1. How to Improve Lead Generation
Using the Social Media
Advancements in 2012
Rebecca Corliss
Head Social Media and Content
HubSpot

2. Rebecca
Corliss
@repcor
Head of Social
Media and Content
at HubSpot

4. 1
WHAT IS INBOUND

5. Inbound
marketing is a
fundamental shift
in how we relate
to potential
customers

6. SKIP ADS
UNSUBSCRIBE
RECYCLE/TRASH
SAY
‘DO NOT CALL’

7. PULL
EARNED
OWN
ATTRACT
ASSET
VS.
Email
PUSH
PAID
RENT
INTERRUPT
INVENTORY
7

9. Social to Lead Process
1
Tweet
Landing
Page Form Lead
Blog Landing
Like Post CTA Page
Product Landing
Post Page CTA Page

10. Gut Check: Will they LOVE it?
1
Tweet
Landing
Page Form Lead
Blog Landing
Like Post CTA Page
Product Landing
Post Page CTA Page

11. Step-by-Step Example
Social Post Blog Article Landing Page
CTA

13. 2
A WORLD OF VISUALS

14. SOCIAL USERS
SHIFTED FOCUS TO
VISUAL CONTENT.

18. Pinterest Boards

19. Direct to Shopping Experience

20. Pinterest for B2B

21. Twitter Designs

22. LinkedIn Company Pages

23. And a New Toy …

24. Using Vine for Marketing

25. HubSpot’s Test: Vine #inboundchat

26. Designers
are the
marketers
of the
future.

27. Be
prepared
to change
your
content
strategy.

28. Visuals will
increase
shares
and likes.

29. 3
SOCIAL ADS

30. NEW SOCIAL ADS
HELPED US BE
RELEVANT
PROMOTOTERS.

31. Target Topics vs. People

32. New Facebook Promoted Post

33. Out-Performs Sponsored Story

34. Natural Within Content Streams

35. New Options to Promote Reach

36. Best Used to Promote Content

37. Amplify
content to
interested
users.

38. Use ad-
driven
reach to
support
natural
reach.

39. Begging
never
works.
Focus on
value.

40. 4
SOCIAL AND SEARCH

41. SOCIAL BROUGHT
RELEVANCE AND A
NEW FORM OF
AUTHORITY TO
SEARCH.

42. Migrating Away from Search Rank

43. Google+ Info in Search Results

44. Social Adds Utility and Relevance

45. Google+ Blog Author Profiles

46. Track Individuals’ Contributions

47. Google+ Competition

48. Your
personal
reputation
is your
search
authority.

49. Use social
reach to
compete
in search.

50. Focus on
increasing
utility, not
rank.

51. 5
PUTTING IT TOGETHER

52. STEP 1:
BUILD OR IMPROVE
YOUR VISUAL
CONTENT
STRATEGY.

53. STEP 2:
USE RELEVANT
ADS TO AMPLIFY
YOUR REACH AND
CONTENT.

54. STEP 3:
USE SOCIAL TO
FUEL YOUR
SEARCH
PERFORMANCE
OPPORTUNITIES.

55. THANK
YOU
Rebecca
Corliss
@repcor