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![Track Referrals
Others
Google [search] (11.4%)
Twitter (5.1%)
website.grader.com (6 6%)
ebsite grader com (6.6%) blog.hubspot.com (10.2%)
blog h bspot com (10 2%)
Webinars (9%)
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Social Media Lead Generation
This document summarizes a presentation about using social media for lead generation. The presentation discusses how HubSpot uses inbound marketing and recommends companies sign up for social media accounts like Twitter and Facebook. It provides tips on listening to conversations, participating in Q&A, building networks through searches, and distributing quality content to drive traffic and convert visitors into leads and customers. Metrics for measuring social media performance and conversions are also covered.
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Social Media Lead Generation
- 1. Using Social Media ForLead Generation Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
- 2. Agenda I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. How to measure it 2
- 3. Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1400+ customers 85+ employees 1400 customers, 85 3
- 4. What HubSpot SoftwareDoes 4
- 5. HubSpot Customers’ ProvenROI 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/ROI 5
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- 7.
- 8. How Do theBest New Companies Market? 1950 - 2000 2000 - 2050 8
- 9. What Is InboundMarketing? Process Website Visitors Tools Get Found Get F G t Found d • Publish • Content Mgmt • Promote • Blogging • Optimize • S i l M di Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target Convert C t • Email • Nurture • Lead Intelligence • Lead Mgmt g • Analytics Customers 9
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- 11. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee 11
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- 13. One Way toFeed the Funnel Blogging SEO Social Media Email Pay-Per-Click Website Visitors Get Found Convert C t Customers 13
- 14. Agenda I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. How to measure it 14
- 15. Of Course You’reSkeptical Flickr: mmmonica 15
- 16. Social Media IsNow a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun 16
- 17. The Old Days:Just Search 17
- 18. Today: Social MediaMatters, Too 18
- 19. Social Media DrivesReal Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 19
- 20. How Do YouGet Referrals? Links! Link to HubSpot blog; No Link, No Referrals, No Leads leads generated on blog 20
- 21. Agenda I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. How to measure it 21
- 22. Go! Not already on • Twitter ? (www.twitter.com) • Facebook ? (www.facebook.com) (www facebook com) • LinkedIn ? (www.linkedIn.com) Signup TODAY! Flickr: Wendy Crockett 22
- 23. You Already Havethe Skills You Just Do It Offline • Meeting people • Building relationships • Asking A ki questions ti • Answering questions • Building trust • Building a reputation 23
- 24. How to GetStarted Listen Share Your Content Listen More Li t M Build Relationships 24
- 25. What Are TheySaying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com T h ti • Existing blogs • Industry Twitterers 25
- 26. Follow the ConversationVia RSS How to sign up: Google.com/reader 26
- 27. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions 27
- 28. Build Network -Keyword Search 28
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- 30. Conversation & Distribution Conversation AND Distribution 30
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- 32. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 32
- 33. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases 33
- 34. A Word ofCaution • Writing for your personas DOES NOT mean writing about the products and services y you sell them • Write about the things they want to learn about 34
- 35. Agenda I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. How to measure it 35
- 36. Convert with LandingPages Target Market T M k Conversion is where we take what we have spent time and Website Visitors money to get (visitors) and change it into something valuable to marketing (leads). Leads A cost becomes a benefit. Opportunities Customers 36
- 37. Put Calls toAction in All Your Content Add a link or an offer that drives visitors to a landing page. 37
- 38. Landing Page Tips • Limited navigation • Clear and simple • Form above fold 38
- 39. How Do YouGet Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to to. 39
- 40. Agenda I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. How to measure it 40
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- 43. Track Referrals Others Google [search] (11.4%) Twitter (5.1%) website.grader.com (6 6%) ebsite grader com (6.6%) blog.hubspot.com (10.2%) blog h bspot com (10 2%) Webinars (9%) 43
- 44. Measure the WholeFunnel Website Visitors Customers 44
- 45. How to TrackYour Funnel Track visitors. Track leads. Track customers. 45
- 46. Track Conversions Traffic 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% 46
- 47. Thank You! Software: www.HubSpot.com/Trial Community: www.inboundmarketing.com Free Tools: www.Grader.com Rick Burnes Marketing Manager @HubSpot @H bSpot Twitter: @rickburnes