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Optimizing Your Social Channels for Lead Generation

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In this session, you’ll discover proven tactics and strategies for turning your social presence into a lead generating machine. Jason Miller from Marketo will show you why inbound alone is not enough, …

In this session, you’ll discover proven tactics and strategies for turning your social presence into a lead generating machine. Jason Miller from Marketo will show you 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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  • 1. © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialHow to Optimize Your Social MediaChannels for Lead GenerationJason Miller, Social Media Strategy, Marketo@JasonMillerCA@Marketo
  • 2. Page 2© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialUnrealistic Promises are KillingSocial2
  • 3. Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential 3Social Media Leads Do Not Come in a Box
  • 4. Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential 4Social Media is not Magic
  • 5. Page 5© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAll Leads are NOT Created Equal5
  • 6. Page 6© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialWhat if this is as Good as it Gets?6
  • 7. Page 7© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialI’m here to tell you, there’s something else7
  • 8. Page 8© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialOptimizing Your Social Channels8
  • 9. Page 9© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Social for Lead Generation?9
  • 10. Page 10© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialFive Essentials for SuccessInbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocates
  • 11. Page 11© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialInbound + Outbound =Awesomeness
  • 12. Page 12© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe 4-1-1 Rule“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantlyshare four pieces of relevant content written byothers.”Do ThisNot This
  • 13. Page 13© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialContent Fuels Lead Gen: So ……….Repurpose,Repurpose, then Repurpose Some More
  • 14. Page 14© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSocial Signals Influence Google
  • 15. Page 15© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLeverage Your Employees & Advocates
  • 16. Page 16© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTwitter for Lead GenerationOrganic + Promoted tweetsAdvocate programA/B test, measure and optimize
  • 17. Page 17© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTwitter for Lead Generation• Combination of search& timeline campaigns• $109k invested• 2,995 Prospects• $ per Prospect: $37
  • 18. Page 18© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialFacebook for Lead GenerationUse Facebook Real Estate WiselyVisual is vitalBreaking through EdgeRankTying it back to your offer
  • 19. Page 19© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialOptimizing Your Facebook Page
  • 20. Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. Page 21© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialFacebook for Lead Generation
  • 22. Page 22© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialDoes Facebook Work for B2B Lead Gen? HellYes!
  • 23. Page 23© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialDoes Facebook Work for B2B Lead Gen? HellYes!
  • 24. Page 24© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSlideshare for Lead GenerationDemonstrate your expertiseAttach to something biggerUse keyword rich descriptions for SEOUse both paid and earned media
  • 25. Page 25© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialEstablish Your Company as an Expert
  • 26. Page 26© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSlideshare and SEO
  • 27. Page 27© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSlideshare for Lead Generation• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to date
  • 28. Page 28© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLinkedin for Lead GenOptimize Business PageOptimize Individual Employee PagesUtilize Groups, Linkedin Signal, Newsfeed
  • 29. Page 29© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialCompany Page
  • 30. Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential 30Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distributeOptimize Your ChannelOptimize Individual VideosEncourage Comments and SubscribersYouTube for Lead Generation
  • 31. Page 31© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYouTube for Lead Generation
  • 32. Page 32© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialGoogle + for Lead GenInclude Keywords and Relevant Links on Your About PageSet Up Google Authorship for SEO BenefitsPost Often and Optimize for Best Search Results
  • 33. Page 33© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialOptimizing the About Page
  • 34. Page 34© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialGoogle Authorship
  • 35. Page 35© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Power of Peer to PeerCompany to Buyer: 33% TrustBuyer to Buyer: 92% Trust
  • 36. Page 36© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialFrictionless & Incentivized Sharing
  • 37. Page 37© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTest & Refine With Social Funnel Metrics
  • 38. Page 38© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialHow do I Measure This Stuff?
  • 39. Page 39© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAlways Remember……B2B Marketers Like to Have Fun As Well39http://bit.ly/mktgcoloringbook
  • 40. Page 40© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialIt’s Getting Better All the Time40