How to Use Twitter to Generate Leads & Sales
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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.
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How to Use Twitter to Generate Leads & Sales
- 1. How to Use Twitter to Generate Leads & Sales AMA NY Capital Region Luncheon January 14, 2009 Rick Burnes HubSpot Marketing Manager Twitter: @rickburnes
- 2. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 2
- 3. What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,000+ customers; 100+ employees 3
- 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6
- 7. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Leads • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 7
- 8. One Way to Feed the Funnel Blogging SEO Twitter Email Pay-Per-Click Website Visitors Twitter Leads Customers 8
- 9. Not Sold on Twitter? Same recipe for success on every social network. 9
- 10. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 10
- 11. What People Publish What I See What IS Twitter?
- 12. It’s Public One person tweets … … anybody can see it. 12
- 13. It’s a Network Flickr: Hljod.Huskona 13
- 14. It’s Real Time Flickr: Thomas Hawk 14
- 15. What Are the Uses? Marketing Customer Listening Service 15
- 16. Is Twitter Like Cotton Candy? Flickr: anitacanita • Colorful • Sticky • No nutritional or business value 16
- 17. No! It’s Like Whole Wheat Bread. Flickr: sierravalleygirl • Healthy • Used widely • A basic part of any diet or marketing mix 17
- 18. A Twitter PR Anecdote Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now Elapsed Time: 50 Minutes
- 19. Twitter Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 19
- 20. Twitter Still at ~4% Growth eMarketer estimates 18 Million total users. 20
- 21. How to Succeed With Twitter Measure & Build a Analyze Network Share Content
- 22. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 22
- 23. Start by Building a Network How do you build an engaged network? 23
- 24. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation 24
- 25. Company Profile? Personal Profile?
- 26. Let Your Brand Shine
- 27. Put a Bio in Your Profile Avg Followers
- 28. Put a Link in Your Profile Avg Followers
- 29. Follow People Updates from the people you follow appear on your homepage.
- 30. Follow People Who Follow You
- 31. How to Find People to Follow twitter.grader.com/search
- 32. See Who Thought-Leaders Follow twitter.com/dmscott
- 33. Create a Company Page twitter.zappos.com/employees
- 34. Follow Your Brand in Conversations
- 35. Engage With Your Network 35
- 37. What Are Twitter Applications? One telephone number, One Twitter handle, many ways to call. many ways to tweet. 37
- 38. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 38
- 39. Share Content With Your Network Content Rule #1: It must be useful/interesting/fun
- 40. Blogging Increases Twitter Reach >75% 40
- 41. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases 41
- 42. A Word of Caution • Don’t Tweet too much about your product. NOBODY CARES. • Create content that’s useful and interesting to your target personas.
- 43. Conversation & Distribution Conversation AND Distribution 43
- 44. Good Content Spreads If you provide interesting content, your network will retweet it. 44
- 45. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 45
- 46. Use Favorites to Save Highlights twitter.com/HubSpot/favourites
- 47. Agenda I. About HubSpot & Inbound Marketing II. What is Twitter and Why Should I Use It? III. Building a Twitter Network IV. Sharing Content & Driving Traffic V. Twitter Measurement & ROI 47
- 48. Follower Count • A measure of your raw distribution power
- 49. @replies • A measure of community engagement & branding • On your profile or via search.twitter.com
- 50. Twitter Grader • Inputs include followers, influence, follower influence and patterns of use
- 51. Measure the Impact on Your Funnel Website Visitors Customers 51
- 52. How to Track Your Funnel Track visitors. Track leads. Track customers. 52
- 53. Track Conversions Traffic to HubSpot.com Selected Channels 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% 53
- 56. Too Many Pieces to Put Together! d.j.k. on flickr 56
- 57. HubSpot Puts the Pieces Together 57
- 58. 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