@ellieeille

elliemirman

The Role of Social Media in Lead Generation

Ellie Mirman | Hubspot

THE ROLE OF SOCIAL MEDIA IN LEAD GENERATION

Ellie MirmanInbound Marketer & Customer Researcher, HubSpotTwitter: @ellieeille

Social media is just one piece of the

puzzle.

Social media is not magic.

Joining Facebook, Twitter, or LinkedIn will not revolutionize

your company or your marketing.

You still need to:

• Identify your audience• Get them to notice you• Create value for them• Sell something to them• Keep them happy

None of this has changed.

Social media is one tool,used best as part of a balanced inbound marketing strategy.

79% more

followers for companies that combine a blog

with social media

97% more links

(for better rankings)for companies

that combine SEO with social media

Social media generates business results

46% businesses

say they acquired a customer

from blogsor social media

Both B2B & B2C companies

say they acquired a customer

from blogsor social media

The Role of Social Mediain Lead Generation Funnel

TOFU (Top of the Funnel)

MOFU (Middle of the Funnel)

Website Visitors

Sales

Leads

TOFUFill the top of the funnel

Get Ideas for Content

Create content your personas want

Find Prospects

Expand Reach of Content

Encourage Sharing

MOFUConvert in the middle of the funnel

Capture Leads

Identify Hot Leads

Get Lead Intel

AnalyzeMeasure the funnel

Visitors Leads Sales

SEO

SocialMedia

Analyze conversion rates by channel

Compare social media channels

Measure total reach

A few tipsTo leave you with

Know your goal.

Think like a publisher.

Experiment.

Learn, rinse, repeat.

Case Studies

Case Study: Palomar Technologies

43

Case Study: Indium Corporation

44

Developer, manufacturer, supplier of specialty alloys, solders, & thermal

interface materials

Dozens of blogs & bloggers

Case Study: Vovici• SEO

• Blog

• Social Media

45

The Results

46

400+% increase in qualified traffic

1,000+% increase in blog subscribers

“We find Twitter has been a great driver of traffic to the blog, and also another great driver of awareness for us.”

THANK YOU

Ellie MirmanTwitter: @ellieeille

HubSpot:Website: www.HubSpot.comBlog: http://Blog.HubSpot.comGrader: http://Grader.com