How to Use Twitter to Generate Leads & Sales

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

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

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

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

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

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How to Use Twitter to Generate Leads & Sales

by HubSpot All-in-one Marketing Software on Jan 14, 2010

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How to Use Twitter to Generate Leads & Sales Presentation Transcript