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. H...
Who’s HubSpot?




    • Founded in July 2006 from research at MIT
                    y
    • Cambridge, MA
    • 1400+ c...
What HubSpot Software Does




4
HubSpot Customers’ Proven ROI

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


    ...
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                       Get F
      ...
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




                      Websi...
Agenda

     I. About HubSpot & Inbound
          Marketing
     II. Why y need social media
            y you
     III. H...
Of Course You’re Skeptical




     Flickr: mmmonica




15
Social Media Is Now a Staple




     Flickr: anitacanita                 Flickr: sierravalleygirl


                  • U...
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% ...
How Do You Get Referrals? Links!




                                       Link to HubSpot blog;
     No Link, No Referra...
Agenda

     I. About HubSpot & Inbound
          Marketing
     II. Why y need social media
            y you
     III. H...
Go!

                              Not already on
                              •    Twitter ?
                           ...
You Already Have the Skills

                         You Just Do It Offline
                         •    Meeting people
...
How to Get Started




                               Listen




     Share Your Content

                                ...
What Are They Saying About You?


                         Places to listen
                         •   Search.Twitter.co...
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




  ...
What to Publish?

 •   Blog
        g
 •   Podcast
 •   Videos
 •   Photos
 •   Presentations
 •   eBooks
 •   News Releas...
A Word of Caution

 • Writing for your
   personas DOES NOT
   mean writing about the
   products and services
   y
   you...
Agenda

     I. About HubSpot & Inbound
          Marketing
     II. Why y need social media
            y you
     III. H...
Convert with Landing Pages


                                  Target Market
                                  T      M k
...
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




      Create content that your targe...
Agenda

     I. About HubSpot & Inbound
          Marketing
     II. Why y need social media
            y you
     III. H...
http://Twitter.Grader.com




41
http://Facebook.Grader.com




42
Track Referrals


                              Others




                                                      Google [s...
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...
Thank You!
   Software: www.HubSpot.com/Trial
   Community: www.inboundmarketing.com
   Free Tools: www.Grader.com




Ric...
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Social Media Lead Generation July2009

  1. 1. Using Social Media For Lead Generation Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
  2. 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. 3. Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1400+ customers 85+ employees 1400 customers, 85 3
  4. 4. What HubSpot Software Does 4
  5. 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
  6. 6. Traditional Marketing (Outbound) 6
  7. 7. Marketing Today (Inbound) 7
  8. 8. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 8
  9. 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
  10. 10. Inbound Is Cheaper 10
  11. 11. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee 11
  12. 12. Inbound Gives Leverage 12
  13. 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. 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. 15. Of Course You’re Skeptical Flickr: mmmonica 15
  16. 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. 17. The Old Days: Just Search 17
  18. 18. Today: Social Media Matters, Too 18
  19. 19. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 19
  20. 20. How Do You Get Referrals? Links! Link to HubSpot blog; No Link, No Referrals, No Leads leads generated on blog 20
  21. 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. 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. 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. 24. How to Get Started Listen Share Your Content Listen More Li t M Build Relationships 24
  25. 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. 26. Follow the Conversation Via RSS How to sign up: Google.com/reader 26
  27. 27. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions 27
  28. 28. Build Network - Keyword Search 28
  29. 29. Distribute Your Content 29
  30. 30. Conversation & Distribution Conversation AND Distribution 30
  31. 31. Good Content Spreads 31
  32. 32. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 32
  33. 33. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases 33
  34. 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. 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. 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. 37. Put Calls to Action in All Your Content Add a link or an offer that drives visitors to a landing page. 37
  38. 38. Landing Page Tips • Limited navigation • Clear and simple • Form above fold 38
  39. 39. How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to to. 39
  40. 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
  41. 41. http://Twitter.Grader.com 41
  42. 42. http://Facebook.Grader.com 42
  43. 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. 44. Measure the Whole Funnel Website Visitors Customers 44
  45. 45. How to Track Your Funnel Track visitors. Track leads. Track customers. 45
  46. 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. 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
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