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How to Use Twitter to Generate Leads & Sales
 

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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    How to Use Twitter to Generate Leads & Sales How to Use Twitter to Generate Leads & Sales Presentation Transcript

    • How to Use Twitter to Generate Leads & Sales AMA NY Capital Region Luncheon January 14, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
    • 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
    • What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,000+ customers; 100+ employees 3
    • Traditional Marketing (Outbound) 4
    • Marketing Today (Inbound) 5
    • How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6
    • 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
    • One Way to Feed the Funnel Blogging SEO Twitter Email Pay-Per-Click Website Visitors Twitter Leads Customers 8
    • Not Sold on Twitter? Same recipe for success on every social network. 9
    • 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
    • What People Publish What I See What IS Twitter?
    • It’s Public One person tweets … … anybody can see it. 12
    • It’s a Network Flickr: Hljod.Huskona 13
    • It’s Real Time Flickr: Thomas Hawk 14
    • What Are the Uses? Marketing Customer Listening Service 15
    • Is Twitter Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 16
    • No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 17
    • 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
    • Twitter Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 19
    • Twitter Still at ~4% Growth eMarketer estimates 18 Million total users. 20
    • How to Succeed With Twitter Measure & Build a Analyze Network Share Content
    • 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
    • Start by Building a Network How do you build an engaged network? 23
    • You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 24
    • Company Profile? Personal Profile?
    • Let Your Brand Shine
    • Put a Bio in Your Profile Avg Followers
    • Put a Link in Your Profile Avg Followers
    • Follow People Updates from the people you follow appear on your homepage.
    • Follow People Who Follow You
    • How to Find People to Follow twitter.grader.com/search
    • See Who Thought-Leaders Follow twitter.com/dmscott
    • Create a Company Page twitter.zappos.com/employees
    • Follow Your Brand in Conversations
    • Engage With Your Network 35
    • Engagement Dominates 36
    • What Are Twitter Applications? One telephone number, One Twitter handle, many ways to call. many ways to tweet. 37
    • 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
    • Share Content With Your Network Content Rule #1: It must be useful/interesting/fun
    • Blogging Increases Twitter Reach >75% 40
    • What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 41
    • 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.
    • Conversation & Distribution Conversation AND Distribution 43
    • Good Content Spreads If you provide interesting content, your network will retweet it. 44
    • What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 45
    • Use Favorites to Save Highlights twitter.com/HubSpot/favourites
    • 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
    • Follower Count • A measure of your raw distribution power
    • @replies • A measure of community engagement & branding • On your profile or via search.twitter.com
    • Twitter Grader • Inputs include followers, influence, follower influence and patterns of use
    • Measure the Impact on Your Funnel Website Visitors Customers 51
    • How to Track Your Funnel Track visitors. Track leads. Track customers. 52
    • 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
    • Final Thoughts … 54
    • Build Leverage 55
    • Too Many Pieces to Put Together! d.j.k. on flickr 56
    • HubSpot Puts the Pieces Together 57
    • 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