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The Role of Social Media in Lead Generation
       Ellie Mirman
       Product Marketing Manager, HubSpot

       Twitter: @ellieeille
The Role of Social Media in Lead Generation - Social Crush
The Role of Social Media in Lead Generation - Social Crush
The Role of Social Media in Lead Generation - Social Crush
Social Media is Just
One Piece of the Puzzle
Social media is
           not magic.
Joining Facebook, Twitter, or LinkedIn
                will not revolutionize
     your company or your marketing.
You still need to:

    • Identify your audience
    • Get them to notice you
    • Create value for them
    • Sell something to them
    • Keep them happy



None of this has changed.
Social media is one tool,
used best as part of a balanced
inbound marketing strategy.
79% more
    followers for companies
         that combine a blog
            with social media
97% more links
        (for better rankings)
               for companies
          that combine SEO
           with social media
Social media generates
business results
46% businesses
                    say they
       acquired a customer
                 from blogs
            or social media
Both B2B & B2C companies

                      say they
         acquired a customer
                   from blogs
              or social media
The Role of Social Media
in Lead Generation Funnel
Website Visitors




        TOFU
(Top of the Funnel)
                                Leads

                                         MOFU
                                         (Middle of the Funnel)



                                         Sales
TOFU
Fill the top of the funnel
Get Ideas for Content
Create content your personas want
Find Prospects
Expand Reach of Content
The Role of Social Media in Lead Generation - Social Crush
Encourage Sharing
The Role of Social Media in Lead Generation - Social Crush
MOFU
Convert in the middle
of the funnel
Capture Leads
The Role of Social Media in Lead Generation - Social Crush
Identify Hot Leads
Get Lead Intel
The Role of Social Media in Lead Generation - Social Crush
Analyze
Measure the funnel
Analyze conversion rates by channel
         Visitors   Leads     Sales

SEO


Social
Media
Compare social media channels
Measure total reach
A few tips
To leave you with
Know your goal.
Think like a publisher.
Experiment.
Learn, rinse, repeat.
The Role of Social Media in Lead Generation - Social Crush
Case Studies
Case Study: Palomar Technologies




41
Case Study: Indium Corporation
                                  Developer, manufacturer, supplier of
                                   specialty alloys, solders, & thermal
                                           interface materials




     Dozens of blogs & bloggers

42
Case Study: Vovici

                      • SEO
                      • Blog

                      • Social Media




43
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



44
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
45

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The Role of Social Media in Lead Generation - Social Crush