This document summarizes a presentation about using social media for lead generation. The presentation discusses how HubSpot uses inbound marketing approaches like blogging and social media to drive traffic and convert visitors into leads and customers. It provides tips on how to build social media networks, distribute content, and engage in conversations to generate interest and drive people to landing pages. The presentation also discusses how to measure social media marketing efforts by tracking referrals and conversions along the entire marketing funnel.
1. Using Social Media
For Lead Generation
Rick Burnes
Marketing Manager @HubSpot
Twitter: @RickBurnes
2. 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
3. Who’s HubSpot?
• Founded in July 2006 from research at MIT
y
• Cambridge, MA
• 1400+ customers 85+ employees
1400 customers, 85
3
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
g p
www.HubSpot.com/ROI
5
8. How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
8
9. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get F
G t Found 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
13. One Way to Feed the Funnel
Blogging SEO Social Media Email Pay-Per-Click
Website Visitors
Get Found
Convert
C t
Customers
13
14. 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
16. 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
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19. Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
; g
19
20. How Do You Get Referrals? Links!
Link to HubSpot blog;
No Link, No Referrals, No Leads
leads generated on blog
20
21. 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
23. You Already Have the Skills
You Just Do It Offline
• Meeting people
• Building
relationships
• Asking
A ki questions
ti
• Answering questions
• Building trust
• Building a reputation
23
24. How to Get Started
Listen
Share Your Content
Listen More
Li t M
Build Relationships
24
25. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
T h ti
• Existing blogs
• Industry Twitterers
25
32. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
32
33. What to Publish?
• Blog
g
• 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
y
you sell them
• Write about the things
they want to learn about
34
35. 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
36. 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
37. Put Calls to Action in All Your Content
Add a link or an offer that drives visitors to a landing page.
37
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
to.
39
40. 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