HubSpot User Group 2011 Recap: Online Marketing Takeways
Posted on Sat, Sep 17, 2011
By: Katie
Yesterday some of us attended the
HubSpot User Group Summit. As a customer and a HubSpot reseller, we were eager to learn more about how to make the best use of the software and retain certain HubSpot tenets that complement our principles.
One session that resonated was “
Best Practices For Social Media Lead Generation,” given by HubSpot’s Kipp Bodnar (
@KippBodnar). Some key takeaways from the session included:
1) Social media campaigns should be connected, easily shared and include a call to action. We preach that Facebook should be connected to Twitter, should be connected to your blog, should be connected to LinkedIn, and so forth. Take your marketing campaign to the next level by including landing pages to white papers, e-books and other online offerings that will entice your customers to learn more about you, refer to and learn from your content, and provide you with more information about themselves.
2) Spend 15 minutes a day listening. Social networking is the easiest and quickest way to hear what your customers are saying, and HubSpot encourages customers to engage at least 15 minutes per day. While 15 minutes might not be enough time for clients that hope to truly leverage these online interactions, it’s a good start -- one that will hopefully become a habit.
3) It’s okay to fail. Failure is an opportunity to iterate and improve. Similar to a science experiment, we look at all PR campaign components, including social media, as an opportunity to set objectives, establish methods for gathering success data, analyze our output/input and set action items if the experiment does or does not work.
According to HubSpot and the “Science of Conversion” image that we grabbed from this presentation (see below), social media is converting higher than referral, organic or direct marketing. So, it’s safe to say that being active on social media is no longer optional. The options now lie in how you engage, what you consider successful, and how you optimize your social media strategy to measure success.
Did you attend HUGS2011? What were your key takeaways?