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Why Yellow Pages Ads Are A Waste of Money

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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-money

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Why Yellow Pages Ads Are A Waste of Money

  1. 1. Why Yellow Page Ads Are a Waste of Money<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />Andrew QuinnSales Training Manager HubSpot @andrewtquinn<br />
  2. 2. Before We Get Started<br />Live attendees on Twitter: #YPAds<br />A recording will be available afterwards<br />Q&A at the end, ask in webinar or on Twitter<br />More info, more questions & discussion: http://blog.hubspot.com/blog/tabid/6307/bid/7404/Why-Yellow-Pages-Ads-Are-Becoming-Obsolete.aspx<br />
  3. 3.
  4. 4. Sometimes, it’s like…<br />
  5. 5. Change the stack!<br />
  6. 6. Hello, I’m ready to buy!<br />
  7. 7. Publish your ads and…<br />
  8. 8.
  9. 9. Hello, it’s 1996 calling!<br />
  10. 10. http://zanypickle.com/2010/06/do-you-still-use-a-phone-book/<br />
  11. 11. 2015<br />2000<br />
  12. 12.
  13. 13.
  14. 14. 9 Books<br />10 Miles<br />
  15. 15.
  16. 16.
  17. 17.
  18. 18. Referred by others<br />Advertised<br />Solicited by you<br />Passersby<br />Former customers<br />
  19. 19.
  20. 20. New comers<br />Emergency buyers<br />Dissatisfied buyers<br />Lifestyle changes<br />Infrequent buyers<br />Competitor’s customers<br />Transient buyers<br />
  21. 21. Your message here?<br />
  22. 22.
  23. 23.
  24. 24. http://searchengineland.com/is-yellow-pages-becoming-an-obsolete-concept-38752<br />
  25. 25. Intermedia Shopping Study conducted by TNS Global Market Research<br />http://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm<br />
  26. 26. Intermedia Shopping Study conducted by TNS Global Market Research<br />http://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm<br />
  27. 27. Probably not the best strategy…<br />
  28. 28.
  29. 29.
  30. 30. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
  31. 31. Outbound Marketing<br />
  32. 32. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
  33. 33. Inbound Marketing<br />Create<br />Optimize<br /> Promote<br /> Convert<br />
  34. 34. Case Study: Reynolds Golf Academy<br />
  35. 35. Results: Reynolds Golf Academy<br />Increased web traffic and lead volume by over 5,000%<br />Accumulated over 300 blog subscribers <br />Attracted 4,191 inbound links<br />
  36. 36. Case Study: Jammin’ With You<br />
  37. 37. Results: Jammin’ With You<br />Grew customer base by 400%<br />Nearly tripled number of teachers<br />“HubSpot has made a world of difference,” said Josh. In a year, his website has attracted hundreds of new customers.<br />
  38. 38. Case Study: Beacon Hill Athletic Clubs<br />
  39. 39. Results: Beacon Hill Athletic Clubs<br />Eliminated 20,000 pieces of direct mail without losing any members<br />Attracted over 1500 leads in 6 months<br />Saving about $5,000 per month on advertising<br />
  40. 40. Case Study: River Pools and Spas<br />
  41. 41. Results: River Pools and Spas<br />Increased organic traffic 120% in three months<br />Reduced PPC spending 50% compared to 2009<br />Organic search traffic grew from 176 visitors per month to over 6,900 per month<br />
  42. 42. Case Study: Lauterstein-Conway Massage<br />
  43. 43. Results: Lauterstein-Conway Massage<br />Doubled website traffic in one year<br />Attracted nearly 2,000 leads in 6 months<br />Saved $35,000 from marketing budget in 2010<br />
  44. 44. 420% more leads<br />for companies that buy HubSpot and embrace inbound marketing<br />Source: MIT graduate student analysis of HubSpot customers http://HubSpot.com/ROI<br />
  45. 45. Next step:<br />Talk to an expert.<br />No cost. No obligation.<br />Get a free, custom<br />assessment of your website.<br />www.HubSpot.com/IMA<br />
  46. 46. Q&A<br />www.HubSpot.com/IMA<br />Mike VolpeVP of Marketing HubSpot @mvolpe<br />Andrew QuinnSales Training Manager HubSpot @andrewtquinn<br />
  47. 47. Appendix: Case Study Links<br />http://www.hubspot.com/customer-case-studies/bid/5753/Pool-Construction-Company-Reduces-PPC-Spending-50-Grows-Organic-Leads<br />http://www.hubspot.com/customer-case-studies/bid/6368/Music-School-Grows-Customer-Base-400-with-HubSpot<br />http://www.hubspot.com/customer-case-studies/bid/6576/Boston-Health-Club-Drops-Direct-Mail-and-Pumps-Up-Leads-with-HubSpot<br />http://www.hubspot.com/customer-case-studies/bid/6799/Massage-School-Stops-Buying-Leads-by-Leveraging-HubSpot<br />http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf-Academy-Grows-Inbound-Leads-50x<br />

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