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HubSpot Webinar | Orchestra Directs New Sales with Social Media
Today's webinar focuses on how Orchestra LLC improved its sales through inbound marketing and social media strategies. The session will feature insights from Brad Windecker, President of Orchestra, and Kirsten Knipp from HubSpot, covering topics such as content creation, promotion, and measurement of results. Participants can submit questions and access webinar slides and recordings after the presentation.
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HubSpot Webinar | Orchestra Directs New Sales with Social Media
- 1. Today’s webinar willbegin shortlyPlease note there are TWO ways to hear the audio portion of this webcast:12Via TelephoneUse Dial In Information listed in the Go To Webinar ConsoleStreaming Audio through Your Computer’s Speakers
- 2. HubSpot Case StudyOrchestraDirects New Sales with Social MediaFeaturing: Brad Windecker, President, Orchestra LLCModerator: Kirsten Knipp, Director Product Evangelism, HubSpot$
- 3. Housekeeping ItemsToday’s webinaris scheduled to last 1 hour including Q&AAll dial-in participants will be muted to enable the speakers to present without interruptionQuestions can be submitted via the Go To Webinar ‘Questions’ screen at any timeGet the slides & a recording of this presentation approximately 72 hours after we concludehttp://www.hubspot.com/social-media-for-sales-webinar-archive
- 4. About Our SpeakersBradWindeckerPresident & Co-FounderBrad grew up in a family business and combined his education in entrepreneurship and business to oversee Orchestra’s vision, direction, and partnerships vital to customers’ success@orchestrateamKirsten KnippDirector, Product EvangelismProfessional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier.@kirstenpetra
- 5. About HubSpotInbound Marketingsoftware & advice that helps SMB businesses grow20062,300+98%130+FoundedCustomersRetentionEmployees
- 6. About OrchestraBusiness Technologyfirm that helps small and midsize companies solve problems200830+20+20,000FoundedCustomersTechnology PartnersYouTube Views
- 7. AgendaDiscovering Inbound MarketingBlogging& Social Media at OrchestraMeasuring ResultsChallenges, Lessons Learned & Tips
- 8. Orchestra Marketing &Lead Gen Early 2009About OrchestraDoing things “The Old Way” Brochure ware website
- 9.
- 10. Manual LeadManagement
- 11. Lots ofwork = few resultsWhat’s next? Telemarketing?
- 12. Orchestra Discovers InboundMarketingAbout Orchestra Limited Marketing Resources
- 13. Needed CompetitiveAdvantage
- 14. Asked thequestion:“What are our competitors not doing?”When you’re a small fish in a big crowded pond, you’ve got to find a way to make a splash!
- 15. AgendaDiscovering Inbound MarketingBlogging& Social Media at OrchestraMeasuring ResultsChallenges, Lessons Learned & Tips
- 16. Inbound Marketing Strategyat OrchestraAbout OrchestraCreatePromoteBLOGMeasureGraphic Based on Image Courtesy of Problogger.net
- 17. Inbound in Action:Step 1 Create ContentAbout OrchestraWriting your Blog Start with Topic & Keywords
- 18. Ideally write3-5 paragraphs
- 19. Keyword heavyheaders
- 20. Include avisual
- 21. Video, Screenshot,Image
- 22. Link toother site pages or CTAs
- 23. Don’t goit alone – many voicesInbound in Action: Step 2 Promote ContentAbout OrchestraGetting Blog Exposure Ensure Unique URL
- 24. Auto-tweet &syndicate with HubSpot
- 25. Request teamretweets
- 26. Extend reachwith free syndication
- 27.
- 28.
- 29.
- 30.
- 31.
- 32. & moreInboundin Action: Step 3 Measure & RefineAbout OrchestraDo what worksBlog views, links & comments
- 33. What topics drive2-way dialogue
- 34. Best keywords fortraffic
- 35. Which keywords bringvisitors?
- 36. Best keywords forconversion
- 37. Which keywords bringbusiness?AgendaDiscovering Inbound MarketingBlogging & Social Media at OrchestraMeasuring ResultsChallenges, Lessons Learned & Tips
- 38. Macro Results ofBlogging & Social MediaAbout OrchestraStrong Traffic & Lead Growth
- 39. Brand Awareness fromSocial MediaRecognition | Industry WebsitesThought Leadership StatusWeb 2.0 PenetrationRecognition | Industry Leaders
- 40. Social Media LeadsHave Real ValueInitial Blog PostTweetOrchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8WrelJoint effort discussionEmail from Website Form...we have a free tool, can you mention our website and product?...We’ll mention you, you mention usPartner LinksMention in NewsletterUnique Hubspot tokenized URL$Web Lead via CTATraffic to Orchestra.comLead Source: Newsletter with Hubspot Token
- 41. AgendaDiscovering Inbound MarketingBlogging& Social Media at OrchestraMeasuring ResultsChallenges, Lessons Learned & Tips
- 42. Challenges, Lessons Learned& TipsAbout OrchestraStart with strategy & a way to measure successCommit to blog & promote regularlyEngage key staff, share the results & success“Don't get it right, get it written"Resist urge to be perfect
- 43. Get the wordout in a simple wayInvest in learning: watch HubSpot & other webinars, read marketing blogs and try new things
- 44. We welcome yourquestions & feedbackBrad WindeckerPresident & Co-Founder@[email protected]: 877-683-2648 x701Kirsten KnippDirector, Product Evangelism@[email protected]
- 45. Thank you!Check OutOur Other WebinarsWednesday, April 14 @12:30PM EST
Editor's Notes
- #2 No talking – just the placeholder
- #3 KIR: Good afternoon and welcome to today’s webinar – TITLE, featuring SPEAKER … a very successful HubSpot customer.My name is Kirsten Knipp, I run Product Evangelism at HubSpot and I’ll be helping moderate today’s session … **********Synopsis for Posts, Email Campaigns & Landing Pages************
- #5 I’ll do a quick intro of Brad and then ask Brad to share a few highlights about his backgroundI’ll intro myself briefly
- #6 I’ll do a quick introduction of HubSpot … then I’ll tee it up for you to introduce VOVICI & go from there …HUBSPOT is a Cambridge MA based company that was founded in 2006 based on the ideas and efforts of two MIT colleagues who wanted to make modern, inbound marketing accessible and help people ride the wave of change that the web is bringing about – helping customer their businesses online.We’ve been around for three years and serve more than 2300 clients on HubSpot with our team of about 130+ employees (and growing).About 15-20 companies sign up every day for HubSpot because we provide a really cost effective way to master inbound marketing and increase qualified leads.
- #7 Brad
- #8 Kirsten covers overview of Agenda & then hands over to Brad – I will give you mouse control as well …
- #9 Orchestra before Inbound MarketingWe had a website with little contentWe purchased leads from a service for a big feeWe handled each lead uniquely - taking a lot of time and effort to manageWe considered "doing what was normal" and hiring telemarketers
- #10 POLL #1 this will be about their company size … so we can comment on relative resource pool at any given company.How we discovered Inbound MarketingWe knew the old model of selling was not sustainable (buying leads)We're a small fish in a big pond, how do we make a splashWe have limited resources for marketingWe needed a competitive advantage, and found it in being a first mover in social media for our industryWatched a Hubspot webinar and was sold on the tool as a central hub for all Inbound marketing
- #11 Orchestra before Inbound MarketingWe had a website with little contentWe purchased leads from a service for a big feeWe handled each lead uniquely - taking a lot of time and effort to manageWe considered "doing what was normal" and hiring telemarketersHow we discovered Inbound MarketingWe're a small fish in a big pond, how do we make a splashProcess for Blogging & Social Media … Leverage tools of the trade, most are freeChallenges, Learnings, and TipsResults Speak Louder than Words
- #12 Our Thought Process for Blogging & Social MediaStrategy drives everything we doBlogging is the hub and drives everything elseWe measure everything and share the resultsNEXT STEPS maybe this should be in the lessons learned / next steps part? Conversion is the goal, so landing pages & calls to action are our focus in future
- #13 Process of BloggingStart with a strategy for the keywords and topic (i.e. new version of our software)Write a blog that is 3-5 paragraphs, with clear headers that are keyword heavyAlways have a visual, ideally a videoPicture of the person who wrote itLink to other parts of our websiteGet others involved in blogging to create multiple voices
- #14 Poll #2: Which of the following social media tools does your company use today. We’ll see who is doing what … and share some perspectives.Spread the blog virallySetup unique URL in Hubspot for easy metricsTweet it with the Hubspot linkHave staff retweet it from their accountsPost it on LinkedIn GroupsSyndicate it to news/article sites (Ulitzer etc.)Leverage tools of the trade, most are freeCompany Blog & websiteHubspotTwitter & TweetDeck for trendsLinkedInYouTubeSlideshareFacebookIndustry social networks (SAP Community, Apple Developer Community)Press Release websites
- #15 Measure and refineLook to Hubspot to see what works and what doesn'tWhat's the traffic to conversion ratio?What keywords drive the traffic?
- #16 Orchestra before Inbound MarketingWe had a website with little contentWe purchased leads from a service for a big feeWe handled each lead uniquely - taking a lot of time and effort to manageWe considered "doing what was normal" and hiring telemarketersHow we discovered Inbound MarketingWe're a small fish in a big pond, how do we make a splashProcess for Blogging & Social Media … Leverage tools of the trade, most are freeChallenges, Learnings, and TipsResults Speak Louder than Words
- #17 Results Speak Louder than WordsMeasuring success with HubspotOrganic traffic growth visual (attached to email)Tracking our competitors in HubspotDiscovering keywords with Hubspot and targeting them in blogsThought Leadership status within a huge industryGot attention of SAP, a Fortune 500 giantInbound Marketing > Twitter > Lead > $$$
- #18 Needs more images … Do you have an image of where you are presenting next …Or tweets / emails of folks who follow you?
- #19 http://www.orchestrateam.com/blogs/ten-free-online-tools-small-business
- #20 Orchestra before Inbound MarketingWe had a website with little contentWe purchased leads from a service for a big feeWe handled each lead uniquely - taking a lot of time and effort to manageWe considered "doing what was normal" and hiring telemarketersHow we discovered Inbound MarketingWe're a small fish in a big pond, how do we make a splashProcess for Blogging & Social Media … Leverage tools of the trade, most are freeChallenges, Learnings, and TipsResults Speak Louder than Words
- #21 Challenges, Learnings, and TipsStart with a strategy and a way to measure successRequires commitment to do it regularlyEngage key staff and share the results & successFavorite adage: "don't get it right, get it written"Resist urge to be perfectStart by getting the word out in a simple wayExample: start using twitter be retweeting others, and learn from other peopleInvest in learning, this is new for everyone, so watch webinars, read marketing blogs, and attend Hubspot webinars