How to Use Social Media to Get Found

How businesses can use blogs and social media to drive leads and sales.

Rick Burnes

Twitter: @rickburnes

September 18, 2009

Agenda

I. About HubSpot & Inbound Marketing

II. Content

III. Social Media

IV. How to Measure It

What’s HubSpot?

• Founded in July 2006 from research at MIT

• Cambridge, MA

• 1600+ customers, 95+ employees

3

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

66

What Is Inbound Marketing?

Get Found

• Publish

• Promote

• Optimize

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

Website Visitors

7

Leads

• SEO

• Analytics

Convert

• Test

• Target

• Nurture

Customers

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Why It’s Cheaper

Build an Asset

Flick Photo: Thomas Hawk

Agenda

I. Inbound vs. Outbound Marketing

II. Content

III. Social Media

IV. How to Measure It

A Nice-Looking Restaurant Site

Another Nice-Looking Restaurant Site

What’s the difference?

Blog = Better SEO, More Traffic

Website

Grade

Google

Indexed

Pages

Monthly Unique

Visitors

www.craigieonmain.com 56 99 6,000

www.greenstreetgrill.com 25 8 2,200

Data from website.grader.com and compete.com

How Many Tickets Do You Have?

More Indexed Pages

15

More Visitors

16

What Kind of Content?

“The kind of online content

that your buyers naturally

gravitate to.”

- David Meerman Scott

Author of The New Rules of

Marketing & PRMarketing & PR

www.webinknow.com

Content Attracts the Right People

Neil Diamond Neil Diamond

Flick Photo: Marciela

A Word of Caution

• Business content DOES NOT mean

content about the products and

services you sell

• Create content that’s useful and

interesting to your target personas

What Content Channels Are Best?

• Blog

• Podcast

• Videos

• Photos

• Presentations• Presentations

• eBooks

• News Releases

Get Into the Content Mindset

• Make emails into blog posts

• Turn forum posts into blog

posts

• Shoot videos at events

• Interview customers for your • Interview customers for your

blog

• Repurpose company data for

public reports

• Share lessons you learn

Flick Photo: Cindiann

Agenda

I. About HubSpot & Inbound Marketing

II. Content

III. Social Media

IV. How to Measure It

Social Media? No Time for That Nonsense!

Social Media Is Now a Staple

24

• Unmeasured

• Small scale

• No business impact

• But lots of fun

• Highly measurable

• Massive scale

• Major driver of leads, sales

• Still fun

Flickr: anitacanita Flickr: sierravalleygirl

PR, Social-Media Style

Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

408 555-1234?

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

I will call you right now

PR, Social-Media Style

Elapsed Time:

50 Minutes

Social Media Drives Real Traffic

HubSpot Blog Referrals (Q1 & Q2 2009)

27

>15% Social Media; 22.9% Google

How to Get Started

Listen

Listen More

Build Relationships

Share Your Content

What Are They Saying About You?

Places to listen• Search.Twitter.com

• google.com/blogsearch

• Technorati.com

• Existing blogs• Existing blogs

• Industry Twitterers

• Twitter.grader.com

29

Participate in Q&A

• Facebook

Discussions

• Yahoo! Answers

• LinkedIn Q&A • LinkedIn Q&A

and Discussions

Distribute Your Content

31

Conversation & Distribution

Conversation

32

Conversation

Distribution

AND

Good Content Spreads

33

What Gets Shared?

Rarely

Shared

Frequently

Shared

34

• Product info

• Free trials

• Software documentation

• New data

• Funny videos

• Top-notch blog posts

Agenda

I. About HubSpot & Inbound Marketing

II. Content

III. Social Media

IV. How to Measure It

Assess Search Engine Optimization

Track Blog Subscribers

What Should You Measure?

Visitors

Content Social MediaSEO

Measure

Measure

Measure

Leads

Customers

Measure

Measure

Measure

Measure

How to Track Your Funnel

Track visitors. Track leads. Track customers.

Track Conversions

Traffic to HubSpot.com

Visitors Leads Conversion Customers Net Conversion

Twitter 3,289 554 17% 12 0.4%

Techcrunch 504 75 15% 6 1.2%

ZDnet 511 28 5% 1 0.2%

Selected Channels

Final Thoughts …

41

Build Leverage

42

The Challenge: Pulling the Pieces Together

43

d.j.k. on flickr

Thank You!

Sign up for a free trial of HubSpot:

www.hubspot.com/free-trial/

Connect with me:

LinkedIn: www.linkedin.com/in/rickburnes

Twitter: www.twitter.com/rickburnes