Social Media Lead Generation

  • May 2020
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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 5

www.HubSpot.com/ROI

Traditional Marketing (Outbound)

6

Marketing Today (Inbound)

7

How Do the Best New Companies Market? 1950 - 2000

8

2000 - 2050

What Is Inbound Marketing?

Process

Website Visitors

Get Found • Publish • Promote • Optimize

Get Found Convert • Test • Target • Nurture

C Convert t

Customers 9

Tools Gett Found G F d • Content Mgmt • Blogging • Social S i lM Media di • SEO • Analytics Convert • Offers / CTAs • Landing Pages • Email • Lead Intelligence • Lead Mgmt g • Analytics

Inbound Is Cheaper

10

Budget vs. Brains

Flickr: Refracted Moments

11

Flickr: Gaetoan Lee

Inbound Gives Leverage

12

One Way to Feed the Funnel Blogging

SEO

Social Media

Website Visitors

Get Found C Convert t

Customers 13

Email

Pay-Per-Click

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

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

Flickr: sierravalleygirl

• 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

20

Link to HubSpot blog; leads generated on blog

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

24

Build Relationships

What Are They Saying About You? Places to listen • • • • •

25

Search.Twitter.com google.com/blogsearch T h Technorati.com ti Existing blogs Industry Twitterers

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

• Product info • Free trials • Software documentation

32

Frequently Shared

• New data • Funny videos • Top-notch blog posts

What to Publish? • • • • • • •

33

Blog g Podcast Videos Photos Presentations eBooks News Releases

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 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. 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%) Webinars (9%)

43

blog h bspot com (10 blog.hubspot.com (10.2%) 2%)

Measure the Whole Funnel Website Visitors

Customers 44

How to Track Your Funnel

Track visitors.

45

Track leads.

Track customers.

Track Conversions Traffic to HubSpot.com

Selected Channels Visitors

Leads

Conversion

Customers

Net Conversion

3,289

554

17%

12

0.4%

Facebook

504

75

15%

6

1.2%

Stumbleupon

511

28

5%

1

0.2%

Twitter

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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