The Future Is Here: How Social Affects Lead Generation
 

The Future Is Here: How Social Affects Lead Generation

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Social for lead generation has finally stepped into the limelight, and for good reason. The question of whether or not it can be an effective B2B marketing strategy has been answered with an ...

Social for lead generation has finally stepped into the limelight, and for good reason. The question of whether or not it can be an effective B2B marketing strategy has been answered with an astounding yes. But now the question remains, “how do I successfully implement social into my overall strategy?”
For those who continue to ignore this question, social will remain in a silo along with a growing list of missed opportunities. For the rest of us, it’s time to drop the philosophical approach and get down to some tactics and metrics that drive revenue. The SlideShare deck above is a goldmine for social marketers. It’s a self-guided visual journey that will enlighten and layout a blueprint for success. Developed over several months and through a tremendous amount of trial and error, we have done the homework for you and laid the groundwork. From building a foundation, to combining inbound with outbound and finally fully integrating social with marketing automation, this is the one stop shop on the road to finally breaking social out of its silo and welcoming it to the revenue table.

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The Future Is Here: How Social Affects Lead Generation The Future Is Here: How Social Affects Lead Generation Presentation Transcript

  • THE FUTURE IS HERE HOW SOCIAL AFFECTS LEAD GENERATION
  • WHY SOCIAL FOR LEAD GENERATION? 77% 64% 2XMORE 64% of marketers say social media as the second most important lead generation strategy. The first, original content creation. Companies that use Twitter average 2x more leads per month than those that do not. 77% of B2C marketers say they have acquired a customer through Facebook. http://www.impactbnd.com/15-reasons-stats-why-social-media-marketing-is-essential-in-2013/
  • FIVE ESSENTIALS FOR SUCCESS 1 INBOUND IS NOT ENOUGH 4-1-1 RULE SOCIAL SIGNALS CONTENT IS STILL KING ADVOCATES 2 4 3 5
  • INBOUND OUTBOUND INBOUND IS NOT ENOUGH WEBINARS • SEO • INFOGRAPHICS • ONLINE VIDEO • BLOGS PAID SEARCH • EMAIL • PRINT ADS • TV ADS • SMS AWESOMENESS
  • INBOUND IS NOT ENOUGH INBOUND ONLY REACHES YOUR INITIAL AUDIENCE OUTBOUND BREAKS THROUGH TO NEW CUSTOMER, PROSPECTS AND THE COVETED “FRIENDS OF FRIENDS”
  • INBOUND IS NOT ENOUGH SOCIAL MEDIA IN THE PAST BLASTING YOUR MESSAGE OUT OVER AND OVER THROUGH SOCIAL CHANNELS
  • INBOUND IS NOT ENOUGH CHANGE YOUR MANTRA FROM “ALWAYS BE SELLING” TO ALWAYS BE HELPING
  • 41 1 “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” THE WAVE OF THE FUTURE INTRODUCING THE 4-1-1 RULE
  • CONTENT IS STILL KING BECAUSE IT FUELS THE SOCIAL CHANNELS REPURPOSING AND TAILORING YOUR CONTENT SPECIFICALLY FOR EACH OF THE SOCIAL CHANNELS SETS THE STAGE FOR ENGAGEMENT. MAKE SURE TO OPTIMIZE FOR BOTH MOBILE AND DESKTOP VIEWING
  • SOCIAL SIGNALS INFLUENCE GOOGLE SEO SOCIAL MEDIA MAXIMUM EXPOSURE
  • SOCIAL SIGNALS INFLUENCE GOOGLE INDICATE TRUST AND RELEVANCE LEADING TO BETTER SEARCH RANKINGS AND ULTIMATELY MORE LEADS! RETWEETS, +1S, LIKES, COMMENTS, SHARES, ETC.
  • LEVERAGE YOUR EMPLOYEES & ADVOCATES LET YOUR EMPLOYEES CHAMPION THE BRAND, AND INCREASE EXCITEMENT ABOUT YOUR PRODUCTS OR SERVICES.
  • LEVERAGE YOUR EMPLOYEES & ADVOCATES LEADS TO MORE SOCIAL SIGNALS, MORE AWARENESS AROUND YOUR BUSINESS, BRAND, PRODUCTS AND SERVICES
  • NOW THAT WE HAVE DISCUSSED WHY SOCIAL IS IMPORTANT, THE NEXT QUESTION IS HOWTO OPTIMIZE THESE CHANNELS FOR LEAD GENERATION?
  • TWITTER ORGANIC & PROMOTED TWEETS 3 ESSENTIAL TACTICS FOR SUCCESS KEYWORD STREAMS FOR LISTENING A/B TEST, MEASURE & OPTIMIZE
  • PROMOTED TWEETS PROMOTED
  • A/B TEST, MEASURE AND OPTIMIZE
  • 4 ESSENTIAL TACTICS FOR SUCCESS FACEBOOK USE FACEBOOK REAL ESTATE WISELY VISUAL IS VITAL BREAKING THROUGH EDGERANK TIE CONTENT BACK TO YOUR OFFER
  • OPTIMIZE YOUR FACEBOOK PAGE ESSENTIAL TACTICS FOR SUCCESS ENGAGING COVER PHOTO TABS WITH CALLS TO ACTION AND LANDING PAGES INSIDE OF FB ARE ESSENTIAL FOR LEAD GEN
  • VISUAL IS VITAL 44% OF SOCIAL MEDIA USERS ARE MOST-LIKELY TO ENGAGE WITH COMPANIES IF YOU POST VISUAL CONTENT ESSENTIAL TACTICS FOR SUCCESS VISUALS GET MORE ENGAGEMENT
  • BREAKING THROUGH EDGERANK ESSENTIAL TACTICS FOR SUCCESS WHAT IS EDGERANK? AN ALGORITHM DEVELOPED BY FACEBOOK TO HELP DETERMINE WHICH POSTS ARE DISPLAYED WITHIN THE NEWS FEED. THE ALGORITHM IS GOVERNED BY THREE MAIN VARIABLES. 1 AFFINITY OR THE RELATIONSHIP BETWEEN TWO OBJECTS. 2 WEIGHT OR THE VALUE OF THE INTERACTION AS DETERMINED BY FACEBOOK. 3 TIME DECAY OR THE RECENCY OF THE OBJECT.
  • RAISING AFFINITY WITH FUN, ENGAGING, INSPIRING, HIGHLY SHAREABLE VISUALS
  • CUSTOM AUDIENCE TARGETING FACEBOOK CUSTOM AUDIENCES THE BIGGEST THING IN FACEBOOK SINCE COMPANY PAGES CURRENT ACTIVE OPPORTUNITIES – SPECIFIC CONTACTS MARKETING EXECUTIVES AT TARGET ENTERPRISES FANS OF COMPLEMENTARY SOLUTIONS AND COMPETITORS KEY BLOGGERS, REPORTERS AND ANALYSTS HEAVY FOCUS ON MOBILE FEED
  • TIE CONTENT BACK TO YOUR OFFER THE VISUAL GRABS THE ATTENTION WHILE THE COPY DIRECTS TO A LINK WHICH IS A REGISTRATION/ LANDING PAGE. THE MORE PEOPLE WHO SEE AND SHARE , THE MORE LEADS ARE GENERATED.
  • SO HOW ABOUT SOME REAL WORLD RESULTS?
  • DOES FACEBOOK WORK FOR B2B LEAD GEN? HELL YES! Source: Marketo 0 3000 AUG SEP OCT NOV AUG AUG$31.00 SEP OCT NOV 6000 9000 12000 0 500 1000 1500 2000 3,190 5,345 8,450 13,788 100 776 961 2,046 SPEND TARGETS COST PER SEP$6.88 OCT$10.00 NOV$6.82 USING THE TACTICS PREVIOUSLY DESCRIBED: HERE ARE THE RESULTS
  • SLIDESHARE DEMONSTRATE YOUR EXPERTISE TIE CONTENT BACK TO YOUR OFFER USE KEYWORD RICH DESCRIPTIONS FOR SEO ATTACH TO SOMETHING BIGGER 4 ESSENTIAL TACTICS FOR SUCCESS
  • DEMONSTRATE YOUR EXPERTISE These decks can position your company as a thought leader in your specific industry.
  • SLIDESHARE Make sure you are tagging the presentation adequately, as these decks are crawled by major search engines.
  • SLIDESHARE USE THE LEAD GEN FORM OPTION EITHER IN THE MIDDLE OR THE END OF YOUR PRESENTATION TO CAPTURE LEADS.
  • LINKEDIN OPTIMIZE BUSINESS PAGE AND INDIVIDUAL EMPLOYEE PAGES SEARCH FOR CONVERSATIONS WITH LINKEDIN SIGNAL ENGAGE WITH LINKEDIN TODAY, GROUPS, AND YOUR NEWSFEED 3 ESSENTIAL TACTICS FOR SUCCESS
  • OPTIMIZE YOUR BUSINESS PAGE UPDATE NEWSFEED REGULARLY NICE PHOTO
  • OPTIMIZE INDIVIDUAL EMPLOYEE PAGES LINK TO COMPANY BLOG PROFESSIONAL HEADSHOT
  • FIND RELEVANT CONVERSATIONS WITH LINKEDIN SIGNAL
  • UTILIZE GROUPS, LINKEDIN TODAY, NEWSFEED it’s important to join relevant groups for engagement and to find lead opps LinkedIn Today is an aggregate of the top news around your connections and the companies you follow.
  • YOUTUBE OPTIMIZE YOUR CHANNEL OPTIMIZE INDIVIDUAL VIDEOS ENCOURAGE COMMENTS & SUBSCRIBERS 3 ESSENTIAL TACTICS FOR SUCCESS
  • OPTIMIZE YOUR YOUTUBE CHANNEL OPPORTUNITIES TO LINK TO LANDING PAGES YOUTUBE IS THE REAL NUMBER ONE SEARCH ENGINE ESSENTIAL TACTICS FOR SUCCESS
  • OPTIMIZE INDIVIDUAL VIDEOS CREATE A FULL KEYWORD RICH DESCRIPTION USE RELEVANT TAGS ESSENTIAL TACTICS FOR SUCCESS
  • ENCOURAGE COMMENTS AND SUBSCRIBERS DON’T FORGET THAT YOUTUBE IS A SOCIAL NETWORK AS WELL COMMENTING, LIKING, AND SUBSCRIBING TO OTHER RELEVANT VIDEOS/ CHANNELS IS A GREAT WAY TO GENERATE ENGAGEMENT AND TRAFFIC TO YOUR PAGE. ESSENTIAL TACTICS FOR SUCCESS
  • GOOGLE+ USE A BIG BOLD COVER PHOTO AND UPDATE IT REGULARLY POST OFTEN AND OPTIMIZE FOR BEST SEARCH RESULTS 3 ESSENTIAL TACTICS FOR SUCCESS INCLUDE KEYWORDS AND RELEVANT LINKS IN YOUR ABOUT PAGE
  • USE A BIG BOLD COVER PHOTO AND UPDATE IT REGULARLY ESSENTIAL TACTICS FOR SUCCESS
  • KEYWORDS AND RELEVENT LINKS ADD SEO BENEFITS AND DRIVE TRAFFIC INCLUDE KEYWORDS AND RELEVANT LINKS IN YOUR ABOUT PAGE ESSENTIAL TACTICS FOR SUCCESS
  • HOW TO IMPLEMENT GOOGLE AUTHORSHIP IN 3 STEPS STEP 1: ADD A LINK TO YOUR GOOGLE PLUS PROFILE ON EACH OF YOUR BLOG POSTS STEP 2: LINK FROM YOUR GOOGLE PLUS PROFILE BACK TO YOUR BLOG Anywhere on each of your blog posts, add a link to your Google Plus profile with “rel=author” attached to the end of the link URL. E.g., https://plus.google.com/111498947729292607681?rel=author. The end result would look like this: “By Jason Miller” If you want to insert this link into all your blog posts automatically, then you can add it to your blog template, for example, in the footer or header (assuming your blog only has one author). After you add a link to your Google Plus profile on each one of your blog posts, the last step is to link from the oppo- site direction, from you Google Plus profile to your blog. You do this by adding a link to your blog in the “Contributor to” section of your Google plus profile.
  • POST OFTEN AND OPTIMIZE FOR BEST SEARCH RESULTS ENCOURAGE +1’S FOR SEO BENEFITS POST 3 – 5 UPDATES DAILY MAKE SURE TO HAVE KEYWORDS IN YOUR POST ESSENTIAL TACTICS FOR SUCCESS
  • TACTICS FOR BUILDING YOUR CIRCLES 1. HOLD REGULAR GOOGLE HANGOUTS AND INVITE FOLKS USING THE EVENT INVITES 2. CONNECT WITH OTHER BUSINESSES Businesses can’t circle individuals without reciprocation, but they can circle other businesses. Use the search bar to look for other companies in your industry or location, circle them and start up a conversation 3. BUILD YOUR PERSONAL CIRCLES FIRST Check out external sites like findpeopleonplus.com to build up your personal circles, then share updates from your business page to these circles 4. COMMENT ON AND SHARE OTHER PEOPLES CONTENT (paying special attention to the influencers in your industries)
  • NOW YOUR CHANNELS ARE OPTIMIZED SO WHAT’S NEXT?
  • INTEGRATING SOCIAL & MARKETING AUTOMATION IT’S NOT ENOUGH TO MAKE SOCIAL CAMPAIGNS INSTEAD THE GOAL SHOULD BE TO MAKE ALL YOUR CAMPAIGNS SOCIAL
  • WHAT DOES INTEGRATION LOOK LIKE?REACHANDENGAGEMENT MAKING EVERY CAMPAIGN SOCIAL WEBSITE LANDING PAGES ONLINE ADS EMAIL FACEBOOK PAGES EVENTS SOCIALLIFT SOCIALLIFT SOCIALLIFT SOCIALLIFT SOCIALLIFT SOCIALLIFT
  • SOCIAL SIGN ON USING SOCIAL/SINGLE SIGN-ON IN ORDER TO GATHER LEADS ON THEIR MARKETING CONTENT. SIGN-IN WITH
  • SOCIAL SHARING APPLICATIONS EASILY ADD INTELLIGENT SHARE BUTTONS TO EXISTING CONTENT THAT ONLY APPEAR WHEN PROSPECTS TAKE ACTION, AVOIDING DISRUPTION TO THE USER EXPERIENCE
  • REFERRAL CAMPAIGNS PUT A SOCIAL TWIST ON YOUR REFERRAL PROGRAMS AND AMPLIFY YOUR REACH BY LEVERAGING YOUR REFERRER'S SOCIAL GRAPH
  • FACEBOOK PUBLISHING PUBLISH LANDING PAGES DIRECTLY INTO FACEBOOK. KEEPING YOUR PROSPECTS ENGAGED WITHIN FACEBOOK AS OPPOSED TO SENDING THEM OUTSIDE OF FB TO A LANDING PAGE.
  • SWEEPSTAKES MOTIVATE PROSPECTS AND LEADS WITH A SWEEPSTAKES OFFER AND CAPTURE THE DATA YOU WANT TO ENHANCE YOUR LEAD DATABASE. PLACE FORMS ACROSS ALL YOUR MARKETING CHANNELS AND INCREASE SUBMISSIONS BY OFFERING REWARDS OR DISCOUNTS.
  • VIDEO SHARING PUBLISH VIDEOS ANYWHEREINCLUDING YOUR WEBSITE AND FACEBOOK PAGE, AND ALLOW PROSPECTS TO SHARE ACROSS ALL THEIR SOCIAL MEDIA CHANNELS.
  • POLLING AND VOTING TAKE A POLL OR VOTE ON ANY TOPIC, GET ANSWERS,ENGAGE YOUR AUDIENCE AND PROMOTE SOCIAL CROSS-POSTING IN THE PROCESS. TAPPING INTO THIS POWERFUL CHANNEL WILL PUT A LIFT ON ALL YOUR CAMPAIGNS AND CONTENT, INCREASE CONVERSIONS, AND SET UP YOUR SALES TEAM TO CLOSE THE DEAL.
  • SOCIAL LEADS NEED NURTURING LEAD NURTURING IS ABOUT BUILDING RELATIONSHIPS AND TRUST WITH YOUR PROSPECTS IN A WAY THAT IS BOTH CONSISTENT AND RELEVANT. WHAT IS LEAD NURTURING?
  • SOCIAL LEADS NEED NURTURING THERE ARE FOUR KEY AREAS WHERE SOCIAL MARKETING CAN PLAY AN EXPANDED ROLE ACROSS YOUR SALES PIPELINE: 1 2 3 4
  • SOCIAL LEADS NEED NURTURING DEVELOPING RELATIONSHIPS WITH VERY EARLY-STAGE PROSPECTS BEFORE THEY EVEN ENTER YOUR DATABASE THROUGH SOCIAL LEAD GENERATION TECHNIQUES 1
  • BUILDING AND MAINTAINING RELATIONSHIPS WITH KNOWN PROSPECTS AS THEY EDUCATE THEMSELVES 2 SOCIAL LEADS NEED NURTURING
  • SUPPORTING THE SALES CYCLE ONCE THE BUYER ENGAGES IN A FORMAL BUYING PROCESS WITH A SALES REP 3 SOCIAL LEADS NEED NURTURING
  • DEEPENING AND EXPANDING RELATIONSHIPS WITH EXISTING CUSTOMERS NURTURING PROSPECTIVE LEADS THROUGH SOCIAL MEDIA 4 SOCIAL LEADS NEED NURTURING
  • PREPARE TO HAVE YOUR MIND BLOWN
  • REVENUE CYCLE MODELER ANONYMOUS ENGAGED TARGET DISQUALIFIED CONTACTED LT TARGETINACTIVE SALES LEAD OPPORTUNITY LOST CUSTOMER KNOWN
  • ADDITIONAL RESOURCES THE DEFINITIVE GUIDE TO SOCIAL MARKETING THE DEFINITIVE GUIDE TO MARKETING AUTOMATION HOW TO OPTIMIZE SOCIAL MEDIA FOR LEAD GENERATION