How to Use Social Media for Lead Generation

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

Email

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.

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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%

Facebook

504

75

15%

6

1.2%

Stumbleupon

511

28

5%

1

0.2%

Twitter

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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