Using Social Media Data in Your Inbound Marketing Strategy (by Danielle Herzberg)
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Using Social Media Data in Your Inbound Marketing Strategy Danielle Herzberg, Senior Sales Manager at HubSpot @DannieHerz
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This deck was presented by Danielle Herzberg, Sales Manager at Hubspot, at UCSC Extension Silicon Valley in December 2013. She shares how to use Social Media Data in Your Inbound Marketing Strategy.
Transcript of Using Social Media Data in Your Inbound Marketing Strategy (by Danielle Herzberg)
Using Social Media Data in Your Inbound Marketing StrategyDanielle Herzberg,Senior Sales Manager at HubSpot@DannieHerz
WHAT IS INBOUND MARKETING?
The old marketing
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
BROKEN.playbook is
Cold Calling Cold Emails (SPAM)
Interruptive AdsMarketer - Centric
SEOBloggingAttractionCustomer - Centric
INBOUNDTRADITIONAL
vs.
Build Marketing Assets
Blogs Interactive
Tools
Photos &Infographic
s
Videos &Podcasts
Presentations& eBooks
WHAT IS SOCIAL PROSPECTING?
LISTENIING FOR PEOPLE
CHECK THESE STATS OUT
Social Inbox.
1
2 Schedule at least one social media post through your account.
3
Set up streams of your prospects / customers using Social Inbox.
Interact with at least one contact through Monitoring.
Social InboxSocial Inbox identifies social media posts as coming from a customer, prospect, or active opportunity, and alerts allow sales, marketing, or customer service to respond by highlighting the individual’s lifecycle stage with a simple color-coded interface. Update: The new Compose flow helps marketers customize messages across different social media networks to optimize content for multiple shares on one network. The tool even alerts you when you have multiple messages scheduled too closely together so you don’t spam your followers.
How to Sell Social Media.2
Who needs social media?Challenges
• No social media strategy• No time / too hard• Publishing, with little follow / engagement
What to look for• Do they have social media accounts?• Do they have engagement with others? (Check @s)• Are they posting same messages to FB, Twitter,
How does this fit into the methodology?
Google : Yellow PagesSocial Media : Word of Mouth
Social Media is another channel for SEO
Turning Strangers into Visitors Solution: Use monitoring grow reach.
How? Follow others to gain a following
• Create a stream of non-branded keywords• Follow others talking about your keywords,
other thought leaders
Turning Strangers into Visitors Solution: Publishing to grow reach.
How? Post to multiple networks
Sharing Increase reach Social SEO
• Suggested times, bulk upload• Posting diff. messages to diff. networks
(avoid follower fatigue)
Turning Strangers into Visitors Solution: Monitor and send people to your site.
How? Target people not in your database.
• Monitor unbranded keywords• Talking about your industry, competitors, send
them to your blog / site
Turning Visitors into LeadsSolution: Send people to your forms.
How? Target people not in your database.• Monitor branded keywords• Color Coding: Talking about you / not in your
database? They should be!
• Send them to LP, helpful info
Turning Leads into CustomersSolution: Monitoring with context.
How? Target leads, use their history.• Monitor keywords or entire contact lists in streams.
• Prioritize leads.
• Use social history, SFDC, contact profile, social profile
for context.
7 THINGS TO KNOW ABOUT SOCIAL PUBLISHING.2
1) Schedule tweets in bulk via Excel or CSV upload.
2) Set default accounts for publishing.
3) Practice smart marketing tactics with our new compose.
*Called “link carry” on the wiki.
4) See a calendar view of upcoming social posts.
5) Easily pull in any HubSpot blog post, landing page or image.
1+1=3
6) Organize and measure your social posts by campaign.
