social media integration tips
Post on 12-May-2015
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TIPS FOR
SOCIAL MEDIA INTEGRATION
Mike Volpe @mvolpe
I‟m Mike Volpe. Nice to meet you. @mvolpe
700,000 Inbound Leads
120,000 Twitter
Followers
Top 10 Blog
5,000 Customers
3.7 million Free
Users 1,500,000 Slideshare
Views CMO @ HubSpot
Marketing Problem / Marketing Solution
Tips for Integrating Social Media
Hiring for Inbound Marketing
1
2
3
Agenda
MARKETING PROBLEM / MARKETING SOLUTION
1
We All Have an Addiction
Lazy Marketers Rely
on Advertising Buys
IT IS TIME TO RETHINK MARKETING
Inbound
marketing is a fundamental shift in how we relate to
potential customers
RECYCLE/TRASH
SAY „DO NOT CALL‟
SKIP ADS
UNSUBSCRIBE
STOP PUSHING advertising messages in the hopes that one will get through.
START ATTRACTING leads through relevant, useful, easy-to-find
content when they need it.
STOP FORCING leads through your decision process.
START RESPONDING to how they make
decisions.
Readiness
to buy…
PUSH
PAID
RENT
INTERRUPT
INVENTORY
VS.
PULL
EARNED
OWN
ATTRACT
ASSET
Make
marketing people love
$
$
Inbound Marketing
16
Social Media
Marketing
Search Engine
Marketing
Content
Marketing
Conversion Marketing
Lead Nurturing
Sales Support
VS.
VS.
Building Marketing Assets
Paid Marketing Inbound Marketing
Leads
from this
Month
Leads
from Past
Marketing
Cost
this
Month
Leads
from this
Month
Leads
from Past
Marketing
Cost
this
Month
Month 1 50 0 $1,000 10 0 $1,000
Month 2 50 0 $1,000 10 10 $1,000
Month 3 50 0 $1,000 10 20 $1,000
Month 4 50 0 $1,000 10 30 $1,000
… … … … … …
Month 24 50 0 $1,000 10 230 $1,000
Two Year
Total 1,200 $24,000 2,760 $24,000
Paid Marketing vs. Inbound Marketing
Social Media
is Only
One Piece
Bring All the Pieces Together
Social Media
Marketing
Search Engine
Marketing Content
Marketing
Conversion Marketing
Lead Nurturing
Sales Support
TIPS FOR INTEGRATING SOCIAL MEDIA
2
SEO + SOCIAL
Context Authority +
Prostho-dontist
Cosmetic Dentist
3
2
On-Page SEO Essentials
Page Title 1
Headings
& Content
Description
Authority is
determined
by links
Source: SEOMoz.org
7 Links =
Top 15% of all web pages
Blogs attract
97% more links
Most
Linked-To
Words
Where is Search Going?
Where is search going?
Context Link
Authority + Social Proof +
The “Like” is
replacing
the “Link”
LEAD GEN + SOCIAL
% Companies Acquiring
Customers via Social Channels
57% 48% 57% 42%
Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Content Makes You Interesting
Image credit: netzkobold
BRAND + SOCIAL
Brand Building 1.0
Hire an
agency
Your brand
comes out, all
perfect (and
sterile).
Flickr: jamesjyu
Brand Building
1.0
A Brand is What People Say It Is
Flickr: chelmsfordpubliclibrary
Your brand is what your customers
say it is.
Grow your brand by
cultivation, not control.
Promote All Feedback
http://www.microsoft.com/windows/social/
Promote All Feedback
www.ShowUsYourPizza.com
http://twitter.com/meaghano/status/1767991757
http://twitter.com/JetBlue/status/1768096120
RESEARCH + SOCIAL
Focus groups are
dead.
Observe customers in their native
environment.
HIRING FOR INBOUND MARKETING
3
The Press Release Hire
Push
Rent
Interrupt
Outbound
57
70% of my team had under 12 months
experience in “marketing” when hired.
GSD
Sharp
D
A
R
C
Digital
Analytical
Reach
Content Creator
D A R C : Analytical
D A R C : Reach
D A R C : Content
Organizing the New Marketing Team
Marketing
TOFU Team
Blogs
Videos
Webinars
Presentations
Promotion of Free Tools
MOFU Team
Lead Nurturing
Lead Scoring
Landing Page
Optimization
Paid Lead Generation
Dev Team
Free Tools
Internal Tools
Product Marketing
Sales Support & Training
Demo Videos
Product Info
We have lots to think
about.
Advice for the road ahead…
Commit
to the new
inbound
strategy.
Don’t dip your
toe in the water.
Jump in ALL THE WAY.
Mike Volpe
Twitter.com/mvolpe Facebook.com/mvolpe
Linkedin.com/in/mikevolpe mvolpe@HubSpot.com
www.HubSpot.com
THANK YOU
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