Using SocialMedia Using Social Media

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Using SocialMedia Using Social Media Powered By Docstoc
					Using Social Media
For Lead Generation


   Rick Burnes
   Marketing Manager @HubSpot
   Twitter: @RickBurnes
Agenda

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




2
Who’s HubSpot?




    • Founded in July 2006 from research at MIT
                    y
    • Cambridge, MA
    • 1400+ customers 85+ employees
      1400 customers, 85

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%


         g      p
     Bridge Group Doubles Online Leads

             www.HubSpot.com/ROI
5
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    Website Visitors       Tools
    Get Found                       G t Found
                                    Get F     d
    • Publish                       • Content Mgmt
    • Promote                       • Blogging
    • Optimize                      • S i l M di
                                       Social Media
                                    • SEO
                  Get Found         • Analytics

    Convert                         Convert
    • Test                          • Offers / CTAs
                                    • Landing Pages
    • Target        Convert
                    C     t         • Email
    • Nurture                       • Lead Intelligence
                                    • Lead Mgmt
                                              g
                                    • Analytics
                    Customers
9
Inbound Is Cheaper




10
 Budget vs. Brains




 Flickr: Refracted Moments   Flickr: Gaetoan Lee




11
Inbound Gives Leverage




12
One Way to Feed the Funnel

     Blogging   SEO    Social Media      Email   Pay-Per-Click




                      Website Visitors



                      Get Found

                       Convert
                       C     t


                       Customers
13
Agenda

     I. About HubSpot & Inbound
          Marketing
     II. Why y need social media
            y you
     III. How to build social media traffic
     IV.
     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                 Flickr: sierravalleygirl


                  • Unmeasured                          • Highly measurable
                  • Small scale                         • Massive scale
                  • No business impact                  • Major driver of leads, sales
                  • But lots of fun                     • 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)




                             ;          g
            >15% Social Media; 22.9% Google



19
How Do You Get Referrals? Links!




                                       Link to HubSpot blog;
     No Link, No Referrals, No Leads
                                       leads generated on blog




20
Agenda

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




21
Go!

                              Not already on
                              •    Twitter ?
                                   (www.twitter.com)
                              •    Facebook ?
                                   (www facebook com)
                                   (www.facebook.com)
                              •    LinkedIn ?
                                   (www.linkedIn.com)

                              Signup TODAY!




     Flickr: Wendy Crockett

22
You Already Have the Skills

                         You Just Do It Offline
                         •    Meeting people
                         •    Building
                              relationships
                         •    A ki questions
                              Asking       ti
                         •    Answering questions
                         •    Building trust
                         •    Building a reputation




23
How to Get Started




                               Listen




     Share Your Content

                                                Listen More
                                                Li t M




                          Build Relationships
24
What Are They Saying About You?


                         Places 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 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                           Frequently
     Shared                              Shared




     • Product info             • New data
     • Free trials              • Funny videos
     • Software documentation   • Top-notch blog posts




32
What to Publish?

 •      g
     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
   y
 • Write about the things
   they want to learn about


34
Agenda

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




35
Convert with Landing Pages


                                  Target Market
                                  T      M k
 Conversion is where we take
 what we have spent time and      Website Visitors
 money to get (visitors) and
 change it into something
 valuable to marketing (leads).             Leads
 A cost becomes a benefit.
                                       Opportunities

                                                     Customers


36
Put Calls to Action in All Your Content




      Add a link or an offer that drives visitors to a landing page.
37
Landing Page Tips


 • Limited navigation

 • Clear and simple

 • Form above fold


38
How Do You Get Quality Leads?




           Kadient Photo by David Meerman Scott




                                                         to.
      Create content that your target personas gravitate to


39
Agenda

     I. About HubSpot & Inbound
          Marketing
     II. Why y need social media
            y you
     III. How to build social media traffic
     IV.
     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%)


          ebsite grader com (6.6%)
         website.grader.com (6 6%)          blog.hubspot.com (10.2%)
                                            blog h bspot com (10 2%)

                            Webinars (9%)




43
Measure the Whole Funnel

                 Website Visitors




                    Customers
44
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
                    @H bSpot
Marketing Manager @HubSpot
Twitter: @rickburnes