If it isn’t going to get a lead in the door or sales to close faster, we don’t care about it. We hear that often – from VPs of marketing and CEOs.
That’s why many are so quick to dismiss the power of social media, but Kipp Bodnar of HubSpot unveiled what is hands down the most interesting use of social for lead-gen – and had the numbers to back it up.
The typical customer testimonial or sales reference can be robotic – and if we’re being completely transparent – written by the PR agency. So how can you make them real, honest and relevant to your buyer? Take them directly from social. Customers tweet you or recommend you on LinkedIn, but how do you use those kudos?
Here’s what HubSpot did: Under a call to action on a specific landing page, they put a simple screenshot from Twitter of a tweet that a real customer wrote about the power of the tool, and they tested it.
The result? The CTA with the social reference had a 27 percent higher conversion rate. They did this later in the funnel, too, putting these references next to a ‘request for demo’ contact form. That led to a five percent increase in conversion rate – but a much larger impact on revenue.