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How to Use Twitter to Generate Leads & Sales

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A presentation to the Albany, NY chapter of the American Marketing Association on using Twitter to generation leads and sales for you business. Presented in Albany on 1/14/10.

A presentation to the Albany, NY chapter of the American Marketing Association on using Twitter to generation leads and sales for you business. Presented in Albany on 1/14/10.

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  • 1. How to Use Twitter to Generate Leads & Sales AMA NY Capital Region Luncheon January 14, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
  • 2. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 2
  • 3. What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,000+ customers; 100+ 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
  • 7. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Leads • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 7
  • 8. One Way to Feed the Funnel Blogging SEO Twitter Email Pay-Per-Click Website Visitors Twitter Leads Customers 8
  • 9. Not Sold on Twitter? Same recipe for success on every social network. 9
  • 10. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 10
  • 11. What People Publish What I See What IS Twitter?
  • 12. It’s Public One person tweets … … anybody can see it. 12
  • 13. It’s a Network Flickr: Hljod.Huskona 13
  • 14. It’s Real Time Flickr: Thomas Hawk 14
  • 15. What Are the Uses? Marketing Customer Listening Service 15
  • 16. Is Twitter Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 16
  • 17. No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 17
  • 18. A Twitter PR Anecdote 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 Elapsed Time: 50 Minutes
  • 19. Twitter Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 19
  • 20. Twitter Still at ~4% Growth eMarketer estimates 18 Million total users. 20
  • 21. How to Succeed With Twitter Measure & Build a Analyze Network Share Content
  • 22. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 22
  • 23. Start by Building a Network How do you build an engaged network? 23
  • 24. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 24
  • 25. Company Profile? Personal Profile?
  • 26. Let Your Brand Shine
  • 27. Put a Bio in Your Profile Avg Followers
  • 28. Put a Link in Your Profile Avg Followers
  • 29. Follow People Updates from the people you follow appear on your homepage.
  • 30. Follow People Who Follow You
  • 31. How to Find People to Follow twitter.grader.com/search
  • 32. See Who Thought-Leaders Follow twitter.com/dmscott
  • 33. Create a Company Page twitter.zappos.com/employees
  • 34. Follow Your Brand in Conversations
  • 35. Engage With Your Network 35
  • 36. Engagement Dominates 36
  • 37. What Are Twitter Applications? One telephone number, One Twitter handle, many ways to call. many ways to tweet. 37
  • 38. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 38
  • 39. Share Content With Your Network Content Rule #1: It must be useful/interesting/fun
  • 40. Blogging Increases Twitter Reach >75% 40
  • 41. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 41
  • 42. A Word of Caution • Don’t Tweet too much about your product. NOBODY CARES. • Create content that’s useful and interesting to your target personas.
  • 43. Conversation & Distribution Conversation AND Distribution 43
  • 44. Good Content Spreads If you provide interesting content, your network will retweet it. 44
  • 45. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 45
  • 46. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
  • 47. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 47
  • 48. Follower Count • A measure of your raw distribution power
  • 49. @replies • A measure of community engagement & branding • On your profile or via search.twitter.com
  • 50. Twitter Grader • Inputs include followers, influence, follower influence and patterns of use
  • 51. Measure the Impact on Your Funnel Website Visitors Customers 51
  • 52. How to Track Your Funnel Track visitors. Track leads. Track customers. 52
  • 53. 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% 53
  • 54. Final Thoughts … 54
  • 55. Build Leverage 55
  • 56. Too Many Pieces to Put Together! d.j.k. on flickr 56
  • 57. HubSpot Puts the Pieces Together 57
  • 58. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes