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The Social Indicators of inbound marketing success.
Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat [email protected]
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Kieran Flanagan @searchbrat “Highly motivated
marketing geek high
on data crack.”
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Kieran Flanagan @searchbrat “Highly motivated
marketing geek high
on data crack.”
No Social
Media
Expert
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this is a presentation about
inbound marketing
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this is a presentation about
inbound marketing (& social)
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but I want to start with
GOALS
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The difference between remarkable or
average is our ability to create and
execute the right goals
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Exhibit A
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Exhibit B
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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
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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
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GOALS
Measurable Pushes You Indicator
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Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
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/
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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
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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
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increase in web traffic
Social PR
(mentions, etc)
generates Inbound
links generates
leads
creates sales
Example: Define the value of your
Marketing Assets
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this is a presentation about
inbound marketing (& SOCIAL) ….
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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
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what about the social indicators
for inbound marketing success?
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We really care about
our social reach. It’s
an indication our
inbound campaigns
will be a lot more
successful
@Searchbrat
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Social reach is a core part of our
promotion strategy.
Content Offer
LP &
CTA
Social
Website/Bl
og
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THE
10:4:1
RULE From the B2B Social Media book -
@kippbodnar
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Really?
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Follow us Share this
Vs.
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Share This Follow Me
3,200 Followers 256 Followers
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Share This Follow Me
3,200 Followers 256 Followers
Add example from email
Give your evangelists lot’s of
opportunities to share.
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We really care about
our social lead
conversion, it’s an
indication our
inbound funnel will
be a lot more
profitable
@Searchbrat
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Content Offer
LP & CTA
Social
Blog
Social conversion is a core part of our
lead generation strategy.
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Offer
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Offer
We feel safe in numbers
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Result: 27%
Click Through
Rate Increase
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Cool, let’s try adding more.
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Result: 23%
Increase in Click
Through Rate
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Let’s try a more “buyer ready” offer.
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Result: 5% Boost
to Conversion
Rate
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What about email?
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Result: 7% Boost
in Click-Through
Rate
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Segmentation and Personalisation are key
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What are your blue he-men?