Using Social Media
For Lead Generation
Rick Burnes
Marketing Manager @HubSpot
Twitter: @RickBurnes

Agenda
I. About HubSpot & Inbound
Marketing
II. Why y need social media
y you
III. How to build social media traffic
IV.
IV How to convert it
V. How to measure it
2

Who’s HubSpot?
• Founded in July 2006 from research at MIT
y
• Cambridge, MA
• 1400+ customers 85+ employees
1400 customers, 85
3

What HubSpot Software Does
4

HubSpot Customers’ Proven ROI
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
g p
www.HubSpot.com/ROI
5

Traditional Marketing (Outbound)
6

Marketing Today (Inbound)
7

How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
8

What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get F
G t Found d
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • S i l M di
Social Media
• SEO
Get Found • Analytics
Convert Convert
• Test • Offers / CTAs
• Landing Pages
• Target Convert
C t • Email
• Nurture • Lead Intelligence
• Lead Mgmt
g
• Analytics
Customers
9

Inbound Is Cheaper
10

Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
11

Inbound Gives Leverage
12

One Way to Feed the Funnel
Blogging SEO Social Media Email Pay-Per-Click
Website Visitors
Get Found
Convert
C t
Customers
13

Agenda
I. About HubSpot & Inbound
Marketing
II. Why y need social media
y you
III. How to build social media traffic
IV.
IV How to convert it
V. How to measure it
14

Of Course You’re Skeptical
Flickr: mmmonica
15

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
16

The Old Days: Just Search
17

Today: Social Media Matters, Too
18

Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
; g
19

How Do You Get Referrals? Links!
Link to HubSpot blog;
No Link, No Referrals, No Leads
leads generated on blog
20

Agenda
I. About HubSpot & Inbound
Marketing
II. Why y need social media
y you
III. How to build social media traffic
IV.
IV How to convert it
V. How to measure it
21

Go!
Not already on
• Twitter ?
(www.twitter.com)
• Facebook ?
(www.facebook.com)
(www facebook com)
• LinkedIn ?
(www.linkedIn.com)
Signup TODAY!
Flickr: Wendy Crockett
22

You Already Have the Skills
You Just Do It Offline
• Meeting people
• Building
relationships
• Asking
A ki questions
ti
• Answering questions
• Building trust
• Building a reputation
23

How to Get Started
Listen
Share Your Content
Listen More
Li t M
Build Relationships
24

What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
T h ti
• Existing blogs
• Industry Twitterers
25

Follow the Conversation Via RSS
How to sign up: Google.com/reader
26

Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions
27

Build Network - Keyword Search
28

Distribute Your Content
29

Conversation & Distribution
Conversation
AND
Distribution
30

Good Content Spreads
31

What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
32

What to Publish?
• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
33

A Word of Caution
• Writing for your
personas DOES NOT
mean writing about the
products and services
y
you sell them
• Write about the things
they want to learn about
34

Agenda
I. About HubSpot & Inbound
Marketing
II. Why y need social media
y you
III. How to build social media traffic
IV.
IV How to convert it
V. How to measure it
35

Convert with Landing Pages
Target Market
T M k
Conversion is where we take
what we have spent time and Website Visitors
money to get (visitors) and
change it into something
valuable to marketing (leads). Leads
A cost becomes a benefit.
Opportunities
Customers
36

Put Calls to Action in All Your Content
Add a link or an offer that drives visitors to a landing page.
37

Landing Page Tips
• Limited navigation
• Clear and simple
• Form above fold
38

How Do You Get Quality Leads?
Kadient Photo by David Meerman Scott
Create content that your target personas gravitate to
to.
39

Agenda
I. About HubSpot & Inbound
Marketing
II. Why y need social media
y you
III. How to build social media traffic
IV.
IV How to convert it
V. How to measure it
40

http://Twitter.Grader.com
41

http://Facebook.Grader.com
42

Track Referrals
Others
Google [search] (11.4%)
Twitter (5.1%)
website.grader.com (6 6%)
ebsite grader com (6.6%) blog.hubspot.com (10.2%)
blog h bspot com (10 2%)
Webinars (9%)
43

Measure the Whole Funnel
Website Visitors
Customers
44

How to Track Your Funnel
Track visitors. Track leads. Track customers.
45

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%
46

Thank You!
Software: www.HubSpot.com/Trial
Community: www.inboundmarketing.com
Free Tools: www.Grader.com
Rick Burnes
Marketing Manager @HubSpot
@H bSpot
Twitter: @rickburnes