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.

Strategy and tactics for optimizing your social channels for lead generation. Real world examples and metrics included.

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  • 1. How to Optimize Your SocialChannels for Lead GenerationJason 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 • AdvocatesPage 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Inbound + Outbound = AwesomenessPage 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 ThisPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Content Fuels Lead Gen: So ……….Repurpose, Repurpose, then Repurpose Some MorePage 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Social Signals Influence GooglePage 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Leverage Your Employees & AdvocatesPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Twitter for Lead Generation • Organic + Promoted tweets • Advocate program • A/B test, measure and optimizePage 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 datePage 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 offerPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Optimizing Your Facebook PagePage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. Facebook for Lead GenerationPage 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 mediaPage 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Establish Your Company as an ExpertPage 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. Slideshare and SEOPage 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 datePage 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, NewsfeedPage 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. Company PagePage 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 SubscribersPage 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. YouTube for Lead GenerationPage 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 ResultsPage 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Optimizing the About PagePage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Google AuthorshipPage 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. The Power of Peer to Peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% TrustPage 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Frictionless & Incentivized SharingPage 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Test & to Measure Effectiveness and Lift Data Tune With Social Funnel MetricsPage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Download the Optimize Your Social Channels for Lead Generation eBook: http://bit.ly/Marketo-eBookThank you!Jason MillerSocial Media Strategist@JasonMillerCA @Marketo