How to Optimize Your SocialChannels for Lead GenerationJason Miller - Marketo@JasonMillerCA
Why Social for Lead Generation?        • 50 – 70% of the buying cycle is now completed          before customers ever enga...
Five Essentials for Success     •         Inbound is not Enough     •         4-1-1 Rule     •         Content is still ki...
Inbound + Outbound = AwesomenessPage 4© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
The 4-1-1 Rule                   “For every one self-serving tweet, you should re-tweet                   one relevant twe...
Content Fuels Lead Gen: So ……….Repurpose,     Repurpose, then Repurpose Some MorePage 6© 2012 Marketo, Inc.     Marketo Pr...
Social Signals Influence GooglePage 7© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Leverage Your Employees & AdvocatesPage 8© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Twitter for Lead Generation     • Organic + Promoted tweets     • Advocate program     • A/B test, measure and optimizePag...
Twitter for Lead Generation                                                              • Combination of search &        ...
Facebook for Lead Generation     •         Use Facebook Real Estate Wisely     •         Visual is vital     •         Bre...
Optimizing Your Facebook PagePage 12© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Page 13© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Facebook for Lead GenerationPage 14© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Does Facebook Work for B2B Lead Gen?     Hell Yes!Page 15© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Slideshare for Lead Generation     •         Demonstrate your expertise     •         Attach to something bigger     •    ...
Establish Your Company as an ExpertPage 17© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Slideshare and SEOPage 18© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Slideshare for Lead Generation                                                              •   $5k invested              ...
Linkedin for Lead Gen     1. Optimize Business Page     2. Optimize Individual Employee Pages     3. Utilize Groups, Linke...
Company PagePage 21© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
YouTube for Lead Generation     1. Optimize Your Channel     2. Optimize Individual Videos     3. Encourage Comments and S...
YouTube for Lead GenerationPage 23© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Google + for Lead Gen     1. Include Keywords and Relevant Links on Your        About Page     2. Set Up Google Authorship...
Optimizing the About PagePage 25© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Google AuthorshipPage 26© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
The Power of Peer to Peer     • Company to Buyer: 33% Trust     • Buyer to Buyer: 92% TrustPage 27© 2012 Marketo, Inc.    ...
Frictionless & Incentivized SharingPage 28© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Test & to Measure Effectiveness and Lift  Data Tune With Social Funnel MetricsPage 29© 2012 Marketo, Inc.   Marketo Propri...
Download the Optimize Your Social             Channels for Lead Generation eBook:             http://bit.ly/Marketo-eBookT...
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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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  • Transcript of "How to Optimize Social Media For Lead Generation"

    1. 1. How to Optimize Your SocialChannels for Lead GenerationJason Miller - Marketo@JasonMillerCA
    2. 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. 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. 4. Inbound + Outbound = AwesomenessPage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    5. 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. 6. Content Fuels Lead Gen: So ……….Repurpose, Repurpose, then Repurpose Some MorePage 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    7. 7. Social Signals Influence GooglePage 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    8. 8. Leverage Your Employees & AdvocatesPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    9. 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. 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. 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. 12. Optimizing Your Facebook PagePage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    13. 13. Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    14. 14. Facebook for Lead GenerationPage 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    15. 15. Does Facebook Work for B2B Lead Gen? Hell Yes!Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    16. 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. 17. Establish Your Company as an ExpertPage 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    18. 18. Slideshare and SEOPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    19. 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. 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. 21. Company PagePage 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    22. 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. 23. YouTube for Lead GenerationPage 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    24. 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. 25. Optimizing the About PagePage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    26. 26. Google AuthorshipPage 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    27. 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. 28. Frictionless & Incentivized SharingPage 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    29. 29. Test & to Measure Effectiveness and Lift Data Tune With Social Funnel MetricsPage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
    30. 30. Download the Optimize Your Social Channels for Lead Generation eBook: http://bit.ly/Marketo-eBookThank you!Jason MillerSocial Media Strategist@JasonMillerCA @Marketo
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