SlideShare une entreprise Scribd logo
1  sur  58
Télécharger pour lire hors ligne
How to Use Twitter to Generate Leads &
Sales
AMA NY Capital Region Luncheon
January 14, 2009




         Rick Burnes
         HubSpot Marketing Manager
         Twitter: @rickburnes
Agenda

         I. About HubSpot & Inbound
              Marketing
         II. What is Twitter and Why Should I
              Use It?
         III. Building a Twitter Network
         IV. Sharing Content & Driving Traffic
         V. Twitter Measurement & ROI


2
What’s HubSpot?




    • Founded in July 2006; grew out of research at MIT
    • Sells inbound marketing software
    • 2,000+ customers; 100+ employees
3
Traditional Marketing (Outbound)




4
Marketing Today (Inbound)




5
How Do the Best New Companies Market?

           1950 - 2000          2000 - 2050




6
What Is Inbound Marketing?

      Process        Website Visitors       Tools
    Get Found                           Get Found
    • Publish                           • Content Mgmt
    • Promote                           • Blogging
    • Optimize                          • Social Media
                                        • SEO
                        Leads           • Analytics

    Convert                             Convert
    • Test                              • Offers / CTAs
                                        • Landing Pages
    • Target
                                        • Email
    • Nurture                           • Lead Intelligence
                                        • Lead Mgmt
                                        • Analytics
                        Customers
7
One Way to Feed the Funnel

     Blogging    SEO       Twitter        Email   Pay-Per-Click




                       Website Visitors




       Twitter
                        Leads




                       Customers
8
Not Sold on Twitter?

            Same recipe for success on every social network.




9
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. What is Twitter and Why Should I
           Use It?
      III. Building a Twitter Network
      IV. Sharing Content & Driving Traffic
      V. Twitter Measurement & ROI


10
What People Publish   What I See
                                   What IS Twitter?
It’s Public

     One person tweets …   … anybody can see it.




12
It’s a Network




     Flickr: Hljod.Huskona




13
It’s Real Time




     Flickr: Thomas Hawk




14
What Are the Uses?


                 Marketing




                        Customer
          Listening
                         Service




15
Is Twitter Like Cotton Candy?




          Flickr: anitacanita



          • Colorful
          • Sticky
          • No nutritional or business value

16
No! It’s Like Whole Wheat Bread.




         Flickr: sierravalleygirl


         • Healthy
         • Used widely
         • A basic part of any diet or marketing mix

17
A Twitter PR Anecdote
          Need to urgently speak with a business that is very
          actively leveraging social media strategies; for ZDNet

     I spoke about our use of social media for biz on 2 panels -
     http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

                                 408 555-1234?



     I will call you right now




 Elapsed Time:
  50 Minutes
Twitter Drives Leads

                       HubSpot Social Media Leads




     Twitter is largest category, at >40% of HubSpot’s total social media leads.



19
Twitter Still at ~4% Growth




            eMarketer estimates 18 Million total users.
20
How to Succeed With Twitter


      Measure &       Build a
       Analyze        Network



                Share
               Content
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. What is Twitter and Why Should I
           Use It?
      III. Building a Twitter Network
      IV. Sharing Content & Driving Traffic
      V. Twitter Measurement & ROI


22
Start by Building a Network




           How do you build an engaged network?

23
You Already Have the Skills

                          You Just Do It Offline
                          •    Meeting people
                          •    Building
                               relationships
                          •    Asking questions
                          •    Answering questions
                          •    Building trust
                          •    Building a reputation




24
Company Profile? Personal Profile?
Let Your Brand Shine
Put a Bio in Your Profile
     Avg Followers
Put a Link in Your Profile
     Avg Followers
Follow People




         Updates from the people you follow appear on your homepage.
Follow People Who Follow You
How to Find People to Follow




            twitter.grader.com/search
See Who Thought-Leaders Follow




             twitter.com/dmscott
Create a Company Page




           twitter.zappos.com/employees
Follow Your Brand in Conversations
Engage With Your Network




35
Engagement Dominates




36
What Are Twitter Applications?




     One telephone number,   One Twitter handle,
       many ways to call.    many ways to tweet.




37
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. What is Twitter and Why Should I
           Use It?
      III. Building a Twitter Network
      IV. Sharing Content & Driving Traffic
      V. Twitter Measurement & ROI


38
Share Content With Your Network




         Content Rule #1: It must be useful/interesting/fun
Blogging Increases Twitter Reach >75%




40
What to Publish?

     •   Blog
     •   Podcast
     •   Videos
     •   Photos
     •   Presentations
     •   eBooks
     •   News Releases


41
A Word of Caution

 • Don’t Tweet too much
   about your product.
   NOBODY CARES.
 • Create content that’s
   useful and interesting to
   your target personas.
Conversation & Distribution




     Conversation

              AND



      Distribution




43
Good Content Spreads




     If you provide interesting content,
     your network will retweet it.


44
What Gets Shared?

     Rarely                           Frequently
     Shared                              Shared




     • Product info             • New data
     • Free trials              • Funny videos
     • Software documentation   • Top-notch blog posts




45
Use Favorites to Save Highlights




           twitter.com/HubSpot/favourites
Agenda

      I. About HubSpot & Inbound
           Marketing
      II. What is Twitter and Why Should I
           Use It?
      III. Building a Twitter Network
      IV. Sharing Content & Driving Traffic
      V. Twitter Measurement & ROI


47
Follower Count




   •   A measure of your raw distribution power
@replies




   •   A measure of community engagement & branding
   •   On your profile or via search.twitter.com
Twitter Grader




   •   Inputs include followers, influence, follower influence
       and patterns of use
Measure the Impact on Your Funnel
              Website Visitors




                 Customers
51
How to Track Your Funnel




       Track visitors.   Track leads.   Track customers.



52
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%

53
Final Thoughts …




54
Build Leverage




55
Too Many Pieces to Put Together!




                                d.j.k. on flickr
56
HubSpot Puts the Pieces Together




57
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/



Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes

Contenu connexe

Tendances

13 Ways to Make Selling Easy with LinkedIn
13 Ways to Make Selling Easy with LinkedIn13 Ways to Make Selling Easy with LinkedIn
13 Ways to Make Selling Easy with LinkedInNoah Rickun
 
London Bloggers Meetup: Search Engine Optimisation Edition - slides
London Bloggers Meetup: Search Engine Optimisation Edition - slidesLondon Bloggers Meetup: Search Engine Optimisation Edition - slides
London Bloggers Meetup: Search Engine Optimisation Edition - slidesKlaxon
 
Inbound Marketing: Your Competitive Advantage
Inbound Marketing: Your Competitive AdvantageInbound Marketing: Your Competitive Advantage
Inbound Marketing: Your Competitive AdvantageHubSpot
 
SEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSearch Engine Journal
 
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15Matthew Barby
 
You're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social NetworkingYou're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social NetworkingJay Baer
 
Double Your PPC Leads at Half the Cost
Double Your PPC Leads at Half the CostDouble Your PPC Leads at Half the Cost
Double Your PPC Leads at Half the CostHubSpot
 
Scoopit's Content Marketing Grader for ROI
Scoopit's Content Marketing Grader for ROIScoopit's Content Marketing Grader for ROI
Scoopit's Content Marketing Grader for ROIScoop.it
 
The Hard Truths of Entrepreneurship
The Hard Truths of EntrepreneurshipThe Hard Truths of Entrepreneurship
The Hard Truths of EntrepreneurshipRand Fishkin
 
The power of content curation for inbound marketing
The power of content curation for inbound marketingThe power of content curation for inbound marketing
The power of content curation for inbound marketingScoop.it
 
Lessons on Growth (Boston 2014)
Lessons on Growth (Boston 2014)Lessons on Growth (Boston 2014)
Lessons on Growth (Boston 2014)Adam Nash
 
Modular Content: How to Repurpose Content Personalized for Target Audiences
Modular Content: How to Repurpose Content Personalized for Target AudiencesModular Content: How to Repurpose Content Personalized for Target Audiences
Modular Content: How to Repurpose Content Personalized for Target AudiencesTopRank Marketing Agency
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at MarketingRand Fishkin
 
Inbound Marketing - SMEI Social Media Roadshow Feb 2009
Inbound Marketing - SMEI Social Media Roadshow Feb 2009Inbound Marketing - SMEI Social Media Roadshow Feb 2009
Inbound Marketing - SMEI Social Media Roadshow Feb 2009HubSpot
 
How to Integrate Search, Social Media & Content Marketing - Like A Rock Star
How to Integrate Search, Social Media & Content Marketing - Like A Rock StarHow to Integrate Search, Social Media & Content Marketing - Like A Rock Star
How to Integrate Search, Social Media & Content Marketing - Like A Rock StarTopRank Marketing Agency
 
The Basic Principles of Content Marketing and SEO to Generate More Inbound Leads
The Basic Principles of Content Marketing and SEO to Generate More Inbound LeadsThe Basic Principles of Content Marketing and SEO to Generate More Inbound Leads
The Basic Principles of Content Marketing and SEO to Generate More Inbound LeadsRyan Hanley
 
Inbound Marketing Crash Course for Bryant Marketing Association
Inbound Marketing Crash Course for Bryant Marketing AssociationInbound Marketing Crash Course for Bryant Marketing Association
Inbound Marketing Crash Course for Bryant Marketing AssociationHubSpot
 
Attract the RIGHT Audience With Visual Marketing
Attract the RIGHT Audience With Visual MarketingAttract the RIGHT Audience With Visual Marketing
Attract the RIGHT Audience With Visual MarketingPost Planner
 

Tendances (20)

13 Ways to Make Selling Easy with LinkedIn
13 Ways to Make Selling Easy with LinkedIn13 Ways to Make Selling Easy with LinkedIn
13 Ways to Make Selling Easy with LinkedIn
 
London Bloggers Meetup: Search Engine Optimisation Edition - slides
London Bloggers Meetup: Search Engine Optimisation Edition - slidesLondon Bloggers Meetup: Search Engine Optimisation Edition - slides
London Bloggers Meetup: Search Engine Optimisation Edition - slides
 
Inbound Marketing: Your Competitive Advantage
Inbound Marketing: Your Competitive AdvantageInbound Marketing: Your Competitive Advantage
Inbound Marketing: Your Competitive Advantage
 
SEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just Links
 
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
Inbound Marketing: How Content is Your Secret Weapon #contentisrael15
 
You're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social NetworkingYou're a Rock Star: Building Thought Leadership Through Social Networking
You're a Rock Star: Building Thought Leadership Through Social Networking
 
Double Your PPC Leads at Half the Cost
Double Your PPC Leads at Half the CostDouble Your PPC Leads at Half the Cost
Double Your PPC Leads at Half the Cost
 
Scoopit's Content Marketing Grader for ROI
Scoopit's Content Marketing Grader for ROIScoopit's Content Marketing Grader for ROI
Scoopit's Content Marketing Grader for ROI
 
The Hard Truths of Entrepreneurship
The Hard Truths of EntrepreneurshipThe Hard Truths of Entrepreneurship
The Hard Truths of Entrepreneurship
 
The power of content curation for inbound marketing
The power of content curation for inbound marketingThe power of content curation for inbound marketing
The power of content curation for inbound marketing
 
Lessons on Growth (Boston 2014)
Lessons on Growth (Boston 2014)Lessons on Growth (Boston 2014)
Lessons on Growth (Boston 2014)
 
Modular Content: How to Repurpose Content Personalized for Target Audiences
Modular Content: How to Repurpose Content Personalized for Target AudiencesModular Content: How to Repurpose Content Personalized for Target Audiences
Modular Content: How to Repurpose Content Personalized for Target Audiences
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
 
Inbound Marketing - SMEI Social Media Roadshow Feb 2009
Inbound Marketing - SMEI Social Media Roadshow Feb 2009Inbound Marketing - SMEI Social Media Roadshow Feb 2009
Inbound Marketing - SMEI Social Media Roadshow Feb 2009
 
How to Integrate Search, Social Media & Content Marketing - Like A Rock Star
How to Integrate Search, Social Media & Content Marketing - Like A Rock StarHow to Integrate Search, Social Media & Content Marketing - Like A Rock Star
How to Integrate Search, Social Media & Content Marketing - Like A Rock Star
 
The Basic Principles of Content Marketing and SEO to Generate More Inbound Leads
The Basic Principles of Content Marketing and SEO to Generate More Inbound LeadsThe Basic Principles of Content Marketing and SEO to Generate More Inbound Leads
The Basic Principles of Content Marketing and SEO to Generate More Inbound Leads
 
Inbound Marketing Crash Course for Bryant Marketing Association
Inbound Marketing Crash Course for Bryant Marketing AssociationInbound Marketing Crash Course for Bryant Marketing Association
Inbound Marketing Crash Course for Bryant Marketing Association
 
Content Marketing Predictions 2017
Content Marketing Predictions 2017Content Marketing Predictions 2017
Content Marketing Predictions 2017
 
Attract the RIGHT Audience With Visual Marketing
Attract the RIGHT Audience With Visual MarketingAttract the RIGHT Audience With Visual Marketing
Attract the RIGHT Audience With Visual Marketing
 
50 Content Marketing Predictions for 2014
50 Content Marketing Predictions for 201450 Content Marketing Predictions for 2014
50 Content Marketing Predictions for 2014
 

Similaire à How to Use Twitter to Generate Leads & Sales

How to Use Twitter for Business
How to Use Twitter for BusinessHow to Use Twitter for Business
How to Use Twitter for BusinessHubSpot
 
How to Use Social Media to Get Found
How to Use Social Media to Get FoundHow to Use Social Media to Get Found
How to Use Social Media to Get FoundHubSpot
 
Inbound Marketing 101
Inbound Marketing 101Inbound Marketing 101
Inbound Marketing 101HubSpot
 
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing EcosystemMapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing EcosystemHubSpot
 
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing EcosystemMapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing EcosystemHubSpot
 
How Businesses Are Marketing with Facebook & Twitter
How Businesses Are Marketing with Facebook & TwitterHow Businesses Are Marketing with Facebook & Twitter
How Businesses Are Marketing with Facebook & TwitterHubSpot
 
twitter and facebook for mrkting
twitter and facebook for mrktingtwitter and facebook for mrkting
twitter and facebook for mrktingJoy Olson
 
Social Media Lead Generation July2009
Social Media Lead Generation July2009Social Media Lead Generation July2009
Social Media Lead Generation July2009Sourav Sharma
 
Social Media Lead Generation
Social Media Lead GenerationSocial Media Lead Generation
Social Media Lead GenerationDan St. Peter
 
Using social media for lead generation
Using social media for lead generationUsing social media for lead generation
Using social media for lead generationYan Rozovsky
 
How to Use Social Media for Lead Generation
How to Use Social Media for Lead GenerationHow to Use Social Media for Lead Generation
How to Use Social Media for Lead GenerationHubSpot
 
Social Media Lead Generation July2009
Social Media Lead Generation July2009Social Media Lead Generation July2009
Social Media Lead Generation July2009Carla Dias
 
Inbound Marketing 101
Inbound Marketing 101Inbound Marketing 101
Inbound Marketing 101HubSpot
 
Inbound Marketing101
Inbound Marketing101Inbound Marketing101
Inbound Marketing101Dan St. Peter
 
Inbound Marketing 101
Inbound Marketing 101Inbound Marketing 101
Inbound Marketing 101HubSpot
 
12 15 Burlington Smb 091215102218 Phpapp02
12 15 Burlington Smb 091215102218 Phpapp0212 15 Burlington Smb 091215102218 Phpapp02
12 15 Burlington Smb 091215102218 Phpapp02cryderja
 
State of the Twittersphere
State of the TwittersphereState of the Twittersphere
State of the TwittersphereHubSpot
 
Webinar Slides: State of the Twittersphere
Webinar Slides: State of the TwittersphereWebinar Slides: State of the Twittersphere
Webinar Slides: State of the TwittersphereHubSpot
 
Social Media Monitoring in 10 Minutes a Day
Social Media Monitoring in 10 Minutes a DaySocial Media Monitoring in 10 Minutes a Day
Social Media Monitoring in 10 Minutes a DayHubSpot
 

Similaire à How to Use Twitter to Generate Leads & Sales (20)

How to Use Twitter for Business
How to Use Twitter for BusinessHow to Use Twitter for Business
How to Use Twitter for Business
 
How to Use Social Media to Get Found
How to Use Social Media to Get FoundHow to Use Social Media to Get Found
How to Use Social Media to Get Found
 
Inbound Marketing 101
Inbound Marketing 101Inbound Marketing 101
Inbound Marketing 101
 
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing EcosystemMapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
 
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing EcosystemMapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
 
How Businesses Are Marketing with Facebook & Twitter
How Businesses Are Marketing with Facebook & TwitterHow Businesses Are Marketing with Facebook & Twitter
How Businesses Are Marketing with Facebook & Twitter
 
twitter and facebook for mrkting
twitter and facebook for mrktingtwitter and facebook for mrkting
twitter and facebook for mrkting
 
Social Media Lead Generation July2009
Social Media Lead Generation July2009Social Media Lead Generation July2009
Social Media Lead Generation July2009
 
Social Media Lead Generation
Social Media Lead GenerationSocial Media Lead Generation
Social Media Lead Generation
 
Using social media for lead generation
Using social media for lead generationUsing social media for lead generation
Using social media for lead generation
 
How to Use Social Media for Lead Generation
How to Use Social Media for Lead GenerationHow to Use Social Media for Lead Generation
How to Use Social Media for Lead Generation
 
Social Media Lead Generation July2009
Social Media Lead Generation July2009Social Media Lead Generation July2009
Social Media Lead Generation July2009
 
Inbound Marketing 101
Inbound Marketing 101Inbound Marketing 101
Inbound Marketing 101
 
Inbound Marketing101
Inbound Marketing101Inbound Marketing101
Inbound Marketing101
 
Inbound Marketing 101
Inbound Marketing 101Inbound Marketing 101
Inbound Marketing 101
 
12 15 Burlington Smb 091215102218 Phpapp02
12 15 Burlington Smb 091215102218 Phpapp0212 15 Burlington Smb 091215102218 Phpapp02
12 15 Burlington Smb 091215102218 Phpapp02
 
State of the Twittersphere
State of the TwittersphereState of the Twittersphere
State of the Twittersphere
 
Webinar Slides: State of the Twittersphere
Webinar Slides: State of the TwittersphereWebinar Slides: State of the Twittersphere
Webinar Slides: State of the Twittersphere
 
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secretsDoit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
 
Social Media Monitoring in 10 Minutes a Day
Social Media Monitoring in 10 Minutes a DaySocial Media Monitoring in 10 Minutes a Day
Social Media Monitoring in 10 Minutes a Day
 

Plus de HubSpot

Cultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleHubSpot
 
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItHubSpot
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About MarketingHubSpot
 
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)HubSpot
 
The Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingHubSpot
 
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessHubSpot
 
15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to KnowHubSpot
 
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerHubSpot
 
What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. HubSpot
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonHubSpot
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?HubSpot
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoHubSpot
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call QuestionsHubSpot
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHubSpot
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessHubSpot
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpotHubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...HubSpot
 

Plus de HubSpot (20)

Cultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posible
 
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About Marketing
 
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
 
The Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is Booming
 
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
 
15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know
 
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
 
What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one.
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-Thon
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot Tokyo
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call Questions
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's Buyer
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your Business
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
 

Dernier

How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersFlyyx Tech
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024believeminhh
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAYLouis Malaybalay
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersPlan Writers
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsWristbands Ireland
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfmeftaul987
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeStephenKim86
 
unfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandunfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandakashm530190
 
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...Khaled Al Awadi
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi Tube
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdfBloomerang
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfjavenxxx01
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningNaval Singh
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdflebob12
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPanhandleOilandGas
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianCDEEPANVITA
 
14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdfEni
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills sgodxzyrox
 

Dernier (20)

How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K Subscribers
 
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
The Vietnam Believer_Newsletter_Vol.001_Mar12 2024
 
WAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdfWAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdf
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan Writers
 
Green Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly ProductsGreen Innovations: Wristbands Ireland's Eco-Friendly Products
Green Innovations: Wristbands Ireland's Eco-Friendly Products
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdf
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness Gauge
 
unfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandunfinished legacy it is a clothing brand
unfinished legacy it is a clothing brand
 
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdf
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda Learning
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdf
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 Final
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya Cherian
 
14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf14 march 2024-capital-markets-update eni.pdf
14 march 2024-capital-markets-update eni.pdf
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills s
 

How to Use Twitter to Generate Leads & Sales

  • 1. How to Use Twitter to Generate Leads & Sales AMA NY Capital Region Luncheon January 14, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
  • 2. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 2
  • 3. What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,000+ customers; 100+ employees 3
  • 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6
  • 7. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Leads • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 7
  • 8. One Way to Feed the Funnel Blogging SEO Twitter Email Pay-Per-Click Website Visitors Twitter Leads Customers 8
  • 9. Not Sold on Twitter? Same recipe for success on every social network. 9
  • 10. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 10
  • 11. What People Publish What I See What IS Twitter?
  • 12. It’s Public One person tweets … … anybody can see it. 12
  • 13. It’s a Network Flickr: Hljod.Huskona 13
  • 14. It’s Real Time Flickr: Thomas Hawk 14
  • 15. What Are the Uses? Marketing Customer Listening Service 15
  • 16. Is Twitter Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 16
  • 17. No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 17
  • 18. A Twitter PR Anecdote Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now Elapsed Time: 50 Minutes
  • 19. Twitter Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 19
  • 20. Twitter Still at ~4% Growth eMarketer estimates 18 Million total users. 20
  • 21. How to Succeed With Twitter Measure & Build a Analyze Network Share Content
  • 22. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 22
  • 23. Start by Building a Network How do you build an engaged network? 23
  • 24. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 24
  • 26. Let Your Brand Shine
  • 27. Put a Bio in Your Profile Avg Followers
  • 28. Put a Link in Your Profile Avg Followers
  • 29. Follow People Updates from the people you follow appear on your homepage.
  • 30. Follow People Who Follow You
  • 31. How to Find People to Follow twitter.grader.com/search
  • 32. See Who Thought-Leaders Follow twitter.com/dmscott
  • 33. Create a Company Page twitter.zappos.com/employees
  • 34. Follow Your Brand in Conversations
  • 35. Engage With Your Network 35
  • 37. What Are Twitter Applications? One telephone number, One Twitter handle, many ways to call. many ways to tweet. 37
  • 38. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 38
  • 39. Share Content With Your Network Content Rule #1: It must be useful/interesting/fun
  • 40. Blogging Increases Twitter Reach >75% 40
  • 41. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 41
  • 42. A Word of Caution • Don’t Tweet too much about your product. NOBODY CARES. • Create content that’s useful and interesting to your target personas.
  • 43. Conversation & Distribution Conversation AND Distribution 43
  • 44. Good Content Spreads If you provide interesting content, your network will retweet it. 44
  • 45. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 45
  • 46. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
  • 47. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 47
  • 48. Follower Count • A measure of your raw distribution power
  • 49. @replies • A measure of community engagement & branding • On your profile or via search.twitter.com
  • 50. Twitter Grader • Inputs include followers, influence, follower influence and patterns of use
  • 51. Measure the Impact on Your Funnel Website Visitors Customers 51
  • 52. How to Track Your Funnel Track visitors. Track leads. Track customers. 52
  • 53. 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% 53
  • 56. Too Many Pieces to Put Together! d.j.k. on flickr 56
  • 57. HubSpot Puts the Pieces Together 57
  • 58. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes