How to Optimize Your Social Channels for Lead Gen
 

How to Optimize Your Social Channels for Lead Gen

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Social media is vital for branding and generating buzz, but are your social channels generating leads? In this presentation, you’ll discover proven tactics and strategies for turning your social ...

Social media is vital for branding and generating buzz, but are your social channels generating leads? In this presentation, you’ll discover proven tactics and strategies for turning your social presence into a lead generating machine. You will see why inbound alone is not enough, how to successfully apply the “4-1-1 Rule” of social engagement, how to utilize visual content across your social channels, why social signals matter and the power of advocacy for lead generation.

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How to Optimize Your Social Channels for Lead Gen How to Optimize Your Social Channels for Lead Gen Presentation Transcript

  • How to Optimize Your Social Media Channels for Lead Generation Jason Miller, Social Media Strategy, Marketo @JasonMillerCA @Marketo© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Unrealistic Promises are Killing SocialPage 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential 2
  • Social Media Leads Do Not Come in a BoxPage 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential 3
  • Social Media is not MagicPage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential 4
  • All Leads are NOT Created EqualPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential 5
  • What if this is as Good as it Gets?Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential 6
  • I’m here to tell you, there’s something elsePage 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential 7
  • Optimizing Your Social ChannelsPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential 8
  • Why Social for Lead Generation?Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential 9
  • Five Essentials for Success Inbound is not Enough 4-1-1 Rule Content is still king Social Signals AdvocatesPage 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Inbound + Outbound = AwesomenessPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 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.” This Do Not ThisPage 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Content Fuels Lead Gen: So ……….Repurpose, Repurpose, then Repurpose Some MorePage 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Social Signals Influence GooglePage 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Leverage Your Employees & AdvocatesPage 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Twitter for Lead Generation Organic + Promoted tweets Advocate program A/B test, measure and optimizePage 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Twitter for Lead Generation • Combination of search & timeline campaigns • $109k invested • 2,995 Prospects • $ per Prospect: $37 • $290k pipeline to datePage 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Facebook for Lead Generation Use Facebook Real Estate Wisely Visual is vital Breaking through EdgeRank Tying it back to your offerPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Optimizing Your Facebook PagePage 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Facebook for Lead GenerationPage 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Does Facebook Work for B2B Lead Gen? Hell Yes!Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Does Facebook Work for B2B Lead Gen? Hell Yes!Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Slideshare for Lead Generation Demonstrate your expertise Attach to something bigger Use keyword rich descriptions for SEO Use both paid and earned mediaPage 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Establish Your Company as an ExpertPage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Slideshare and SEOPage 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Slideshare for Lead Generation • $5k invested • 2,765 names • 57 new prospects • $ per Prospect: $94 • $107k pipeline to datePage 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Linkedin for Lead Gen Optimize Business Page Optimize Individual Employee Pages Utilize Groups, Linkedin Signal, NewsfeedPage 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Company PagePage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • YouTube for Lead Generation Optimize Your Channel Optimize Individual Videos Encourage Comments and SubscribersPage 30 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute© 2012 Marketo, Inc. Marketo Proprietary and Confidential 30
  • YouTube for Lead GenerationPage 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Google + for Lead Gen Include Keywords and Relevant Links on Your About Page Set Up Google Authorship for SEO Benefits Post Often and Optimize for Best Search ResultsPage 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Optimizing the About PagePage 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Google AuthorshipPage 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Power of Peer to Peer Company to Buyer: 33% Trust Buyer to Buyer: 92% TrustPage 35© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Frictionless & Incentivized SharingPage 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Test & Refine With Social Funnel MetricsPage 37© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • How do I Measure This Stuff?Page 38© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Always Remember…… B2B Marketers Like to Have Fun As WellPage 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential 39
  • It’s Getting Better All the TimePage 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential 40