How to Use Social Media to Get Found

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    How to Use Social Media to Get Found - Presentation Transcript

    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. Agenda I. About HubSpot & Inbound Marketing II. Content III. Social Media IV. How to Measure It
    3. What’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 1600+ customers, 95+ employees 3
    4. Traditional Marketing (Outbound) 4
    5. Marketing Today (Inbound) 5
    6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
    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. Why It’s Cheaper
    9. Build an Asset Flick Photo: Thomas Hawk
    10. Agenda I. Inbound vs. Outbound Marketing II. Content III. Social Media IV. How to Measure It
    11. A Nice-Looking Restaurant Site
    12. Another Nice-Looking Restaurant Site What’s the difference?
    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. How Many Tickets Do You Have?
    15. More Indexed Pages 15
    16. More Visitors 16
    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. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
    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. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
    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. Agenda I. About HubSpot & Inbound Marketing II. Content III. Social Media IV. How to Measure It
    23. Social Media? No Time for That Nonsense!
    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. 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. PR, Social-Media Style Elapsed Time: 50 Minutes
    27. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 27
    28. How to Get Started Listen Share Your Content Listen More Build Relationships
    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. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
    31. Distribute Your Content 31
    32. Conversation & Distribution Conversation AND Distribution 32
    33. Good Content Spreads 33
    34. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 34
    35. Agenda I. About HubSpot & Inbound Marketing II. Content III. Social Media IV. How to Measure It
    36. Assess Search Engine Optimization
    37. Track Blog Subscribers
    38. What Should You Measure? SEO Content Social Media Measure Measure Measure Visitors Measure Measure Leads Measure Customers Measure
    39. How to Track Your Funnel Track visitors. Track leads. Track customers.
    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. Final Thoughts … 41
    42. Build Leverage 42
    43. The Challenge: Pulling the Pieces Together d.j.k. on flickr 43
    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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