Social Media Marketing
to Grow Your Business
National Small Food Manufacturers’ Conference
        Ellie Mirman
        In...
Marketing is Changing
                                 has changed




Flickr: globetrotter
2
Traditional Marketing (Outbound)




3
Marketing Today (Inbound)




4
Inbound Marketing is a Methodology
Budget vs. Brains




Flickr: Refracted Moments   Flickr: Gaetoan Lee
Inbound Gives Leverage
Inbound Marketing is More Effective




      Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Inbound Marketing is More Effective




      Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Why It’s Cheaper
Social Media
       is Not a Toy



Flickr: therussiansarehere
Social Media Is Now a Staple




     Flickr: anitacanita                 Flickr: sierravalleygirl


                  • U...
Social Media is for Leads and Sales




      Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media is for B2B and B2C




      Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
It Can Be Overwhelming




     Flickr: mmmonica



15
Take It Step By Step




Flickr:travelingtribe
16
You Already Have the Skills

                         You Just Do It Offline
                         •    Meeting people
...
How to Get Started




                               Listen




     Share Your Content

                                ...
Listen > Share > Measure

                           Listen to
                           •   Customers
                  ...
RSS Simplifies Reading & Monitoring


 Your Industry
    Blogs
Listen > Share > Measure




Conversation


        AND


 Distribution
Good Content Spreads
Good Content Engages
Good Content Brings Subscribers




      Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
On Twitter, B2B Gets More From Blog




      Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
What to Publish?

•    Blog
•    Podcast
•    Videos
•    Photos
•    Presentations
•    eBooks
•    News Releases


26
Target Content to Your Personas




                        No one cares about your
                    products or servic...
Get Into the Content Mindset

                        • Make emails into blog posts
                        • Turn forum p...
Blog as Home Base
Case Study: Palomar Technologies




30
Case Study: Indium Corporation
                                  Developer, manufacturer, supplier of
                    ...
Case Study: Vovici

                      • SEO
                      • Blog

                      • Social Media




32
The Results

                                                400+% increase in qualified traffic




     “We find Twitter...
Listen > Share > Measure




34
Avoid Paralysis by Analysis

                     • Don’t measure
                       everything.
                     ...
Measure Your Total Reach




36
Traffic
Leads
Sales
…By Channel or Source
         Visitors   Leads   Sales

SEO


Social
Media
Free WebsiteGrader Report
Thank You!

     Ellie Mirman
     Twitter: @ellieeille
     Blog: www.elliemirman.com

     HubSpot:
     Website: www.Hu...
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Social Media to Grow Your Business - National Small Food Manufacturer's Conference

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Presentation from the National Small Food Manufacturer's Conference in Omaha, Nebraska. Presented by Ellie Mirman on May 21, 2010.

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Social Media to Grow Your Business - National Small Food Manufacturer's Conference

  1. 1. Social Media Marketing to Grow Your Business National Small Food Manufacturers’ Conference Ellie Mirman Inbound Marketing Manager, HubSpot Twitter: @ellieeille
  2. 2. Marketing is Changing has changed Flickr: globetrotter 2
  3. 3. Traditional Marketing (Outbound) 3
  4. 4. Marketing Today (Inbound) 4
  5. 5. Inbound Marketing is a Methodology
  6. 6. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  7. 7. Inbound Gives Leverage
  8. 8. Inbound Marketing is More Effective Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  9. 9. Inbound Marketing is More Effective Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  10. 10. Why It’s Cheaper
  11. 11. Social Media is Not a Toy Flickr: therussiansarehere
  12. 12. 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 12
  13. 13. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  14. 14. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  15. 15. It Can Be Overwhelming Flickr: mmmonica 15
  16. 16. Take It Step By Step Flickr:travelingtribe 16
  17. 17. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 17
  18. 18. How to Get Started Listen Share Your Content Listen More Build Relationships 18
  19. 19. Listen > Share > Measure Listen to • Customers • Prospects • Competitors • Thought leaders Places to listen • Search.Twitter.com • Twitter.Grader.com • Google.com/blogsearch • Technorati.com
  20. 20. RSS Simplifies Reading & Monitoring Your Industry Blogs
  21. 21. Listen > Share > Measure Conversation AND Distribution
  22. 22. Good Content Spreads
  23. 23. Good Content Engages
  24. 24. Good Content Brings Subscribers Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  25. 25. On Twitter, B2B Gets More From Blog Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  26. 26. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 26
  27. 27. Target Content to Your Personas No one cares about your products or services, except you.
  28. 28. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  29. 29. Blog as Home Base
  30. 30. Case Study: Palomar Technologies 30
  31. 31. Case Study: Indium Corporation Developer, manufacturer, supplier of specialty alloys, solders, & thermal interface materials Dozens of blogs & bloggers 31
  32. 32. Case Study: Vovici • SEO • Blog • Social Media 32
  33. 33. The Results 400+% increase in qualified traffic “We find Twitter has been a great driver of traffic to the blog, and also another great driver of awareness for us.” 1,000+% increase in blog subscribers 33
  34. 34. Listen > Share > Measure 34
  35. 35. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics. Flickr: ssh
  36. 36. Measure Your Total Reach 36
  37. 37. Traffic
  38. 38. Leads
  39. 39. Sales
  40. 40. …By Channel or Source Visitors Leads Sales SEO Social Media
  41. 41. Free WebsiteGrader Report
  42. 42. Thank You! Ellie Mirman Twitter: @ellieeille Blog: www.elliemirman.com HubSpot: Website: www.HubSpot.com Blog: http://Blog.HubSpot.com Grader: http://Grader.com Presentation Slides: http://SlideShare.net/HubSpot 42

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