Why Yellow Page Ads Are a Waste of Money

Mike VolpeVP of Marketing HubSpot @mvolpe

Andrew QuinnSales Training Manager HubSpot @andrewtquinn

Before We Get Started

• Live attendees on Twitter: #YPAds

• A recording will be available afterwards

• Q&A at the end, ask in webinar or on Twitter

• More info, more questions & discussion: http://blog.hubspot.com/blog/tabid/6307/bid/7404/Why-Yell

ow-Pages-Ads-Are-Becoming-Obsolete.aspx

Sometimes, it’s like…

Change the stack!

Hello, I’m ready to buy!

Publish your ads and…

Hello, it’s 1996 calling!

http://zanypickle.com/2010/06/do-you-still-use-a-phone-book/

2000

2015

10 Miles9 Books

Referred by others

Advertised

Solicited by you

Passersby

Former customers

New comers

Emergency buyers

Dissatisfied buyers

Lifestyle changes

Infrequent buyers

Competitor’s customers

Transient buyers

Your message here?

http://searchengineland.com/is-yellow-pages-becoming-an-obsolete-concept-38752

Intermedia Shopping Study conducted by TNS Global Market Researchhttp://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm

Intermedia Shopping Study conducted by TNS Global Market Researchhttp://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm

Probably not the best strategy…

Marketing is Changing1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

Inbound Marketing

• Create

• Optimize

• Promote

• Convert

Case Study: Reynolds Golf Academy

Results: Reynolds Golf Academy

• Increased web traffic and lead volume by over 5,000%

• Accumulated over 300 blog subscribers • Attracted 4,191 inbound links

Case Study: Jammin’ With You

Results: Jammin’ With You

• Grew customer base by 400%• Nearly tripled number of teachers• “HubSpot has made a world of difference,”

said Josh. In a year, his website has attracted hundreds of new customers.

Case Study: Beacon Hill Athletic Clubs

Results: Beacon Hill Athletic Clubs

• Eliminated 20,000 pieces of direct mail without losing any members

• Attracted over 1500 leads in 6 months• Saving about $5,000 per month on advertising

Case Study: River Pools and Spas

Results: River Pools and Spas

• Increased organic traffic 120% in three months• Reduced PPC spending 50% compared to 2009• Organic search traffic grew from 176 visitors

per month to over 6,900 per month

Case Study: Lauterstein-Conway Massage

Results: Lauterstein-Conway Massage

• Doubled website traffic in one year• Attracted nearly 2,000 leads in 6 months• Saved $35,000 from marketing budget in 2010

420% more leadsfor companies that buy HubSpot and embrace

inbound marketing

Source: MIT graduate student analysis of HubSpot customers http://HubSpot.com/ROI

Next step:Talk to an expert.

No cost. No obligation.Get a free, custom

assessment of your website.

www.HubSpot.com/IMA

Q&A

Mike VolpeVP of Marketing HubSpot @mvolpe

Andrew QuinnSales Training Manager HubSpot @andrewtquinn

www.HubSpot.com/IMA

Appendix: Case Study Links• http://

www.hubspot.com/customer-case-studies/bid/5753/Pool-Construction-Company-Reduces-PPC-Spending-50-Grows-Organic-Leads

• http://www.hubspot.com/customer-case-studies/bid/6368/Music-School-Grows-Customer-Base-400-with-HubSpot

• http://www.hubspot.com/customer-case-studies/bid/6576/Boston-Health-Club-Drops-Direct-Mail-and-Pumps-Up-Leads-with-HubSpot

• http://www.hubspot.com/customer-case-studies/bid/6799/Massage-School-Stops-Buying-Leads-by-Leveraging-HubSpot

• http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf-Academy-Grows-Inbound-Leads-50x