Using Social Media For Lead Generation Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
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
Who s HubSpot? Founded in July 2006 from research at MIT Cambridge, MA 1400+ customers, 85+ employees 3
4 What HubSpot Software Does
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 www.hubspot.com/roi
6 Traditional Marketing (Outbound)
7 Marketing Today (Inbound)
How Do the Best New Companies Market? 1950-2000 2000-2050 8
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 Email Lead Intelligence Lead Mgmt Analytics
Inbound Is Cheaper 10
Budget vs. Brains Flickr: Refracted Moments 11 Flickr: Gaetoan Lee
Inbound Gives Leverage 12
One Way to Feed the Funnel Blogging SEO Social Media Email Pay-Per-Click Website Visitors Get Found Convert 13 Customers
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
Of Course You re Skeptical Flickr: mmmonica 15
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
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
How Do You Get Referrals? Links! No Link, No Referrals, No Leads Link to HubSpot blog; leads generated on blog 20
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
Go! Not already on Twitter? (www.twitter.com) Facebook? (www.facebook.com) com) LinkedIn? (www.linkedin.com) Signup TODAY! 22 Flickr: Wendy Crockett
You Already Have the Skills You Just Do It Offline Meeting people Building relationships Asking questions Answering questions Building trust Building a reputation 23
How to Get Started Listen Share Your Content Listen More 24 Build Relationships
What Are They Saying About You? Places to listen Search.Twitter.com google.com/blogsearch Technorati.com Existing blogs Industry Twitterers 25
Follow the Conversation Via RSS 26 How to sign up: Google.com/reader
Participate in Q&A Facebook Discussions Yahoo! Answers LinkedIn Q&A and Discussions 27
Build Network - Keyword Search 28
Distribute Your Content 29
Conversation & Distribution Conversation AND Distribution 30
Good Content Spreads 31
What Gets Shared? Rarely Shared Frequently Shared Product info Free trials Software documentation New data Funny videos Top-notch blog posts 32
What to Publish? Blog Podcast Videos Photos Presentations ebooks News Releases 33
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
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
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
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 fold 38
How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to. 39
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
http://twitter.grader.com 41
http://facebook.grader.com 42
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
Measure the Whole Funnel Website Visitors 44 Customers
How to Track Your Funnel Track visitors. Track leads. Track customers. 45
Track Conversions Traffic 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/trial Community: www.inboundmarketing.com Free Tools: www.grader.com Rick Burnes Marketing Manager @HubSpot Twitter: @rickburnes