Social Media Lead Generation

Published on June 2016 | Categories: Types, Instruction manuals | Downloads: 43 | Comments: 0 | Views: 589
of x
Download PDF   Embed   Report

Learn all about Social Media Lead Generation

Comments

Content

Using Social Media For Lead Generation

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

2

Who’s HubSpot?

• Founded in July 2006 from research at MIT y • Cambridge, MA • 1400+ customers 85+ employees 1400 customers, 85
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
5

www.HubSpot.com/ROI

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
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
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
Convert C t

Customers
13

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

14

Of Course You’re Skeptical

Flickr: mmmonica

15

Social Media Is Now a Staple

Flickr: anitacanita

Flickr: sierravalleygirl

• Unmeasured • Small scale • No business impact • But lots of fun
16

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

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!

No Link, No Referrals, No Leads

Link to HubSpot blog; leads generated on blog

20

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

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 • Asking A ki questions ti • Answering questions • Building trust • Building a reputation

23

How to Get Started

Listen

Share Your Content Listen More Li t M

24

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

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 Shared Frequently Shared

• Product info • Free trials • Software documentation

• New data • Funny videos • 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 y you sell them • Write about the things they want to learn about

34

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

35

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

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. 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

40

http://Twitter.Grader.com

41

http://Facebook.Grader.com

42

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%)

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 Facebook Stumbleupon
46

3,289 504 511

554 75 28

17% 15% 5%

12 6 1

0.4% 1.2% 0.2%

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

Sponsor Documents

Or use your account on DocShare.tips

Hide

Forgot your password?

Or register your new account on DocShare.tips

Hide

Lost your password? Please enter your email address. You will receive a link to create a new password.

Back to log-in

Close