Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Social advancements-2012-repcor-&-janet-final
1. How to Improve Lead Generation
Using the Social Media
Advancements in 2012
Rebecca Corliss
Head Social Media and Content
HubSpot
Janet Aronica
Head of Marketing
Shareaholic
4. Housekeeping Notes:
1 Webinar slides + video will be emailed to
all
2 Interact with us on Twitter: #Social2012
5. Share
Buttons
Recommen Shareaholi
d-ations c Analytics
Shareaholi
c Channels
Shareaholic makes it easier to discover the
best content on the web. #Social2012
41. Tablet users crave
content
Source: Pew Research Center’s Project for Excellence in Journalism
#Social201241
42. 9.56%
higher
bounce rate
than
desktop
visitors
% of traffic sent to 200,000 Shareaholic publisher websites January 2012 – November 2012
#Social2012
52. THANK #Social2012
YOU
Rebecca
Corliss
@repcor
Janet
Aronica
@JanetAronica
Editor's Notes
“HubSpot Keynote” will be replaced with the name of your trackquestion: should HubSpot be lowercase. Tactical things – more action oriented. Maybe take out some of the “explaining” -- get to the point. 40 mins only.
We will be scheduling a headshot day
We will be scheduling a headshot day
“HubSpot Keynote” will be replaced with the name of your trackquestion: should HubSpot be lowercase. Tactical things – more action oriented. Maybe take out some of the “explaining” -- get to the point. 40 mins only.
At Shareaholic we are all about making it easier for readers to discover great content online and helping our content creators get found by the right readers.We do this through our suite of publishing tools for content creators like yourselves, which includes features like social share buttons, recommended content, our content analytics tool Shareaholic Analytics and now content syndication through our all new topics-based content discovery engine Shareaholic Channels.Our tools used by a global publisher network of 200,000 websites reaching 300 million readers each month
BEFORE WEBINAR STARTS
STEAL MIKE’S INBOUND SLIDES?
#1 concept that drives all of our marketing is making marketing people love. That’s why this shift is so fundamental. By creating marketing your best customer will love through valuable, helpful content, you’ll earn respect and trust, people will naturally share your content because they want others to enjoy it, and you’ll attract to customers to you. You earn business – literally.
Let’s go through how literally this would happen via a social channel …
Let’s go through how literally this would happen via a social channel …
Marissa Goals:Strengthen MITX connection with young professionals Retain talent in BostonIdentify rising young leaders & offer better/more available coaching/mentorship
Your photo is your first impression – it’s not just about writing a blog post worth reading. In order to get discovered on Pinterest it’s about offering a visual worth clicking.
Facebook traffic grew 39.5% this year and in November 2012 it accounted for 6.32% of overall referral traffic.
Timeline = just like personal profile pages (Facebook’s design begs for a human touch with visual content and the data shows it’s what users prefer.)
Data from our own co-presenters here at HubSpot shows that Visual content posted on Facebook pages gets 53% percent more likes and engagement than content posted the “old fashioned way” with simply a link that pulls in the default featured image.
EXAMPLEDominant image with each piece of content entices readers to shareGives her visual content to promote her post with on FacebookBrands her visual
You don’t have to be an expert designer or have the budget for fancier tools like photoshop to get started with creating more visual content today.Tools we use: CompfightPicMonkeyBlog post – bit.ly/SHRpintools
Facebook and Pinterest aren’t the only ones getting more visual. So if you think your customers are on other platforms – a visual content shift is still likely in your future.Twitter recently unveiled a more visual search results that show photos associated with a search term – like your brand – right in the results. The best way to guarentee great visuals in your results is to create visuals worth sharing and to share those photos yourself.
LinkedIn is getting more visual too.Linkedin company pages now feature prominent cover photosFEAUTURED IMAGES
An attention-grabbing visual shouldn’t be thought of as an add-on or an after thought: It’s part of the content creation process.I think this new visual preference among readers as well as more visual features on the social networks that are already sending you traffic really means that you just need to think about visuals as part of the content creation process.
Example 1 – G+
Migration away from rank, focusing more on usefulness and relevance.Taking components from your profile and adding it to search results.Relevance – you will see different results BASED on who you like.
https://plus.google.com/authorship
-- Add search for inbound marketing at top and change title?
Utility – Maps, Google Local
Another trend to be aware of is the increase in mobile visitors to your content. From 2011 to 2012, there was a 93% increase in mobile traffic to Shareaholic publisher sites. That’s huge.Apple products take the lead with ____ % of the traffic and Android is a close 2nd with _____%
Mobile users in “browse” mode – ripe for discovery
Mobile visitors are impatient
And don’t forget to optimize for social sharing and social referral traffic. Remember, people are clicking the screen with their fingers – sharing buttons need to be big, obvious and easy to enable. All of the sharing buttons we offer at Shareaholic are optimized to work great on mobile, here are a few examples in this screenshot here.
Utility – Maps, Google Local
Social media and blogging aren’t all that new anymore. Just showing up doesn’t cut it. Google announced it processed 1 trillion unique URLs worldwide – and that was back in 2008! There are now 1 billion Facebook users and according to Twitter itself, there are about 1 billion Tweets sent every 2 and a half days. This all means that there’s a lot of content and a ton of noise, so marketers have to do more than simply publish to reach their target audiences and generate leads with content. They have to stand out.
There are a number of ways you can make your content stand out. First off, let your metrics guide you to creating the content your audience actually wants.There’s no better time than the fresh start of a new year to dig into your analytics and take a look at what your top performing posts of 2012 were. Shareaholic offers a report like this with the top content report in Shareaholic Analytics.
And like we’ve been saying throughout this webinar, there’s an increase in social media traffic coming to your content, especially from Pinterest and Facebook. But our statistics show that 60% of that traffic are all new visitors, and those visitors are seeing more and more new content every day. So you’ve got to make the most of every visit. A recommended content plugin on your blog is a good way to do this by making personalized and relevant content suggestions of your own blog articles at the bottom of each blog post – increasing pageviews and time on site for your blog and increasing the liklihood that every visitor will convert into a lead.
