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How to Use Social Media for Lead Generation

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Learn how to harness the power of social media - Facebook, Twitter, LinkedIn, and other networking sites - to get found by more prospects and generate sales leads for your business. Social media can be a powerful channel to attract website visitors and leads while building thought leadership for your company.

Publié dans : Business, Technologie
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How to Use Social Media for Lead Generation

  1. Using Social Media For Lead Generation Rick Burnes Marketing Manager @HubSpot Twitter: @RickBurnes
  2. 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
  3. Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1400+ customers 85+ employees 1400 customers, 85 3
  4. What HubSpot Software Does 4
  5. 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 www.HubSpot.com/ROI 5
  6. Traditional Marketing (Outbound) 6
  7. Marketing Today (Inbound) 7
  8. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 8
  9. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get F G t Found d • Publish • Content Mgmt • Promote • Blogging • Optimize • S i l M di Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target Convert C t • Email • Nurture • Lead Intelligence • Lead Mgmt g • Analytics Customers 9
  10. Inbound Is Cheaper 10
  11. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee 11
  12. Inbound Gives Leverage 12
  13. One Way to Feed the Funnel Blogging SEO Social Media Email Pay-Per-Click Website Visitors Get Found Convert C t Customers 13
  14. 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
  15. Of Course You’re Skeptical Flickr: mmmonica 15
  16. 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
  17. The Old Days: Just Search 17
  18. Today: Social Media Matters, Too 18
  19. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 19
  20. How Do You Get Referrals? Links! Link to HubSpot blog; No Link, No Referrals, No Leads leads generated on blog 20
  21. 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
  22. 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
  23. 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
  24. How to Get Started Listen Share Your Content Listen More Li t M Build Relationships 24
  25. 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
  26. Follow the Conversation Via RSS How to sign up: Google.com/reader 26
  27. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions 27
  28. Build Network - Keyword Search 28
  29. Distribute Your Content 29
  30. Conversation & Distribution Conversation AND Distribution 30
  31. Good Content Spreads 31
  32. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 32
  33. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases 33
  34. 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
  35. 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
  36. Convert with Landing Pages Target Market T 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
  37. Put Calls to Action in All Your Content Add a link or an offer that drives visitors to a landing page. 37
  38. Landing Page Tips • Limited navigation • Clear and simple • Form above fold 38
  39. How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to to. 39
  40. 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
  41. http://Twitter.Grader.com 41
  42. http://Facebook.Grader.com 42
  43. Track Referrals Others Google [search] (11.4%) Twitter (5.1%) website.grader.com (6 6%) ebsite grader com (6.6%) blog.hubspot.com (10.2%) blog h bspot com (10 2%) Webinars (9%) 43
  44. Measure the Whole Funnel Website Visitors Customers 44
  45. How to Track Your Funnel Track visitors. Track leads. Track customers. 45
  46. 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
  47. 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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