Scaled to 10k B2B Signups
with Content Marketing and Low-cost Ads
Sahil Jain @sahilio AdStage @adstage
CEO & Co-founder of AdStage Was Co-founder & CMO of Trigger.io @ 20, Aol @ 19, Yahoo! @ 17, High School & College dropout.
Sahil Jain
About
RAISED AdStage All-In-One Ad Platform Create, optimize, and report across Google, Bing, Facebook, Twitter & LinkedIn Ads.
Sahil Jain @sahilio AdStage @adstage
CONTENT MARKETING
LOW-COST PAID ADS
Strategy
+ =Sahil Jain @sahilio AdStage @adstage
Content Marketing
BENEFITS PROMOTIONTYPES RECYCLING
Sahil Jain @sahilio AdStage @adstage
Benefits of Content Marketing
• Improves SEO and drives organic traffic • Attracts qualified leads • Positions brand as a thought leader
Sahil Jain @sahilio AdStage @adstage
Types of Content We Create
• Newsletters e.g., This Week in Ad Tech • News e.g., Facebook Releases Audience Network to All • How Tos e.g., How to Track Conversion with Google Analytics • Guides e.g., The AdStage Guide to LinkedIn Ads • Podcast Tip: Leverage your domain experts for high-value content
Sahil Jain @sahilio AdStage @adstage
This Week In Ad Tech
A curated roundup of the best news, how-tos and trends
from the world of online advertising.
Sahil Jain @sahilio AdStage @adstage
Ways We Promote Content
• Paid social ads e.g., LinkedIn Sponsored Updates • Organic social shares e.g., Buffer • Internal links e.g., Links to related articles • Email e.g., Newsletters
Sahil Jain @sahilio AdStage @adstage
Sahil Jain @sahilio AdStage @adstage
Content Recycling
Our evergreen content lives forever • Share via social e.g., Continue to Buffer tweets • Embed in product e.g., Adding to tooltips, notifications, etc. • Convert formats e.g., Create a deck from an article • Add to campaigns e.g., Adding to drip email campaigns
Sahil Jain @sahilio AdStage @adstage
Sahil Jain @sahilio AdStage @adstage
Low Cost Paid Advertising
BRANDED SEARCH
RETARGETINGCUSTOM
AUDIENCES
Sahil Jain @sahilio AdStage @adstage
Perks • It’s cheap; your quality score will be high • It’s easy to setup - just use your brand name as a keyword • Benefits almost always outweigh cannibalization of organic clicks
Advertise on searches containing your brand name
Branded Search
Benefits • Control the message • Control the destination • Reduce friction • Prevent competitors from poaching leads
Sahil Jain @sahilio AdStage @adstage
Sahil Jain @sahilio AdStage @adstage
Sahil Jain @sahilio AdStage @adstage
Sahil Jain @sahilio AdStage @adstage
Sahil Jain @sahilio AdStage @adstage
Sahil Jain @sahilio AdStage @adstage
Segment customer database and tailor your message
• Target leads to nurture them • Target past customer to
generate repeat orders • Target buyers of one product
to cross sell another
Upload a list of people and target them with tailored adsCustom Audiences
Sahil Jain @sahilio AdStage @adstage
Sahil Jain @sahilio AdStage @adstage
Advertise to site visitors that leave without converting
Retargeting
• Win back engaged visitors you’ve lost (e.g., those that abandoned a shopping cart)
• Decrease length of sales cycle by remaining top of mind • Cross sell similar products or services
Sahil Jain @sahilio AdStage @adstage
Using These Tracking Pixels
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Facebook Website Custom Audience Twitter Conversion Tracking Website Tag
Add Exclusion Targeting
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Logic with Exclusion Targeting
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WEBINAR
CASE STUDY
GUIDE / WHITEPAPER
BLOG POST / INFOGRAPHIC
Targeted Audience Excluded Audience
Blog post subscribers
Whitepaper downloads
Case study downloads
Blog post subscribers
Whitepaper downloads
Case study downloads
Webinar registrants
Your target audience
Example Journey for the End User
Visits website and does not convert
Sees a blog post ad in feed and subscribes
Receives three touch points for nurture campaigns via email, Facebook, and Twitter
Sahil Jain @sahilio AdStage @adstage
Sahil Jain @sahilio AdStage @adstage
Questions?
FOR SLIDES
bit.ly/adstage-websummit2015