April 12, 2023Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute

How to Optimize

Social Media for Lead

GenerationPresented by Jason Miller

@JasonMillerCA

Presented by Jason Miller

@JasonMillerCA

Unrealistic Promises are Killing Social

2Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

3Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

Social Media Leads Do Not Come in

a Box

4Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

Social Media is not Magic

All Leads are NOT Created Equal

5Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

What if this is as Good as it Gets?

6Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

I’m here to tell you, there’s

something else

7Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

Optimizing Your Social Channels

8Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

Why Social for Lead Generation?

9Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

Five Essentials for Success

Inbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocates

Inbound + Outbound = Awesomeness

The 4-1-1 Rule

“For every one self-serving tweet, you should re-tweet one relevant

tweet and most importantly share four pieces of relevant content written

by others.”

Do This

Not This

Content Fuels Lead Gen: So ……….Repurpose, Repurpose,

then Repurpose Some More

Social Signals Influence Google

Leverage Your Employees & Advocates

Twitter for Lead Generation

Organic + Promoted tweetsAdvocate programA/B test, measure and optimize

Twitter for Lead Generation

• Combination of search &

timeline campaigns• $109k invested• 2,995 Prospects• $ per Prospect: $37• $290k pipeline to date

Facebook for Lead Generation

Use Facebook Real Estate WiselyVisual is vitalBreaking through EdgeRankTying it back to your offer

Optimizing Your Facebook Page

Facebook for Lead Generation

Does Facebook Work for B2B Lead Gen? Hell Yes!

Does Facebook Work for B2B Lead Gen? Hell Yes!

Slideshare for Lead Generation

Demonstrate your expertiseAttach to something biggerUse keyword rich descriptions for SEOUse both paid and earned media

Establish Your Company as an Expert

Slideshare and SEO

Slideshare for Lead Generation

• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to date

Linkedin for Lead Gen

Optimize Business PageOptimize Individual Employee PagesUtilize Groups, Linkedin Signal, Newsfeed

Company Page

30Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

Optimize Your ChannelOptimize Individual VideosEncourage Comments and Subscribers

YouTube for Lead Generation

YouTube for Lead Generation

Google + for Lead Gen

Include Keywords and Relevant Links on Your About PageSet Up Google Authorship for SEO BenefitsPost Often and Optimize for Best Search Results

Optimizing the About Page

Google Authorship

The Power of Peer to Peer

Company to Buyer: 33% TrustBuyer to Buyer: 92% Trust

Frictionless & Incentivized Sharing

Test & Refine With Social Funnel Metrics

Always Remember……

B2B Marketers Like to Have Fun As

Well

38Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

It’s Getting Better All the Time

39Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute