So the question is, how do you create marketing that people love in a world where people have gotten really good at avoiding marketing? The best approach is to market to people when they’re already looking for information. They could be looking for a solution to a problem they have, or they could even be looking for a specific product that you offer. At HubSpot, we call this inbound marketing, the opposite of outbound marketing.
You probably already know this, but consumers are sick of marketing interruptions. By a show of hands, how many of you have fast forwarded a commercial on TV in the past few days?
You’re not the only ones. 86% of people skip TV ads, and in general have gotten very clever about avoiding outbound marketing tactics. Outbound marketing is what we call these interruptive marketing methods – TV ads, unsolicited emails, direct mail delivered to your home, and sales calls.
It’s not a fad. It’s a channel for engagement, interaction, lead gen, lead nurturing It’s not all about the ROI and can you really determine ROI on everything? ROI is not a legit metric either and social may not affect the direct bottom line, but it may convert people & add exposure.
When it comes to getting traffic online, content is king. It’s much more important than your website’s design. If you have great content, people will pay attention and learn to trust you. Your content should educate people. Teach them how to do something, or how to solve their problems.
Becoming a social business - convincing and measuring social media
Becoming a Social Business ->
Convincing & measuring social media
What my day at HubSpot looks like
1 Twitter monitoring our mentions (favoriting,
replying for support, MQLs to sales, lead
2 Facebook publishing & monitoring –
commenting, scheduling posts (offers & blog
3 Video marketing – upping our lead gen to send
viewers to our offers and direct to the website.
skip TV ads
direct mail is
on DO NOT
1 No ROI
2 Doesn’t improve credibility (be there or be square)
3 It isn’t measurable
4 Only works for big brands
5 Waste of time & too much time involved (marketing
6 Social is a PR broadcasting channel
7 It’s all quantitative (we need more followers, let’s buy them)
8 It’s a buzzword
ROI isn’t how many, it is who actually
engages (your leads, who from your
contacts database interacted with a
Components of a Rockstar
Social Media Strategy
1 Engagement: 2-way interaction, conversation,
2 Content creation (position as a thought
leader/expert, be active on blogging)
3 Content curation: Spreading good content from
others (creates allies)
4 Consistent presence
What to consider
1 It’s all about the persona: who are your
prospects? Make a profile. Think of company
size, industry, interests, needs…
2 Lifecycle stage
3 Humanizing the message and tone
Metrics to measure
1 Basic reach (eh, on this one). Audience growth
2 Specific post-level success (clicks, interactions,
likes, shares/RTs, impressions)
3 Click-through rate
4 Referrals/found site via social media
– Visits to contacts to customers conversions
Revenue & brand building
1 43% of marketers have found a customer from
LinkedIn in 2013 (HubSpot).
2 52% of marketers have found a customer from
Facebook in 2013 (HubSpot).
3 36% of marketers have found a customer via
Twitter in 2013 (HubSpot).
4 42% of people expect a response within 60
minutes when complaining on social media (Jay
1 HubSpot all-in-one, social Inbox (I use it
everyday! Context changes everything, know
who you’re engaging with)
2 Buffer for optimal timing
3 HootSuite/TweetDeck for monitoring
4 SproutSocial & SimplyMeasured for metrics