Bodnar and Cohen
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  • Connect to milk and pour glass
  • People need stuff to share too
  • While instead but
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  • Conversion Rates
  • Consistent not hard

Bodnar and Cohen Presentation Transcript

  • 1. Social Media Lead Generation
  • 2. I’m Brian Halligan. Nice to meet you. @KippBodnar I’m Kipp Bodnar. Nice to meet you.
  • 3. I’m Brian Halligan. Nice to meet you. @JeffreyLCohen I’m Jeff Cohen. Nice to meet you.
  • 4. I’m Brian Halligan. Nice to meet you. amzn.to/b2bsm2 We wrote The B2B Social Media Book .
  • 5. #B2BSM
  • 6. We are dorks.
  • 7. We’ve got a a Problem.
  • 8. FOURNAISE MARKETING GROUP: BIT.LY /PENSCQ 73% of CEOs don’t believe marketers drive revenue. 91
  • 9. Marketing isn’t Arts and Crafts.
  • 10. We’re creative.
  • 11. An opportunity, not a problem.
  • 12. Your opportunity, to shine .
  • 13. Leads fix the problem.
  • 14. What is a Lead?
  • 15. LEADS ARE A PROXY FOR SALES.
  • 16. Social Media is the buzz word.
  • 17. What is a Social Media?
  • 18. Social Media isn’t hugging customers.
  • 19. Social Media that doesn’t drive revenue doesn’t last.
  • 20. 1 Tweet Form Landing Page How Social Media Leads Happen Lead Like CTA Blog Post Landing Page +1 CTA Product Page Landing Page
  • 21. Information Transactions
  • 22. 5 STEPS TO SOCIAL MEDIA LEAD GENERATION:
  • 23. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • 24. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • 25. Build Social Media Reach.
  • 26. Follow. Friend. Connect.
  • 27. Share lots of links.
  • 28. The self life of a social media link is 3 hours . BITLY, 9/2011
  • 29. Automatic Sharing
  • 30. Leverage existing contacts.
  • 31. Use email for reach building .
  • 32.  
  • 33.  
  • 34. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • 35. 1 2 3 4 Regular Content Dedicated Monitoring Consistent Sharing Prioritized Engagement Content Discovery for Lead Generation
  • 36. Regular Content 1
  • 37. Content Calendar.
  • 38. Consistent Sharing 2
  • 39. Build social thank you pages.
  • 40.  
  • 41. Dedicated Monitoring 3
  • 42. 15 Minutes a Day.
  • 43. 3 2 1 5 Minutes Twitter/Facebook 5 LinkedIn Answers/Groups 5 Minutes Google Alerts
  • 44. Overall Volume Social Media B2B (1087 posts Jeffrey L. Cohen (588 posts) The B2B Social Media Book (152 posts)
  • 45. Daily Volume (Peaks)
  • 46. Conversation Cloud
  • 47. Prioritized Engagement 4
  • 48. Twitter.com/Search
  • 49.  
  • 50. Most Followers
  • 51. Most Followers
  • 52. Most Followers
  • 53. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • 54. Marketing is math.
  • 55. What is a Call-to-Action?
  • 56. Place CTAs Everywhere.
  • 57. Google.com/DFP
  • 58. Testing CTAs aid testing.
  • 59. 3 2 1 5 Optimize for Maximum Leads 4 Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • 60. Failure sucks.
  • 61. Improve and Iterate
  • 62. Set a clear qualitative objective. Set methodology for gathering data for success criteria. Conduct an experiment retrospective. Set action items following the experiment. 1 2 3 4 Social Media Lead Generation Testing
  • 63. What can you stop doing ?
  • 64. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • 65. Traffic and Conversion Rates
  • 66. Source: Science of Lead Generation
  • 67. Conduct radical tests.
  • 68. Increase Content Volume.
  • 69. 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • 70. Mastered the Mystery.
  • 71. Prove the CEO Wrong.
  • 72. You’re the Star.
  • 73. THANK YOU.