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Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
Unlocking the Lead Generation Potential of Search and Social Media
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Unlocking the Lead Generation Potential of Search and Social Media

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View the full recorded webinar at: http://bit.ly/19YAHG5. …

View the full recorded webinar at: http://bit.ly/19YAHG5.

According to Hubspot’s recently released “2013 State of Inbound Marketing report,” SEO and social media rate among the top marketing channels for lead generation, delivering above-average sales conversions at below-average costs per lead. With the constantly changing digital landscape providing more new ways to target potential buyers, marketers may be missing out on golden opportunities to unlock the lead generation potential of search and social media marketing.

Are your search and social media channels optimized for lead generation?

In this webinar, Search Mojo’s Janet Driscoll Miller and Sarah Lokitis will show you different ways to utilize search and social media marketing channels for lead generation, including some new tactics you may not have known about.

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  • Justin BriggsPresentation from SMX Advanced last weekPanel discussing authorship, which is a type of rich snippetEyetracking study showing where people look on the pageFourth entry with a rich snippet gets actually more visibility than the top listingSo we can see it increases visibility for organic listings, even if they are not the top listing
  • So visibility is one thing, but what about click through rate? Because we’re concerned about lead generation, not just visibility in searchAnother presenter on our panel last week was Mitul Gandhi of SEO ClarityHe shared a study showing how adding an authorship snippet doubled traffic to a blog entry on their site
  • Mike Blumenthal also shared some great click through rate data on his blog. In a study Mike did using a video rich snippet, notice how the initial results pan out the way we might expect based on rankingBut add a video rich snippet, and the 3rd result, which has the snippet, seems to steal clicks from the top result and even gives some help and visibility to the fourth result as well
  • Switch gears and talk about marketing gatesAs lead gen marketers, we love marketing gates – we love to gate our content and get leads from itBut gating is a double edged swordOn the one hand, it gains us new lead sign upsBut on the SEO side, these gates can block bots from indexing the content, thus reducing the ways that content can be found by others
  • Here’s what our gate looks like at Search MojoWe also tried to improve conversion on the gate page by using the Sign in with LinkedIn button
  • First: We know that search, both paid and organic, are highly impactful and successful tactics at driving lead generation effort.
  • Who is searching this term?The soccer mom who is managing a Facebook page for her child’s soccer team?Or the CMO of a Fortune 500 company?
  • And while we know long tail is effective, Google is severely limiting long tail.
  • Know your buyer personasWho are your buyers?What messaging resonates with them?Use social ads to target those individuals with those specific offers/messages
  • KARI
  • Kari
  • Transcript

    • 1. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 UNLOCKING THE LEAD GENERATION POTENTIAL OF SEARCH AND SOCIAL MEDIA @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 JANET DRISCOLL MILLER, PRESIDENT AND CEO SARAH LOKITIS, SOCIAL MEDIA MANAGER
    • 2. SEARCH-MOJO.COM@searchmojo #mojowebinar TODAY’S PRESENTERS Janet Driscoll Miller President and CEO, Search Mojo Follow on Twitter: @janetdmiller Sarah Lokitis Social Media Manager, Search Mojo Follow on Twitter: @Lokitis
    • 3. SEARCH-MOJO.COM@searchmojo #mojowebinar ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more • Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop and Hubspot
    • 4. SEARCH-MOJO.COM@searchmojo #mojowebinar OUR CLIENTS
    • 5. SEARCH-MOJO.COM@searchmojo #mojowebinar WHY SEARCH AND SOCIAL FOR LEAD GEN?
    • 6. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 START AT THE END
    • 7. SEARCH-MOJO.COM@searchmojo #mojowebinar SEARCH, SOCIAL AND THE SALES CYCLE • Search and social put and leads in the funnel • Marketing automation nurtures leads so they can become opportunities Lead Opportunity Sale Marketing Automation
    • 8. SEARCH-MOJO.COM@searchmojo #mojowebinar GOOGLE UNIVERSAL ANALYTICS • Attribution Modeling • (http://bit.ly/Google Attribution)
    • 9. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 OPPORTUNITIES WITH ORGANIC SEARCH
    • 10. SEARCH-MOJO.COM@searchmojo #mojowebinar WHY SEO?
    • 11. SEARCH-MOJO.COM@searchmojo #mojowebinar GET THE SEO HOUSE IN ORDER • Keywords • Content • Inbound Links • Social Signals – Google+
    • 12. SEARCH-MOJO.COM@searchmojo #mojowebinar • Reviews • Recipes • Authorship • Products • Events • Music • Video • Apps • Breadcrumbs RICH SNIPPETS http://bit.ly/SnippetsInfographic
    • 13. Source: Justin Briggs, http://justinbriggs.org/how-does-google-authorship-impact-ctr
    • 14. RICH SNIPPETS
    • 15. SEARCH-MOJO.COM@searchmojo #mojowebinar RICH SNIPPETS Source: Mike Blumenthal, http://blumenthals.com/blog/2013/03/13/video-snippets-vs-author-images/
    • 16. SEARCH-MOJO.COM@searchmojo #mojowebinar MARKETING GATES Lead Generation • Gain new leads via organic visits SEO • Search engine bots can’t get past forms
    • 17. SEARCH-MOJO.COM@searchmojo #mojowebinar HELP BOTS BYPASS FORMS
    • 18. SEARCH-MOJO.COM@searchmojo #mojowebinar SOCIAL LOGIN 10% used social login
    • 19. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 OPPORTUNITIES WITH PAID SEARCH
    • 20. SEARCH-MOJO.COM@searchmojo #mojowebinar WHY PPC?
    • 21. SEARCH-MOJO.COM@searchmojo #mojowebinar AD EXTENSIONS • Offers • Sitelinks • Locations • Call metrics • Seller Ratings
    • 22. SEARCH-MOJO.COM@searchmojo #mojowebinar RETARGETING
    • 23. SEARCH-MOJO.COM@searchmojo #mojowebinar WHY RETARGETING? • Reach people who already have some relationship with your brand or category • Two types: – Site-based Retargeting • Retargets those who have visited your site or landing page – YouTube Retargeting • Retarget to visitors who view or subscribe (or unsubscribe from) your YouTube channel
    • 24. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 SOCIAL MEDIA MARKETING FOR LEAD GENERATION
    • 25. SEARCH-MOJO.COM@searchmojo #mojowebinar SOCIAL MEDIA MARKETING FOR LEADS
    • 26. SEARCH-MOJO.COM@searchmojo #mojowebinar WHAT TO SHARE ON SOCIAL?
    • 27. SEARCH-MOJO.COM@searchmojo #mojowebinar WHERE TO SHARE ON SOCIAL?
    • 28. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 OPPORTUNITIES WITH PAID SOCIAL
    • 29. SEARCH-MOJO.COM@searchmojo #mojowebinar WHAT WE ALREADY KNOW ABOUT SEARCH
    • 30. SEARCH-MOJO.COM@searchmojo #mojowebinar THE KEYWORD CHALLENGE • “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
    • 31. SEARCH-MOJO.COM@searchmojo #mojowebinar THE MISSING PPC LONG TAIL • The growth of “low search volume” keywords in AdWords is exponential • The keyword “Long Tail” only exists when Google lets it • They are happy to “broad match” overly broad keywords at high CPCs
    • 32. SEARCH-MOJO.COM@searchmojo #mojowebinar WHY SOCIAL? • Offers what search often lacks – High level of demographic targeting Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level
    • 33. SEARCH-MOJO.COM@searchmojo #mojowebinar DEFINE YOUR TARGET AUDIENCE ? ? ? ? ? ? ?
    • 34. SEARCH-MOJO.COM@searchmojo #mojowebinar WHAT IS THE RIGHT OFFER?
    • 35. SEARCH-MOJO.COM@searchmojo #mojowebinar LINKEDIN TARGETING OPTIONS
    • 36. SEARCH-MOJO.COM@searchmojo #mojowebinar FACEBOOK TARGETING OPTIONS
    • 37. Google Retargeting ads focused on financial planning assets User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) User clicks on social ad Mark person as interested in financial planning Ad targeted towards people with interests in financial planning Landing page, focused on financial planning white paper BRINGING IT ALL TOGETHER WITH SEARCH
    • 38. SEARCH-MOJO.COM@searchmojo #mojowebinar LINKEDIN ADVERTISING WITH RETARGETING 0 50 100 150 200 250 300 350 400 2011 2012 Conversions
    • 39. SEARCH-MOJO.COM@searchmojo #mojowebinar LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Conversions
    • 40. SEARCH-MOJO.COM@searchmojo #mojowebinar LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Cost per Lead
    • 41. SEARCH-MOJO.COM@searchmojo #mojowebinar LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Cost
    • 42. SEARCHMOJO.COM ROI OF LINKEDIN 281% 1178% (pipeline)(revenue) ROI
    • 43. SEARCH-MOJO.COM@searchmojo #mojowebinar WHAT’S NEXT? Interested in hearing more about Search Mojo’s services? Reach out & start a conversation! Sean McCusty smcusty@search-mojo.com 800-939-5938 x116
    • 44. SEARCH-MOJO.COM@searchmojo #mojowebinar UPCOMING WEBINAR Blogging’s Biggest Challenges and How to Overcome Them July 11, 2013 2:00 p.m. ET Register today at www.search-mojo.com/blogging Kari Rippetoe Content Marketing Manager Search Mojo Todd Wickersty Co-founder Storyware
    • 45. SEARCH-MOJO.COM@searchmojo #mojowebinar CONTACT Janet Driscoll Miller Google+: +Janet Driscoll Miller Twitter: @janetdmiller Sarah Lokitis Google+: +Sarah Lokitis Twitter: @Lokitis Google+: +Search Mojo Twitter: @SearchMojo Facebook: facebook.com/searchmojo

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