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Bodnar and Cohen

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

Bodnar and Cohen Bodnar and Cohen Presentation Transcript

  • Social Media Lead Generation
  • I’m Brian Halligan. Nice to meet you. @KippBodnar I’m Kipp Bodnar. Nice to meet you.
  • I’m Brian Halligan. Nice to meet you. @JeffreyLCohen I’m Jeff Cohen. Nice to meet you.
  • I’m Brian Halligan. Nice to meet you. amzn.to/b2bsm2 We wrote The B2B Social Media Book .
  • #B2BSM
  • We are dorks.
  • We’ve got a a Problem.
  • FOURNAISE MARKETING GROUP: BIT.LY /PENSCQ 73% of CEOs don’t believe marketers drive revenue. 91
  • Marketing isn’t Arts and Crafts.
  • We’re creative.
  • An opportunity, not a problem.
  • Your opportunity, to shine .
  • Leads fix the problem.
  • What is a Lead?
  • LEADS ARE A PROXY FOR SALES.
  • Social Media is the buzz word.
  • What is a Social Media?
  • Social Media isn’t hugging customers.
  • Social Media that doesn’t drive revenue doesn’t last.
  • 1 Tweet Form Landing Page How Social Media Leads Happen Lead Like CTA Blog Post Landing Page +1 CTA Product Page Landing Page
  • Information Transactions
  • 5 STEPS TO SOCIAL MEDIA LEAD GENERATION:
  • 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • Build Social Media Reach.
  • Follow. Friend. Connect.
  • Share lots of links.
  • The self life of a social media link is 3 hours . BITLY, 9/2011
  • Automatic Sharing
  • Leverage existing contacts.
  • Use email for reach building .
  •  
  •  
  • 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • 1 2 3 4 Regular Content Dedicated Monitoring Consistent Sharing Prioritized Engagement Content Discovery for Lead Generation
  • Regular Content 1
  • Content Calendar.
  • Consistent Sharing 2
  • Build social thank you pages.
  •  
  • Dedicated Monitoring 3
  • 15 Minutes a Day.
  • 3 2 1 5 Minutes Twitter/Facebook 5 LinkedIn Answers/Groups 5 Minutes Google Alerts
  • Overall Volume Social Media B2B (1087 posts Jeffrey L. Cohen (588 posts) The B2B Social Media Book (152 posts)
  • Daily Volume (Peaks)
  • Conversation Cloud
  • Prioritized Engagement 4
  • Twitter.com/Search
  •  
  • Most Followers
  • Most Followers
  • Most Followers
  • 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • Marketing is math.
  • What is a Call-to-Action?
  • Place CTAs Everywhere.
  • Google.com/DFP
  • Testing CTAs aid testing.
  • 3 2 1 5 Optimize for Maximum Leads 4 Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • Failure sucks.
  • Improve and Iterate
  • 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
  • What can you stop doing ?
  • 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • Traffic and Conversion Rates
  • Source: Science of Lead Generation
  • Conduct radical tests.
  • Increase Content Volume.
  • 3 2 4 1 5 Optimize for Maximum Leads Get The Basics Right Maximize Content Discovery Create Conversion Ubiquity Test and Fail Fast
  • Mastered the Mystery.
  • Prove the CEO Wrong.
  • You’re the Star.
  • THANK YOU.