Presentation from the National Small Food Manufacturer's Conference in Omaha, Nebraska. Presented by Ellie Mirman on May 21, 2010.

1. Social Media Marketing
to Grow Your Business
National Small Food Manufacturers’ Conference
Ellie Mirman
Inbound Marketing Manager, HubSpot
Twitter: @ellieeille

2. Marketing is Changing
has changed
Flickr: globetrotter
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3. Traditional Marketing (Outbound)
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4. Marketing Today (Inbound)
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5. Inbound Marketing is a Methodology

6. Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee

7. Inbound Gives Leverage

8. Inbound Marketing is More Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

9. Inbound Marketing is More Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

10. Why It’s Cheaper

11. Social Media
is Not a Toy
Flickr: therussiansarehere

12. Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured • Highly measurable
• Small scale • Massive scale
• No business impact • Major driver of leads, sales
• But lots of fun • Still fun
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13. Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

14. Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

15. It Can Be Overwhelming
Flickr: mmmonica
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16. Take It Step By Step
Flickr:travelingtribe
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17. You Already Have the Skills
You Just Do It Offline
• Meeting people
• Building
relationships
• Asking questions
• Answering questions
• Building trust
• Building a reputation
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18. How to Get Started
Listen
Share Your Content
Listen More
Build Relationships
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19. Listen > Share > Measure
Listen to
• Customers
• Prospects
• Competitors
• Thought leaders
Places to listen
• Search.Twitter.com
• Twitter.Grader.com
• Google.com/blogsearch
• Technorati.com

20. RSS Simplifies Reading & Monitoring
Your Industry
Blogs

21. Listen > Share > Measure
Conversation
AND
Distribution

22. Good Content Spreads

23. Good Content Engages

24. Good Content Brings Subscribers
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

25. On Twitter, B2B Gets More From Blog
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

26. What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
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27. Target Content to Your Personas
No one cares about your
products or services, except you.

28. Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Shoot videos at events
• Interview customers for your
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann

29. Blog as Home Base

30. Case Study: Palomar Technologies
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31. Case Study: Indium Corporation
Developer, manufacturer, supplier of
specialty alloys, solders, & thermal
interface materials
Dozens of blogs & bloggers
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32. Case Study: Vovici
• SEO
• Blog
• Social Media
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33. The Results
400+% increase in qualified traffic
“We find Twitter has been a great driver
of traffic to the blog, and also another
great driver of awareness for us.”
1,000+% increase in
blog subscribers
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34. Listen > Share > Measure
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35. Avoid Paralysis by Analysis
• Don’t measure
everything.
• Simple is better
than complicated.
• Focus on 3-5
metrics.
Flickr: ssh

36. Measure Your Total Reach
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37. Traffic

38. Leads

39. Sales

40. …By Channel or Source
Visitors Leads Sales
SEO
Social
Media

41. Free WebsiteGrader Report

42. Thank You!
Ellie Mirman
Twitter: @ellieeille
Blog: www.elliemirman.com
HubSpot:
Website: www.HubSpot.com
Blog: http://Blog.HubSpot.com
Grader: http://Grader.com
Presentation Slides: http://SlideShare.net/HubSpot
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