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HubSpot Webinar | Orchestra Directs New Sales with Social Media


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Social media is everywhere, unless you live under a rock. But proving ROI and connecting social media to sales seems ever elusive.

Brad Windecker, President of Orchestra LLC, a B2B software and services company that helps small and midsize companies solve business problems by extending SAP, shares social media successes and lessons learned to help you deliver leads and sales through this fast growing channel.

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HubSpot Webinar | Orchestra Directs New Sales with Social Media

  1. 1. Today’s webinar will begin shortly<br />Please note there are TWO ways to hear the audio portion of this webcast:<br />1<br />2<br />Via Telephone<br />Use Dial In Information listed in the Go To Webinar Console<br />Streaming Audio through Your Computer’s Speakers<br />
  2. 2. HubSpot Case StudyOrchestra Directs New Sales with Social Media<br />Featuring: Brad Windecker, President, Orchestra LLC<br />Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot<br />$<br />
  3. 3. Housekeeping Items<br />Today’s webinar is scheduled to last 1 hour including Q&A<br />All dial-in participants will be muted to enable the speakers to present without interruption<br />Questions can be submitted via the Go To Webinar ‘Questions’ screen at any time<br />Get the slides & a recording of this presentation approximately 72 hours after we conclude<br /><br />
  4. 4. About Our Speakers<br />Brad Windecker<br />President & Co-Founder<br />Brad grew up in a family business and combined his education in entrepreneurship and business to oversee Orchestra’s vision, direction, and partnerships vital to customers’ success<br />@orchestrateam<br />Kirsten KnippDirector, Product Evangelism<br />Professional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier.<br />@kirstenpetra<br />
  5. 5. About HubSpot<br />Inbound Marketing software & advice that helps SMB businesses grow<br />2006<br />2,300+<br />98%<br />130+<br />Founded<br />Customers<br />Retention<br />Employees<br />
  6. 6. About Orchestra<br />Business Technology firm that helps small and midsize companies solve problems<br />2008<br />30+<br />20+<br />20,000<br />Founded<br />Customers<br />Technology Partners<br />YouTube Views<br />
  7. 7. Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges, Lessons Learned & Tips<br />
  8. 8. Orchestra Marketing & Lead Gen Early 2009<br />About Orchestra<br />Doing things “The Old Way”<br /><ul><li> Brochure ware website
  9. 9. Purchasing Leads
  10. 10. Manual Lead Management
  11. 11. Lots of work = few results</li></ul>What’s next? Telemarketing?<br />
  12. 12. Orchestra Discovers Inbound Marketing<br />About Orchestra<br /><ul><li> Limited Marketing Resources
  13. 13. Needed Competitive Advantage
  14. 14. Asked the question:“What are our competitors not doing?”</li></ul>When you’re a small fish in a big crowded pond, you’ve got to find a way to make a splash!<br />
  15. 15. Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges, Lessons Learned & Tips<br />
  16. 16. Inbound Marketing Strategy at Orchestra<br />About Orchestra<br />Create<br />Promote<br />BLOG<br />Measure<br />Graphic Based on Image Courtesy of<br />
  17. 17. Inbound in Action: Step 1 Create Content<br />About Orchestra<br />Writing your Blog<br /><ul><li> Start with Topic & Keywords
  18. 18. Ideally write 3-5 paragraphs
  19. 19. Keyword heavy headers
  20. 20. Include a visual
  21. 21. Video, Screenshot, Image
  22. 22. Link to other site pages or CTAs
  23. 23. Don’t go it alone – many voices</li></li></ul><li>Inbound in Action: Step 2 Promote Content<br />About Orchestra<br />Getting Blog Exposure<br /><ul><li> Ensure Unique URL
  24. 24. Auto-tweet & syndicate with HubSpot
  25. 25. Request team retweets
  26. 26. Extend reach with free syndication
  27. 27. Ulitzer
  28. 28. LinkedIn
  29. 29. YouTube
  30. 30. Slideshare
  31. 31. Industry Networks
  32. 32. & more</li></li></ul><li>Inbound in Action: Step 3 Measure & Refine<br />About Orchestra<br />Do what works<br /><ul><li>Blog views, links & comments
  33. 33. What topics drive 2-way dialogue
  34. 34. Best keywords for traffic
  35. 35. Which keywords bring visitors?
  36. 36. Best keywords for conversion
  37. 37. Which keywords bring business?</li></li></ul><li>Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges, Lessons Learned & Tips<br />
  38. 38. Macro Results of Blogging & Social Media<br />About Orchestra<br />Strong Traffic & Lead Growth<br />
  39. 39. Brand Awareness from Social Media<br />Recognition | Industry Websites<br />Thought Leadership Status<br />Web 2.0 Penetration<br />Recognition | Industry Leaders<br />
  40. 40. Social Media Leads Have Real Value<br />Initial Blog Post<br />Tweet<br />Orchestra uses 10 FREE business tools to run our business. Check it out:<br />Joint effort discussion<br />Email from Website Form<br />...we have a free tool, can you mention our website and product?...<br />We’ll mention you, you mention us<br />Partner <br />Links<br />Mention in Newsletter<br />Unique Hubspot tokenized URL<br />$<br />Web Lead via CTA<br />Traffic to<br />Lead Source: Newsletter with Hubspot Token<br />
  41. 41. Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges, Lessons Learned & Tips<br />
  42. 42. Challenges, Lessons Learned & Tips<br />About Orchestra<br />Start with strategy & a way to measure success<br />Commit to blog & promote regularly<br />Engage key staff, share the results & success<br />“Don't get it right, get it written"<br /><ul><li>Resist urge to be perfect
  43. 43. Get the word out in a simple way</li></ul>Invest in learning: watch HubSpot & other webinars, read marketing blogs and try new things<br />
  44. 44. We welcome your questions & feedback<br />Brad Windecker<br />President & Co-Founder<br />@orchestrateam<br /><br />p: 877-683-2648 x701<br />Kirsten KnippDirector, Product Evangelism<br />@kirstenpetra<br /><br />1-617-401-2840<br />
  45. 45. Thank you!Check Out Our Other Webinars<br />Wednesday, April 14 @12:30PM EST<br />