Social Media Lead Generation July2009
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Transcript of Social Media Lead Generation July2009
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Using Social MediaUsing Social Media For Lead Generation
Rick BurnesMarketing Manager @HubSpotMarketing Manager @HubSpotTwitter: @RickBurnes
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Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
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Who’s HubSpot?
• Founded in July 2006 from research at MITy• Cambridge, MA• 1400+ customers 85+ employees1400 customers, 85 employees
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What HubSpot Software Does
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HubSpot Customers’ Proven ROI
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads g p
www.HubSpot.com/ROI5
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Traditional Marketing (Outbound)
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Marketing Today (Inbound)
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How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
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What Is Inbound Marketing?
Process ToolsG t F d
Website Visitors
Get Found• Publish• Promote
Get Found• Content Mgmt• Blogging
S i l M di
Get Found• Optimize • Social Media
• SEO• Analytics
C t
Convert• Test
Convert• Offers / CTAs• Landing PagesConvert• Target
• Nurture
• Landing Pages• Email• Lead Intelligence• Lead Mgmt
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Customers
g• Analytics
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Inbound Is Cheaper
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Budget vs. Brains
Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee
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Inbound Gives Leverage
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One Way to Feed the Funnel
Blogging SEO Email Pay-Per-ClickSocial Media
Website Visitors
Get Found
C tConvert
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Customers
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Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
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Of Course You’re Skeptical
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Flickr: mmmonica
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Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured• Small scale• No business impact
• Highly measurable• Massive scale• Major driver of leads, sales
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• But lots of fun • Still fun
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The Old Days: Just Search
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Today: Social Media Matters, Too
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Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
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; g
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How Do You Get Referrals? Links!
No Link, No Referrals, No LeadsLink to HubSpot blog;leads generated on blog
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Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
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Go!
Not already on• Twitter ?• Twitter ?
(www.twitter.com)• Facebook ?
(www facebook com)(www.facebook.com)• LinkedIn ?
(www.linkedIn.com)
Signup TODAY!
22Flickr: Wendy Crockett
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You Already Have the Skills
You Just Do It Offline• Meeting people• Meeting people• Building
relationshipsA ki ti• Asking questions
• Answering questions• Building trust• Building a reputation
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How to Get Started
Listen
Li t M
Share Your Content
Listen More
Build Relationships24
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What Are They Saying About You?
Places to listenPlaces to listen• Search.Twitter.com• google.com/blogsearch
T h ti• Technorati.com• Existing blogs• Industry Twitterers
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Follow the Conversation Via RSS
How to sign up: Google.com/reader
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Participate in Q&A
• Facebook Discussions
• Yahoo! Answers
• LinkedIn Q&A and Discussionsand Discussions
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Build Network - Keyword Search
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Distribute Your Content
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Conversation & Distribution
Conversation
AND
Distribution
AND
Distribution
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Good Content Spreads
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What Gets Shared?
Rarely Shared
FrequentlySharedShared Shared
• Product info • New dataProduct info• Free trials• Software documentation
New data• Funny videos• Top-notch blog posts
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What to Publish?
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
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A Word of Caution
• Writing for your personas DOES NOTpersonas DOES NOT mean writing about the products and services you sell themy
• Write about the things they want to learn aboutthey want to learn about
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Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
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Convert with Landing Pages
T M kTarget Market
Website VisitorsConversion is where we take what we have spent time and
Leads
money to get (visitors) and change it into something valuable to marketing (leads).
OpportunitiesA cost becomes a benefit.
Customers
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Put Calls to Action in All Your Content
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Add a link or an offer that drives visitors to a landing page.
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Landing Page Tips
• Limited navigation
• Clear and simple
• Form above foldForm above fold
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How Do You Get Quality Leads?
Kadient Photo by David Meerman Scott
Create content that your target personas gravitate toCreate content that your target personas gravitate to.
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Agenda
I. About HubSpot & Inbound Marketing
II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it
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http://Twitter.Grader.com
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http://Facebook.Grader.com
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Track Referrals
Others
Google [search] (11.4%)
blog h bspot com (10 2%)
Twitter (5.1%)
ebsite grader com (6 6%) blog.hubspot.com (10.2%)
Webinars (9%)
website.grader.com (6.6%)
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Measure the Whole Funnel
Website Visitors
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Customers
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How to Track Your Funnel
Track visitors. Track leads. Track customers.
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Track ConversionsTraffic to HubSpot.com
Selected Channels
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
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Thank You!Software: www.HubSpot.com/TrialCommunity: www.inboundmarketing.comFree Tools: www.Grader.com
Rick BurnesMarketing Manager @H bSpotMarketing Manager @HubSpotTwitter: @rickburnes