Social Media Lead Generation July2009

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How to Use Social Media for Lead Generation

How to Use Social Media for Lead Generation

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  • 1. Using Social Media For Lead Generation Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
  • 2. 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
  • 3. Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1400+ customers 85+ employees 1400 customers, 85 3
  • 4. What HubSpot Software Does 4
  • 5. 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
  • 6. Traditional Marketing (Outbound) 6
  • 7. Marketing Today (Inbound) 7
  • 8. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 8
  • 9. 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
  • 10. Inbound Is Cheaper 10
  • 11. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee 11
  • 12. Inbound Gives Leverage 12
  • 13. One Way to Feed the Funnel Blogging SEO Social Media Email Pay-Per-Click Website Visitors Get Found Convert C t Customers 13
  • 14. 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
  • 15. Of Course You’re Skeptical Flickr: mmmonica 15
  • 16. 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
  • 17. The Old Days: Just Search 17
  • 18. Today: Social Media Matters, Too 18
  • 19. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 19
  • 20. How Do You Get Referrals? Links! Link to HubSpot blog; No Link, No Referrals, No Leads leads generated on blog 20
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. How to Get Started Listen Share Your Content Listen More Li t M Build Relationships 24
  • 25. 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
  • 26. Follow the Conversation Via RSS How to sign up: Google.com/reader 26
  • 27. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions 27
  • 28. Build Network - Keyword Search 28
  • 29. Distribute Your Content 29
  • 30. Conversation & Distribution Conversation AND Distribution 30
  • 31. Good Content Spreads 31
  • 32. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 32
  • 33. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases 33
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. Put Calls to Action in All Your Content Add a link or an offer that drives visitors to a landing page. 37
  • 38. Landing Page Tips • Limited navigation • Clear and simple • Form above fold 38
  • 39. How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to to. 39
  • 40. 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
  • 41. http://Twitter.Grader.com 41
  • 42. http://Facebook.Grader.com 42
  • 43. 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
  • 44. Measure the Whole Funnel Website Visitors Customers 44
  • 45. How to Track Your Funnel Track visitors. Track leads. Track customers. 45
  • 46. 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
  • 47. 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