Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
Agenda
I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. How to measure it
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Who’s HubSpot?
• Founded in July 2006 from research at MIT y • Cambridge, MA • 1400+ customers 85+ employees 1400 customers, 85
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What HubSpot Software Does
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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
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www.HubSpot.com/ROI
Traditional Marketing (Outbound)
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Marketing Today (Inbound)
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How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
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What Is Inbound Marketing?
Process
Get Found • Publish • Promote • Optimize
Website Visitors
Tools
Get F G t Found d • Content Mgmt • Blogging • S i l M di Social Media • SEO • Analytics
Convert • Offers / CTAs • Landing Pages • Email • Lead Intelligence • Lead Mgmt g • Analytics
Get Found
Convert • Test • Target • Nurture
Convert C t
Customers
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Inbound Is Cheaper
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Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee
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Inbound Gives Leverage
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One Way to Feed the Funnel
Blogging SEO Social Media Email Pay-Per-Click
Website Visitors
Get Found
Convert C t
Customers
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Agenda
I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. How to measure it
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Of Course You’re Skeptical
Flickr: mmmonica
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Social Media Is Now a Staple
Flickr: anitacanita
Flickr: sierravalleygirl
• Unmeasured • Small scale • No business impact • But lots of fun
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• Highly measurable • Massive scale • Major driver of leads, sales • 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 ; g
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How Do You Get Referrals? Links!
No Link, No Referrals, No Leads
Link to HubSpot blog; leads generated on blog
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Agenda
I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. How to measure it
You Already Have the Skills
You Just Do It Offline • Meeting people • Building relationships • Asking A ki questions ti • Answering questions • Building trust • Building a reputation
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How to Get Started
Listen
Share Your Content Listen More Li t M
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Build Relationships
What Are They Saying About You?
Places to listen
• • • • • Search.Twitter.com google.com/blogsearch Technorati.com T h ti 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 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
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Good Content Spreads
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What Gets Shared?
Rarely Shared Frequently Shared
• Product info • Free trials • Software documentation
• New data • Funny videos • Top-notch blog posts
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What to Publish?
• • • • • • •
Blog g Podcast Videos Photos Presentations eBooks News Releases
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A Word of Caution
• Writing for your personas DOES NOT mean writing about the products and services y you sell them • Write about the things they want to learn about
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Agenda
I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. How to measure it
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Convert with Landing Pages
Target Market T M k
Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit.
Website Visitors Leads Opportunities Customers
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Put Calls to Action in All Your Content
Add a link or an offer that drives visitors to a landing page.
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Landing Page Tips
• Limited navigation • Clear and simple • Form 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 to to.
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Agenda
I. About HubSpot & Inbound Marketing II. Why y need social media y you III. How to build social media traffic IV. IV How to convert it V. 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%) Twitter (5.1%) website.grader.com (6 6%) ebsite grader com (6.6%) Webinars (9%) blog.hubspot.com (10.2%) blog h bspot com (10 2%)
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Measure the Whole Funnel
Website Visitors
Customers
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How to Track Your Funnel
Track visitors.
Track leads.
Track customers.
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Track Conversions
Traffic to HubSpot.com
Selected Channels
Visitors Leads Conversion Customers Net Conversion