TIPS FOR SOCIAL MEDIA INTEGRATIONMike Volpe @mvolpe
I‟m Mike Volpe.Nice to meet you. Top 10@mvolpe 700,000 Blog Inbound Leads 120,000 Twitter 5,000 Followers Customers 3.7 million 1,500,000 Free Slideshare Users CMO @ Views HubSpot
Agenda1 Marketing Problem / Marketing Solution2 Tips for Integrating Social Media3 Hiring for Inbound Marketing
1 MARKETING PROBLEM / MARKETING SOLUTION
We All Have an Addiction
Lazy Marketers Relyon Advertising Buys
IT IS TIME TORETHINKMARKETING
Inbound marketing is afundamental shiftin how we relate to potential customers
STOP PUSHING advertising messagesin the hopes that one will get through. SKIP ADS UNSUBSCRIBE RECYCLE/TRASH SAY „DO NOT CALL‟
START ATTRACTING leads through relevant, useful, easy-to-find content when they need it.
STOP FORCING leads throughyour decision process.
Readiness to buy…START RESPONDING to how they make decisions.
PULL EARNED OWN ATTRACT ASSET VS. Email PUSH PAID RENTINTERRUPTINVENTORY
Make marketingpeople love
Inbound Marketing Social Media Search Engine Marketing Marketing Content Marketing$ Conversion Marketing Lead Nurturing $ Sales Support 16
Building Marketing Assets Paid Marketing Inbound Marketing Leads Leads Cost Leads Leads Cost from this from Past this from this from Past this Month Marketing Month Month Marketing MonthMonth 1 50 0 $1,000 10 0 $1,000Month 2 50 0 $1,000 10 10 $1,000Month 3 50 0 $1,000 10 20 $1,000Month 4 50 0 $1,000 10 30 $1,000 … … … … … …Month 24 50 0 $1,000 10 230 $1,000Two Year 1,200 $24,000 2,760 $24,000 Total
Paid Marketing vs. Inbound Marketing
Social Media is Only One Piece
Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
TIPS FOR2 INTEGRATING SOCIAL MEDIA
Context + Authority
Prostho-dontist Cosmetic Dentist
On-Page SEO Essentials 1 Page Title Headings 2 & Content 3 Description
Authority isdetermined by links
7 Links = Top 15% of all web pagesSource: SEOMoz.org
Blogs attract 97% more links
Where is Search Going? Where is search going?
Link SocialContext + Authority + Proof
The “Like” is replacing the “Link”
% Companies AcquiringCustomers via Social Channels 57% 48% 57% 42%
Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Content Makes You Interesting
Image credit: netzkobold
Evolution of the Database
Brand Brand Building 1.0 Building 1.0 Hire an agency Your brand comes out, all perfect (and sterile).Flickr: jamesjyu
A Brand is What People Say It Is Your brand is what your customers say it is.Flickr: chelmsfordpubliclibrary
Grow your brand bycultivation,not control.
Promote All Feedback http://www.microsoft.com/windows/social/
Promote All Feedback www.ShowUsYourPizza.com
Focusgroups are dead.
Observecustomers in their nativeenvironment.
HIRING FOR3 INBOUND MARKETING
The Press Release Hire Rent Interrupt Push Outbound 57
70% of my team had under 12 monthsexperience in “marketing” when hired.
D A R C : Digital
D A R C : Analytical
D A R C : Reach
D A R C : Content
Organizing the New Marketing Team Marketing Product TOFU Team MOFU Team Dev Team Marketing Blogs Lead Nurturing Sales Support Free Tools Videos Lead Scoring & Training Webinars Landing Page Demo Videos Internal Tools Presentations Optimization Product Info Promotion of Paid Lead Free Tools Generation
We havelots to think about.
Advice for the road ahead…
Committo the new inbound strategy.
Don’t dip yourtoe in the water.
Jump in ALL THE WAY.
THANK YOU Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com