For Lead Generation. Rick Burnes.

Transcription

1 Using Social Media For Lead Generation Rick Burnes Marketing

2 Agenda I. About HubSpot & Inbound Marketing II. Why yyou need social media III. How to build social media traffic IV. How to convert it V. How to measure it 2

3 Who s HubSpot? Founded in July 2006 from research at MIT Cambridge, MA customers, 85+ employees 3

4 4 What HubSpot Software Does

5 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 5

6 6 Traditional Marketing (Outbound)

7 7 Marketing Today (Inbound)

8 How Do the Best New Companies Market?

9 What Is Inbound Marketing? Process Website Visitors Tools Get Found Publish Promote Get Found Get Found Content Mgmt Blogging Optimize Social Media SEO Analytics 9 Convert Test Target Nurture Convert Customers Convert Offers / CTAs Landing Pages Lead Intelligence Lead Mgmt Analytics

10 Inbound Is Cheaper 10

11 Budget vs. Brains Flickr: Refracted Moments 11 Flickr: Gaetoan Lee

12 Inbound Gives Leverage 12

13 One Way to Feed the Funnel Blogging SEO Social Media Pay-Per-Click Website Visitors Get Found Convert 13 Customers

14 Agenda I. About HubSpot & Inbound Marketing II. Why yyou need social media III. How to build social media traffic IV. How to convert it V. How to measure it 14

15 Of Course You re Skeptical Flickr: mmmonica 15

16 Social Media Is Now a Staple Flickr: anitacanita Unmeasured Small scale No business impact But lots of fun Flickr: sierravalleygirl Highly measurable Massive scale Major driver of leads, sales Still fun 16

17 The Old Days: Just Search 17

18 Today: Social Media Matters, Too 18

19 Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 19

20 How Do You Get Referrals? Links! No Link, No Referrals, No Leads Link to HubSpot blog; leads generated on blog 20

21 Agenda I. About HubSpot & Inbound Marketing II. Why yyou need social media III. How to build social media traffic IV. How to convert it V. How to measure it 21

22 Go! Not already on Twitter? ( Facebook? ( com) LinkedIn? ( Signup TODAY! 22 Flickr: Wendy Crockett

23 You Already Have the Skills You Just Do It Offline Meeting people Building relationships Asking questions Answering questions Building trust Building a reputation 23

24 How to Get Started Listen Share Your Content Listen More 24 Build Relationships

25 What Are They Saying About You? Places to listen Search.Twitter.com google.com/blogsearch Technorati.com Existing blogs Industry Twitterers 25

26 Follow the Conversation Via RSS 26 How to sign up: Google.com/reader

27 Participate in Q&A Facebook Discussions Yahoo! Answers LinkedIn Q&A and Discussions 27

28 Build Network - Keyword Search 28

29 Distribute Your Content 29

30 Conversation & Distribution Conversation AND Distribution 30

31 Good Content Spreads 31

32 What Gets Shared? Rarely Shared Frequently Shared Product info Free trials Software documentation New data Funny videos Top-notch blog posts 32

33 What to Publish? Blog Podcast Videos Photos Presentations ebooks News Releases 33

34 A Word of Caution Writing for your personas DOES NOT mean writing about the products and services you sell them Write about the things they want to learn about 34

35 Agenda I. About HubSpot & Inbound Marketing II. Why yyou need social media III. How to build social media traffic IV. How to convert it V. How to measure it 35

36 Convert with Landing Pages Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit. Target Market Website Visitors Leads Opportunities Customers 36

37 Put Calls to Action in All Your Content 37 Add a link or an offer that drives visitors to a landing page.

38 Landing Page Tips Limited navigation Clear and simple Form above fold 38

39 How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to. 39

40 Agenda I. About HubSpot & Inbound Marketing II. Why yyou need social media III. How to build social media traffic IV. How to convert it V. How to measure it 40

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43 Track Referrals Others Google [search] (11.4%) Twitter (5.1%) website.grader.com (6.6%) 6%) blog.hubspot.com bspot (10.2%) Webinars (9%) 43

44 Measure the Whole Funnel Website Visitors 44 Customers

45 How to Track Your Funnel Track visitors. Track leads. Track customers. 45

46 Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3, % % Facebook % 6 1.2% Stumbleupon % 1 0.2% 46

47 Thank You! Software: Community: Free Tools: Rick Burnes Marketing