Download - Connecting Social to Lead Generation
Connecting Social to Lead Generation
Jennifer McNabb
Social Marketing Manager
Spredfast
@Jmc409
About Spredfast
• Social media management system (SMMS)
• Entire company is social
• Our customers are large enterprises and agencies
• Based in Austin, TX
• 100 full time employees
Social promo
Social promo
Landing page
Landing pageLanding
page
Blog3rd party
site
Social promo
3 Approaches to Social Lead Gen journey:
DIRECT CONVERSION
CONTENT INSIGHTS PAID &
EARNED
ORGANIC WORD OF
MOUTH
NETWORK SHARING AND CONVERSION
SpredfastGoogle
Analytics Marketo SFDC
Journey of a Single Social Lead
Metrics to track
2.5% of our leads in the last 8 months were from social
• 70% from Linkedin
Impressions
Actions
Conversion
Network growth • 169% growth Twitter• 265% growth on Facebook• Paid & organic
Social contest case study• 820 views of our blog • 40 submissions
7 Social Lead Gen Rules to Live By
Define a strategy
Include a call to action
Use power words to keep it interesting
Keep it retweetable
Tag early, tag often (people, companies, events)
Always include a link or multimedia
Embrace the channel
Next steps for small businesses
• Content gets clicks, clicks = conversion
• Think about social like you do search
• Don’t forget about assets you already have
• Connect the dots to your business metrics