how to scale to 10k b2b signups with content marketing and low-cost ads
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How AdStage Scaled to 10k B2B Signups
with Content Marketing and Low-cost Ads
Sahil Jain @sahilio AdStage @adstage
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CEO & Co-founder of AdStage Was Co-founder & CMO of Trigger.io @ 20, Aol @ 19, Yahoo! @ 17, High School & College dropout.
Sahil Jain
About
RAISED AdStage All-In-One Ad Platform Create, optimize, and report across Google, Bing, Facebook, Twitter & LinkedIn Ads.
Sahil Jain @sahilio AdStage @adstage
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CONTENT MARKETING
LOW-COST PAID ADS
Strategy
+ =Sahil Jain @sahilio AdStage @adstage
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Content Marketing
BENEFITS PROMOTIONTYPES RECYCLING
Sahil Jain @sahilio AdStage @adstage
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Benefits of Content Marketing
• Improves SEO and drives organic traffic • Attracts qualified leads • Positions brand as a thought leader
Sahil Jain @sahilio AdStage @adstage
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Types of Content We Create
• Newsletters e.g., This Week in Ad Tech • News e.g., Facebook Releases Audience Network to All • How Tos e.g., How to Track Conversion with Google Analytics • Guides e.g., The AdStage Guide to LinkedIn Ads • Podcast Tip: Leverage your domain experts for high-value content
Sahil Jain @sahilio AdStage @adstage
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This Week In Ad Tech
A curated roundup of the best news, how-tos and trends
from the world of online advertising.
Sahil Jain @sahilio AdStage @adstage
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Ways We Promote Content
• Paid social ads e.g., LinkedIn Sponsored Updates • Organic social shares e.g., Buffer • Internal links e.g., Links to related articles • Email e.g., Newsletters
Sahil Jain @sahilio AdStage @adstage
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Sahil Jain @sahilio AdStage @adstage
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Content Recycling
Our evergreen content lives forever • Share via social e.g., Continue to Buffer tweets • Embed in product e.g., Adding to tooltips, notifications, etc. • Convert formats e.g., Create a deck from an article • Add to campaigns e.g., Adding to drip email campaigns
Sahil Jain @sahilio AdStage @adstage
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Sahil Jain @sahilio AdStage @adstage
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Low Cost Paid Advertising
BRANDED SEARCH
RETARGETINGCUSTOM
AUDIENCES
Sahil Jain @sahilio AdStage @adstage
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Perks • It’s cheap; your quality score will be high • It’s easy to setup - just use your brand name as a keyword • Benefits almost always outweigh cannibalization of organic clicks
Advertise on searches containing your brand name
Branded Search
Benefits • Control the message • Control the destination • Reduce friction • Prevent competitors from poaching leads
Sahil Jain @sahilio AdStage @adstage
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Sahil Jain @sahilio AdStage @adstage
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Sahil Jain @sahilio AdStage @adstage
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Sahil Jain @sahilio AdStage @adstage
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Sahil Jain @sahilio AdStage @adstage
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Sahil Jain @sahilio AdStage @adstage
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Segment customer database and tailor your message
• Target leads to nurture them • Target past customer to
generate repeat orders • Target buyers of one product
to cross sell another
Upload a list of people and target them with tailored adsCustom Audiences
Sahil Jain @sahilio AdStage @adstage
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Sahil Jain @sahilio AdStage @adstage
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Advertise to site visitors that leave without converting
Retargeting
• Win back engaged visitors you’ve lost (e.g., those that abandoned a shopping cart)
• Decrease length of sales cycle by remaining top of mind • Cross sell similar products or services
Sahil Jain @sahilio AdStage @adstage
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Using These Tracking Pixels
@adstage
Facebook Website Custom Audience Twitter Conversion Tracking Website Tag
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Add Exclusion Targeting
@adstage
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Logic with Exclusion Targeting
@adstage
WEBINAR
CASE STUDY
GUIDE / WHITEPAPER
BLOG POST / INFOGRAPHIC
Targeted Audience Excluded Audience
Blog post subscribers
Whitepaper downloads
Case study downloads
Blog post subscribers
Whitepaper downloads
Case study downloads
Webinar registrants
Your target audience
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Example Journey for the End User
Visits website and does not convert
Sees a blog post ad in feed and subscribes
Receives three touch points for nurture campaigns via email, Facebook, and Twitter
Sahil Jain @sahilio AdStage @adstage
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Sahil Jain @sahilio AdStage @adstage
Questions?
FOR SLIDES
bit.ly/adstage-websummit2015