How to Use Social Media to Get Found
How businesses can use blogs and social media to drive leads and sales.




Rick Burn...
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    Content
         III.   Social Media
         I...
What’s HubSpot?




     • Founded in July 2006 from research at MIT
     • Cambridge, MA
     • 1600+ customers, 95+ empl...
Traditional Marketing (Outbound)




4
Marketing Today (Inbound)




5
How Do the Best New Companies Market?


            1950 - 2000             2000 - 2050




6
6
What Is Inbound Marketing?

      Process        Website Visitors        Tools
    Get Found                           Get...
Why It’s Cheaper
Build an Asset




 Flick Photo: Thomas Hawk
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    Content
         III.   Social Media
         IV. ...
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site




                    What’s the difference?
Blog = Better SEO, More Traffic



                               Website      Google            Monthly Unique
          ...
How Many Tickets Do You Have?
More Indexed Pages




15
More Visitors




16
What Kind of Content?


                         “The kind of online content
                           that your buyers n...
Content Attracts the Right People




                         Neil Diamond




 Flick Photo: Marciela
A Word of Caution



• Business content DOES NOT mean
  content about the products and
  services you sell
• Create conten...
What Content Channels Are Best?


•   Blog
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Get Into the Content Mindset


                        • Make emails into blog posts
                        • Turn forum ...
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    Content
         III.   Social Media
         I...
Social Media? No Time for That Nonsense!
Social Media Is Now a Staple




     Flickr: anitacanita                 Flickr: sierravalleygirl


                  • U...
PR, Social-Media Style


                       Need to urgently speak with a business that is very
                      ...
PR, Social-Media Style




  Elapsed Time:
   50 Minutes
Social Media Drives Real Traffic

               HubSpot Blog Referrals (Q1 & Q2 2009)




                 >15% Social Me...
How to Get Started




                               Listen




     Share Your Content

                                ...
What Are They Saying About You?



                                   Places to listen
                                   ...
Participate in Q&A

• Facebook
  Discussions

• Yahoo! Answers

• LinkedIn Q&A
  and Discussions
Distribute Your Content




31
Conversation & Distribution




     Conversation

              AND



      Distribution




32
Good Content Spreads




33
What Gets Shared?


     Rarely                           Frequently
     Shared                              Shared




 ...
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    Content
         III.   Social Media
         I...
Assess Search Engine Optimization
Track Blog Subscribers
What Should You Measure?

                   SEO         Content       Social Media
Measure
                              ...
How to Track Your Funnel




        Track visitors.   Track leads.   Track customers.
Track Conversions

                          Traffic to HubSpot.com




                          Selected Channels

     ...
Final Thoughts …




41
Build Leverage




42
The Challenge: Pulling the Pieces Together




                                              d.j.k. on flickr
43
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/



Connect with me:
LinkedIn: www.linkedin.com...
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How to Use Social Media to Get Found

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Slides for a talk by Rick Burnes on Sept. 18, 2009 for the New England Direct Marketing Association. The Talk covered ways to use content and social media to generate traffic and leads for your business.

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How to Use Social Media to Get Found

  1. 1. How to Use Social Media to Get Found How businesses can use blogs and social media to drive leads and sales. Rick Burnes Twitter: @rickburnes September 18, 2009
  2. 2. Agenda I. About HubSpot & Inbound Marketing II. Content III. Social Media IV. How to Measure It
  3. 3. What’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 1600+ customers, 95+ employees 3
  4. 4. Traditional Marketing (Outbound) 4
  5. 5. Marketing Today (Inbound) 5
  6. 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
  7. 7. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 7
  8. 8. Why It’s Cheaper
  9. 9. Build an Asset Flick Photo: Thomas Hawk
  10. 10. Agenda I. Inbound vs. Outbound Marketing II. Content III. Social Media IV. How to Measure It
  11. 11. A Nice-Looking Restaurant Site
  12. 12. Another Nice-Looking Restaurant Site What’s the difference?
  13. 13. Blog = Better SEO, More Traffic Website Google Monthly Unique Grade Indexed Visitors Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  14. 14. How Many Tickets Do You Have?
  15. 15. More Indexed Pages 15
  16. 16. More Visitors 16
  17. 17. What Kind of Content? “The kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR www.webinknow.com
  18. 18. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  19. 19. A Word of Caution • Business content DOES NOT mean content about the products and services you sell • Create content that’s useful and interesting to your target personas
  20. 20. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  21. 21. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  22. 22. Agenda I. About HubSpot & Inbound Marketing II. Content III. Social Media IV. How to Measure It
  23. 23. Social Media? No Time for That Nonsense!
  24. 24. 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 24
  25. 25. PR, Social-Media Style Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now
  26. 26. PR, Social-Media Style Elapsed Time: 50 Minutes
  27. 27. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 27
  28. 28. How to Get Started Listen Share Your Content Listen More Build Relationships
  29. 29. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers • Twitter.grader.com 29
  30. 30. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  31. 31. Distribute Your Content 31
  32. 32. Conversation & Distribution Conversation AND Distribution 32
  33. 33. Good Content Spreads 33
  34. 34. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 34
  35. 35. Agenda I. About HubSpot & Inbound Marketing II. Content III. Social Media IV. How to Measure It
  36. 36. Assess Search Engine Optimization
  37. 37. Track Blog Subscribers
  38. 38. What Should You Measure? SEO Content Social Media Measure Measure Measure Visitors Measure Measure Leads Measure Customers Measure
  39. 39. How to Track Your Funnel Track visitors. Track leads. Track customers.
  40. 40. Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3,289 554 17% 12 0.4% Techcrunch 504 75 15% 6 1.2% ZDnet 511 28 5% 1 0.2%
  41. 41. Final Thoughts … 41
  42. 42. Build Leverage 42
  43. 43. The Challenge: Pulling the Pieces Together d.j.k. on flickr 43
  44. 44. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes
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