social media lead generation for b2b

social media done with purpose

mana ionescu, [email protected]

@manamica

mailto:[email protected]

MANA IONESCU, LIGHTSPANDIGITAL.COM

The Problem

Small Businesses spend only 3% of their ad budget on digital marketing as compared to 15% the average national spend.


The TruthMany small-business executives are not fully aware of all the digital-advertising options available to them. And to the extent that they are aware of those options, they are often not sure what to do with them. This is why digital-advertising activity in the U.S. is

driven by large companies.

The Boston Consulting Group Study (published March 2013): https://www.bcgperspectives.com/content/articles/digital_economy_marketing_sales_unlocking_digital_marketing_small_businesses/


The Challenge

Learn

Prepare

Execute

Evaluate


PrepareGoals

Commitment

Narrative

Staff

Strategy and a plan


Xecution

Think

Read

Write (not necessarily in this order)

Do


The Community Narrative

Who are you, really?

What are you passionate about?What do we want others to say about you?

Why are you doing this?

How do you plan to change status-quo?


A content tree


<<<<MY EMAIL

PAUL’S RESPONSE>>>

Narrative


Showcase products:

• Pictures of products

• Videos of products or videos from the field

• Industry infographics

Narrative

Who thought trucking can be “social media sexy”? BigRigTalk’s Trucking 101 tips get over 10,000 views per episode.


Infographics publishing sites like Visual.ly offer additional exposure to your brand and website.


Strategy And a Plan

GoalsSocial focus

Strategies

Tactical focus

Measure of

success

X clients per year

Get xy leads from website via content marketing

Increase website traffic and SEO by publishing content that out-teaches the competition and positions us as thought-leaders

• Increase website traffic through blogging

• Improve traffic and key-phrase-specific SEO through guest blogging

•%traffic to blog vs total site traffic

•% change in key-phrase rank

•increase in lead data capture from blog

•Lead quality score

Get xy leads from website

via social outreach

Increase website traffic share from social outreach

•Daily social media workouts(tm)

•Distribute content (smartly) through social networks

•% social traffic •% traffic by channel•data capture from social•lead quality score


Use Tools

Find and add targets to Twitter lists using SocialBro

Set up a management dashboard: Hootsuite, SproutSocial, Sendible are our faves

Set up an analytics dashboard

MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon

Find Your Targets: Twitter


Find Your Targets: LinkedIn


Finish the FoundationStep 1: Build your lists:

Google+ CirclesTwitter ListsFacebook groupsLinkedIn Saved Searches and FoldersRSS Subscription folder and bundles

Step 2: Watch, read and curate


Convert

Monitor

Chat

Collect Data

Activate

Follow up


“Read” Your TargetsMy Targets What Motivates Them Approach

Journalists§ High Social Media numbers§ Quality introductions to sources§ Genuine people not PRish

§ Share and give credit§ Listen and offer help§ Be real, don’t pitch

New runners§ Finishing that first race§ Getting fit

§ Give them tips§ Listen and offer help§ Offer inspiration


Focus: Your Attention


Drive action

Always have an ask Validate + State + Ask Links. Always! Follow up Follow up Follow up


Activate


Connect into Your B2B Sales Process


The Routine