how to optimize your social channels for lead generation

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How to Optimize Your Social Channels for Lead Generation Jason Miller - Marketo @JasonMillerCA

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Page 1: How to Optimize Your Social Channels for Lead Generation

How to Optimize Your Social Channels for Lead Generation

Jason Miller - Marketo@JasonMillerCA

Page 2: How to Optimize Your Social Channels for Lead Generation

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: How to Optimize Your Social Channels for Lead Generation

Three Essentials for Success

• Inbound is not Enough• 4-1-1 Rule• Content is still king

Page 4: How to Optimize Your Social Channels for Lead Generation

Twitter for Lead Generation

• Organic + Promoted tweets• Leverage employees and advocates• A/B test, measure and optimize

Page 5: How to Optimize Your Social Channels for Lead Generation

Twitter for Lead Generation

• Combination of search & timeline campaigns

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

Page 6: How to Optimize Your Social Channels for Lead Generation

Facebook for Lead Generation

• Visual is vital• Breaking through EdgeRank• Tying it back to your offer

Page 7: How to Optimize Your Social Channels for Lead Generation
Page 8: How to Optimize Your Social Channels for Lead Generation

Facebook for Lead Generation

Page 9: How to Optimize Your Social Channels for Lead Generation

Slideshare for Lead Generation

• Demonstrate your expertise• Attach to something bigger• Use both paid and earned media

Page 10: How to Optimize Your Social Channels for Lead Generation

Slideshare for Lead Generation

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

Page 11: How to Optimize Your Social Channels for Lead Generation

Linkedin for Lead Gen

1. Optimize Business Page2. Optimize Individual Employee Pages3. Utilize Groups, Linkedin Today, Newsfeed

Page 12: How to Optimize Your Social Channels for Lead Generation

YouTube for Lead Generation

1. Optimize Your Channel2. Optimize Individual Videos3. Encourage Comments and Subscribers

Page 13: How to Optimize Your Social Channels for Lead Generation

YouTube for Lead Generation

Page 14: How to Optimize Your Social Channels for Lead Generation

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

Page 15: How to Optimize Your Social Channels for Lead Generation

Thank you!Thank you!

Jason MillerJason MillerSocial Media StrategistSocial Media Strategist

@JasonMillerCA @JasonMillerCA @Marketo@Marketo

Download the Optimize Your Social Channels Download the Optimize Your Social Channels for Lead Generation eBook:for Lead Generation eBook:

http://bit.ly/Marketo-eBookhttp://bit.ly/Marketo-eBook