Hub spot linkedin-inbound-marketing-9-12-12
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Hub spot linkedin-inbound-marketing-9-12-12
- 1. Inbound Marketing and the Future of Real-time and Social Rebecca Corliss Head of Content and Social Media HubSpot
- 2. Rebecca Corliss @repcor Head of Social and Content @HubSpot
- 3. Key Questions • What is inbound and how does social play a part? • What metrics are important to inbound marketers? • What is real-time & how can SMBs efficiently adapt? • How does HubSpot use LinkedIn today?
- 4. 1 WHAT IS INBOUND #inbound12
- 5. Inbound marketing is a fundamental shift in how we relate to potential customers
- 6. SKIP ADS UNSUBSCRIBE SAY RECYCLE/TRASH ‘DO NOT CALL’
- 7. PULL EARNED OWN ATTRACT ASSET VS. PUSH Email PAID RENT INTERRUPT INVENTORY 7
- 9. Inbound Marketing Funnel Content Social, SEO, Blogging, Ads and more, and guiding to a CTA and landing page. Attract leads down sales funnel based on what he cares about with Context custom CTAs, targeted emails, etc. Sale
- 10. Social to Lead Process 1 Tweet Like Landing Page Blog Post Form CTA Lead Landing Page Product Landing Post Page CTA Page
- 11. Social to Lead Process 1 Tweet Like Landing Page Blog Post Form CTA Lead Landing Page Product Landing Post Page CTA Page
- 12. Company Page Post Blog Article Landing Page CTA
- 13. 2 METRICS YOU CAN COUNT ON #inbound12
- 15. #inbound12
- 16. Leads #inbound12
- 19. 3 EFFICIENCY IN REAL-TIME #inbound12
- 21. 1. reactive
- 24. CREATE MONITORING SCHEDULE #inbound12
- 26. find the golden follow up. #inbound12
- 27. 2. proactive
- 28. WHY? #inbound12
- 29. #inbound12
- 33. real-time on your time. #inbound12
- 36. Relevant ads right now. #inbound12
- 37. 4 HOW HUBSPOT USE LINKEDIN #inbound12
- 49. 4 PUTTING IT ALL TOGETHER #inbound12
- 50. Offer helpful content. #inbound12
- 51. Be real- time on your time. #inbound12
- 52. Find gems in the clutter. #inbound12
- 53. Optimize with real-time metrics. #inbound12
- 54. Rebecca Corliss @repcor #inbound12
Editor's Notes
- “HubSpot Keynote” will be replaced with the name of your trackquestion: should HubSpot be lowercase. Tactical things – more action oriented. Maybe take out some of the “explaining” -- get to the point. 40 mins only.
- We will be scheduling a headshot dayHas 100,000 views to date. And about to have its 4 year anniversary.
- Metrics – Imagine social as its own funnel.
- #1 concept that drives all of our marketing is making marketing people love. Think about it: Marketing traditionally has been based on begging for attention and interrupting people. TV ads, direct mail, cold calls. Not only are these tactics annoying, they are becoming increasingly ineffective as technology improves and consumers get smarter.That’s why this shift is so fundamental. By creating marketing your best customer will love through valuable, helpful content, you’ll earn respect and trust, people will naturally share your content because they want others to enjoy it, and you’ll attract to customers to you. You earn business – literally.
- Metrics – Imagine social as its own funnel.
- Reach: Social media is a social database – the entire possible number of people you have the opportunity to “touch” at a certain time. Treat this with your same care as your email database. (Note – need new image - this is a product team mockup ) Specific metrics within “REACH” – m/m growth, etc. and why.
- Visits – both HubSpot.com and Blog – how well are you sending traffic to your website via your social posts? This is another way to look at collective “clicks”
- Leads via social channels and individual channels – this is the true ROI of your social efforts.
- Visit to lead rate total and individual channels – this helps you prioritize specifically where you as a business should be spending your time
- Then to drive those main metrics: you can start looking on a per-post basis. Remember, this is all in HubSpot part of HubSpot 3. By looking at a per-post basis, you can start comparing posts to each other to learn what works really well. This shows the number of clicks on your links, the number of CONTACTS that social link drove through that single tweet, facebook post, and what percentage of the contacts you drove were new – and you can see them below.
- So there are a LOT ypu can do to push social, but how can you best spend your time.
- Real-time means there is a world of content and information being shared willingly by individuals, and we have the unique opportunity to try to translate and use it.
- HootSuite, good friends with HubSpot, is a great tool to montior mentions and keywords. First, Keywords are important to find opportunities to talk with potential new prospects and bring them into your funnel.
- If you are a smaller company and just starting out, you may not receive many mentions yet. But they are your opportunities to respond to people talking with you! Pay attention and show that you’re listening – it’s an important way to develop report.
- Create your monitoring schedule – important that you listen, learn, and are prepared to answer your network’s questions when they ask via social. This process shouldn’t become a burden, so splitting up monitoring across multiple people can be helpful. Also, depending of volume of content, you might check in twice a day or even every day on the hour. It depends on your business – but if you don’t start monitoring, you won’t know!
- Often as you are monitoring, you’ll find opportunities to respond to someone and promote an offer 1-1. Tip – add characters to the beginning of your tweet so all your followers see your tweet.
- Contribute content “in real time” but schedule in advance … Value of using TOOLS to help you do this --
- Schedule content across your various channels based on schedule. This is your chance to craft a tweet that best represents your company and is valuable to your readers.
- Keep Balance Within Your Promoted Content – Even when you have a business-focused mindset, make sure to stay natural to the the network. By forcing too businessy content or never “keeping it real” – people will start to disregard your content. Make sure you mix up fun into your marketing so people want to consume it while they’re being “social” online. 10-4-1 rule by Mr. KippBodnar
- Keep Balance Within Your Promoted Content – Even when you have a business-focused mindset, make sure to stay natural to the the network. By forcing too businessy content or never “keeping it real” – people will start to disregard your content. Make sure you mix up fun into your marketing so people want to consume it while they’re being “social” online. 10-4-1 rule by Mr. KippBodnar
- 95K subscribers
- Keep Balance Within Your Promoted Content – Even when you have a business-focused mindset, make sure to stay natural to the the network. By forcing too businessy content or never “keeping it real” – people will start to disregard your content. Make sure you mix up fun into your marketing so people want to consume it while they’re being “social” online. 10-4-1 rule by Mr. KippBodnar
- Keep Balance Within Your Promoted Content – Even when you have a business-focused mindset, make sure to stay natural to the the network. By forcing too businessy content or never “keeping it real” – people will start to disregard your content. Make sure you mix up fun into your marketing so people want to consume it while they’re being “social” online. 10-4-1 rule by Mr. KippBodnar
- Keep Balance Within Your Promoted Content – Even when you have a business-focused mindset, make sure to stay natural to the the network. By forcing too businessy content or never “keeping it real” – people will start to disregard your content. Make sure you mix up fun into your marketing so people want to consume it while they’re being “social” online. 10-4-1 rule by Mr. KippBodnar
- Keep Balance Within Your Promoted Content – Even when you have a business-focused mindset, make sure to stay natural to the the network. By forcing too businessy content or never “keeping it real” – people will start to disregard your content. Make sure you mix up fun into your marketing so people want to consume it while they’re being “social” online. 10-4-1 rule by Mr. KippBodnar