Facebook for business_hub_spot_nov2008

1. How to Use Facebook for Business Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @mvolpe Twitter: @ellieeille

2. How to Participate on Twitter Step One 1. Login to your Twitter account g y 2. Comment and ask questions including the hashtag “#hubspot”

3. How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot”

4. Agenda • What is Facebook & Why is it Important? • How to Get Started • How to Create Your Business Page • 5 Tips for Promoting Your Business • What to Measure & How

5. Outbound Marketing 800-555-1234 Annoying Salesperson

6. Inbound Marketing Blog g SEO Social Media

7. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission

8. What is Facebook?

9. Why You Should Care • Over 120 million active users • Adding 250,000 new users each day since Jan 07 Addi 250 000 hd i J 07 • 4th most trafficked website • Most trafficked social media site • Top Social Search Engine p g • More than 55,000 networks • More than half are outside of college & fastest More than half are outside of college & fastest growing demographic is 25 years or older

10. “I’m 48. I don t understand I m 48 don’t this Social Media stuff.” • Similar to a business Similar to a business cocktail reception • Without constraints of time or space of time or space

11. Business Cocktail Party Advice • M t Meet people and start conversations l d t t ti • Answer questions – help others • Ask questions – trust others’ advice

12. Social Media = Cocktail Party • Become a real member of the community Become a real member of the community • Add al e to the comm nit Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily

14. How to Get Started

15. Business vs. Personal Accounts • Business accounts are limited to managing y your Business Page g and Advertising • Add personality and Add personality and humanize your brand

16. Build Your Personal Profile • Photo • Work / edu info • Networks • Interests, photos, etc. • Applications

17. Privacy

18. Personal Profile – What Not To Do Profiles are for people, not companies.

19. Connect with Friends • Friends need to be requested and t d d mutually accepted • Friend Finder • Search – Classmates, Coworkers, Names

21. Create a Business Page http://www.facebook.com/pages/create.php Note: You must be logged in to create a Page. Note You must be logged in to create a Page

22. Build Your Business Page Company ABC Company ABC

23. Publish Your Page Company ABC

24. Become a “Fan” Company ABC

26. Tip #1: Create an Engaging Page • Events • Videos • Discussions iscussions • Photos • Blog Articles Blog Articles

27. Tip #2: Leverage the Viral Nature of p g Facebook – News Feed • News Feed shows News Feed shows updates on your and your friends’ activity • First thing you see when you log in • Your updates show on Your updates show on your profile “Wall” • Allow users to engage with you – each activity is shared with their network

28. Tip #3: Draw on Your Network • Email your opt‐in mailing list • Include link in your email signature • Blog about your Facebook Page Blog about your Facebook Page • P t li k b d Post a link or badge on your website or blog b it bl

29. Tip #4: Optimize for Search • Facebook Search • Public Search • Based on # Fans • Check your settings

30. Tip #5: Advertise on Facebook http://www.facebook.com/advertising/ // / / Note: You must be logged in to create an ad

31. What Do You Want to Advertise? • Advertise a website or something on Facebook (Page, Group, or Event you manage) (Page Group or Event you manage)

32. Create Your Ad

33. Target Your Audience • Target by Location, Gender, Age, Keywords, etc. Count updates automatically

34. Set Your Budget • Choose Pay Per Click or Pay Per View • Cli k Th Click Through Rate on Facebook is LOW! Go PPC hR t F b k i LOW! G PPC

36. Friends, Fans, Activity

37. Facebook Ad CTR, Traffic, Cost

38. Organic Traffic & Ad Traffic

39. Traffic, Leads, Customers 350 30 300 25 2 250 20 200 Traffic 15 150 Leads Customers C 10 100 50 5 0 0 January February March

40. Thank You! Learn more about HubSpot: http://www.hubspot.com/demo p // p / Become a Fan: http://facebook.hubspot.com Join Marketers: http://facebook.promarketers.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille

41. HubSpot Inbound Marketing System

42. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM

43. Getting Found: On-Page SEO Keyword Grader • Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements

44. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of h tt k d t f

45. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it

46. Getting Found: Blogosphere Blogging • Enable easy, natural process to consistently update content on your site, achieve more frequent search engine crawls, and improve authority h • Develop an audience of email and RSS subscribers • Attract more inbound links (“link Attract more inbound links ( link bait”) • Write keyword rich content to attract more high conversion rate traffic

47. Track Your Competitors

48. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, information submitted via web i f i b i d i b forms created) • Increase close rate through improved lead quality improved lead quality

49. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize your efforts and allocate your time and money towards the programs that generate the most leads and sales generate the most leads and sales for your business

50. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your data b d d

51. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on p p HubSpot's products and methodologies • Consulting sessions focus on these topics based on the specific needs of topics based on the specific needs of the client

52. HubSpot Training Materials and Resources

53. Thank You! Learn more about HubSpot: http://www.hubspot.com/demo p // p / Become a Fan: http://facebook.hubspot.com Join Marketers: http://facebook.promarketers.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille

54. Additional Blog Articles • http://blog.hubspot.com/blog/tabid/6307/bid/27 78/Now‐Any‐Business‐Can‐Tap‐53‐Million‐ Facebook‐Users‐For‐Free.aspx • http //blo h bspot com/blo /tabid/6307/bid/43 http://blog.hubspot.com/blog/tabid/6307/bid/43 85/How‐to‐Use‐Facebook‐to‐Get‐a‐99‐Discount‐ on‐Traditional‐B‐to‐B‐Advertising.aspx on Traditional B to B Advertising aspx • http://blog.hubspot.com/blog/tabid/6307/bid/42 48/Social‐Networks‐Business‐or‐Pleasure.aspx /

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