How to Optimize Social Media For Lead Generation
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Strategy and tactics for optimizing your social channels for lead generation. Real world examples and metrics included.
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How to Optimize Social Media For Lead Generation
- 1. How to Optimize Your Social Channels for Lead Generation Jason Miller - Marketo @JasonMillerCA
- 2. 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 2 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 3. Five Essentials for Success • Inbound is not Enough • 4-1-1 Rule • Content is still king • Social Signals • Advocates Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 4. Inbound + Outbound = Awesomeness Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 5. 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 5 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 6. Content Fuels Lead Gen: So ……….Repurpose, Repurpose, then Repurpose Some More Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 7. Social Signals Influence Google Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 8. Leverage Your Employees & Advocates Page 8 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 9. Twitter for Lead Generation • Organic + Promoted tweets • Advocate program • A/B test, measure and optimize Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 10. Twitter for Lead Generation • Combination of search & timeline campaigns • $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to date Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 11. Facebook for Lead Generation • Use Facebook Real Estate Wisely • Visual is vital • Breaking through EdgeRank • Tying it back to your offer Page 11 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 12. Optimizing Your Facebook Page Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 13. Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 14. Facebook for Lead Generation Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 15. Does Facebook Work for B2B Lead Gen? Hell Yes! Page 15 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 16. Slideshare for Lead Generation • Demonstrate your expertise • Attach to something bigger • Use keyword rich descriptions for SEO • Use both paid and earned media Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 17. Establish Your Company as an Expert Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 18. Slideshare and SEO Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 19. Slideshare for Lead Generation • $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to date Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 20. Linkedin for Lead Gen 1. Optimize Business Page 2. Optimize Individual Employee Pages 3. Utilize Groups, Linkedin Today, Newsfeed Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 21. Company Page Page 21 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 22. YouTube for Lead Generation 1. Optimize Your Channel 2. Optimize Individual Videos 3. Encourage Comments and Subscribers Page 22 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 23. YouTube for Lead Generation Page 23 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 24. Google + for Lead Gen 1. Include Keywords and Relevant Links on Your About Page 2. Set Up Google Authorship for SEO Benefits 3. Post Often and Optimize for Best Search Results Page 24 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 25. Optimizing the About Page Page 25 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 26. Google Authorship Page 26 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 27. The Power of Peer to Peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust Page 27 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 28. Frictionless & Incentivized Sharing Page 28 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 29. Test & to Measure Effectiveness and Lift Data Tune With Social Funnel Metrics Page 29 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 30. Download the Optimize Your Social Channels for Lead Generation eBook: http://bit.ly/Marketo-eBook Thank you! Jason Miller Social Media Strategist @JasonMillerCA @Marketo
Editor's Notes
- Your Title Slide as Your Headline