b2b leadscon 2014 - converting on social
DESCRIPTION
Janet Driscoll Miller's presentation from B2B LeadsCon 2014 on converting with social media advertising, including LinkedIn.TRANSCRIPT
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Converting on Social
Janet Driscoll Miller President and CEO
Marketing Mojo
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@janetdmiller
“Social Media Management Software” Enterprise level product:
12 months/$100,000 commitment
But WHO searches using this term?
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@janetdmiller
• “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings
• The more expensive the B2B offering, the higher the bid
• Competition is high for a limited B2B audience
“RAID Data Recovery” $64 CPC
“business VOIP solutions $51 CPC
“managed hosting providers” $49 CPC
“data room services” $41 CPC
“VPS Dedicated Server” $32 CPC
“managed services provider” $31 CPC
“merchant account providers” $28 CPC
“medical billing software” $27
“best conference call service” $25 CPC
“domain names registry” $24 CPC
“online backup software” $24 CPC
“server monitoring software” $24 CPC
“managed IT services” $23 CPC
“CRM Software Programs” $22 CPC
“business credit card” $19 CPC
“business bank account” $15 CPC Search Engine Marketing Roundup
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@janetdmiller
• The growth of “low search volume” keywords in AdWords is exponential
• The keyword “Long Tail” only exists when Google lets it
• They are happy to “broad match” overly broad keywords at high CPCs
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@janetdmiller
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@janetdmiller
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@janetdmiller
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@janetdmiller
The paid search/LinkedIn benefit
Source: Marin Software, April 2014
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@janetdmiller
The paid search/LinkedIn benefit
Source: Marin Software, April 2014
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@janetdmiller
0 50 100 150 200 250 300 350 400
Search Ads Alone
Search and Social Ads
Leads
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@janetdmiller
Search Ads Alone Search and Social Ads
Cost per Lead
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@janetdmiller
Search Ads Alone Search and Social Ads
Cost
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@janetdmiller
1178% (pipeline) (revenue)
ROI 281%
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@janetdmiller
JANET DRISCOLL MILLER President and CEO
Marketing Mojo
@janetdmiller +JanetDriscollMiller