how to use twitter to generate leads & sales
DESCRIPTION
A presentation to the Albany, NY chapter of the American Marketing Association on using Twitter to generation leads and sales for you business. Presented in Albany on 1/14/10.TRANSCRIPT
How to Use Twitter to Generate Leads &
SalesAMA 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?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?
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
• Lead Intelligence
• Lead Mgmt
• Analytics
One Way to Feed the Funnel
Blogging SEO Email Pay-Per-ClickTwitter
Website Visitors
8
Leads
Customers
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?Use It?
III. Building a Twitter Network
IV.Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
10
What IS Twitter?W
hat I S
ee
What P
eople
Publis
h
It’s Public
One person tweets … … anybody can see it.
12
It’s a Network
13
Flickr: Hljod.Huskona
It’s Real Time
14
Flickr: Thomas Hawk
What Are the Uses?
Marketing
15
Customer Service
Listening
Is Twitter Like Cotton Candy?
16
• Colorful
• Sticky
• No nutritional or business value
Flickr: anitacanita
No! It’s Like Whole Wheat Bread.
17
• Healthy
• Used widely
• A basic part of any diet or marketing mix
Flickr: sierravalleygirl
A Twitter PR Anecdote
I will call you right now
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
Elapsed Time:
50 Minutes
Twitter Drives Leads
HubSpot Social Media Leads
19
Twitter is largest category, at >40% of HubSpot’s total social media leads.
Twitter Still at ~4% Growth
20
eMarketer estimates 18 Million total users.
How to Succeed With Twitter
Build a
Network
Measure & Analyze
Share Content
Agenda
I. About HubSpot & Inbound Marketing
II. What is Twitter and Why Should I Use It?Use It?
III. Building a Twitter Network
IV.Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
22
Start by Building a Network
23
How do you build an engaged network?
You Already Have the Skills
You Just Do It Offline
• Meeting people
• Building relationships
• Asking questions
• Answering questions
24
• Answering questions
• Building trust
• Building a reputation
Company Profile? Personal Profile?
Let Your Brand Shine
Put a Bio in Your Profile
Avg F
ollo
wers
Avg F
ollo
wers
Put a Link in Your Profile
Avg F
ollo
wers
Avg F
ollo
wers
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?
37
One telephone number,
many ways to call.
One Twitter handle,
many ways to tweet.
Agenda
I. About HubSpot & Inbound Marketing
II. What is Twitter and Why Should I Use It?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• Photos
• Presentations
• eBooks
• News Releases
41
A Word of Caution
• Don’t Tweet too much
about your product.
NOBODY CARES.
• Create content that’s • Create content that’s
useful and interesting to
your target personas.
Conversation & Distribution
Conversation
43
Conversation
Distribution
AND
Good Content Spreads
44
If you provide interesting content,
your network will retweet it.
What Gets Shared?
Rarely
Shared
Frequently
Shared
45
• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
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?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
51
Customers
How to Track Your Funnel
Track visitors. Track leads. Track customers.
52
Track Conversions
Traffic to HubSpot.com
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%
Selected Channels
53
Final Thoughts …
54
Build Leverage
55
Too Many Pieces to Put Together!
56
d.j.k. on flickr
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