Social Media Lead Generation
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Using Social Media For Lead Generation. Hubspot.
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Social Media Lead Generation
- 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
- 4. What HubSpot Software Does 4
- 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
- 11. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee 11
- 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
- 15. Of Course You’re Skeptical Flickr: mmmonica 15
- 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 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 ; 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
- 22. 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
- 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
- 26. Follow the Conversation Via RSS How to sign up: Google.com/reader 26
- 27. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions 27
- 28. Build Network - Keyword Search 28
- 30. Conversation & Distribution Conversation AND Distribution 30
- 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
- 43. Track Referrals Others Google [search] (11.4%) Twitter (5.1%) website.grader.com (6 6%) ebsite grader com (6.6%) blog.hubspot.com (10.2%) blog h bspot com (10 2%) Webinars (9%) 43
- 44. Measure the Whole Funnel Website Visitors Customers 44
- 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 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 46
- 47. Thank You! Software: www.HubSpot.com/Trial Community: www.inboundmarketing.com Free Tools: www.Grader.com Rick Burnes Marketing Manager @HubSpot @H bSpot Twitter: @rickburnes