How to Use Social Media for Lead Generation

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. How to build social media traffic IV. IV How to convert it V. How to measure it 2

Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1400+ customers 85+ employees 1400 customers, 85 3

What HubSpot Software Does 4

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

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 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

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 Website Visitors Get Found Convert C t Customers 13

Of Course You’re Skeptical Flickr: mmmonica 15

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

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% Google ; g 19

How Do You Get Referrals? Links! Link to HubSpot blog; No Link, No Referrals, No Leads leads generated on blog 20

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

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

How to Get Started Listen Share Your Content Listen More Li t M Build Relationships 24

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

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 • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 32

What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases 33

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

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

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 target personas gravitate to to. 39

http://Twitter.Grader.com 41

http://Facebook.Grader.com 42

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

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 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

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

How to Use Social Media for Lead Generation

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