how to optimize social for lead generation
DESCRIPTION
Turn each of your social channels into lead-generating machines with this helpful presentation from Jason Miller, Social Media Manager at Marketo.TRANSCRIPT
How to Optimize Your Social Channels for Lead Generation
Jason Miller - Marketo@JasonMillerCA
Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Why Social for Lead Generation?
• 50 – 70% of the buying cycle is now completed before customers ever engage with a sales person
• 56% of B2B marketers acquired new customers using social media in 2011
• 70% of marketers now use social media as part of their marketing strategy.
Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Five Essentials for Success
• Inbound is not Enough• 4-1-1 Rule• Content is still king• Social Signals• Advocates
Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Inbound + Outbound = Awesomeness
Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Fuels Lead Gen: So ……….Repurpose, Repurpose, then Repurpose Some More
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Social Signals Influence Google
Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leverage Your Employees & Advocates
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Twitter for Lead Generation
• Organic + Promoted tweets• Advocate program• A/B test, measure and optimize
Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Twitter for Lead Generation
• Combination of search & timeline campaigns
• $109k invested• 2,995 Prospects• $ per Prospect: $37• $290k pipeline to date
Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Facebook for Lead Generation
• Use Facebook Real Estate Wisely• Visual is vital• Breaking through EdgeRank• Tying it back to your offer
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Optimizing Your Facebook Page
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Facebook for Lead Generation
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Does Facebook Work for B2B Lead Gen? Hell Yes!
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Slideshare for Lead Generation
• Demonstrate your expertise• Attach to something bigger• Use keyword rich descriptions for SEO• Use both paid and earned media
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Establish Your Company as an Expert
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Slideshare and SEO
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Slideshare for Lead Generation
• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to date
Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Linkedin for Lead Gen
1. Optimize Business Page2. Optimize Individual Employee Pages3. Utilize Groups, Linkedin Today, Newsfeed
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Company Page
Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
YouTube for Lead Generation
1. Optimize Your Channel2. Optimize Individual Videos3. Encourage Comments and Subscribers
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YouTube for Lead Generation
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Google + for Lead Gen
1. Include Keywords and Relevant Links on Your About Page
2. Set Up Google Authorship for SEO Benefits3. Post Often and Optimize for Best Search Results
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Optimizing the About Page
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Google Authorship
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The Power of Peer to Peer
• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust
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Frictionless & Incentivized Sharing
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Test & Tune With Social Funnel MetricsData to Measure Effectiveness and Lift
Thank you!
Jason MillerSocial Media Strategist@JasonMillerCA @Marketo
Download the Optimize Your Social Channels for Lead Generation eBook:
http://bit.ly/Marketo-eBook