wto Use ebook for Business - WordPress.com · SEO Grader • y!opportunities!to ! e!e ! rn!m! r! g!s • r! r!e!inbound!s ! and! which!inbound!s !e! oducing!the ! t ! e!r! u • e!r!s!

How!to!Use!Facebook!for!Business

Mike VolpeVP Inbound Marketing

HubSpot

Ellie MirmanInbound Marketing ManagerHubSpot

Twitter: @mvolpe Twitter: @ellieeille

How to Participate on Twitter

Step!One1.!Login!to!your!Twitter!accountg y2.!Comment!and!ask!questions!including!the!hashtag “#hubspot”

How to Participate on Twitter

Step!Two1.!Go!to!http://search.twitter.com2.!Search!for!“#hubspot”

Agenda• What!is!Facebook!&!Why!is!it!Important?Important?

• How!to!Get!Started

• How!to!Create!Your!Business!Page

• 5!Tips!for!Promoting!Your!Business

• What!to!Measure!&!How

Outbound Marketing

800-555-1234AnnoyingSalesperson

Inbound Marketing

Blog SEO Social!Mediag

Rethinking MarketingOutbound!Marketing• Telemarketing

Inbound!Marketing• SEO!/!SEM

• Trade!shows• Direct!mail• Email blasts

• Blogging• Social!Media• RSS• Email!blasts

• Print!ads• TV/radio!ads

• RSS• Free!tools/trials• Public!Relations

Interruption Permission

What is Facebook?

Why You Should Care• Over!120!million!active!users

Addi 250 000 h d i J 07• Adding!250,000!new!users!each!day!since!Jan!07

• 4th most!trafficked!website

• Most!trafficked!social!media!site

• Top!Social!Search!Enginep 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

“I’m 48 I don’t understandI m 48. I don t understandthis Social Media stuff.”

• Similar to a business• Similar!to!a!business!cocktail!reception

• Without!constraints!of time or spaceof!time!or!space

Business Cocktail Party Advice

M t l d t t ti• Meet!people!and!start!conversations

• Answer!questions!– help!others

• Ask!questions!– trust!others’!advice

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






How to Get Started

Business vs. Personal Accounts

• Business!accounts!are!limited!to!managing!your!Business!Page!y gand!Advertising

• Add personality andAdd!personality!and!humanize!your!brand

Build Your Personal Profile

• Photo

• Work!/!edu info

• Networks• Networks

• Interests,!photos,!etc.

• Applications

Privacy

Personal Profile – What Not To Do

Profiles!are!for!people,!not!companies.

Connect with Friends

• Friends!need!to!be!t d drequested!and!

mutually!accepted

• Friend!Finder

• Search!– Classmates,!Coworkers,!Names






Create a Business Page

http://www.facebook.com/pages/create.php

Note You must be logged in to create a PageNote:!You!must!be!logged!in!to!create!a!Page.

Build Your Business PageCompany ABC

Company ABC

Publish Your Page

Company ABC

Become a “Fan”Company ABC






Tip #1: Create an Engaging Page

• Events

• Videos

• Discussionsiscussions

• Photos

• Blog Articles• Blog!Articles

Tip #2: Leverage the Viral Nature of p gFacebook – 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!networknetwork

Tip #3: Draw on Your Network• Email!your!opt"in!mailing!list

• Include!link!in!your!email!signature

• Blog about your Facebook PageBlog!about!your!Facebook!Page

P t li k b d b it bl• Post!a!link!or!badge!on!your!website!or!blog

Tip #4: Optimize for Search

• Facebook!Search • Public!Search• Based!on!#!Fans • Check!your!settings

Tip #5: Advertise on Facebook

// / /http://www.facebook.com/advertising/

Note:!You!must!be!logged!in!to!create!an!ad

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)

Create Your Ad

Target Your Audience• Target!by!Location,!Gender,!Age,!Keywords,!etc.

Count!updates!automatically

Set Your Budget• Choose!Pay!Per!Click!or!Pay!Per!View

Cli k Th h R t F b k i LOW! G PPC• Click!Through!Rate!on!Facebook!is!LOW!!Go!PPC






Friends, Fans, Activity

Facebook Ad CTR, Traffic, Cost

Organic Traffic & Ad Traffic

Traffic, Leads, Customers

2

30

300

350

20

25

250

300

15150

200Traffic

Leads

C

5

10

50

100Customers

00

50

January February MarchJanuary February March

Thank You!Learn!more!about!HubSpot:!

http://www.hubspot.com/demop // p /Become!a!Fan:

http://facebook.hubspot.comhttp://facebook.hubspot.comJoin!Marketers:

http://facebook.promarketers.comhttp://facebook.promarketers.com


Ellie MirmanInbound Marketing ManagerVP Inbound Marketing

Twitter: @mvolpe

Inbound Marketing Manager

Twitter: @ellieeille

HubSpotInbound Marketing System

Inbound Marketing System

SEOContent

BlogsSEO Management Blogs

SocialLandingMedia

LeadIntelligence

Pages

Intelligence

CRMCRM

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 Googlepage!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

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!

h t t k d t fyou!have!not!taken!advantage!of

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,

k d k d li k )ranked keywords, links)• Automatically recommend

improvements to optimize each f itpage of your site

Getting Found: Blogosphere

Blogging• Enable!easy,!natural!process!to!

consistently!update!content!on!your!site,!achieve!more!frequent!search!engine!crawls,!and!improve!

hauthority• 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!traffictraffic

Track Your Competitors

Lead Intelligence

• Track!the!full!path!of!all!of!your!leads!through!your!web!site

• Automatically!develop!more!intelligence around each leadintelligence!around!each!lead!(number!of!visits,!time!on!site,!pages!visited,!comments!written!on!blog,!documents!downloaded,!i f i b i d i binformation!submitted!via!web!forms!created)

• Increase!close!rate!through!improved lead qualityimproved!lead!quality

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 salesgenerate!the!most!leads!and!sales!for!your!business

Actionable Marketing Insights

HubFeed• HubFeed “watches”!your!Internet!

marketing!efforts!and!delivers!highlights!and!actionable!insights!b d dbased!on!your!data

HubSpot Methodology and Consulting

• Our!Internet!Marketing!Consultants!are!experienced!in!all!aspects!of!online!marketing!and!specifically!trained!on!HubSpot's!products!and!p pmethodologies

• Consulting!sessions!focus!on!these!topics based on the specific needs oftopics!based!on!the!specific!needs!of!the!client

HubSpot Training Materials and Resources

Thank You!Learn!more!about!HubSpot:!

http://www.hubspot.com/demop // p /Become!a!Fan:

http://facebook.hubspot.comhttp://facebook.hubspot.comJoin!Marketers:

http://facebook.promarketers.comhttp://facebook.promarketers.com


Ellie MirmanInbound Marketing ManagerVP Inbound Marketing

Twitter: @mvolpe

Inbound Marketing Manager

Twitter: @ellieeille

Additional Blog Articles• http://blog.hubspot.com/blog/tabid/6307/bid/2778/Now"Any"Business"Can"Tap"53"Million"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/4385/How"to"Use"Facebook"to"Get"a"99"Discount"on Traditional B to B Advertising aspxon"Traditional"B"to"B"Advertising.aspx

• http://blog.hubspot.com/blog/tabid/6307/bid/42/48/Social"Networks"Business"or"Pleasure.aspx

Documents

wto Use ebook for Business - WordPress.com · SEO Grader • y!opportunities!to ! e!e ! rn!m! r! g!s • r! r!e!inbound!s ! and! which!inbound!s !e! oducing!the ! t ! e!r! u • e!r!s!