Social Media to Grow Your Business - National Small Food Manufacturer's Conference

Social Media Marketing to Grow Your Business National Small Food Manufacturers’ Conference Ellie Mirman Inbound Marketing Manager, HubSpot Twitter: @ellieeille

Marketing is Changing has changed Flickr: globetrotter 2

Traditional Marketing (Outbound) 3

Marketing Today (Inbound) 4

Inbound Marketing is a Methodology

Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

Inbound Gives Leverage

Inbound Marketing is More Effective Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Why It’s Cheaper

Social Media is Not a Toy Flickr: therussiansarehere

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 12

Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

It Can Be Overwhelming Flickr: mmmonica 15

Take It Step By Step Flickr:travelingtribe 16

You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 17

How to Get Started Listen Share Your Content Listen More Build Relationships 18

Listen > Share > Measure Listen to • Customers • Prospects • Competitors • Thought leaders Places to listen • Search.Twitter.com • Twitter.Grader.com • Google.com/blogsearch • Technorati.com

RSS Simplifies Reading & Monitoring Your Industry Blogs

Listen > Share > Measure Conversation AND Distribution

Good Content Spreads

Good Content Engages

Good Content Brings Subscribers Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

On Twitter, B2B Gets More From Blog Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 26

Target Content to Your Personas No one cares about your products or services, except you.

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

Blog as Home Base

Case Study: Palomar Technologies 30

Case Study: Indium Corporation Developer, manufacturer, supplier of specialty alloys, solders, & thermal interface materials Dozens of blogs & bloggers 31

Case Study: Vovici • SEO • Blog • Social Media 32

The Results 400+% increase in qualified traffic “We find Twitter has been a great driver of traffic to the blog, and also another great driver of awareness for us.” 1,000+% increase in blog subscribers 33

Listen > Share > Measure 34

Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics. Flickr: ssh

Measure Your Total Reach 36

Traffic

…By Channel or Source Visitors Leads Sales SEO Social Media

Free WebsiteGrader Report

Thank You! Ellie Mirman Twitter: @ellieeille Blog: www.elliemirman.com HubSpot: Website: www.HubSpot.com Blog: http://Blog.HubSpot.com Grader: http://Grader.com Presentation Slides: http://SlideShare.net/HubSpot 42

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Social Media to Grow Your Business - National Small Food Manufacturer's Conference

by HubSpot All-in-one Marketing Software on May 21, 2010

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Social Media to Grow Your Business - National Small Food Manufacturer’s Conference — Presentation Transcript