8 of the Biggest Mistakes Companies Make With Paid Search Advertising

Let’s face it. Paid search campaigns are not the easiest thing in the world to manage. Some companies hire an overpriced agency hoping for a magic PPC bullet that will cure their website’s terrible performance. Others follow the misguided advice of their well-intentioned marketing manager who wants to save costs and keep it in-house—only to realize after the fact that they’ve wasted thousands of dollars trying to manage something they don’t understand.

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Advertising, SEM, PPC

Six Steps to Getting Started With Paid Search for Small Businesses

Have you ever thought about doing paid search advertising campaigns but you're not sure where to start? Or maybe you currently have someone running them for your company but you don't feel like you're getting as much out of them as you'd like? Hopefully these tips will help you get started or improve your current efforts!

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Advertising, SEM, Search

How to Track Your Ad Campaigns More Effectively

Online advertising campaigns play a leading role in reaching your target market, but how do you know the right people are getting your message? How do you know that your hard-earned advertising budget is being spent in the right place and that you're actually getting a reasonable rate of return? 

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Analytics, Advertising, ROI

Five Highlights From Inbound 2015 Small Business Owners, Managers Should Care About

I just returned from Inbound 2015, where over 10,000 inbound evangelists gathered to talk agency, sales, and marketing. I'm a bit of a conference cynic so I was a little skeptical about how much actual value I would gather that would help DMD and its clients grow, but I have to say...Good stuff!

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Inbound, smarketing, Hubspot, inbound selling, CRM

How Inbound Selling Can Help Your Business Grow Faster, Create Happy Clients That Love You

The way we sell has changed.

Sales used to be ruled by people who were seen as being naturally good with people. People who were good at schmoozing and getting their prospects to like them in order to buy their product or service. The way reps prospected for clients was totally different. There were much more prevalent direct marketing and sales methods, such as door-to-door and cold calling. And after a sale, there might not be much interaction besides the occasional "checking in." To quote Roger Sterling from Mad Men, the series based on the advertising industry in the 1960s, "The day you sign a client is the day you start losing them." That was the old mentality.

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smarketing, sales, inbound selling

How to Run a Successful Smarketing Meeting

Smarketing meetings are regular meetings between sales and marketing departments, often held monthly. The meetings are a time for the two teams come together to review conversion rate and activity level goals, celebrate successes, and discuss next steps to improve.

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smarketing, team building

How to Remove the Guesswork Out of Your Online Marketing ROI

Welcome back to our series on smarketing (sales + marketing). In our first post we explained what smarketing is and then we shared a Q&A with Hubspot sales rep, MJ, on how inbound marketing campaigns help her sell. This week we want to touch on some system set up items that should be done before your first smarketing meeting, to make sure it's productive.

Enter, "closed-loop marketing."

Connected Systems

What is closed-loop marketing, in non-jargon speak? It means we can easily see who is a visitor, lead, or customer in your online marketing database.

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Software, smarketing, ROI, Closed-loop reporting, closed-loop marketing

Q&A With Hubspot Sales Rep on How Inbound Marketing Helps Her Sell

In the first post in our Smarketing series, we gave a general overview of what Smarketing is and some tips for building buy-in with your staff. This week, we have a Q&A with our HubSpot partner sales rep, Mae Joyce Gay. Now you can hear straight from someone at the company pioneering these new ways of marketing and selling what works for them—specifically her, as a sales rep. Here it is: 

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smarketing, marketing, Hubspot, sales

What is Smarketing and Why Should I Care?

In the previous blog, Are You Planning for Failure, I discussed some conversion rates to consider when determining whether your business is doing enough marketing to generate enough leads—to generate enough sales—and to hit its profit and revenue goals for the year.

This week, I want to introduce the concept of Smarketing, which is a fairly new concept just like inbound marketing, that can help guarantee you're getting the best quality leads and that those leads are turning into sales.

Smarketing stands for sales and marketing. The key shift here by smashing the two words together is *alignment.* Traditionally, sales and marketing teams have mostly been at odds. Sales thinks marketing is out of touch and marketing thinks sales doesn't follow up enough on leads.

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Strategy, smarketing

Are You Planning for Failure?

Well the first quarter of 2015 is over. Tax liabilities are rolling in and Q1 reports are being analyzed. Are you on track to meet your 2015 goals? Revenue and profit aren't the only factors to consider here. So are leads and conversion rates.


Look at Conversion Rates

The average Hubspot conversion rate from visit to lead is 5% and from lead to customer is 2%. So if your goal is to get one customer per month, your website would typically need 1,000 visits in order to reach that goal.

Other numbers to consider are average revenue per client, in relation to your company's revenue goals. If one of your goals is to get $500,000 more in revenue this year and your average monthly revenue per customer is $10,000, then you would need about five to ten new clients, assuming they don't all sign up January 1.

How many leads would it take to get there? About 500 with a conversion rate for lead to customer of 2%. Obviously referrals have a higher close rate, which is why they're so sought-after, but if you're just counting on referrals alone are you really going to grow as fast as you'd like? 

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Analytics, Strategy

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