0
The Social
Indicators of
inbound
marketing
success.
Kieran Flanagan, Marketing Director
(EMEA) @HubSpot
@searchbrat kflana...
Kieran Flanagan
@searchbrat
“Highly motivated
marketing geek high
on data crack.”
Kieran Flanagan
@searchbrat
“Highly motivated
marketing geek high
on data crack.”
No Social
Media
Expert
this is a presentation about
inbound
marketing
this is a presentation about
inbound
marketing (&
social)
but I want to start with
GOALS
The difference between remarkable or
average is our ability to create and
execute the right goals
Exhibit A
Exhibit B
0%
10%
20%
30%
40%
50%
60%
70%
80%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Achieving % of Goals for that year
Aw...
0%
10%
20%
30%
40%
50%
60%
70%
80%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Why indicators are so important
Aweso...
GOALS
Measurable Pushes You Indicator
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integration...
Social Lead
Conversion
Social Lead
Conversion
Social
Listening
Social
Reach
Attract Convert Close Delight
Strangers Visito...
Example: Consider personas first and
then move onto things like keyword
research
MARKETING MARY
• Professional marketer (V...
increase
in web
traffic
Social
PR
(mentions,
etc)
generates
Inbound
links
generates
leads
creates
sales
Example: Define th...
this is a presentation about
inbound
marketing (&
SOCIAL) ….
Why indicators are so important
Awesomeness
Get 500
more
twitter
followers
A lot of social
goals are either
this or that
H...
what about the social indicators
for inbound
marketing
success?
We really care about
our social reach. It’s
an indication our
inbound campaigns
will be a lot more
successful
@Searchbrat
Social reach is a core part of our
promotion strategy.
Content
Offer
LP
&
CTA
Social
Webs
ite/Bl
og
Email
THE
10:4:1
RULEFrom the B2B Social Media book -
@kippbodnar
Really?
Follow us Share this
Vs.
Share This Follow Me
3,200 Followers 256 Followers
Share This Follow Me
3,200 Followers 256 Followers
Add example from email
Give your evangelists lot’s of
opportunities to ...
We really care about
our social lead
conversion, it’s an
indication our
inbound funnel will
be a lot more
profitable
@Sear...
Content
Offer
LP &
CTA
Social
Blog
Email
Social conversion is a core part of our
lead generation strategy.
Offer
Offer
We feel safe in numbers
Result: 27%
Click Through
Rate Increase
Cool, let’s try
adding more.
Result: 23%
Increase in Click
Through Rate
Let’s try a more
“buyer ready”
offer.
Result: 5% Boost
to Conversion
Rate
What about email?
Result: 7% Boost
in Click-Through
Rate
Segmentation and Personalisation are key
What are
your blue
he-men?
The social indicators of inbound marketing success
The social indicators of inbound marketing success
The social indicators of inbound marketing success
The social indicators of inbound marketing success
The social indicators of inbound marketing success
The social indicators of inbound marketing success
The social indicators of inbound marketing success
The social indicators of inbound marketing success
The social indicators of inbound marketing success
The social indicators of inbound marketing success
The social indicators of inbound marketing success
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The social indicators of inbound marketing success

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Marketing Director at Hubspot, who will be sharing with us 'The Story of Content & Context'. We all know that the most difficult part of marketing today is being able to reach the right audience with the right message at the right time. How do we ensure our communication stands out for the people we need to reach? Well, this presentation will give some examples of how inbound marketing can attract the right audience and, using context, turn that traffic into something valuable.

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Transcript of "The social indicators of inbound marketing success"

  1. 1. The Social Indicators of inbound marketing success. Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat kflanagan@hubspot.com
  2. 2. Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
  3. 3. Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.” No Social Media Expert
  4. 4. this is a presentation about inbound marketing
  5. 5. this is a presentation about inbound marketing (& social)
  6. 6. but I want to start with GOALS
  7. 7. The difference between remarkable or average is our ability to create and execute the right goals
  8. 8. Exhibit A
  9. 9. Exhibit B
  10. 10. 0% 10% 20% 30% 40% 50% 60% 70% 80% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Achieving % of Goals for that year Awesomeness Setting better goals
  11. 11. 0% 10% 20% 30% 40% 50% 60% 70% 80% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Why indicators are so important Awesomeness You can’t jump from here to there
  12. 12. GOALS Measurable Pushes You Indicator
  13. 13. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Inbound marketing is about setting better goals across the entire funnel. Source - http://www.hubspot.com/products/inbound-
  14. 14. Social Lead Conversion Social Lead Conversion Social Listening Social Reach Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Look for the social indicators of success
  15. 15. Example: Consider personas first and then move onto things like keyword research MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (DIT), MBA (Smurftt) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
  16. 16. increase in web traffic Social PR (mentions, etc) generates Inbound links generates leads creates sales Example: Define the value of your Marketing Assets
  17. 17. this is a presentation about inbound marketing (& SOCIAL) ….
  18. 18. Why indicators are so important Awesomeness Get 500 more twitter followers A lot of social goals are either this or that Have x% of revenue from social
  19. 19. what about the social indicators for inbound marketing success?
  20. 20. We really care about our social reach. It’s an indication our inbound campaigns will be a lot more successful @Searchbrat
  21. 21. Social reach is a core part of our promotion strategy. Content Offer LP & CTA Social Webs ite/Bl og Email
  22. 22. THE 10:4:1 RULEFrom the B2B Social Media book - @kippbodnar
  23. 23. Really?
  24. 24. Follow us Share this Vs.
  25. 25. Share This Follow Me 3,200 Followers 256 Followers
  26. 26. Share This Follow Me 3,200 Followers 256 Followers Add example from email Give your evangelists lot’s of opportunities to share.
  27. 27. We really care about our social lead conversion, it’s an indication our inbound funnel will be a lot more profitable @Searchbrat
  28. 28. Content Offer LP & CTA Social Blog Email Social conversion is a core part of our lead generation strategy.
  29. 29. Offer
  30. 30. Offer We feel safe in numbers
  31. 31. Result: 27% Click Through Rate Increase
  32. 32. Cool, let’s try adding more.
  33. 33. Result: 23% Increase in Click Through Rate
  34. 34. Let’s try a more “buyer ready” offer.
  35. 35. Result: 5% Boost to Conversion Rate
  36. 36. What about email?
  37. 37. Result: 7% Boost in Click-Through Rate
  38. 38. Segmentation and Personalisation are key
  39. 39. What are your blue he-men?
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