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How to Use Twitter to Generate Leads & Sales AMA NY Capital Region Luncheon January 14, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes

How to Use Twitter to Generate Leads & Sales

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A presentation to the Albany, NY chapter of the American Marketing Association on using Twitter to generation leads and sales for you business. Presented in Albany on 1/14/10.

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Page 1: How to Use Twitter to Generate Leads & Sales

How to Use Twitter to Generate Leads &

SalesAMA NY Capital Region Luncheon

January 14, 2009

Rick Burnes

HubSpot Marketing Manager

Twitter: @rickburnes

Page 2: How to Use Twitter to Generate Leads & Sales

Agenda

I. About HubSpot & Inbound Marketing

II. What is Twitter and Why Should I Use It?Use It?

III. Building a Twitter Network

IV.Sharing Content & Driving Traffic

V. Twitter Measurement & ROI

2

Page 3: How to Use Twitter to Generate Leads & Sales

What’s HubSpot?

• Founded in July 2006; grew out of research at MIT

• Sells inbound marketing software

• 2,000+ customers; 100+ employees

3

Page 4: How to Use Twitter to Generate Leads & Sales

Traditional Marketing (Outbound)

4

Page 5: How to Use Twitter to Generate Leads & Sales

Marketing Today (Inbound)

5

Page 6: How to Use Twitter to Generate Leads & Sales

How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

6

Page 7: How to Use Twitter to Generate Leads & Sales

What Is Inbound Marketing?

Get Found

• Publish

• Promote

• Optimize

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

Website Visitors

7

Leads• SEO

• Analytics

Convert

• Test

• Target

• Nurture

Customers

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Page 8: How to Use Twitter to Generate Leads & Sales

One Way to Feed the Funnel

Blogging SEO Email Pay-Per-ClickTwitter

Website Visitors

8

Leads

Customers

Twitter

Page 9: How to Use Twitter to Generate Leads & Sales

Not Sold on Twitter?

Same recipe for success on every social network.

9

Page 10: How to Use Twitter to Generate Leads & Sales

Agenda

I. About HubSpot & Inbound Marketing

II. What is Twitter and Why Should I Use It?Use It?

III. Building a Twitter Network

IV.Sharing Content & Driving Traffic

V. Twitter Measurement & ROI

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Page 11: How to Use Twitter to Generate Leads & Sales

What IS Twitter?W

hat I S

ee

What P

eople

Publis

h

Page 12: How to Use Twitter to Generate Leads & Sales

It’s Public

One person tweets … … anybody can see it.

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Page 13: How to Use Twitter to Generate Leads & Sales

It’s a Network

13

Flickr: Hljod.Huskona

Page 14: How to Use Twitter to Generate Leads & Sales

It’s Real Time

14

Flickr: Thomas Hawk

Page 15: How to Use Twitter to Generate Leads & Sales

What Are the Uses?

Marketing

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Customer Service

Listening

Page 16: How to Use Twitter to Generate Leads & Sales

Is Twitter Like Cotton Candy?

16

• Colorful

• Sticky

• No nutritional or business value

Flickr: anitacanita

Page 17: How to Use Twitter to Generate Leads & Sales

No! It’s Like Whole Wheat Bread.

17

• Healthy

• Used widely

• A basic part of any diet or marketing mix

Flickr: sierravalleygirl

Page 18: How to Use Twitter to Generate Leads & Sales

A Twitter PR Anecdote

I will call you right now

Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

408 555-1234?

I spoke about our use of social media for biz on 2 panels -http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

Elapsed Time:

50 Minutes

Page 19: How to Use Twitter to Generate Leads & Sales

Twitter Drives Leads

HubSpot Social Media Leads

19

Twitter is largest category, at >40% of HubSpot’s total social media leads.

Page 20: How to Use Twitter to Generate Leads & Sales

Twitter Still at ~4% Growth

20

eMarketer estimates 18 Million total users.

Page 21: How to Use Twitter to Generate Leads & Sales

How to Succeed With Twitter

Build a

Network

Measure & Analyze

Share Content

Page 22: How to Use Twitter to Generate Leads & Sales

Agenda

I. About HubSpot & Inbound Marketing

II. What is Twitter and Why Should I Use It?Use It?

III. Building a Twitter Network

IV.Sharing Content & Driving Traffic

V. Twitter Measurement & ROI

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Page 23: How to Use Twitter to Generate Leads & Sales

Start by Building a Network

23

How do you build an engaged network?

Page 24: How to Use Twitter to Generate Leads & Sales

You Already Have the Skills

You Just Do It Offline

• Meeting people

• Building relationships

• Asking questions

• Answering questions

24

• Answering questions

• Building trust

• Building a reputation

Page 25: How to Use Twitter to Generate Leads & Sales

Company Profile? Personal Profile?

Page 26: How to Use Twitter to Generate Leads & Sales

Let Your Brand Shine

Page 27: How to Use Twitter to Generate Leads & Sales

Put a Bio in Your Profile

Avg F

ollo

wers

Avg F

ollo

wers

Page 28: How to Use Twitter to Generate Leads & Sales

Put a Link in Your Profile

Avg F

ollo

wers

Avg F

ollo

wers

Page 29: How to Use Twitter to Generate Leads & Sales

Follow People

Updates from the people you follow appear on your homepage.

Page 30: How to Use Twitter to Generate Leads & Sales

Follow People Who Follow You

Page 31: How to Use Twitter to Generate Leads & Sales

How to Find People to Follow

twitter.grader.com/search

Page 32: How to Use Twitter to Generate Leads & Sales

See Who Thought-Leaders Follow

twitter.com/dmscott

Page 33: How to Use Twitter to Generate Leads & Sales

Create a Company Page

twitter.zappos.com/employees

Page 34: How to Use Twitter to Generate Leads & Sales

Follow Your Brand in Conversations

Page 35: How to Use Twitter to Generate Leads & Sales

Engage With Your Network

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Page 36: How to Use Twitter to Generate Leads & Sales

Engagement Dominates

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Page 37: How to Use Twitter to Generate Leads & Sales

What Are Twitter Applications?

37

One telephone number,

many ways to call.

One Twitter handle,

many ways to tweet.

Page 38: How to Use Twitter to Generate Leads & Sales

Agenda

I. About HubSpot & Inbound Marketing

II. What is Twitter and Why Should I Use It?Use It?

III. Building a Twitter Network

IV.Sharing Content & Driving Traffic

V. Twitter Measurement & ROI

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Page 39: How to Use Twitter to Generate Leads & Sales

Share Content With Your Network

Content Rule #1: It must be useful/interesting/fun

Page 40: How to Use Twitter to Generate Leads & Sales

Blogging Increases Twitter Reach >75%

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Page 41: How to Use Twitter to Generate Leads & Sales

What to Publish?

• Blog

• Podcast

• Videos

• Photos• Photos

• Presentations

• eBooks

• News Releases

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Page 42: How to Use Twitter to Generate Leads & Sales

A Word of Caution

• Don’t Tweet too much

about your product.

NOBODY CARES.

• Create content that’s • Create content that’s

useful and interesting to

your target personas.

Page 43: How to Use Twitter to Generate Leads & Sales

Conversation & Distribution

Conversation

43

Conversation

Distribution

AND

Page 44: How to Use Twitter to Generate Leads & Sales

Good Content Spreads

44

If you provide interesting content,

your network will retweet it.

Page 45: How to Use Twitter to Generate Leads & Sales

What Gets Shared?

Rarely

Shared

Frequently

Shared

45

• Product info

• Free trials

• Software documentation

• New data

• Funny videos

• Top-notch blog posts

Page 46: How to Use Twitter to Generate Leads & Sales

Use Favorites to Save Highlights

twitter.com/HubSpot/favourites

Page 47: How to Use Twitter to Generate Leads & Sales

Agenda

I. About HubSpot & Inbound Marketing

II. What is Twitter and Why Should I Use It?Use It?

III. Building a Twitter Network

IV.Sharing Content & Driving Traffic

V. Twitter Measurement & ROI

47

Page 48: How to Use Twitter to Generate Leads & Sales

Follower Count

• A measure of your raw distribution power

Page 49: How to Use Twitter to Generate Leads & Sales

@replies

• A measure of community engagement & branding

• On your profile or via search.twitter.com

Page 50: How to Use Twitter to Generate Leads & Sales

Twitter Grader

• Inputs include followers, influence, follower influence

and patterns of use

Page 51: How to Use Twitter to Generate Leads & Sales

Measure the Impact on Your Funnel

Website Visitors

51

Customers

Page 52: How to Use Twitter to Generate Leads & Sales

How to Track Your Funnel

Track visitors. Track leads. Track customers.

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Page 53: How to Use Twitter to Generate Leads & Sales

Track Conversions

Traffic to HubSpot.com

Visitors Leads Conversion Customers Net Conversion

Twitter 3,289 554 17% 12 0.4%

Facebook 504 75 15% 6 1.2%

Stumbleupon 511 28 5% 1 0.2%

Selected Channels

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Page 54: How to Use Twitter to Generate Leads & Sales

Final Thoughts …

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Page 55: How to Use Twitter to Generate Leads & Sales

Build Leverage

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Too Many Pieces to Put Together!

56

d.j.k. on flickr

Page 57: How to Use Twitter to Generate Leads & Sales

HubSpot Puts the Pieces Together

57

Page 58: How to Use Twitter to Generate Leads & Sales

Thank You!

Sign up for a free trial of HubSpot:

www.hubspot.com/trial/

Connect with me:

LinkedIn: www.linkedin.com/in/rickburnes

Twitter: www.twitter.com/rickburnes