A presentation to the Albany, NY chapter of the American Marketing Association on using Twitter to generation leads and sales for you business. Presented in Albany on 1/14/10.
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How to Use Twitter to Generate Leads & Sales
1. How to Use Twitter to Generate Leads &
Sales
AMA NY Capital Region Luncheon
January 14, 2009
Rick Burnes
HubSpot Marketing Manager
Twitter: @rickburnes
2. Agenda
I. About HubSpot & Inbound
Marketing
II. What is Twitter and Why Should I
Use It?
III. Building a Twitter Network
IV. Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
2
3. What’s HubSpot?
• Founded in July 2006; grew out of research at MIT
• Sells inbound marketing software
• 2,000+ customers; 100+ employees
3
6. How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
6
7. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Leads • Analytics
Convert Convert
• Test • Offers / CTAs
• Landing Pages
• Target
• Email
• Nurture • Lead Intelligence
• Lead Mgmt
• Analytics
Customers
7
8. One Way to Feed the Funnel
Blogging SEO Twitter Email Pay-Per-Click
Website Visitors
Twitter
Leads
Customers
8
9. Not Sold on Twitter?
Same recipe for success on every social network.
9
10. Agenda
I. About HubSpot & Inbound
Marketing
II. What is Twitter and Why Should I
Use It?
III. Building a Twitter Network
IV. Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
10
15. What Are the Uses?
Marketing
Customer
Listening
Service
15
16. Is Twitter Like Cotton Candy?
Flickr: anitacanita
• Colorful
• Sticky
• No nutritional or business value
16
17. No! It’s Like Whole Wheat Bread.
Flickr: sierravalleygirl
• Healthy
• Used widely
• A basic part of any diet or marketing mix
17
18. A Twitter PR Anecdote
Need to urgently speak with a business that is very
actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
408 555-1234?
I will call you right now
Elapsed Time:
50 Minutes
19. Twitter Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
19
20. Twitter Still at ~4% Growth
eMarketer estimates 18 Million total users.
20
21. How to Succeed With Twitter
Measure & Build a
Analyze Network
Share
Content
22. Agenda
I. About HubSpot & Inbound
Marketing
II. What is Twitter and Why Should I
Use It?
III. Building a Twitter Network
IV. Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
22
24. You Already Have the Skills
You Just Do It Offline
• Meeting people
• Building
relationships
• Asking questions
• Answering questions
• Building trust
• Building a reputation
24
37. What Are Twitter Applications?
One telephone number, One Twitter handle,
many ways to call. many ways to tweet.
37
38. Agenda
I. About HubSpot & Inbound
Marketing
II. What is Twitter and Why Should I
Use It?
III. Building a Twitter Network
IV. Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
38
39. Share Content With Your Network
Content Rule #1: It must be useful/interesting/fun
47. Agenda
I. About HubSpot & Inbound
Marketing
II. What is Twitter and Why Should I
Use It?
III. Building a Twitter Network
IV. Sharing Content & Driving Traffic
V. Twitter Measurement & ROI
47
48. Follower Count
• A measure of your raw distribution power
49. @replies
• A measure of community engagement & branding
• On your profile or via search.twitter.com
50. Twitter Grader
• Inputs include followers, influence, follower influence
and patterns of use
58. Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes