Using Social Media For Lead Generation
Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
Agenda I. About HubSpot & Inbound Marketing II. Whyy yyou need social media III. How to build social media traffic IV How to convert it IV. V. How to measure it
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Who’s HubSpot?
• Founded in Julyy 2006 from research at MIT • Cambridge, MA • 1400 1400+ customers, customers 85+ 85 employees 3
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 g Group p Doubles Online Leads 5
www.HubSpot.com/ROI
Traditional Marketing (Outbound)
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Marketing Today (Inbound)
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How Do the Best New Companies Market? 1950 - 2000
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2000 - 2050
What Is Inbound Marketing?
Process
Website Visitors
Get Found • Publish • Promote • Optimize
Get Found Convert • Test • Target • Nurture
C Convert t
Customers 9
Tools Gett Found G F d • Content Mgmt • Blogging • Social S i lM Media di • SEO • Analytics Convert • Offers / CTAs • Landing Pages • Email • Lead Intelligence • Lead Mgmt g • Analytics
Inbound Is Cheaper
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Budget vs. Brains
Flickr: Refracted Moments
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Flickr: Gaetoan Lee
Inbound Gives Leverage
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One Way to Feed the Funnel Blogging
SEO
Social Media
Website Visitors
Get Found C Convert t
Customers 13
Pay-Per-Click
Agenda I. About HubSpot & Inbound Marketing II. Whyy yyou need social media III. How to build social media traffic IV How to convert it IV. V. How to measure it
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Of Course You’re Skeptical
Flickr: mmmonica
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Social Media Is Now a Staple
Flickr: anitacanita
• Unmeasured • Small scale • No business impact • But lots of fun 16
Flickr: sierravalleygirl
• Highly measurable • Massive scale • Major driver of leads, sales • Still fun
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 g
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How Do You Get Referrals? Links!
No Link, No Referrals, No Leads
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Link to HubSpot blog; leads generated on blog
Agenda I. About HubSpot & Inbound Marketing II. Whyy yyou need social media III. How to build social media traffic IV How to convert it IV. V. How to measure it
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Go! Not already on • Twitter ? (www.twitter.com) • Facebook ? (www facebook com) (www.facebook.com) • LinkedIn ? (www.linkedIn.com) Signup TODAY!
Flickr: Wendy Crockett
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You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • A ki questions Asking ti • Answering questions • Building trust • Building a reputation
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How to Get Started
Listen
Share Your Content Li t M Listen More
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Build Relationships
What Are They Saying About You? Places to listen • • • • •
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Search.Twitter.com google.com/blogsearch T h Technorati.com ti Existing blogs Industry Twitterers
Follow the Conversation Via RSS
How to sign up: Google.com/reader 26
Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and 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
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Good Content Spreads
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What Gets Shared? Rarely Shared
• Product info • Free trials • Software documentation
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Frequently Shared
• New data • Funny videos • Top-notch blog posts
What to Publish? • • • • • • •
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Blog g Podcast Videos Photos Presentations eBooks News Releases
A Word of Caution • Writing for your personas DOES NOT mean writing about the products and services yyou sell them • Write about the things they want to learn about
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Agenda I. About HubSpot & Inbound Marketing II. Whyy yyou need social media III. How to build social media traffic IV How to convert it IV. V. How to measure it
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Convert with Landing Pages T Target Market M k Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit.
Website Visitors Leads Opportunities Customers
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Put Calls to Action in All Your Content
Add a link or an offer that drives visitors to a landing page. 37
Landing Page Tips • Limited navigation • Clear and simple • Form 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 to to.
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Agenda I. About HubSpot & Inbound Marketing II. Whyy yyou need social media III. How to build social media traffic IV How to convert it IV. V. 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%) Twitter (5.1%) website.grader.com ebsite grader com (6 (6.6%) 6%) Webinars (9%)
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blog h bspot com (10 blog.hubspot.com (10.2%) 2%)
Measure the Whole Funnel Website Visitors
Customers 44
How to Track Your Funnel
Track visitors.
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Track leads.
Track customers.
Track Conversions Traffic to HubSpot.com
Selected Channels Visitors
Leads
Conversion
Customers
Net Conversion
3,289
554
17%
12
0.4%
504
75
15%
6
1.2%
Stumbleupon
511
28
5%
1
0.2%
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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