How to Improve Lead Generation Using the Social Media Advancements in 2012

Rebecca Corliss Head Social Media and Content HubSpot

Rebecca Corliss

Head of Social Media and Content at HubSpot

@repcor

WHAT IS INBOUND

1

Inbound marketing is a

fundamental shift in how we relate

to potential customers

RECYCLE/TRASH SAY ‘DO NOT CALL’

SKIP ADS

UNSUBSCRIBE

PUSH PAID RENT

INTERRUPT INVENTORY

Email

VS.

7

PULL EARNED

OWN ATTRACT ASSET

1Tweet Form Landing Page Lead

Like CTA Blog Post

Landing Page

Post CTA Product Page

Landing Page

Social to Lead Process

1Tweet Form Landing Page Lead

Like CTA Blog Post

Landing Page

Post CTA Product Page

Landing Page

Gut Check: Will they LOVE it?

Social Post Blog Article

CTA

Landing Page

Step-by-Step Example

A WORLD OF VISUALS

2

SOCIAL USERS SHIFTED FOCUS TO VISUAL CONTENT.

Pinterest Boards

Direct to Shopping Experience

Pinterest for B2B

Twitter Designs

LinkedIn Company Pages

And a New Toy …

Using Vine for Marketing

HubSpot’s Test: Vine #inboundchat

Designers are the marketers of the future.

Be prepared to change your content strategy.

Visuals will increase shares and likes.

SOCIAL ADS

3

NEW SOCIAL ADS HELPED US BE RELEVANT PROMOTOTERS.

Target Topics vs. People

New Facebook Promoted Post

Out-Performs Sponsored Story

Natural Within Content Streams

New Options to Promote Reach

Best Used to Promote Content

Amplify content to interested users.

Use ad-driven reach to support natural reach.

Begging never works. Focus on value.

SOCIAL AND SEARCH

4

SOCIAL BROUGHT RELEVANCE AND A NEW FORM OF AUTHORITY TO SEARCH.

Migrating Away from Search Rank

Google+ Info in Search Results

Social Adds Utility and Relevance

Google+ Blog Author Profiles

Track Individuals’ Contributions

Google+ Competition

Your personal reputation is your search authority.

Use social reach to compete in search.

Focus on increasing utility, not rank.

PUTTING IT TOGETHER

5

STEP 1: BUILD OR IMPROVE YOUR VISUAL CONTENT STRATEGY.

STEP 2: USE RELEVANT ADS TO AMPLIFY YOUR REACH AND CONTENT.

STEP 3: USE SOCIAL TO FUEL YOUR SEARCH PERFORMANCE OPPORTUNITIES.

THANK YOU

Rebecca Corliss @repcor