why yellow pages ads are a waste of money
DESCRIPTION
Buying behavior is changing rapidly as people shift their research and shopping habits from traditional marketing channels to the Internet. Watch the full webinar for more insights on the changing marketing landscape: http://www.hubspot.com/why-yellow-pages-ads-are-a-waste-of-moneyTRANSCRIPT
Why Yellow Page Ads Are a Waste of Money
Mike VolpeVP of Marketing HubSpot @mvolpe
Andrew QuinnSales Training Manager HubSpot @andrewtquinn
Before We Get Started
• Live attendees on Twitter: #YPAds
• A recording will be available afterwards
• Q&A at the end, ask in webinar or on Twitter
• More info, more questions & discussion: http://blog.hubspot.com/blog/tabid/6307/bid/7404/Why-Yell
ow-Pages-Ads-Are-Becoming-Obsolete.aspx
Sometimes, it’s like…
Change the stack!
Hello, I’m ready to buy!
Publish your ads and…
Hello, it’s 1996 calling!
http://zanypickle.com/2010/06/do-you-still-use-a-phone-book/
2000
2015
10 Miles9 Books
Referred by others
Advertised
Solicited by you
Passersby
Former customers
New comers
Emergency buyers
Dissatisfied buyers
Lifestyle changes
Infrequent buyers
Competitor’s customers
Transient buyers
Your message here?
http://searchengineland.com/is-yellow-pages-becoming-an-obsolete-concept-38752
Intermedia Shopping Study conducted by TNS Global Market Researchhttp://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm
Intermedia Shopping Study conducted by TNS Global Market Researchhttp://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm
Probably not the best strategy…
Marketing is Changing1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
Inbound Marketing
• Create
• Optimize
• Promote
• Convert
Case Study: Reynolds Golf Academy
Results: Reynolds Golf Academy
• Increased web traffic and lead volume by over 5,000%
• Accumulated over 300 blog subscribers • Attracted 4,191 inbound links
Case Study: Jammin’ With You
Results: Jammin’ With You
• Grew customer base by 400%• Nearly tripled number of teachers• “HubSpot has made a world of difference,”
said Josh. In a year, his website has attracted hundreds of new customers.
Case Study: Beacon Hill Athletic Clubs
Results: Beacon Hill Athletic Clubs
• Eliminated 20,000 pieces of direct mail without losing any members
• Attracted over 1500 leads in 6 months• Saving about $5,000 per month on advertising
Case Study: River Pools and Spas
Results: River Pools and Spas
• Increased organic traffic 120% in three months• Reduced PPC spending 50% compared to 2009• Organic search traffic grew from 176 visitors
per month to over 6,900 per month
Case Study: Lauterstein-Conway Massage
Results: Lauterstein-Conway Massage
• Doubled website traffic in one year• Attracted nearly 2,000 leads in 6 months• Saved $35,000 from marketing budget in 2010
420% more leadsfor companies that buy HubSpot and embrace
inbound marketing
Source: MIT graduate student analysis of HubSpot customers http://HubSpot.com/ROI
Next step:Talk to an expert.
No cost. No obligation.Get a free, custom
assessment of your website.
www.HubSpot.com/IMA
Q&A
Mike VolpeVP of Marketing HubSpot @mvolpe
Andrew QuinnSales Training Manager HubSpot @andrewtquinn
www.HubSpot.com/IMA
Appendix: Case Study Links• http://
www.hubspot.com/customer-case-studies/bid/5753/Pool-Construction-Company-Reduces-PPC-Spending-50-Grows-Organic-Leads
• http://www.hubspot.com/customer-case-studies/bid/6368/Music-School-Grows-Customer-Base-400-with-HubSpot
• http://www.hubspot.com/customer-case-studies/bid/6576/Boston-Health-Club-Drops-Direct-Mail-and-Pumps-Up-Leads-with-HubSpot
• http://www.hubspot.com/customer-case-studies/bid/6799/Massage-School-Stops-Buying-Leads-by-Leveraging-HubSpot
• http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf-Academy-Grows-Inbound-Leads-50x