Embed Size (px)
Citation preview
Today’s webinar will begin shortly
Please note there are TWO ways to hear the audio portion of this webcast:
Via TelephoneUse Dial In Information listed in the Go
To Webinar Console
Streaming Audio through Your Computer’s
Speakers1 2
HubSpot Case StudyOrchestra Directs New Sales with Social MediaFeaturing: Brad Windecker, President, Orchestra LLC
Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
$
Housekeeping Items
• Today’s webinar is scheduled to last 1 hour including Q&A
• All dial-in participants will be muted to enable the speakers to present without interruption
• Questions can be submitted via the Go To Webinar ‘Questions’ screen at any time
• Get the slides & a recording of this presentation approximately 72 hours after we conclude
http://www.hubspot.com/social-media-for-sales-webinar-archive
About Our Speakers
Kirsten KnippDirector, Product EvangelismProfessional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier.@kirstenpetra
Brad WindeckerPresident & Co-FounderBrad grew up in a family business and combined his education in entrepreneurship and business to oversee Orchestra’s vision, direction, and partnerships vital to customers’ success@orchestrateam
About HubSpot
Founded
Customers
Retention
Employees
2006
2,300+
98%
130+
Inbound Marketing software & advice that helps SMB
businesses grow
About Orchestra
Business Technology firm that helps small and midsize
companies solve problems
Founded
Customers
Technology Partners
YouTube Views
2008
30+
20+
20,000
Agenda
Discovering Inbound Marketing
Blogging & Social Media at Orchestra
Measuring Results
Challenges, Lessons Learned & Tips
About Orchestra
• Brochure ware website• Purchasing Leads• Manual Lead Management• Lots of work = few results
Orchestra Marketing & Lead Gen Early 2009
What’s next? Telemarketing?
Doing things “The Old Way”
About OrchestraOrchestra Discovers Inbound Marketing
• Limited Marketing Resources• Needed Competitive Advantage• Asked the question:
“What are our competitors not doing?”
When you’re a small fish in a big crowded pond, you’ve got
to find a way to make a splash!
Agenda
Discovering Inbound Marketing
Blogging & Social Media at Orchestra
Measuring Results
Challenges, Lessons Learned & Tips
About OrchestraInbound Marketing Strategy at Orchestra
BLOG
Graphic Based on Image Courtesy of Problogger.net
Create
Promote
Measure
About OrchestraInbound in Action: Step 1 Create Content
Writing your Blog
• Start with Topic & Keywords• Ideally write 3-5 paragraphs• Keyword heavy headers• Include a visual
• Video, Screenshot, Image• Link to other site pages or CTAs• Don’t go it alone – many voices
About OrchestraInbound in Action: Step 2 Promote Content
Getting Blog Exposure• Ensure Unique URL• Auto-tweet & syndicate with HubSpot• Request team retweets• Extend reach with free syndication
• Ulitzer• LinkedIn• YouTube• Slideshare• Industry Networks• & more
About OrchestraInbound in Action: Step 3 Measure & Refine
Do what works
• Blog views, links & comments• What topics drive 2-way dialogue
• Best keywords for traffic• Which keywords bring visitors?
• Best keywords for conversion• Which keywords bring business?
Agenda
Discovering Inbound Marketing
Blogging & Social Media at Orchestra
Measuring Results
Challenges, Lessons Learned & Tips
About OrchestraMacro Results of Blogging & Social Media
Strong Traffic & Lead Growth
Brand Awareness from Social Media
Recognition | Industry Websites
Recognition | Industry Leaders
Thought Leadership Status
Web 2.0 Penetration
Social Media Leads Have Real Value
$
Tweet
Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel
Initial Blog Post
Email from Website Form
...we have a free tool, can you mention our website and product?...
Joint effort discussion
We’ll mention you, you mention us
Partner Links
Mention in Newsletter
Unique Hubspot tokenized URL
Traffic to Orchestra.com
Web Lead via CTA
Lead Source: Newsletter with Hubspot Token
Agenda
Discovering Inbound Marketing
Blogging & Social Media at Orchestra
Measuring Results
Challenges, Lessons Learned & Tips
About Orchestra
1)Start with strategy & a way to measure success
2)Commit to blog & promote regularly
3)Engage key staff, share the results & success
4)“Don't get it right, get it written"
• Resist urge to be perfect
• Get the word out in a simple way
5)Invest in learning: watch HubSpot & other webinars, read marketing blogs and try new things
Challenges, Lessons Learned & Tips
We welcome your questions & feedback
Kirsten KnippDirector, Product Evangelism@kirstenpetra [email protected]
Brad WindeckerPresident & Co-Founder@[email protected] p: 877-683-2648 x701
Wednesday, April 14 @12:30PM EST
Thank you!Check Out Our Other Webinars
