the social indicators of inbound marketing success

The Social Indicators of inbound marketing success.

Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat kflanagan@hubspot.com

Kieran Flanagan @searchbrat “Highly motivated

marketing geek high

on data crack.”

Kieran Flanagan @searchbrat “Highly motivated

marketing geek high

on data crack.”

No Social

Media

Expert

this is a presentation about

inbound marketing

this is a presentation about

inbound marketing (& social)

but I want to start with

GOALS

The difference between remarkable or

average is our ability to create and

execute the right goals

Exhibit A

Exhibit B

0%

10%

20%

30%

40%

50%

60%

70%

80%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Achieving % of Goals for that year

Awesomeness

Setting better

goals

0%

10%

20%

30%

40%

50%

60%

70%

80%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Why indicators are so important

Awesomeness

You can’t jump

from here to

there

GOALS

Measurable Pushes You Indicator

Blog

Social Media

Keywords

Pages

Calls-to-Action

Landing Pages

Forms

Contacts

Email

Workflows

Lead Scoring

CRM Integrations

Social Media

Smart-Calls-to-

Action

Email

Workflows

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Inbound marketing is about setting

better goals across the entire funnel.

Source -

http://www.hubspot.com/products/inbound-

marketing/

Social Lead

Conversion

Social Lead

Conversion Social

Listening

Social

Reach

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Look for the social indicators of success

Example: Consider personas first and

then move onto things like keyword

research MARKETING MARY

• Professional marketer (VP, Director, Manager)

• Mid-sized company (25-200 employees)

• Small marketing team (1-5 people)

• BComm (DIT), MBA (Smurftt)

• 42, Married, 2 Kids (10 and 6)

Goals:

• Support sales with collateral and leads

• Manage company communications

• Build awareness

Challenges:

• Too much to do

• Not sure how to get there

• Marketing tool and channel mess

Loves HubSpot because:

• Easy to use tools that make her life

easier

• Learn inbound marketing best practices

• Easier reporting to sales and CEO

increase in web traffic

Social PR

(mentions, etc)

generates Inbound

links generates

leads

creates sales

Example: Define the value of your

Marketing Assets

this is a presentation about

inbound marketing (& SOCIAL) ….

Why indicators are so important

Awesomeness

Get 500 more twitter followers

A lot of social

goals are either

this or that

Have x% of revenue from social

what about the social indicators

for inbound marketing success?

We really care about

our social reach. It’s

an indication our

inbound campaigns

will be a lot more

successful

@Searchbrat

Social reach is a core part of our

promotion strategy.

Content Offer

LP &

CTA

Social

Website/Bl

og

Email

THE

10:4:1

RULE From the B2B Social Media book -

@kippbodnar

Really?

Follow us Share this

Vs.

Share This Follow Me

3,200 Followers 256 Followers

Share This Follow Me

3,200 Followers 256 Followers

Add example from email

Give your evangelists lot’s of

opportunities to share.

We really care about

our social lead

conversion, it’s an

indication our

inbound funnel will

be a lot more

profitable

@Searchbrat

Content Offer

LP & CTA

Social

Blog

Email

Social conversion is a core part of our

lead generation strategy.

Offer

Offer

We feel safe in numbers

Result: 27%

Click Through

Rate Increase

Cool, let’s try adding more.

Result: 23%

Increase in Click

Through Rate

Let’s try a more “buyer ready” offer.

Result: 5% Boost

to Conversion

Rate

What about email?

Result: 7% Boost

in Click-Through

Rate

Segmentation and Personalisation are key

What are your blue he-men?