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
Converting on Social
Janet Driscoll Miller President and CEO
Marketing Mojo
@janetdmiller
“Social Media Management Software” Enterprise level product:
12 months/$100,000 commitment
But WHO searches using this term?
@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
@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
@janetdmiller
@janetdmiller
@janetdmiller
@janetdmiller
The paid search/LinkedIn benefit
Source: Marin Software, April 2014
@janetdmiller
The paid search/LinkedIn benefit
Source: Marin Software, April 2014
@janetdmiller
0 50 100 150 200 250 300 350 400
Search Ads Alone
Search and Social Ads
Leads
@janetdmiller
Search Ads Alone Search and Social Ads
Cost per Lead
@janetdmiller
Search Ads Alone Search and Social Ads
Cost
@janetdmiller
1178% (pipeline) (revenue)
ROI 281%
@janetdmiller
JANET DRISCOLL MILLER President and CEO
Marketing Mojo
@janetdmiller +JanetDriscollMiller