Slides for a talk by Rick Burnes on Sept. 18, 2009 for the New England Direct Marketing Association. The Talk covered ways to use content and social media to generate traffic and leads for your business.

1. 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

2. Agenda
I. About HubSpot & Inbound Marketing
II. Content
III. Social Media
IV. How to Measure It

3. What’s HubSpot?
• Founded in July 2006 from research at MIT
• Cambridge, MA
• 1600+ customers, 95+ employees
3

4. Traditional Marketing (Outbound)
4

5. Marketing Today (Inbound)
5

6. How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
6
6

7. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
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8. Why It’s Cheaper

9. Build an Asset
Flick Photo: Thomas Hawk

10. Agenda
I. Inbound vs. Outbound Marketing
II. Content
III. Social Media
IV. How to Measure It

11. A Nice-Looking Restaurant Site

12. Another Nice-Looking Restaurant Site
What’s the difference?

13. Blog = Better SEO, More Traffic
Website Google Monthly Unique
Grade Indexed Visitors
Pages
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com

14. How Many Tickets Do You Have?

15. More Indexed Pages
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16. More Visitors
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17. 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 & PR
www.webinknow.com

18. Content Attracts the Right People
Neil Diamond
Flick Photo: Marciela

19. 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

20. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

21. 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

22. Agenda
I. About HubSpot & Inbound Marketing
II. Content
III. Social Media
IV. How to Measure It

23. Social Media? No Time for That Nonsense!

24. 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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25. PR, Social-Media Style
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

26. PR, Social-Media Style
Elapsed Time:
50 Minutes

27. Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
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28. How to Get Started
Listen
Share Your Content
Listen More
Build Relationships

29. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
• Twitter.grader.com
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30. Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions

31. Distribute Your Content
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32. Conversation & Distribution
Conversation
AND
Distribution
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33. Good Content Spreads
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34. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
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35. Agenda
I. About HubSpot & Inbound Marketing
II. Content
III. Social Media
IV. How to Measure It

36. Assess Search Engine Optimization

37. Track Blog Subscribers

38. What Should You Measure?
SEO Content Social Media
Measure
Measure
Measure
Visitors
Measure
Measure Leads
Measure
Customers
Measure

39. How to Track Your Funnel
Track visitors. Track leads. Track customers.

40. Track Conversions
Traffic to HubSpot.com
Selected Channels
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%

41. Final Thoughts …
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42. Build Leverage
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43. The Challenge: Pulling the Pieces Together
d.j.k. on flickr
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44. 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