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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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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