New sales paradigm lead generation

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To get into the lead generation game, LinkedIn began offering Sponsored Updates, allowing companies to put paid promotions behind status updates. These promoted updates are seen by your followers and …

To get into the lead generation game, LinkedIn began offering Sponsored Updates, allowing companies to put paid promotions behind status updates. These promoted updates are seen by your followers and targeted users outside of your follower network. Like all other social ads, LinkedIn updates should include a visual, and then link to a gated asset.

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  • http://www.coxblue.com/social-media-2013-facts-figures-and-amazing-stats-infographic/

    Today we’re featuring a terrific infographic created by Digital Insights that covers the latest Social Media facts, figures, numbers and statistics for 2013.

    Among the fascinating facts:

    74% of marketers believe Facebook is important for their lead generation strategy
    28% of Retweets on Twitter are due to inclusion of “please RT!”
    40% of marketers use Google+, 70% desire to learn more and 67% plan to increase Google+ activities
    42% update their profile information regularly on LinkedIn
    Every second 8000 users like some or other photo on Instagram
    80% of total Pinterest’s pins are re-pins
    4.2 billion people use mobile device to access social media sites
    Social media generates almost double the marketing leads of trade show, telemarketing, daily mail, or PPC
    More than 23% of marketers are investing in blogging and social media
  • Now that you have gained a deeper insight into your customers’ needs and wants, it’s time to put that information to use answering questions and providing useful materials.  First, consider speaking at local community events or offering a free webinar for customers or prospects.  As with Groups, don’t use these events as a way to self promote, use them to build your standing as an expert.  You will begin to see that prospects convert to customers at a much higher rate when you are seen as an expert in your niche.
    In addition, if you find that customers and prospects are asking the same questions repeatedly consider drafting a white paper or other document for download from your website.  An even better way of sharing your expertise is setting up a blog where you can share your knowledge with others on a routine basis.
    Buyers tend to be much savvier these days and do a lot more research about companies before they decide to make a purchase.  By knowing what buyers’ wants and needs are, it is much easier to position yourself as an industry expert.  By doing so, they are more likely to trust your advice and purchase your products and services.
    Do you have some expertise that your clients or prospects need?  How are you leveraging your expertise to convert more prospects to clients?  Please leave your comments below, we would love to hear from you.

Transcript

  • 1. “Strategy without Tactics is the slowest route to victory. Tactics without Strategy is the noise before defeat.” - Sun Tzu Optimizing Social Media for Lead Generation
  • 2. • How do Customers Find & Engage You? • Social Media & Digital Marketing - Smart Stats • The Search, Surf, & Social Sales Cycle • Social Media Algorithm • Social Media for Lead Generation - LinkedIn • Amazing LinkedIn Statistics • Use LinkedIn Groups To Become An Expert On Your Customers • Social Media for Lead Generation - Facebook • Amazing Facebook Statistics • You’re An Expert…Now What? • Question & Answers 5/29/2014 2 Agenda A New Paradigm in Sales & Lead Generation
  • 3. Social Media Facts, Figures, and Statistics 2013 LinkedIn Twitter Instagram 5/29/2014 3
  • 4. Social Media & Digital Marketing - Smart Stats • 93% of consumers go to the internet first • 85% of consumers search for local businesses • 121 million searches/hour are conducted on Google (does not include Yahoo or Bing) • Only 25% scroll past page 1 • Social media has grown 712% since 2005 • 66% of adult user’s access social media on a daily basis • There are now 9 million businesses using Facebook  Paid Search (PPC)  Organic Search (SEO)  Social Media Optimization and Syndication  Website Conversion Optimization Online Lead Generation  Website/Landing Page Design  Mobile Websites  Social Media Profile Development  Reputation Management  Video Production Online Brand Credibility & Exposure  Customer E-mail Communication  Prospect and Lead Nurturing E-Mail Communication  Social Media Optimization & Syndication Online Prospect & Customer Communication 5/29/2014 4
  • 5. 5/29/2014 5 How do Customers Find & Engage You?
  • 6. 5/29/2014 6 At Each Point you can Engage and Convert them into Customers 1 2 3 4 5 The Search, Surf, & Social Sales Cycle
  • 7. Social Media Algorithm • Affinity: How close is the relationship between the user and content? • Weight: What type of action was taken on the content? • Decay: How current is the content? • Post Types: What types of posts does a user typically interact with? • Hide Post/Spam: What types of posts does a user usually hide or mark as spam? • Clicking on Ads: Do users interact with the ad? • Device Considerations: Can multiple devices handle your content? • Story Bumping: A post may be older, but is it still being interacted with? 5/29/2014 7 Here are some other facts about Facebook & LinkedIn – Their Algorithm:
  • 8. Social Media for Lead Generation - LinkedIn 5/29/2014 8
  • 9. Building out your company page is the first step to optimizing LinkedIn for lead generation. Your company page tells users who you are, what you do, and why they should follow you Follow these key best practices when building out your LinkedIn company page: • Optimize your company page for keywords—people frequently run searches on LinkedIn, so make sure you show up in results • Add tabs to your company page—these are usually “Careers,” “Products,” and “Insights.” Your “Products” tab should be optimized for search • Post on LinkedIn at least once daily to establish your presence • Consider adding videos and other media to your product pages to further engage users 5/29/2014 9 Social Media for Lead Generation - LinkedIn LinkedIn goes beyond personal profiles and status updates; it’s a great resource for networking, influencer relationship building, and lead generation opportunities. Because users visit the site for purely work-related purposes, LinkedIn lends itself to making business connections.
  • 10. Amazing LinkedIn Statistics • LinkedIn Launch Date May 5, 2003 • Number of LinkedIn users after it’s first month 4,500 • Total number of LinkedIn users: 277 million (Feb. 6, 2014) • Number of new LinkedIn members per second 2 (Feb. 6, 2014) • LinkedIn’s reported user total goal 3 billion (Oct. 23, 2013) • Number of LinkedIn users in the US 84 million (Oct. 23, 2013) • Geographical reach of LinkedIn: 200 Countries and territories (Oct. 23, 2013) • Number of languages LinkedIn is available in 20 (Oct. 23, 2013) • % of users that check LinkedIn daily 40% (July 2, 2013) • Total number of LinkedIn business pages 3 million (June 27, 2013) • Total number of LinkedIn groups: 2.1 million (March 25, 2013) • Conversations per minute occurring in LinkedIn groups: 200 (Aug. 22, 2013) • Number of new groups created weekly 8,000 (Aug. 22, 2013) 5/29/2014 10
  • 11. Use LinkedIn Groups To Become An Expert On Your Customers • Join Groups that your customers join • Don’t use Groups for advertising • Join the maximum number of groups • Remain active • Ask Questions 5/29/2014 11
  • 12. Social Media for Lead Generation - Facebook 5/29/2014 12
  • 13. In order to remain viable in the industry, leads are essential for retaining new clients and establishing relationships with qualified candidates. To improve your lead generation and increase sales through Facebook, you need to have a strategy, drive them to your website with a clear call to action and turn those leads into customers. • Send out “calls-to-action” that encourage users to provide their email address in exchange for downloadable material • Pay for targeted Facebook ads to encourage lead generation within your target population • Develop strategies to increase the number of likes on your employee and firm’s Facebook page • Boost your posts as part of a targeted marketing campaign 5/29/2014 13 Social Media for Lead Generation - Facebook Every successful marketing plan must include a goal for lead generation
  • 14. Amazing Facebook Statistics • Facebook’s first corporate partnerships, launched May 2006: • Apple • Microsoft • Intel • EA • Amazon • Accenture • Gap • Intuit • Pepsi • PricewaterhouseCoopers • Teach for America • Everyone else had to wait until September 2006 to join Facebook • Users are exposed to 1500 pieces of potential content every day • Approximately 7.5 million sites contain the Facebook Like or Share Buttons • Despite being blocked, there are roughly 95 million Facebook users in China • There are 70 different languages available for users on Facebook • Every 20 minutes on Facebook 1 million links are shared, 2 million friends are requested and 3 million messages are sent • Between 2012 and 2013, there was an increase in Facebook users by 22% • On a daily basis there are 350 million photos uploaded, 4.5 billion likes, 10 billion messages sent and 22 billion times that the Like or Share buttons are viewed • Total monthly users: 1,310,000,000 with 680 million of them on mobile devices. • The average person spends between 18 and 20 minutes viewing their Facebook account. If you combine every user, that what would be around 20 billion minutes! 5/29/2014 14
  • 15. Okay, So Now You’re An Expert…Now What? • Align sales and marketing costs to your revenue: if 70 percent of revenue comes from existing customers, your budget should reflect this • Ask your customers what prompted them to come to you in the first place • If 50 percent came through word of mouth, half of your sales and marketing effort should be invested in stimulating recommendations • Add social plugins to your site to enable customers to share freely • Whenever you run an event, think about how you could use it to bring existing customers together with prospects, and let the power of recommendation do its magic • Build social sharing into your product or service - either virtually using social media connectivity or in-person by bringing people together at marketing events 5/29/2014 15 Use Social Media to Flip the Funnel
  • 16. Question & Answers 5/29/2014 16