Using Social MediaUsing Social Media For Lead Generation

Rick BurnesMarketing Manager @HubSpotMarketing Manager @HubSpotTwitter: @RickBurnes

Agenda

I. About HubSpot & Inbound Marketing

II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it

2

Who’s HubSpot?

• Founded in July 2006 from research at MITy• Cambridge, MA• 1400+ customers 85+ employees1400 customers, 85 employees

3

What HubSpot Software Does

4

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 Group Doubles Online Leads g p

www.HubSpot.com/ROI5

Traditional Marketing (Outbound)

6

Marketing Today (Inbound)

7

How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

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What Is Inbound Marketing?

Process ToolsG t F d

Website Visitors

Get Found• Publish• Promote

Get Found• Content Mgmt• Blogging

S i l M di

Get Found• Optimize • Social Media

• SEO• Analytics

C t

Convert• Test

Convert• Offers / CTAs• Landing PagesConvert• Target

• Nurture

• Landing Pages• Email• Lead Intelligence• Lead Mgmt

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Customers

g• Analytics

Inbound Is Cheaper

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Budget vs. Brains

Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee

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Inbound Gives Leverage

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One Way to Feed the Funnel

Blogging SEO Email Pay-Per-ClickSocial Media

Website Visitors

Get Found

C tConvert

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Customers

Agenda

I. About HubSpot & Inbound Marketing

II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it

14

Of Course You’re Skeptical

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Flickr: mmmonica

Social Media Is Now a Staple

Flickr: anitacanita Flickr: sierravalleygirl

• Unmeasured• Small scale• No business impact

• Highly measurable• Massive scale• Major driver of leads, sales

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• But lots of fun • 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

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; g

How Do You Get Referrals? Links!

No Link, No Referrals, No LeadsLink to HubSpot blog;leads generated on blog

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Agenda

I. About HubSpot & Inbound Marketing

II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it

21

Go!

Not already on• Twitter ?• Twitter ?

(www.twitter.com)• Facebook ?

(www facebook com)(www.facebook.com)• LinkedIn ?

(www.linkedIn.com)

Signup TODAY!

22Flickr: Wendy Crockett

You Already Have the Skills

You Just Do It Offline• Meeting people• Meeting people• Building

relationshipsA ki ti• Asking questions

• Answering questions• Building trust• Building a reputation

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How to Get Started

Listen

Li t M

Share Your Content

Listen More

Build Relationships24

What Are They Saying About You?

Places to listenPlaces to listen• Search.Twitter.com• google.com/blogsearch

T h ti• Technorati.com• Existing blogs• Industry Twitterers

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Follow the Conversation Via RSS

How to sign up: Google.com/reader

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Participate in Q&A

• Facebook Discussions

• Yahoo! Answers

• LinkedIn Q&A and Discussionsand 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

AND

Distribution

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Good Content Spreads

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What Gets Shared?

Rarely Shared

FrequentlySharedShared Shared

• Product info • New dataProduct info• Free trials• Software documentation

New data• Funny videos• Top-notch blog posts

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What to Publish?

• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases

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A Word of Caution

• Writing for your personas DOES NOTpersonas DOES NOT mean writing about the products and services you sell themy

• Write about the things they want to learn aboutthey want to learn about

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Agenda

I. About HubSpot & Inbound Marketing

II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. How to measure it

35

Convert with Landing Pages

T M kTarget Market

Website VisitorsConversion is where we take what we have spent time and

Leads

money to get (visitors) and change it into something valuable to marketing (leads).

OpportunitiesA cost becomes a benefit.

Customers

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Put Calls to Action in All Your Content

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Add a link or an offer that drives visitors to a landing page.

Landing Page Tips

• Limited navigation

• Clear and simple

• Form above foldForm 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 toCreate content that your target personas gravitate to.

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Agenda

I. About HubSpot & Inbound Marketing

II. Why you need social mediay yIII. How to build social media trafficIV How to convert itIV. How to convert itV. 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%)

blog h bspot com (10 2%)

Twitter (5.1%)

ebsite grader com (6 6%) blog.hubspot.com (10.2%)

Webinars (9%)

website.grader.com (6.6%)

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Measure the Whole Funnel

Website Visitors

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Customers

How to Track Your Funnel

Track visitors. Track leads. Track customers.

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Track ConversionsTraffic to HubSpot.com

Selected Channels

Visitors Leads Conversion Customers Net Conversion

Twitter 3,289 554 17% 12 0.4%

Facebook 504 75 15% 6 1.2%

Stumbleupon 511 28 5% 1 0.2%

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Thank You!Software: www.HubSpot.com/TrialCommunity: www.inboundmarketing.comFree Tools: www.Grader.com

Rick BurnesMarketing Manager @H bSpotMarketing Manager @HubSpotTwitter: @rickburnes