social media for lead generation and business development
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@ErinE Social Media for Lead Generation 1
Social Media for Lead Generation and Conversion
Erin MoloneyOnline & Social Media Marketing Manager
Perficient, Inc.
@ErinE Social Media for Lead Generation 2
Power of Social Media
B2B social media has a very large and growing impact on customer loyalty and advocacy.¹
90% of consumers trust recommendations from people they know. Only 41% trust sponsored ads on web pages. ²
1 Forrester B2B Marketing Analyst Laura Ramos2. Nielsen, December 2009
@ErinE Social Media for Lead Generation 3
Finding Leads with Social Media
Easy to:1. Access free contact information & interests2. Reach a target contact quickly & easily.
Success is marked by:3. Penetrating the noise 4. Establishing a relationship
@ErinE Social Media for Lead Generation 4
Start by Setting Goals
• Increase Awareness & Reach: Search engine rankings, visits, impressions, re-tweets / shares
• Engage: Time on site, comments, @ replies, user generated content
• Convert: Sales, leads, conversion rate, ROMI
• Reduce Costs
Convert
Engage
Increase
Reach
Make Aware
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Social Media Steps
Listen
EngageConvert
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• Set up keyword alerts: CoTweet, SocialOomph, Radian6, Trackur, Google Alerts
• Search your brand, product, offerings, industry
Listen
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• 3 C’s of Engagement: Comment ComplimentConverse
• Communicate as you would at a networking reception or trade show, for example
• Avoid “salesy” push
Engage
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Twitter, LinkedIn: The Digital Rolodex
• Research people before you meet them
• Be a connector: Help people out
• Share opinions & experiences
• You get to reach out to individuals without requesting or paying for email or phone #
Convert
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“Anyone Know” and Twitter
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LinkedIn Answers & Quora
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LinkedIn Groups, Forums
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Industry Social Networks
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Quantifying Growth at Perficient
Page Views Referred to Perficient.com from Our Blogs
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Thought Leadership Content Views 38,000+ views of our 35 online presentations 7,000+ views of our 45 online videos
SlideShare.net/PerficientInc YouTube.com/Perficient
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Twitter Reach at Perficient
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Social Media Drives Traffic and Leads
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“Not everything that can be counted counts, and not everything that counts can be counted.”
- Albert Einstein
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Targeting Key Influencers
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