HubSpot's March 2010 survey "Inbound Marketing Best Practices For Growing Leads" shared findings from a recent study on how to leverage digital media to have a positive impact on generating leads. Among the analyzed factors were p
ages and keywords on Google, as well as blog and Twitter content.
Companies with blogs gathered 68 more leads than those without. The impact begins once content reaches more than twenty articles. B2C Twitter users, 56 percent of respondents, generated twice the leads of customers that do not use Twitter. Even with larger-scaled companies, the results were consistent from under ten employees to over fifty.
However, the number of Twitter followers did not have a consistent effect on the monthly median amount of leads generated. Under twenty followers yielded eleven median leads, while under one hundred followers brought fourteen. The largest performance spike was for between one and five hundred. In this instance, the level rose 146 percent to 35 monthly leads, but higher than that the leads dropped slightly to 32. "Customers with large numbers of followers are probably attracting viewers who are exclusively interested in the content," the report stated.
With these numbers in mind, the HubSpot report advises using Twitter to build and enhance relationships, while additionally increasing search engine presence with real-time search on Google that includes tweets. The relationships should focus on providing shorter-format content and interactivity that is more mobile-friendly.
For growing leads, the best inbound marketing practices that this report discovered were broken into four techniques:
Search engine optimization by creating as many pages as possible of quality content, so that many pages show up in a specific Web page search
Identifying relevant keywords, also for the sake of SEO
Keeping a company's community engaged by creating and frequently updating a blog
Build a community of followers through Twitter that anticipate short-format content