Facebook For Business Hub Spot Nov2008[1]

How to Use Facebook for Business
Mike Volpe Ellie Mirman
VP Inbound Marketing Inbound Marketing Manager
HubSpot HubSpot

Twitter: @mvolpe Twitter: @ellieeille

How to Participate on Twitter

Step One
1. Login to your Twitter account
g y
2. Comment and ask questions
including the hashtag “#hubspot”

How to Participate on Twitter

Step Two
1. Go to http://search.twitter.com
2. Search for “#hubspot”

Agenda
• What is Facebook & Why is it
Important?
• How to Get Started
• How to Create Your Business Page
• 5 Tips for Promoting Your Business
• What to Measure & How

Outbound Marketing

800-555-1234
Annoying
Salesperson

Inbound Marketing

Blog
g SEO Social Media

Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts
Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Public Relations

Interruption Permission

Why You Should Care
• Over 120 million active users
• Adding 250,000 new users each day since Jan 07
Addi 250 000 hd i J 07
• 4th most trafficked website
• Most trafficked social media site
• Top Social Search Engine
p g
• More than 55,000 networks
• More than half are outside of college & fastest
More than half are outside of college & fastest
growing demographic is 25 years or older

“I’m 48. I don t understand
I m 48 don’t
this Social Media stuff.”

• Similar to a business
Similar to a business
cocktail reception

• Without constraints
of time or space
of time or space

Business Cocktail Party Advice

• M t
Meet people and start conversations
l d t t ti

• Answer questions – help others

• Ask questions – trust others’ advice

Social Media = Cocktail Party

• Become a real member of the community
Become a real member of the community

• Add al e to the comm nit
Add value to the community
• Ask and answer questions

• More effective than live cocktail parties
• No boundaries of time or space
• Other people can listen in easily

Business vs. Personal Accounts

• Business accounts are
limited to managing
y
your Business Page
g
and Advertising
• Add personality and
Add personality and
humanize your brand

Build Your Personal Profile

• Photo
• Work / edu info
• Networks
• Interests,
photos, etc.
• Applications

Personal Profile – What Not To Do

Profiles are for people, not companies.

Connect with Friends
• Friends need to be
requested and
t d d
mutually accepted
• Friend Finder
• Search – Classmates,
Coworkers, Names

Create a Business Page

http://www.facebook.com/pages/create.php
Note: You must be logged in to create a Page.
Note You must be logged in to create a Page

Build Your Business Page
Company ABC

Company ABC

Publish Your Page

Company ABC

Become a “Fan”
Company ABC

Tip #1: Create an Engaging Page
• Events
• Videos
• Discussions
iscussions
• Photos
• Blog Articles
Blog Articles

Tip #2: Leverage the Viral Nature of
p g
Facebook – News Feed
• News Feed shows
News Feed shows
updates on your and
your friends’ activity
• First thing you see when
you log in
• Your updates show on
Your updates show on
your profile “Wall”
• Allow users to engage
with you – each activity
is shared with their
network

Tip #3: Draw on Your Network
• Email your opt‐in mailing list

• Include link in your email signature

• Blog about your Facebook Page
Blog about your Facebook Page

• P t li k b d
Post a link or badge on your website or blog
b it bl

Tip #4: Optimize for Search
• Facebook Search • Public Search
• Based on # Fans • Check your settings

Tip #5: Advertise on Facebook

http://www.facebook.com/advertising/
// / /
Note: You must be logged in to create an ad

What Do You Want to Advertise?
• Advertise a website or something on Facebook
(Page, Group, or Event you manage)
(Page Group or Event you manage)

Target Your Audience
• Target by Location, Gender, Age, Keywords, etc.

Count updates automatically

Set Your Budget
• Choose Pay Per Click or Pay Per View
• Cli k Th
Click Through Rate on Facebook is LOW! Go PPC
hR t F b k i LOW! G PPC

Facebook Ad CTR, Traffic, Cost

Traffic, Leads, Customers
350 30

300 25
2

250
20
200
Traffic
15
150 Leads
Customers
C
10
100

50 5

0 0
January February March

Thank You!
Learn more about HubSpot:
http://www.hubspot.com/demo
p // p /
Become a Fan:
http://facebook.hubspot.com
Join Marketers:
http://facebook.promarketers.com
Mike Volpe Ellie Mirman
VP Inbound Marketing Inbound Marketing Manager

Twitter: @mvolpe Twitter: @ellieeille

HubSpot
Inbound Marketing System

Inbound Marketing System

Content
SEO Management Blogs

Landing Social
Pages Media

Lead
Intelligence

CRM

Getting Found: On-Page SEO
Keyword Grader
• Determine what keywords to optimize
your pages around based on
relevance, search volume, and how
difficult it will be to rank on the first
page of Google
page of Google
• Identify critical long tail words (high
conversion rates, low competition)
• Monitor your rank against competitors
for each keyword/phrase
• Determine the specific page on your
site that is ranking for each
keyword(phrase) and how to make
further improvements

Getting Found: Off-Page SEO
Link Grader
• Identify opportunities to
generate more return from your
existing links
• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitors
inbound links to discover new
link building opportunities that
you have not taken advantage of
h tt k d t f

Getting Found: SEO for Your Whole Site

Page Grader
• Analyze each page of your site to
see which produce the most
value for you (traffic, leads,
ranked k
k d keywords, li k )
d links)
• Automatically recommend
improvements to optimize each
page of your site
f it

Getting Found: Blogosphere
Blogging
• Enable easy, natural process to
consistently update content on your
site, achieve more frequent search
engine crawls, and improve
authority
h
• Develop an audience of email and
RSS subscribers
• Attract more inbound links (“link
Attract more inbound links ( link
bait”)
• Write keyword rich content to
attract more high conversion rate
traffic

Lead Intelligence

• Track the full path of all of your
leads through your web site
• Automatically develop more
intelligence around each lead
intelligence around each lead
(number of visits, time on site,
pages visited, comments written
on blog, documents downloaded,
information submitted via web
i f i b i d i b
forms created)
• Increase close rate through
improved lead quality
improved lead quality

Making Better Marketing Decisions
Analytics
• Integrated reports in HubSpot
software allow you to understand
the effects of all your marketing
activities so you can optimize your
efforts and allocate your time and
money towards the programs that
generate the most leads and sales
generate the most leads and sales
for your business

Actionable Marketing Insights
HubFeed
• HubFeed “watches” your Internet
marketing efforts and delivers
highlights and actionable insights
based on your data
b d d

HubSpot Methodology and Consulting

• Our Internet Marketing Consultants
are experienced in all aspects of online
marketing and specifically trained on
p p
HubSpot's products and
methodologies

• Consulting sessions focus on these
topics based on the specific needs of
topics based on the specific needs of
the client

HubSpot Training Materials and Resources

Additional Blog Articles
• http://blog.hubspot.com/blog/tabid/6307/bid/27
78/Now‐Any‐Business‐Can‐Tap‐53‐Million‐
Facebook‐Users‐For‐Free.aspx
• http //blo h bspot com/blo /tabid/6307/bid/43
http://blog.hubspot.com/blog/tabid/6307/bid/43
85/How‐to‐Use‐Facebook‐to‐Get‐a‐99‐Discount‐
on‐Traditional‐B‐to‐B‐Advertising.aspx
on Traditional B to B Advertising aspx
• http://blog.hubspot.com/blog/tabid/6307/bid/42
48/Social‐Networks‐Business‐or‐Pleasure.aspx
/

Facebook For Business Hub Spot Nov2008[1]

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