amplifying your content with social media
TRANSCRIPT
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AMPLIFYING YOUR CONTENT WITH SOCIAL MEDIA.Inbound Certification Class #3
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RachelGoodman
Inbound Marketing Professor, HubSpot Academy
has ridden horses for over 15 years.
@goodmanre
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#INBOUND
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AGENDA.
1. WHY INBOUND MARKETERS NEED SOCIAL MEDIA
2. SOCIAL ENGAGEMENT STRATEGIES: WHY YOU
MUST HAVE ONE
3. USING SOCIAL MEDIA TO ENGAGE THE RIGHT
PEOPLE IN THE RIGHT WAYS
4. KEY TAKEAWAYS AND RESOURCES
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WHY INBOUND MARKETERS NEED SOCIAL MEDIA.
1
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Internet users spend 4x more time on Facebook than Google.
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Facebook: 1 billion
Twitter: 170 million
Google+: 100 million
ACTIVEUSERS.
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Social media
is morethan just a
trend.
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WHAT’S THE GOAL?
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Attract more traffic.
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ATTRACT TRAFFIC
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Convert more leads.
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CONVERT LEADS
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Companies that use Twitter average
more leads than those that don’t .
200%
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Not just leads, but customers.
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of B2B companies have acquired a customer through LinkedIn.
65%
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65%
55%
45%40%
51%
60%
77%
55%
0%
20%
40%
60%
80%
100%
LinkedIn Company Blog Facebook Twitter
B2B
B2C
% o
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an
nel u
sers
wh
o a
cq
uir
ed
a
cu
sto
me
r th
rou
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is c
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SOCIAL MEDIA IS EFFECTIVE
FOR CUSTOMER ACQUISITON
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When it comes to inbound success, social media is not optional.
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BUILDRELATIONSHIPS
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OFFER GREAT CUSTOMER SERVICE
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GROW REACH
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HUMANIZE YOUR
BRAND.
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Social proof.
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SOCIAL PROOF IN ACTION.
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Shares are votesfor your content quality
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SOCIAL PROOF
A natural extension of search: adds relevance and authority.
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+SOCIAL SHARING SEARCH ENGINES
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SOCIAL SEARCHING
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26%
40%
45%
48%
Influence keyword purchases
Influence organic SEO
Increase page rank
Driving inbound links
SOCIAL MEDIA HELPS B2B MARKETERS
IMPROVE SEARCH RESULTS
“SOCIAL MEDIA
IMPROVES MY SEARCH
RESULTS VIA…”
SOURCE- B2B MAGAZINE, JULY 2010
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Social media is a powerful
money-making tool
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BUT!
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Social media is nothing without content.
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Content is online currency
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SOCIAL ENGAGEMENT STRATEGIES: WHY YOU MUST HAVE ONE.2
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CONTENT
BLASTS DON’T
WORK.
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Create the
right content
for the
right people
then put it in the
right places.
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TARGET THE RIGHT PEOPLE
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How to findthe right people
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PERSONAS ARE KEY
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LISTEN
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Your audience is participating.
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SURVEY
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Don’t make them have to go find you
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• Know your topic/keywords
• Who else is interested in
this and/or something like
this?
• Subscribe to relevant
industry- or
topically-related blogs
• Comment!
• Link back to your
• own content.
Find the people who you’re most interested in and who will be most interested in you.
FIND YOURCOMMUNITY.
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Choosing
the right
network
for the right
content.
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THE MINDSET
DIVIDE
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INVEST OR SPEND: WORK OR PLAY
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Match positioningto message context.
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Each network has its own personality.
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THE BIG 4
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TWITTER:THE BUZZ GENERATOR
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• More informal
• Great for sharing
content that reaches
a lot of people
• Need less rapport to
establish connection
• Not great for long-
form content
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FACEBOOK:THE HUMANIZER
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Top-visited social media
site in 126 of the 137
countries studied.
Less frequent and more
valuable updates from
brands
Must “like” business
page to become a fan
of it and get updates
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LINKEDIN:THE
PROFESSIONAL
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• More formal; users
generally have
fewer connections.
• Share industry and
business-focused
content—reserved
for business-
focused
conversations
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GOOGLE+:THE SEARCH OPTIMIZER
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• Less active than
some, but favors
valuable content
• +1 buttons showing
up next to results
can improve click-
through rates.
• GREAT for local
search optimization
GOOGLE+
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HOW TO ENGAGE THE RIGHT PEOPLE IN THE RIGHT WAYS.3
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• Follow, friend, connect.
• Share links!
• Set up automatic publishing to
make it easy to post
consistently
• Promote your own content
50% of the time
• Leverage existing contacts
THE BASICS:BUILD REACH.
Find relevant users &
conversations to
follow.
Social media is only as good as
your engagement and your
content—make sure you have
something valuable to share, too.
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Use visual
content
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Comment!
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THE COCKTAIL
PARTY RULE
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Include keywords
to make posts
more searchable
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ALWAYS INCLUDE A LINK
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POST FREQUENTLYAND CONSISTENTLY
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Ensure update is valuable to your
buyer personas. Don’t waste time
on useless information.
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POST A VARIETY OF CONTENT
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to new, Links
fresh content
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LINKS TO OTHERS’
EDUCATIONAL CONTENT
Why?
The job of a successful
inbound marketer is to
be helpful.
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On Facebook:
On Twitter:
On Google+: On Pinterest:
Post lead
generation offers
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Contests and promotions
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BREAKINGINDUSTRY NEWS
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FUNNY CONTENT
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RELEVANTVISUAL CONTENT
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Answers to questions people ask youThis is a great way to provide value without
requiring followers to click through or
download.
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Analyzing your Social Media efforts.
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WERE YOUR GOALS MET?
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WERE YOURGOALS MET?
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WHAT TO CHANGE OR TRY
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LOOK FOR PATTERNS
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KEY TAKEAWAYS AND RESOURCES.4
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KEY TAKEAWAYS
1. Social media is only as valuable as your engagement
and content.
2. Choose the right networks to engage the right people
with the right content.
3. Post a variety of different content types
4. Always include links in your posts and remember, it’s
not all about you
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RESOURCES
1. Social Media Marketing Kit:
http://www.hubspot.com/social-media-marketing-kit/
2. The Science of Social Media [webinar] :
http://www.hubspot.com/science-of-social-media/
3. Blog Post: 11 Ways to Make Social Media Less of a Time
Suck:
http://blog.hubspot.com/blog/tabid/6307/bid/33438/11-
Ways-to-Make-Social-Media-Marketing-Less-of-a-Time-
Suck.aspx