The Definitive Guide To Google Adwords

Inbound Marketing: Optimizing Your Site for Maximum Lead Flow

The rapid increase in social media channels has provided new opportunities to build relationships with promising franchisee prospects, but it also has brought new levels of confusion, uncertainty, and a feeling of overload. In a webinar titled "Optimizing Your Site for Maximum Lead Flow," Mike Volpe, vice president of marketing at HubSpot, and Tim Ash, president and CEO of SiteTuners.com, shed some light on the subject and suggest simple, effective actions to increase lead flow.

The webinar was split into two parts, followed by questions. First, Volpe talks about how to optimize your website to get more people to find it. Then, Ash shares his expertise about landing pages and calls to action on how to increase conversions. Below are edited excerpts from he 60-minute webinar , an archived version of which is available online.

Volpe heads HubSpot's lead generation and branding strategy through inbound marketing, including blogging, search engine optimization, video marketing, and social media.

Let's talk about inbound marketing. It's a combination of search engine marketing, content marketing, social media marketing, conversion, lead nurturing, supporting your sales team, things like that all in one place.

The tips I'm going to talk about are based on our experience working with our 4,000 customers, and also all the data we have from over 3 million websites that have been graded in Website Grader. If you haven't used Website Grader yet, you should definitely put your website in there. It gives you a free report.

Your buyer persona is what should drive the content that you're creating. What you want to do is think about who your buyer persona is. In all the content we create here at HubSpot, we're constantly thinking about our two most important personas and asking ourselves, "Would this persona like this content?" We call them by name. We say things like, "Well, would Mary really like this webinar? Is that the thing Mary would be interested in? Why would Mary share that with her friends?

Perry Marshall's Definitive Guide to Google Adwords Review: Worth ...

  Yes, but don’t bother buying the add-on guides (Expanded and Deluxe versions) he sells for an excessive additional cost.

The Definitive Guide to Google Adwords on its own costs $49.  Buying all the additional modules adds $150 to the cost.

I purchased Perry Marshall’s 2011 Definitive Guide to Google Adwords (the Deluxe package) and devoured it.  The Guide itself is truly loaded with incredible tips and concrete step-by-step instructions for setting up effective Google Adwords campaigns.

I also bought the Deluxe package which included add-on products which are (in addition to the Definitive Guide):

These 5 additional modules, which cost an additional $150, were not worth the cost.  However, I’m not too upset because the actual Definitive Guide to Google Adwords was worth far more than the $197.  Yet, the Definitive Guide when bought on its own only costs $49 (I could have saved $150 … live and learn).

When I bought Perry Marshall’s Definitive Guide to Adwords, I had little experience with Adwords Campaigns.  Perhaps this is why I found the Guide so helpful.  It goes through beginner tips for setting up campaigns quickly and then moves into advanced techniques once you get some experience under your belt.

The bulk of my traffic generation efforts in the past was attracting organic traffic from the search engines.  This works great once you know how to do SEO, but I was getting nervous having all my eggs in one basket.  I asked myself: “what would happen to my business if my sites disappeared from the search engines?”

The thought of that happening was frightening.  I practice white-hat SEO techniques, but you never know if the search engines will radically change the way they rank websites.  The 2011 Panda update by Google hurt many sites (fortunately I came out fine).  Being entirely dependent on one traffic source is not a sound online Web marketing strategy.

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