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