Upload
yan-rozovsky
View
1.016
Download
1
Embed Size (px)
DESCRIPTION
Great presentation on how to use social media tools to generate leads and sales
Citation preview
Using Social MediaUsing Social Media For Lead Generation
Rick BurnesMarketing Manager @HubSpotMarketing Manager @HubSpotTwitter: @RickBurnes
Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
2
Who’s HubSpot?
• Founded in July 2006 from research at MITy• Cambridge, MA• 1400+ customers 85+ employees1400 customers, 85 employees
3
What HubSpot Software Does
4
HubSpot Customers’ Proven ROI
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads g p
www.HubSpot.com/ROI5
Traditional Marketing (Outbound)
6
Marketing Today (Inbound)
7
How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
8
What Is Inbound Marketing?
Process ToolsG t F d
Website Visitors
Get Found• Publish• Promote
Get Found• Content Mgmt• Blogging
S i l M di
Get Found• Optimize • Social Media
• SEO• Analytics
C t
Convert• Test
Convert• Offers / CTAs• Landing PagesConvert• Target
• Nurture
• Landing Pages• Email• Lead Intelligence• Lead Mgmt
9
Customers
g• Analytics
Inbound Is Cheaper
10
Budget vs. Brains
Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee
11
Inbound Gives Leverage
12
One Way to Feed the Funnel
Blogging SEO Email Pay-Per-ClickSocial Media
Website Visitors
Get Found
C tConvert
13
Customers
Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
14
Of Course You’re Skeptical
15
Flickr: mmmonica
Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured• Small scale• No business impact
• Highly measurable• Massive scale• Major driver of leads, sales
16
• But lots of fun • Still fun
The Old Days: Just Search
17
Today: Social Media Matters, Too
18
Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
19
; g
How Do You Get Referrals? Links!
No Link, No Referrals, No LeadsLink to HubSpot blog;leads generated on blog
20
Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
21
Go!
Not already on• Twitter ?• Twitter ?
(www.twitter.com)• Facebook ?
(www facebook com)(www.facebook.com)• LinkedIn ?
(www.linkedIn.com)
Signup TODAY!
22Flickr: Wendy Crockett
You Already Have the Skills
You Just Do It Offline• Meeting people• Meeting people• Building
relationshipsA ki ti• Asking questions
• Answering questions• Building trust• Building a reputation
23
How to Get Started
Listen
Li t M
Share Your Content
Listen More
Build Relationships24
What Are They Saying About You?
Places to listenPlaces to listen• Search.Twitter.com• google.com/blogsearch
T h ti• Technorati.com• Existing blogs• Industry Twitterers
25
Follow the Conversation Via RSS
How to sign up: Google.com/reader
26
Participate in Q&A
• Facebook Discussions
• Yahoo! Answers
• LinkedIn Q&A and Discussionsand Discussions
27
Build Network - Keyword Search
28
Distribute Your Content
29
Conversation & Distribution
Conversation
AND
Distribution
AND
Distribution
30
Good Content Spreads
31
What Gets Shared?
Rarely Shared
FrequentlySharedShared Shared
• Product info • New dataProduct info• Free trials• Software documentation
New data• Funny videos• Top-notch blog posts
32
What to Publish?
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
33
A Word of Caution
• Writing for your personas DOES NOTpersonas DOES NOT mean writing about the products and services you sell themy
• Write about the things they want to learn aboutthey want to learn about
34
Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
35
Convert with Landing Pages
T M kTarget Market
Website VisitorsConversion is where we take what we have spent time and
Leads
money to get (visitors) and change it into something valuable to marketing (leads).
OpportunitiesA cost becomes a benefit.
Customers
36
Put Calls to Action in All Your Content
37
Add a link or an offer that drives visitors to a landing page.
Landing Page Tips
• Limited navigation
• Clear and simple
• Form above foldForm above fold
38
How Do You Get Quality Leads?
Kadient Photo by David Meerman Scott
Create content that your target personas gravitate toCreate content that your target personas gravitate to.
39
Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
40
http://Twitter.Grader.com
41
http://Facebook.Grader.com
42
Track Referrals
Others
Google [search] (11.4%)
blog h bspot com (10 2%)
Twitter (5.1%)
ebsite grader com (6 6%) blog.hubspot.com (10.2%)
Webinars (9%)
website.grader.com (6.6%)
43
Measure the Whole Funnel
Website Visitors
44
Customers
How to Track Your Funnel
Track visitors. Track leads. Track customers.
45
Track ConversionsTraffic to HubSpot.com
Selected Channels
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%
46
Thank You!Software: www.HubSpot.com/TrialCommunity: www.inboundmarketing.comFree Tools: www.Grader.com
Rick BurnesMarketing Manager @H bSpotMarketing Manager @HubSpotTwitter: @rickburnes