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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
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
