Optimizing Your Social Channels for Lead Generation
 

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 ...

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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Optimizing Your Social Channels for Lead Generation Optimizing Your Social Channels for Lead Generation Presentation Transcript

  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialHow to Optimize Your Social MediaChannels for Lead GenerationJason Miller, Social Media Strategy, Marketo@JasonMillerCA@Marketo
  • Page 2© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialUnrealistic Promises are KillingSocial2
  • Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential 3Social Media Leads Do Not Come in a Box
  • Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential 4Social Media is not Magic
  • Page 5© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAll Leads are NOT Created Equal5
  • Page 6© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialWhat if this is as Good as it Gets?6
  • Page 7© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialI’m here to tell you, there’s something else7
  • Page 8© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialOptimizing Your Social Channels8
  • Page 9© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Social for Lead Generation?9
  • Page 10© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialFive Essentials for SuccessInbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocates
  • Page 11© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialInbound + Outbound =Awesomeness
  • 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
  • Page 13© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialContent Fuels Lead Gen: So ……….Repurpose,Repurpose, then Repurpose Some More
  • Page 14© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSocial Signals Influence Google
  • Page 15© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLeverage Your Employees & Advocates
  • Page 16© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTwitter for Lead GenerationOrganic + Promoted tweetsAdvocate programA/B test, measure and optimize
  • 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
  • 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
  • Page 19© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialOptimizing Your Facebook Page
  • Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 21© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialFacebook for Lead Generation
  • Page 22© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialDoes Facebook Work for B2B Lead Gen? HellYes!
  • Page 23© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialDoes Facebook Work for B2B Lead Gen? HellYes!
  • 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
  • Page 25© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialEstablish Your Company as an Expert
  • Page 26© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSlideshare and SEO
  • 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
  • Page 28© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLinkedin for Lead GenOptimize Business PageOptimize Individual Employee PagesUtilize Groups, Linkedin Signal, Newsfeed
  • Page 29© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialCompany Page
  • 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
  • Page 31© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYouTube for Lead Generation
  • 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
  • Page 33© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialOptimizing the About Page
  • Page 34© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialGoogle Authorship
  • Page 35© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Power of Peer to PeerCompany to Buyer: 33% TrustBuyer to Buyer: 92% Trust
  • Page 36© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialFrictionless & Incentivized Sharing
  • Page 37© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTest & Refine With Social Funnel Metrics
  • Page 38© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialHow do I Measure This Stuff?
  • Page 39© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAlways Remember……B2B Marketers Like to Have Fun As Well39http://bit.ly/mktgcoloringbook
  • Page 40© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialIt’s Getting Better All the Time40