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Present The Great Steps thats take your online marketing to next level By EBriks Infotech.
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Transcript of Present The Great Steps thats take your online marketing to next level By EBriks Infotech.
1
to Take Your Online
Marketing to the
NEXT LEVEL
#7StepsToSuccess
7
STE
PS
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KAREN RUBIN Marketing Product Manager HubSpot
LAUREN VACCARELLO Sr. Director, Online Marketing salesforce.com
Your Presenters:
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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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Agenda:
User Retargeting
THE SOCIAL
PROFILE •2 Use Content to Meet Customer Needs
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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
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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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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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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
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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
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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.
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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.
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THANK YOU.