HubSpot TV - Facebook and the Future of Marketing

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HubSpot TV Episode #30 - March 6, 2009
(Show Legnth: 23 minutes 59 seconds)

Intro

How to interact on Twitter: @karenrubin and @mvolpe
Remember to subscribe in iTunes. Leave a 5 star review!
Inbound Marketing Summit special ticket giveway (San Francisco Event: April 28-29, 2009)
Competition Rules: Write a blog post about your favorite example of inbound marketing! (Read Karen's example.) In that blog post, you must link to HubSpot TV and the IMS.
Make sure we can find you!

Mail Bag

Headlines

Facebook Makes Changes for Global Domination

Facebook Announcement Overview
Summary of Business Benefits
Facebook Product Guide
It now has more
Twitter-like integration, it's easier to post lots of information, easier to
filter what you see, and there's more data available for businesses.
Facebook Tips & Tricks - How to Launch a Facebook Business Page: Webinar on using Facebook for Business
Marketing Takeaway: Get your business on Facebook and read the HubSpot blog article to make the most of the new features.

DMA Cuts More Employees, Cancels Event

DMNews: DMA Makes Second Round of Cutbacks
50 people laid off in past 5 months, only 86 employees left
They say they are looking
for "less dependence on the more volatile parts of our traditional
revenue, especially our large portfolio of conferences and events."
Marketing Takeaway: Traditional direct marketing industry is taking a hit. However, the Inbound Marketing Summit is growing 3x in 2009!

Skittles Says "We Don't Need No Stinkin' Website"

Skittles’ Social Media Campaign: FTW or Epic Fail?
Marketers Praise Skittles' Gutsy Site Move
Very bold. Is it on brand? Is it too much?
It got people talking, however were they the right people?
Marketing Takeaway: If
you take inbound marketing to the extreme, you might not need a
website at all. However, this probably only works for big consumer mainstream brands.

Marketing Tip of the Week

Forum Fodder

Anne from Novo Solutions asks: "What is a good bounce rate?" and "What is an average B2B lead conversion rate?"
Bounce
rate and conversion rate depend not only on the content of the
page or website--but also on the type of traffic going to the website.
B2B
website overall, a 2-4% site conversion rate is about average. However, when using
HubSpot software and methodology, you should strive for better than
this.
For landing pages, conversion varies greatly by the source of traffic. From my experience, landing page conversion rates for B2B companies include:
- AdWords / Paid Search: 8-12%
- Banner Ads: 5-20%
- Links from your website/blog: 5-25%
- Opt-in follow-up Email marketing: 20-40%
- HubSpot's overall website conversion rate is 15-25% because we drive so much traffic to targeted landing pages. (We have over 75!) Each landing page is targeted to the source of traffic going to it, so our landing page conversion rate is often over 50%. From my experience it is really hard to get a landing page to convert at over 60%.