How to Grow Your Business with Social and Inbound marketing

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View the on-demand webinar here: http://www.hubspot.com/how-to-grow-your-business-with-social-and-inbound-marketing/

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How to Grow Your Business with Social and Inbound marketing

  1. 1. How to Grow Your Business withSOCIAL & INBOUND Marketing + = #SocialContent
  2. 2. Your Presenters: Jamie Grenney Mark Roberge VP of Social Media & Video VP of Sales @Salesforce @HubSpot 2
  3. 3. Today’s Agenda:1 Metrics Your Business Should Focus On2 How to Grow Your Social Database3 Build Deeper Relationships with Prospects4 Using Social Data for Smart Marketing Decisions 3
  4. 4. METRICS YOURBUSINESSSHOULDFOCUS ON
  5. 5. 5
  6. 6. Three Key MetricsThe marketing world is full of metrics, but there are three essential ones to focus on: Leads The # of new leads you bring in. Marketing Qualified The # of leads you qualify Leads for sales follow-up. Sales The number of leads who convert into customers. 6
  7. 7. Leads 7
  8. 8. LEAD A contact who has taken an action to receive information from your company. 8
  9. 9. Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving 9
  10. 10. Track Leads by CampaignMeasure how many leads your campaigns are driving by channel
  11. 11. Three Key Metrics Leads The # of new leads you bring in. Marketing Qualified Leads 11
  12. 12. MARKETING A lead that has converted on aQUALIFIED resource that pushes them down the sales funnel.LEAD 12
  13. 13. MQL Examples: Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in North America. A contact at a company in the US who filled out the form to request a sales demo or started a trial. A contact at a company whose role makes him/her a decision maker, e.g. a VP or Director.
  14. 14. Grade Your Leads
  15. 15. Track the # of Marketing Qualified LeadsTrack progress on these same marketing qualified events 15
  16. 16. Computing the Marketing SLA MQL Type Average MQL to Value per Revenue / Customer MQL Customer Close % Ebook $160,000 1.0% $1,600 Webinar $100,000 1.5% $3,000 Free Trial $150,000 2.0% $3,000 Tradeshow $125,000 1.0% $1,250 Contact Sales $110,000 10.0% $11,000
  17. 17. Three Key MetricsThe marketing world is full of metrics, but there are three essential ones to focus on: Leads The # of new leads you bring in. Marketing Qualified The # of leads you qualify Leads for sales follow-up. Sales 17
  18. 18. SALE The lead becomes a customer, resulting in a sale for your company. 18
  19. 19. Track #of New Customers GeneratedEnsure that your marketing efforts are bringing in new customers
  20. 20. HOW TO GROWYOUR SOCIALDATABASE
  21. 21. Attract New Prospects and Customers Leads Fill the top of the funnel 21
  22. 22. Traditional Approach to Lead Generation1 Drive Traffic To Your Site 3 Follow Up With Leads 2 Fill Out a Form
  23. 23. The Rise of the Social Customer
  24. 24. Engage In The Conversation
  25. 25. Crack The Code On Viral Marketing
  26. 26. Create Your Content Engine
  27. 27. Content Fuels Website & Social Channels55% more website visitorsfor companies that blog. 79% more Twitter followers for companies that blog.
  28. 28. Social Influence Major Driver of SEO http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
  29. 29. Know Your Audience
  30. 30. Create Your Content Calendar 1 Big Video / Month
  31. 31. Create Your Content Calendar 1 Big Video / Quarter 4 Blog Posts / Month
  32. 32. Create Your Content Calendar 1 Big Video / Month 4 Blog Posts / Month 8 FB Posts / month
  33. 33. Create Your Content Calendar 1 Big Video / Month 4 Blog Posts / Month 8 FB Posts / Month 16Tweets / month
  34. 34. Create Your Content Calendar 1 Big Video / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month
  35. 35. Most Common Challenges
  36. 36. Targeted Calls-to-Action On All Content
  37. 37. Soft Offers to Capture Leads
  38. 38. How Social Grows Your Database
  39. 39. BUILD DEEPERRELATIONSHIPSWITHPROSPECTS
  40. 40. Staying Connected in the Mobile Age
  41. 41. Top Tactics To Grow Your Subscribers Advertising for Fan Acquisition Campaigns Driving to Like Gates on Facebook Like & Share Buttons On Your Website Cross-Promote Social on Emails Active Engagement on Social Channels Drum Beat of Great Content!
  42. 42. Listening & Engaging in Real-Time
  43. 43. Making Sense Of All The Data
  44. 44. Creating Your Social Customer Profile Campaign Attribution for Social Touches Web & Social Enhance Lead Scoring Personalize 62 Org Communications Refer to Salesforce.com Safe Harbor Statement. This presentation may contain forward looking statements.
  45. 45. USE SOCIALDATA FORSMARTMARKETINGDECISIONS
  46. 46. Closed Loop Social Intelligence & Analytics
  47. 47. Closed Loop CRM Integration
  48. 48. Track Performance of Social
  49. 49. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  50. 50. Find out how Get yourHubSpot can help customyou take yourinbound marketing demoto the next level. today.WWW.HUBSPOT.COM/DEMO
  51. 51. THANK YOU.

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