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
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!