Inbound Marketing: Generating Leads With Social Media


Published on - This presentation was given April 14th at an AMA Digital Marketing in Staunton, Va by Kipp Bodnar

Published in: Education
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • To quote David Meerman Scott, no one cares about your products (except you).Don’t use your Facebook Page to talk about you and your products – create interesting, useful content that your audience wants to consume.
  • -email your opt-in mailing list-include link in your email signature-blog about yourfacebook page-post a link or badge on your website or blog
  • Facebook SearchNot a lot you can do – mostly based on # fans, the more fans you have, the higher you will rank in searchesYour Page name also plays a part, so some companies choose to include a couple of keywords in their Page name. However, don’t go overboard and realize you’re committing to the full name forever (you can’t really change this later on).Public Search-Facebook is now doing a lot to help get its pages indexed by search engines like Google.PersonalSettings -> Privacy Settings -> SearchBusinessPage -> Edit Page -> Settings
  • Inbound Marketing: Generating Leads With Social Media

    1. 1. Inbound Marketing: Generating Leads On The Web<br />Kipp Bodnar<br />Inbound Marketer@HubSpot<br />Twitter: @kbodnar32<br />
    2. 2. Thank You!<br />2<br />
    3. 3. What Is Inbound Marketing?<br />3<br />
    4. 4. Social Media Lead Generation Process<br />4<br />
    5. 5. Create Compelling Content<br />5<br />Pull People In<br />
    6. 6. #1: Grow Google Indexed Pages<br /><ul><li>Growing the number of pages indexed in Google’s database on the order of 50-100 pages brings double digit lead growth and triple digit growth post several hundred pages</li></ul>Median Monthly Leads by Range of Google Indexed Pages<br /><ul><li>236%</li></ul>Median Monthly Leads** <br />Indexed Pages in Google – Ranges*<br />*Each range includes an equal number of customers<br />**Includes 3 months of lead data (11/09 – 1/10)<br />6<br />
    7. 7. #2: Focus on Top 100 Search Rankings<br />7<br /><ul><li>Increasing the number of keywords ranking in Google’s top 100 results starts to matter for leads once marketers achieve double digit keywords</li></ul>Median Leads Over 7 Days by Range of Keywords Ranking in Google’s Top 100<br />Median Leads Over 7 Day Period**<br />Ranges of # of Keywords Ranking in Google’s Top 100 Results over 7 Days*<br />Sample size: 1,400 customers.<br /><ul><li>Each range consists of six equal groups of customers.</li></ul>**Includes lead data over a 7 day period for 3 months (11/09-1/10).<br />
    8. 8. #3a: Blog to Generate More Interesting Content<br />8<br /><ul><li>Customers who blogged generated 67% more leads over a 3 month period vs. customers who don’t blog.</li></ul>Median Monthly Leads* <br />Sample size: 1,400 customers.<br />* Includes 3 months of lead data(11/09– 1/10).<br />
    9. 9. #3b: Create enough Blog Content<br />9<br /><ul><li>Blogs need to reach a critical mass of articles before they start to generate leads; on the order of 20-50 </li></ul>Impact of Blog Size* on Monthly Leads<br />This group does no better than customers without blogs<br />Median Monthly Leads <br /># of Blog Articles Ranges**<br />Sample size: 762 customers.<br />*Based on Blog articles available at the beginning of the month over a 3 month period (12/1/09 – 2/1/10)<br />**Each range includes article data for approximately 25% of customers.<br />
    10. 10. Inbound Marketing Executions<br />10<br />
    11. 11. Blog Lead Generation Example<br />11<br />
    12. 12. Leads Tripled When CTA Added To Posts<br />12<br />
    13. 13. Converting Blog Readers To Leads<br />13<br />
    14. 14. Custom Forms On Landing Pages<br />14<br />
    15. 15. Segmenting Is Key For Analysis<br />15<br />
    16. 16. Generating Leads With Facebook<br />16<br />
    17. 17. Tip #1: Create an Engaging Page<br />Events<br />Videos<br />Discussions<br />Photos<br />Blog Articles<br />
    18. 18. Tip #2: Draw on Your Network<br />
    19. 19. Tip #3: Optimize for Search<br />Facebook Search<br />Based on # Fans<br /><ul><li>Public Search
    20. 20. Check your settings</li></li></ul><li>Tip #4 Integrate With E-mail<br />20<br />
    21. 21. 21<br />Being Personal Matters<br />
    22. 22. Pictures Are Personal On The Social Web<br />22<br />
    23. 23. Kipp Bodnare-mail: kbodnar@hubspot.comTwitter: @kbodnar32Blog:<br />