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    Social Media Lead Generation

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    srvwiz
    The document discusses using social media for lead generation. It provides an overview of inbound marketing and how social media is now critical for driving traffic. It then offers tips on how to build social media networks, distribute content, and convert visitors into leads and customers. Metrics for measuring social media performance are also reviewed.

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    Social Media Lead Generation

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    srvwiz
    468 views47 pages
    The document discusses using social media for lead generation. It provides an overview of inbound marketing and how social media is now critical for driving traffic. It then offers tips on how to build social media networks, distribute content, and convert visitors into leads and customers. Metrics for measuring social media performance are also reviewed.

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    Learn all about Social Media Lead Generation

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    The document discusses using social media for lead generation. It provides an overview of inbound marketing and how social media is now critical for driving traffic. It then offers tips on how to build social media networks, distribute content, and convert visitors into leads and customers. Metrics for measuring social media performance are also reviewed.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    468 views47 pages

    Social Media Lead Generation

    Uploaded by

    srvwiz
    The document discusses using social media for lead generation. It provides an overview of inbound marketing and how social media is now critical for driving traffic. It then offers tips on how to build social media networks, distribute content, and convert visitors into leads and customers. Metrics for measuring social media performance are also reviewed.

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    You are on page 1of 47

    Using Social Media

    For Lead Generation

    Rick Burnes
    Marketing Manager @HubSpot
    Twitter: @RickBurnes
    Agenda

    I. About HubSpot & Inbound


    Marketing
    II. Whyy yyou need social media
    III. How to build social media traffic
    IV How to convert it
    IV.
    V. How to measure it

    2
    Who’s HubSpot?

    • Founded in Julyy 2006 from research at MIT


    • Cambridge, MA
    • 1400
    1400+ customers,
    customers 85+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
    g Group
    p Doubles Online Leads

    www.HubSpot.com/ROI
    5
    Traditional Marketing (Outbound)

    6
    Marketing Today (Inbound)

    7
    How Do the Best New Companies Market?

    1950 - 2000 2000 - 2050

    8
    What Is Inbound Marketing?

    Process Website Visitors Tools


    Get Found Gett Found
    G F d
    • Publish • Content Mgmt
    • Promote • Blogging
    • Optimize • Social
    S i lM
    Media
    di
    • SEO
    Get Found • Analytics

    Convert Convert
    • Test • Offers / CTAs
    • Landing Pages
    • Target C
    Convert
    t • Email
    • Nurture • Lead Intelligence
    • Lead Mgmt
    g
    • Analytics
    Customers
    9
    Inbound Is Cheaper

    10
    Budget vs. Brains

    Flickr: Refracted Moments Flickr: Gaetoan Lee

    11
    Inbound Gives Leverage

    12
    One Way to Feed the Funnel

    Blogging SEO Social Media Email Pay-Per-Click

    Website Visitors

    Get Found

    C
    Convert
    t

    Customers
    13
    Agenda

    I. About HubSpot & Inbound


    Marketing
    II. Whyy yyou need social media
    III. How to build social media traffic
    IV How to convert it
    IV.
    V. How to measure it

    14
    Of Course You’re Skeptical

    Flickr: mmmonica

    15
    Social Media Is Now a Staple

    Flickr: anitacanita Flickr: sierravalleygirl

    • Unmeasured • Highly measurable


    • Small scale • Massive scale
    • No business impact • Major driver of leads, sales
    • But lots of fun • Still fun

    16
    The Old Days: Just Search

    17
    Today: Social Media Matters, Too

    18
    Social Media Drives Real Traffic
    HubSpot Blog Referrals (Q1 & Q2 2009)

    >15% Social Media;; 22.9% Google


    g

    19
    How Do You Get Referrals? Links!

    Link to HubSpot blog;


    No Link, No Referrals, No Leads
    leads generated on blog

    20
    Agenda

    I. About HubSpot & Inbound


    Marketing
    II. Whyy yyou need social media
    III. How to build social media traffic
    IV How to convert it
    IV.
    V. How to measure it

    21
    Go!

    Not already on
    • Twitter ?
    (www.twitter.com)
    • Facebook ?
    (www facebook com)
    (www.facebook.com)
    • LinkedIn ?
    (www.linkedIn.com)

    Signup TODAY!

    Flickr: Wendy Crockett

    22
    You Already Have the Skills

    You Just Do It Offline


    • Meeting people
    • Building
    relationships
    • A ki questions
    Asking ti
    • Answering questions
    • Building trust
    • Building a reputation

    23
    How to Get Started

    Listen

    Share Your Content

    Li t M
    Listen More

    Build Relationships
    24
    What Are They Saying About You?

    Places to listen
    • Search.Twitter.com
    • google.com/blogsearch
    • T h
    Technorati.com
    ti
    • Existing blogs
    • Industry Twitterers

    25
    Follow the Conversation Via RSS

    How to sign up: Google.com/reader

    26
    Participate in Q&A
    • Facebook
    Discussions

    • Yahoo! Answers

    • LinkedIn Q&A
    and Discussions

    27
    Build Network - Keyword Search

    28
    Distribute Your Content

    29
    Conversation & Distribution

    Conversation

    AND

    Distribution

    30
    Good Content Spreads

    31
    What Gets Shared?

    Rarely Frequently
    Shared Shared

    • Product info • New data


    • Free trials • Funny videos
    • Software documentation • Top-notch blog posts

    32
    What to Publish?

    • Blog
    g
    • Podcast
    • Videos
    • Photos
    • Presentations
    • eBooks
    • News Releases

    33
    A Word of Caution

    • Writing for your


    personas DOES NOT
    mean writing about the
    products and services
    yyou sell them
    • Write about the things
    they want to learn about

    34
    Agenda

    I. About HubSpot & Inbound


    Marketing
    II. Whyy yyou need social media
    III. How to build social media traffic
    IV How to convert it
    IV.
    V. How to measure it

    35
    Convert with Landing Pages

    T
    Target Market
    M k
    Conversion is where we take
    what we have spent time and Website Visitors
    money to get (visitors) and
    change it into something
    valuable to marketing (leads). Leads
    A cost becomes a benefit.
    Opportunities

    Customers

    36
    Put Calls to Action in All Your Content

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


    37
    Landing Page Tips

    • Limited navigation

    • Clear and simple

    • Form above fold

    38
    How Do You Get Quality Leads?

    Kadient Photo by David Meerman Scott

    Create content that your target personas gravitate to


    to.

    39
    Agenda

    I. About HubSpot & Inbound


    Marketing
    II. Whyy yyou need social media
    III. How to build social media traffic
    IV How to convert it
    IV.
    V. How to measure it

    40
    http://Twitter.Grader.com

    41
    http://Facebook.Grader.com

    42
    Track Referrals

    Others

    Google [search] (11.4%)

    Twitter (5.1%)

    website.grader.com
    ebsite grader com (6
    (6.6%)
    6%) blog h bspot com (10
    blog.hubspot.com (10.2%)
    2%)

    Webinars (9%)

    43
    Measure the Whole Funnel

    Website Visitors

    Customers
    44
    How to Track Your Funnel

    Track visitors. Track leads. Track customers.

    45
    Track Conversions
    Traffic 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%

    46
    Thank You!
    Software: www.HubSpot.com/Trial
    Community: www.inboundmarketing.com
    Free Tools: www.Grader.com

    Rick Burnes
    Marketing Manager @HubSpot
    @H bSpot
    Twitter: @rickburnes

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