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

Hubspot Facebook for Business

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Facebook for Business, Web 2.0, Social Media

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Page 1: Hubspot Facebook for Business

How to Use Facebook for Business

Mike VolpeVP Inbound Marketing

HubSpot

Ellie MirmanInbound Marketing ManagerHubSpot

Twitter: @mvolpe Twitter: @ellieeille

Page 2: Hubspot Facebook for Business

How to Participate on Twitter

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

Page 3: Hubspot Facebook for Business

How to Participate on Twitter

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

Page 4: Hubspot Facebook for Business

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

Page 5: Hubspot Facebook for Business

Outbound Marketing

800-555-1234AnnoyingSalesperson

Page 6: Hubspot Facebook for Business

Inbound Marketing

Blog SEO Social Mediag

Page 7: Hubspot Facebook for Business

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

Page 8: Hubspot Facebook for Business

What is Facebook?

Page 9: Hubspot Facebook for Business

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

Page 10: Hubspot Facebook for Business

“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

Page 11: Hubspot Facebook for Business

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

Page 12: Hubspot Facebook for Business

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

Page 13: Hubspot Facebook for Business

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

Page 14: Hubspot Facebook for Business

How to Get Started

Page 15: Hubspot Facebook for Business

Business vs. Personal Accounts

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

• Add personality andAdd personality and humanize your brand

Page 16: Hubspot Facebook for Business

Build Your Personal Profile

• Photo

• Work / edu info

• Networks• Networks

• Interests, photos, etc.

• Applications

Page 17: Hubspot Facebook for Business

Privacy

Page 18: Hubspot Facebook for Business

Personal Profile – What Not To Do

Profiles are for people, not companies.

Page 19: Hubspot Facebook for Business

Connect with Friends

• Friends need to be t d drequested and 

mutually accepted

• Friend Finder

• Search – Classmates, Coworkers, Names

Page 20: Hubspot Facebook for Business

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

Page 21: Hubspot Facebook for Business

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.

Page 22: Hubspot Facebook for Business

Build Your Business PageCompany ABC

Company ABC

Page 23: Hubspot Facebook for Business

Publish Your Page

Company ABC

Page 24: Hubspot Facebook for Business

Become a “Fan”

Company ABC

Page 25: Hubspot Facebook for Business

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

Page 26: Hubspot Facebook for Business

Tip #1: Create an Engaging Page

• Events

• Videos

• Discussionsiscussions

• Photos

• Blog Articles• Blog Articles

Page 27: Hubspot Facebook for Business

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

Page 28: Hubspot Facebook for Business

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

Page 29: Hubspot Facebook for Business

Tip #4: Optimize for Search

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

Page 30: Hubspot Facebook for Business

Tip #5: Advertise on Facebook

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

Note: You must be logged in to create an ad

Page 31: Hubspot Facebook for Business

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)

Page 32: Hubspot Facebook for Business

Create Your Ad

Page 33: Hubspot Facebook for Business

Target Your Audience

• Target by Location, Gender, Age, Keywords, etc.

Count updates automatically

Page 34: Hubspot Facebook for Business

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

Page 35: Hubspot Facebook for Business

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

Page 36: Hubspot Facebook for Business

Friends, Fans, Activity

Page 37: Hubspot Facebook for Business

Facebook Ad CTR, Traffic, Cost

Page 38: Hubspot Facebook for Business

Organic Traffic & Ad Traffic

Page 39: Hubspot Facebook for Business

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

Page 40: Hubspot Facebook for Business

Thank You!

Learn more about HubSpot: http://www.hubspot.com/demop // p /

Become a Fan:http://facebook.hubspot.comhttp://facebook.hubspot.com

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

Mike VolpeVP Inbound Marketing

Ellie MirmanInbound Marketing ManagerVP Inbound Marketing

Twitter: @mvolpe

Inbound Marketing Manager

Twitter: @ellieeille

Page 41: Hubspot Facebook for Business

HubSpot

Inbound Marketing System

Page 42: Hubspot Facebook for Business

Inbound Marketing System

SEOContent

BlogsSEO Management Blogs

SocialLandingMedia

LeadIntelligence

Pages

Intelligence

CRMCRM

Page 43: Hubspot Facebook for Business

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

Page 44: Hubspot Facebook for Business

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

Page 45: Hubspot Facebook for Business

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

Page 46: Hubspot Facebook for Business

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

Page 47: Hubspot Facebook for Business

Track Your Competitors

Page 48: Hubspot Facebook for Business

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

Page 49: Hubspot Facebook for Business

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

Page 50: Hubspot Facebook for Business

Actionable Marketing Insights

HubFeed• HubFeed “watches” your Internet 

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

Page 51: Hubspot Facebook for Business

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

Page 52: Hubspot Facebook for Business

HubSpot Training Materials and Resources

Page 53: Hubspot Facebook for Business

Thank You!

Learn more about HubSpot: http://www.hubspot.com/demop // p /

Become a Fan:http://facebook.hubspot.comhttp://facebook.hubspot.com

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

Mike VolpeVP Inbound Marketing

Ellie MirmanInbound Marketing ManagerVP Inbound Marketing

Twitter: @mvolpe

Inbound Marketing Manager

Twitter: @ellieeille

Page 54: Hubspot Facebook for Business

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