ellie mirman
TRANSCRIPT
@ellieeille
elliemirman
The Role of Social Media in Lead Generation
Ellie Mirman | Hubspot
THE ROLE OF SOCIAL MEDIA IN LEAD GENERATION
Ellie MirmanInbound Marketer & Customer Researcher, HubSpotTwitter: @ellieeille
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 blogsor social media
Both B2B & B2C companies
say they acquired a customer
from blogsor social media
The Role of Social Mediain Lead Generation Funnel
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
Website Visitors
Sales
Leads
TOFUFill the top of the funnel
Get Ideas for Content
Create content your personas want
Find Prospects
Expand Reach of Content
Encourage Sharing
MOFUConvert in the middle of the funnel
Capture Leads
Identify Hot Leads
Get Lead Intel
AnalyzeMeasure the funnel
Visitors Leads Sales
SEO
SocialMedia
Analyze conversion rates by channel
Compare social media channels
Measure total reach
A few tipsTo leave you with
Know your goal.
Think like a publisher.
Experiment.
Learn, rinse, repeat.
Case Studies
Case Study: Palomar Technologies
43
Case Study: Indium Corporation
44
Developer, manufacturer, supplier of specialty alloys, solders, & thermal
interface materials
Dozens of blogs & bloggers
Case Study: Vovici• SEO
• Blog
• Social Media
45
The Results
46
400+% increase in qualified traffic
1,000+% increase in blog subscribers
“We find Twitter has been a great driver of traffic to the blog, and also another great driver of awareness for us.”
THANK YOU
Ellie MirmanTwitter: @ellieeille
HubSpot:Website: www.HubSpot.comBlog: http://Blog.HubSpot.comGrader: http://Grader.com