Attracting the Right Traffic & Generating Leads

Agenda

Attracting the Right Traffic & Generating Leads

• 5:45 – What is Business Blogging & Why It’s Important for Your Business

• 6:00 – Organization of Keyword Planning & Persona-Driven Content

• 6:15 – Importance of Social Media with HubSpot’s Karin Robinson

• 6:45 – Q & A

– Patrick Biddiscombe

– Sam Winchell

– Karin Robinson

Business Blogging

Business Blogging is all about online visibility. The

goal of blogging is to help you rank on search engines

and attract quality leads for your business.

Business blogging fuels your lead generation and

customer engagement.

Lifecycle Stages

What is your business’s most

valuable asset ?

VS.

B2C companies that blog get

88% more leads/month than

those who don’t

B2B companies that blog get

67% more leads/month than

those who don’t

Lead Trends

Business Blogging

Every time you publish a blog

post and create a new web

page, you create one more

opportunity for your blog to

rank in search and appear for

the queries people are

entering into search engines

Should You Have One or

Multiple Blogs ?

Next Generation Blogs: PubHub

• Persona Driven Architecture

• Visibility of Content Across all

• Segments and Content Types

• Stand Alone Navigation

• Conversion Path’s for Decision

Maker & Champions

• Calls-To-Action

• RSS Subscriptions by Persona

Why should you care about

search ?

Keywords

Key Terms For Your Buyer Persona

• Indicators from your personas

• Competitors

• Keyword Tools

On-Page SEO

On-Page Optimization For

Your Key Terms

• Title Tag

• URL

• Header <H1, H2, H3, etc.> Tag

• Image Alt Tag

• Page Content

• Meta Description

Keep in mind, you should always

be optimizing for your persona.

Your persona is not a word.

They are a human being.

Inbound (Link Building)

• Blogging

• Social Media

• E-mail

SEO for Inbound

Integrate

Set Goals

Optimize

Repeat

Track Efforts

Attracting the Right Traffic & Generating Leads Through Social Media

Karin Robinson

AGENDA

1 Attract more leads with social media

2 Integrating social into your inbound strategy

3 Amplifying your content with social media

4 How to engage the right people in the right ways

5 Social engagement best practices

6 How HubSpot leverages social media

7 Using Social Inbox for lead generation &

conversion

1 Attract More Leads with

Social Media

84% of B2B

marketers use social

media in some form.

Companies that use

Twitter average 200%

more leads than

those that don’t.

65% of B2B

companies have

acquired a customer

through LinkedIn.

2 Integrating Social Media

into Your Inbound Strategy

Social is best used as one piece of your overall inbound puzzle.

Social media can be used to:

Attract strangers and turn them into visitors

Amplify your content and grow awareness

Engage with your audience to answer questions, collect

user generated content, or get feedback

Convert visitors into leads

Nurture leads and turn them into customers (close)

Delight current customers with excellent support

3 Amplifying Your Content

With Social Media

Schedule the same post again and again (but position it differently)

Use images on Twitter!

VS.

On average, tweets with images vs. those with no images have a:

• 36% increase in clicks

• 41% increase in retweets

• 48% increase in favorites

• 31% increase in visits

• 33% increase in visitor-to-lead conversion rate

• 55% increase in leads

Just make sure you optimize! (876 X 438 pixels works best)

4 How to Engage the Right

People in the Right Ways

Setting up streams in Social Inbox

How to find the right people:

See all @ mentions of your brand to identify which

people are leads, customers, or not in your contacts

database

Set up a stream mentioning you + your competitors

Set up a stream with sales trigger keywords

Use contact lists to nurture people who are further down

the funnel (pull in your email nurturing lists)

Exclude “via” so you won’t get a flood of tweets from a

tweet button

How to engage those people:

Leverage context – be the brand who reaches out to the

right person, with the right message, at the right time.

5 Social Engagement Best

Practices

What to do:

Share helpful industry-related content

Always use context to guide the conversation

Make sure your messaging and imagery aligns with

your buyer personas

Reply to suggestions, questions, and concerns with

empathy and in a timely manner

Have a personality

Surprise and delight

What NOT to do:

Don’t be too pushy or salesy – people want to receive

helpful information at a time in which they need it, not

be sold to

Don’t get defensive in your reply – always try to

understand where the person is coming from and come

up with a solution together

Never ignore a complaint – If you do, the

person/complaint will come back to haunt you

6 How HubSpot Leverages

Social Media

7 Using Social Inbox for Lead

Generation & Conversion

Sort by clicks to see which messaging was most attractive:

… and do it again!

Use Sources to see how many leads you’ve generated:

Use campaign tokens to A/B test your social messages:

QUESTIONS?

Thank you!