Use Social Networks toAttract Traffic andGenerate LeadsWhitePaperAbstractBusiness marketing made tremendous developments i...
IntroductionWhy create Leads?      To build a database for Email Marketing      To Discover New Business Clients      T...
Embark on a Lead Generation Campaign- MethodsAnalyze the existing marketing channels that currently contribute leads towar...
Conversion                                                Engagement                                  Action              ...
Social Networking Need of the Hour- Advantages     Branding & Increased Customer Awareness.     Contact or Engage with P...
Exhaustive List of Social Media Tools resourced by Sally falkow:• News Feeds (RSS9• syndicate buttons• Blogs – platforms a...
Influence and connect with the potential buyers through the corporate blog. Today prospects aremore informed before they m...
Analyze the group of influential domains and dynamic forces on social networking websites;Stayconnected with the thought l...
faces crisis. Don’t wait to reach out to your vendors, business peers and clients. Create contact databasewhere all inform...
social platforms using relevant content modules. This will help the business reach the industry targetaudience at all leve...
• Radian6• Sysomos• Nielsen BuzzMetrics• Visible Technologies• Trackur• Attensity• Alterian SM2• Scout Labs• Jive Software...
1.     Facebook     The best way to leverage Facebook is to build brand awareness and get your audience to subscribe or “l...
Cost per                                               impression                            Cost per                     ...
Why monitoring? With an end goal in mind there will be a direction for social networking,monitoring will help realize, whe...
How do you turn this goodwill into collaboration into a mutually beneficial deal?How do you create Customer Grievance or R...
“With a goal to continually add tons of value to the all products and services that I promote.”Anusonia has studied Busine...
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Lead generation using social network

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Lead generation using social network

  1. 1. Use Social Networks toAttract Traffic andGenerate LeadsWhitePaperAbstractBusiness marketing made tremendous developments in growingtheir customer database using social channels. This whitepaperwill detail methods to increase B2B deals and coin strategies thatwill help secure and retain those leads.FOMAX TECHNOLOGIES PVT. LTDBy Anusonia Jose
  2. 2. IntroductionWhy create Leads?  To build a database for Email Marketing  To Discover New Business Clients  To Find Business Investors and PartnersToday, intensive marketing efforts are implemented for improvising social media Return onInvestment. Unlike the previous goals,revenue generation of social media strategies has beenprioritized.A glance at those marketing procedures, in the B2B software space, companies likeHubSpot, InfusionSoft and HootSuite yield huge traffic numbers within minutes, by providingvaluable content, building leads and thereby converting their target audiences into sociallynetworked contacts. In the B2C space, passion for brands like Apple,Coca-Cola and Skoda have beenreignited by creative social media campaigns.Does your company invest in Social Networking?Create Lead links through your fans and followers?Monetize your social media campaigns?Evaluate the existing Lead Generation process in the company, Do social networks fitin the buyingprocess? Will socially connected leads convert at the same traditional methods?Tactical approach is emphasized in these times to gain social media attention. Appropriate contentetiquettes need to be applied, proper channels for data distribution, and accuratelyrelevantmeasurement of social interaction is a definite requisite. Learn about the new social mediatools that shorten lead time per sale. Both business-to-consumer (B2C) and business-to-business(B2B) brands have benefited from social networking.Seal corporate sales funnel with qualified leadsby implementing the strategies detailed below:Nurture Leads by being prepared!1) Embark on a Lead Generation Campaign-Methods2) Social Networking Need of the Hour- Advantages3) Influence Buying Decisions-Conversion4) Perfect 15 B2B Social Strategies for lead Generation- Implementation5) Social Media Engagement Platforms- Movement6) Measure and Monitor B2B Leads - Tactics7) Diversification, Improvisation and Augmentation of Social Networks- Relationships 1
  3. 3. Embark on a Lead Generation Campaign- MethodsAnalyze the existing marketing channels that currently contribute leads towards the sales funnel,revisit thefollow-up process and then calculate time taken to close the sale.Social lead behavior, asper results observed in previous experiments;detail how the potential buyers transact earlier in thesales process; sometimes unaware about business competitors. Getting potential buyers’ attentionearly has tremendous value that can be appreciated only when expectations have been set for sociallead performance. Based on several proven theories, a comparison between social media andtraditional saleshas revealed three levels that extend business target audience potential conversioninto converted prospects. The following diagram clearly details how the process of lead conversionhas flattened due to touch points. 2
  4. 4. Conversion Engagement Action Influence Opportunity Interest Attention Desire InteractionWith the social networking transparency leads could directly reach one step ahead where they are alreadyexposed and informed about the business products and services. They could develop Attention, Desire,Opportunities, Interest, or even Interact with the product/service through those social channels.After being expressive in the first stage they scale up to take an action, influence another, or directlyengage with the business representation. At this point clearly, the benefits received are much more thanthe traditional sales methodology.Point of Conversion or Point of Sale is definitely more rewarding, as there have been chances for muchfeedback and involvement during the lead generation process. 3
  5. 5. Social Networking Need of the Hour- Advantages  Branding & Increased Customer Awareness.  Contact or Engage with Prospects  Acquire Quality Traffic  Reach Lead Generation Targets  SurgeReturn over Investment or ROI  Instant Customer reviews and feedback  Cost Effective Advertising  Preempt customerspreferences  Socially Segmented Buzz  Used on Smartphone PlatformsTraditionally, it was always considered that a certain connection lies between the size of a networkand the effectiveness of that marketing campaign. However, for modern methods like social media,quality plays bigger role than quantity. 4
  6. 6. Exhaustive List of Social Media Tools resourced by Sally falkow:• News Feeds (RSS9• syndicate buttons• Blogs – platforms and plug-ins• Microblogging (Twitter)• Podcasts• Images – and image sharing networks• Video – and video sharing sites• Social Networks – Facebook, LinkedIn, Google Plus, niche networks• Social Media News Sites – Reddit, StumbleUpon, Digg• Social Media News Releases, with multimedia and social bookmarks• Search optimized articles, with feeds and commenting• Widgets and Apps• Social Media News Room – create a social media content hub on your websiteSocial Media Coordinated with Effective Email Marketing will capture all truly engaged prospects.“It’s the approach whereby customers and prospects are communicated with on a regular basis, sothat when they are ready to commit to a sale, you are their first point of contact. This can beextremely difficult if you were to try and establish this relationship through dialogue, but through theuse of social media and email marketing, the connection is maintained, and effectively nurtured intoa sale.” remarks GCL Direct.Influence Buying DecisionPersistent Efforts are needed to ensure that the prospect, till point of sale is convinced about thebusiness profile, product and after sales services.Facilitatinguser convenience at all levels will be oneof the most important factors that help potential customers to actual make their first purchase.Content is one of the crucial deciding factors that drive decision-making process. Strategies likerelevant and personalized ‘call to action’ phrase is another deciding factor. Strategicallydesignedcontent display will answer Frequently AskedQuestions (FAQ) while purchasing theproduct;solvehurdles in the sales process and provide more opportunities to capture all leads.Provide a tab that allows followers to convert within the social networking website and then observethe revenue generation projection periodically. 5
  7. 7. Influence and connect with the potential buyers through the corporate blog. Today prospects aremore informed before they make a decision. Ensureconversion pointsto turn every post into alanding page. A well connected network of content, business profile and product information couldbe the desired package by most consumers.Soft to Hard Lead ConversionBusinesses have an opportunity to convert interested social media fans and followers into emailsubscribers. These are called soft leads at the moment as they do not have an interest in purchasingthe product. They will be happy to provide their email address in exchange for highly valuable andrelevant content and would love to recommend the business profile to third party.Nurture the Social Media LeadDon’t kill the sale by sending pamphlets, email campaigns related to the traditional mode of sale.There is dire need to adjust value proposition for the social media leads differently. A hard lead isthat potential buyer who indicates by action that they are now interested in business offering. Here,they belong to the consideration phase, an opportunity to convert the lead into a buyer.Nurture the lead to develop trust with products and the company, continue to show thoughtleadership while they make their decision. Combine influencing strategies and relevant contentwhile staying in touch with prospects so that it helps one identify when the lead makes the jump toproduct interest. Indication for product interest could be signing up for a product feature list,product demonstration, and webinar or downloading any other decision-making content forexample the price list. 6
  8. 8. Analyze the group of influential domains and dynamic forces on social networking websites;Stayconnected with the thought leaders around the industry. Identify conversation drivers, influencersand commentators who look like an informed conversationalist.Perfect 14 B2B Social Strategies for lead Generation 1. Social Guidelines and EtiquettesWritten content guidelines for social media contributions, that ensures engagement with prospects,frictionless and also helps the thinkers, influencers to thrive and lead product based discussions.Gebauerfelt“An info graphic on Pinterest can link to an article. A guest post on a blog can link to a video onYouTube”. Staying top of every socially networked contact online and generating regular, recent andrelevant content helps build both brand and customers. Don’t lose out because of content mix, not allusers will attend webinar, browse case studies or watch videos.Appropriate mix of content likeProduct based webinar, interviews, discussions, press releases, and blogs for current clients andprospects are an excellent lead generating and referral source. 2. Push and Pull ApproachIt is imperative to keep others informed about the product or service initiatives that are mostly pushing outinformation to the social networks. At the same time, delicately balance pulling in participants as a keycontributor to aid brand resourcefulness. Word of mouth references are difficult yet through social media,even this might take a minimum time and effort to effectively draw customers and thereby validate corebusiness ideals and success stories. 3. Develop a Resource AgentContribution is crucial, so always look for opportunities to motivate business marketers to discuss andparticipate in the online social dialog. Remain a resource for your product, business profile and stay awarealways with the latest in the industry.Social channels will spread the resource messages only based on themerits. Influence and Negotiation is a skill, which needs a lot of effort in the social media. Blog comments,Digital chat sessions, utilize every opportunity to know the SME’s personally and professionally. Only skilledexperts can shape a brand out of ideas, relationships, people, and commoditize that information as avalueproposition and thought leadership. 4. Promotion and CampaignFocus is critical when products or services need to be promoted through social media. It is to interoperateboth the product promotion and lead nurturing campaign (scheduled series of targeted emails and flow stepstakes the campaign participant on a journey to Marketing Qualified Lead) together by linking them andleveraging each with their strength to accomplish desired goals. Businesses cannot impose limits onparticipation, instead could look for possibilities and learn how to engage in a dialog that is free-form and fluidon the social networks. Campaigning again needs to be cost effective, timed, and incorporate every aspect ofonline ethics. 5. Build RelationshipsMaintain a relationship is more imperative to entrepreneursthan selling their products or services. It is criticalto build relationships with your employees, followers… aah, even competitors. "Without strong relationships,it is impossible to have success as a business owner," says Michael Denisoff. Long-term customers and goodvendor relationships must be mutually beneficial always, as these then will be most valuable when business 7
  9. 9. faces crisis. Don’t wait to reach out to your vendors, business peers and clients. Create contact databasewhere all information is neatly organized, stored with reminders for occasions. 6. Audience SegmentationIn order to fully utilize the social networks, a proper database could be created based on the socialprofiles of the prospects generated. Identification and monetization of the target audience canhappen at a faster pace, if the details are collected and each prospect is divided into a group, basedon the demographics. 7. Control Content and FreebiesBrand marketers want outstanding results for their campaigns and rely on data to drive their media-buying decisions. Social media content could include e-newsletters, blogs, white papers, articlemarketing, guides, industry and business case studies and online videos. Companies tend to stayupdated about the current trends and write a lot after equally good amount of research. Suchcontent investment yields heavy returns in terms of followers on social media. Once in a whilepromotion of such content related freebies is an excellent strategy. 8. Movement MarketingLoads of articles have been published on the web about this strategy. Monitor conversations aboutthe business brand and competitors. After much research all that data could be used to create abuzz about how which all social channels will carry the same headline for a period of time. Aresearch paper that draws inferences on industry and your product could be marketed from all the 8
  10. 10. social platforms using relevant content modules. This will help the business reach the industry targetaudience at all levels of social marketing. 9. Regular News HeadlinesWhen you have a news tip, business success story, or a research document on a topic, offer thepiece of work to a reporter. HARO is one good way to spread information and get high-quality, freepublicity for your business. Keep your eyes open for other ways to distribute information aboutyour business. You could even get product or business reviews published at Squidoo.com. 10. Optimize Social ActivityAll search engines tend to display these social updates for search queries or keywords. It isimportant that these social websites carry content optimized for search engine front page. Searchengines are responsible for bringing the user to product pages thereby generating potentialcustomers. 11. Brand DifferentiationThe World Wide Web is a cluster of websites; it is very difficult to choose from the list of productsand services available. Business Networking helps distinguish products and services from that of thecompetitor. It creates a niche with a particular set of followers who have probably generated aninterest for the product. Suggestions and Improvisations about the product made with the help ofthese clients, influencers etcetera gives the service credibility and the required positioning on theweb. 12. Social Media AdvertisingKnowing the latest social media trends can help advertisers scrutinize best the game plans andbudgets of advertising on the social network. To make the most of dollars and euros invested insocial advertising, the deciding factors are; whom are they trying to reach, at what scale, and at whatlevel of engagement?Engagement needs to have its own rules and regulations distinct from group toindividual. Reports reveal a lot of these efforts have been to generate word of mouth buzz andcommunicate brand stories. 13. Establish Company OnlineMichelle deHaaff suggests that companies examine social media and online assets to see what theycan leverage for full social media engagement. She opines seven key assets are needed: location,people, stories, images, video, audio and words to ensure effective engagement with the businessentity. This will help build a lot more trust as a factor for the successful localized online existence. 14. Measure and MonitorSocial Media has evolved to record easy data inferences; it even helps measure and monitordatabase. This 3W platform has now incorporated built-in intelligence and analytical capabilities.Sharp details and relevant content elicits a networked response and instant feedback from audience.The freedom to express both positive and negative messages with substantial facts and figures hasmade the social domain a very powerful platform. One needs to act on reinforcement techniquesquickly before the negative comments produce viral effects.Some of analytical tools that can do a lot of the researching and reporting brunt of Social Mediamarketing collated by Sally Falkow: 9
  11. 11. • Radian6• Sysomos• Nielsen BuzzMetrics• Visible Technologies• Trackur• Attensity• Alterian SM2• Scout Labs• Jive Software• eCairn ConversationA comparison of several tools – http://www.pr2020.com/files/PR_SM-Monitoring-Comparison.pdfSocial Media Engagement PlatformsSocial Media stands two steps ahead of other lead generating processes, because of the convenience andcustomer engagement effectiveness that has been observed. Marketers today technicallyembed monitoringtool codes directly into a social app, which in turn connects to a landing page on that social website; wherebyevery lead generated falls directly into marketing automation software. Four major Social EngagementPlatforms that are a must for all businesses networking are- Facebook, LinkedIn, YouTube, and Twitter 10
  12. 12. 1. Facebook The best way to leverage Facebook is to build brand awareness and get your audience to subscribe or “like” your page as a way to promote your brand. Once you have identified fans from those that “liked” your page, you can use Facebook to promote your content. Several companies like Marketotoday have created software that could customize Facebook application and directly get leads in their automated marketing database. By matching demographic information like industry, company size, and job title helps identify hot prospects. An added benefit is that it helps provide content more appropriate for capturing them as leads. These could later even share thecampaign with their Facebook buddies. Twitter One of the most popular micro blogging website, Twitter connects through business networks by building a base of “followers”. These followers are united with the effective and useful “hash-tagging” and “re-tweeting”, Headline messages, pictures and videoscould be shared with the followers, to promote new updates, capabilities, practices, and testimonials. Build a business related ecosystem in line with social strategy and also communicate meaningfully in those 140 characters. Use Twitter scheduled updates, URL shortened, in order to communicate contemporary events or something that provides a future view. YouTube Second largest search engine, YouTube allowsvideo content that is indexed on other search engines, searchable within the website and also allows user subscriptions that details new or updated content. It is a great platform for product demonstrations, event promotion,panel discussions, and knowledge sharing such as education content, etc... Create an exclusive YouTube channel for business services as related content develops, so that audience could be informed and return for more. LinkedIn Launched on May 5, 2003, LinkedIn proved to be a powerful platform that serves as a diversified business model; with revenues coming from hiring solutions, marketing solutions and premium standpoints. Solicits and trace connections, profile views, syndicates content from other social networking websites and blogs, etc. and several other applications on LinkedIn have enhanced user experience online. One of the most reputed companies will have a professionallymanaged company page on LinkedIn, again linked to its market competitors or industry groups. According to Comscore; LinkedIn ranked as the 31st most-visited website worldwide. ComScore measured 9.4 billion page views in the first quarter of 2012. Measure Social Media Lead Generation Results2. It is now possible to measure the marketing ROI of our social efforts.Social channels improvised and facilitated canalization, identification and relate a specific campaign to the leads generated that had later turned to revenue.Formerly, identify where leads generate in the sales process was to measure efforts.Without the proper understanding of long sales cycles and lead nurturing stages,it was a slow yet steady move to the current campaignsuccess measurement.The quickest and most cost-effective way wasto monitor social media conversions that apply Google analytics campaign tracking code to the links you shorten and post on social networks. Now there have been tools like Marketo, Hubspot, HootSuite etcetera which made marketing ROI measurement another convenient, easy to understand and implement strategy. Use these metrics to demonstrate success through the sales funnel: 11
  13. 13. Cost per impression Cost per Cost per soft Lead Hard Lead Cost per engagement Cost Per Cost per Impression Social Network Cost per SaleMonitor B2B LeadsMonitor the entire social web! More than just the social networking clients, the Engagement will takeeffect when there is word to word monitoring of the complete web in real time. Many platforms have nowstarted making this job easy by capturing hundreds of millions of posts each day, including Facebook, blogs,news sites, discussion boards, video and image sharing sites.As a secondary step, traditional methods to monitor buzz could be UsingTwitter advanced search (or Twitterclients such as Hootsuite, TweetDeck or CoTweet) to monitor keywords around your business, including yourbrand names, trademarks, product types and competitors. Use Google Alerts to keep up with the latest newsabout your company and product techniques. And search mentions of product brand in blogs via Google BlogSearch or Technorati.Ability to work collaboratively across all the social needs of networked customers can be possible only whenthere is full time team trained to digitally analyze the inbound and outbound conversations. Team will have tomonitor and then be empowered to coordinate responses, share information, and stay connected. Each timelaunch searches within feeds, filter by keyword, and focus on relevant discussions on the social mediawebsites. Discover conversations that are happening in a date range, or in real-time and respond accordingly.Maintain theconversation thread history, notes and also add identifying source tags to give context to theongoing interactions.This collection of utilities, third party integrations and macros need to be designed toallow users to customize the Engagement techniques to meet specific social media monitoring andengagement needs.Social media monitoring has opened up limitless possibilities; personally think it’s time tojoin the conversation. 12
  14. 14. Why monitoring? With an end goal in mind there will be a direction for social networking,monitoring will help realize, where corporate networking needs effort and what works on the web.Instant results always will keep the organization competent and reach desired benchmarks in realtime.Diversification, Improvisation and Augmentation of SocialNetworksB2B sales are moreabout relationships built over time. A lot of products/ services/ brand might need to bediversified, improvised or even augmented on the Social Networks. Voluminous body of links and multimediacontent make matters even more complicated.  Need a Social Media TeamHandling thousands of queries, reading on the web commenting and then analyzing current trends isdefinitely not a single source effort. There is a dire need for a complete team on board. Social mediainformation is bigger and faster than any other information channel launched before.  Engagement AdvertisingSocial Media recommends Engagement Advertising as a current trend. Engagement Ads encourage membersto interact with the ads without being diverted away from what they’re doing. They are encouraged to leavecomments, share virtual gifts or become fans. The ads are designed to increase interaction, social spread andbrand engagement.  Develop a Backup PlanA crisis management plan is quintessential. Don’t repeatNestle’s Facebook Page mistakes again, these will hityou harder than any other big brand. Backup plan for engagement in more routine situations is a compulsoryexercise. All kinds of negative frill and raves about the product should be foreseen and prepared for. Somequestions that should always be at the back of your mind- 13
  15. 15. How do you turn this goodwill into collaboration into a mutually beneficial deal?How do you create Customer Grievance or Redressal program?How do you internalize and execute on product feedback?How do you deal with irate customers/ Bloggers?Constantly check all these scenarios and figure out could one activate the right resources within theorganization.  Match your ROI ToolsAsk vendors the tough questions like “For which websites does this social media marketing ROI tool trackresults?” Never lose sight of your objective-How do you monitor using their tools and engage in brand buildingover the social networks? What are some best practices you’ve developed?Having data available in real-time simply makes it worthwhile. The ability to set up and start trackingimmediately, gives contentment in knowing that everything is working smoothly. And, if something does endup being wrong, no time will have been wasted in being seen as penalized for it or a golden chance to rectifythe mistake through a comment or suggestion.  Business Leads in Real-TimeTaking advantage of real-time analytics requires commitment and being able to analyze your data in real-timehas the potential to add a lot of value to your business, whether you run a hugely popular website like TheHubspot or if it is a small business initiative. It really helps keep a lean organization. And, frankly, it’s whycompanies who work manually are no more sustained on Social networks. It’s possible to automate some of thework, but you usually need a human decision maker. This can be difficult to get correct but it can make youradvantage even bigger once you succeed.Using social media to drive conversation with potential leads is ahefty process with a few steps that just need to be automated so that work is done well within time to ensure realtime engagement with business entities.ConclusionThe keyword in social media is “social”, and the World Wide Web has exponentially expanded the social factorat large for lead generation. People were social long before the advent of Internet and social media, then whathas changed since then? Try implementing the offline skills as an example that worked over time and put themto use online. Meet people, communicate and build relationships over the web itself. Develop and fostercomplex relationships via Skype and other such online resources. As always, make sure that customers areaware of your product, understand its benefits, and have a way to purchase. Sound like the perfectconversationalist with consumers, and provide insightful resources and answer any questions that arise. Yeah,that’s pretty much it… for some of the traditional organizations. Ignorant of the sea of opportunities that laybefore them, these business marketers will soon be exhausted once they go live online.About the Author - Anusonia Jose 14
  16. 16. “With a goal to continually add tons of value to the all products and services that I promote.”Anusonia has studied Business Management in Marketing, Sales, and Advertising & holds a degree inEnglish Literature from Delhi relocated to Mumbai and currently resides at Bangalore. She has previousexperience in Online Marketing, Email marketing, and Web Content Writing.Useful ResourcesWatermarkhttp://thersvprev.com/wp-content/uploads/2012/02/wp_Connection_1280x1024.jpgContenthttp://www.socialmediaexaminer.com/5-tips-for-moving-social-media-leads-into-the-sales-funnel/http://mashable.com/2010/06/24/social-media-lead-generation/http://infoanalytica.com/social_media_solutions.phphttp://mashable.com/2010/08/02/successful-social-media-monitoring/http://www.marketingsherpa.com/article.php?ident=32179#http://www.socialmediaexaminer.com/26-ways-to-use-social-media-for-lead-generation/http://www.business2community.com/social-media/how-to-measure-social-media-lead-generation-0184310 15

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