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Ellie Mirman


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Ellie Mirman

  1. 1. @ellieeille elliemirman
  2. 2. The Role of Social Media in Lead Generation Ellie Mirman | Hubspot
  3. 3. THE ROLE OF SOCIAL MEDIA IN LEAD GENERATION Ellie Mirman Inbound Marketer & Customer Researcher, HubSpot Twitter: @ellieeille
  4. 7. Social media is just one piece of the puzzle.
  5. 8. Social media is not magic. Joining Facebook, Twitter, or LinkedIn will not revolutionize your company or your marketing.
  6. 9. <ul><li>You still need to: </li></ul><ul><ul><ul><li>Identify your audience </li></ul></ul></ul><ul><ul><ul><li>Get them to notice you </li></ul></ul></ul><ul><ul><ul><li>Create value for them </li></ul></ul></ul><ul><ul><ul><li>Sell something to them </li></ul></ul></ul><ul><ul><ul><li>Keep them happy </li></ul></ul></ul><ul><li>None of this has changed. </li></ul>
  7. 10. Social media is one tool , used best as part of a balanced inbound marketing strategy .
  8. 11. 79% more followers for companies that combine a blog with social media
  9. 12. 97% more links (for better rankings) for companies that combine SEO with social media
  10. 13. Social media generates business results
  11. 14. 46% businesses say they acquired a customer from blogs or social media
  12. 15. Both B2B & B2C companies say they acquired a customer from blogs or social media
  13. 16. <ul><ul><li>The Role of Social Media </li></ul></ul><ul><ul><li>in Lead Generation Funnel </li></ul></ul>
  14. 17. TOFU (Top of the Funnel) MOFU (Middle of the Funnel) Website Visitors Sales Leads
  15. 18. TOFU Fill the top of the funnel
  16. 19. Get Ideas for Content
  17. 20. Create content your personas want
  18. 21. Find Prospects
  19. 22. Expand Reach of Content
  20. 24. Encourage Sharing
  21. 26. MOFU Convert in the middle of the funnel
  22. 27. Capture Leads
  23. 29. Identify Hot Leads
  24. 30. Get Lead Intel
  25. 32. Analyze Measure the funnel
  26. 33. Visitors Leads Sales SEO Social Media Analyze conversion rates by channel
  27. 34. Compare social media channels
  28. 35. Measure total reach
  29. 36. A few tips To leave you with
  30. 37. Know your goal.
  31. 38. Think like a publisher.
  32. 39. Experiment.
  33. 40. Learn, rinse, repeat.
  34. 42. Case Studies
  35. 43. Case Study: Palomar Technologies
  36. 44. Case Study: Indium Corporation Developer, manufacturer, supplier of specialty alloys, solders, & thermal interface materials Dozens of blogs & bloggers
  37. 45. Case Study: Vovici <ul><li>SEO </li></ul><ul><li>Blog </li></ul><ul><li>Social Media </li></ul>
  38. 46. The Results 400+% increase in qualified traffic 1,000+% increase in blog subscribers “ We find Twitter has been a great driver of traffic to the blog, and also another great driver of awareness for us.”
  39. 47. THANK YOU Ellie Mirman Twitter: @ellieeille HubSpot: Website: Blog: Grader: