Generating Lower Cost Leads With Social Media Kipp Bodnar  – Hubspot Christine Whittemore  – Simple Marketing Now Marketin...
Introductions  Kipp Bodnar Inbound Marketer, Hubspot Twitter:  @kbodnar32 eMail:  [email_address] Blog:  Blog.HubSpot.com ...
Lead Generation?
Image: Programming By  JPDaigle Jean -Philippe Daigle
Social Media?
Image: Take Time While Time Doth Last By  spratmackrel Paul  Walker
What is a Lead? Hubspot
Image Source: Cold Calling By  Jon  Curnow Jon  Curnow
Does This Sound Familiar? <ul><li>“…  My local reputation keeps my door swinging. I am totally clueless how to attract new...
And This? <ul><li>“ Lead generation is difficult to track. Often customers don't remember how they originally came across ...
How About This? <ul><li>“ The challenge, especially for smaller companies, is  measuring the results from social media act...
 
How Do You Generate Leads? Most Effective
Social Media For Lead Generation Most Effective
 
The 5 Steps of Social Media Lead Generation Step 1: Get The Basics Right Step 2: Maximize Content Discovery Step 3: Create...
Case Study
Content Marketing Institute
 
CMI’s Goal <ul><li>Get  an email address  to start the relationship! </li></ul>Image source:  http:// www.salesdnaltd.com ...
A CMI Case Study
A CMI Offer
CMI Landing Page
CMI’s Lead Generation Flow <ul><li>Become  Readers  of CMI content  </li></ul><ul><ul><li>At least 6 months </li></ul></ul...
Calls To Action
From CMI Recent Post
Maximize Reach, Discovery <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Contact ...
Daily
Weekly Email
CMI Results <ul><li>Traffic: </li></ul><ul><ul><li>40,000+ visits/month </li></ul></ul><ul><li>Leads: </li></ul><ul><ul><l...
CMI’s Advice For Generating Leads <ul><li>“ Find a niche where you can be the leading expert in the world, and then think ...
Social Media Advertising Advice <ul><li>LinkedIn & Facebook ads: </li></ul><ul><ul><li>Strong calls to action  </li></ul><...
Case Study
 
Lead Generation Flow <ul><li>Daily blog content </li></ul><ul><ul><li>Pushed out through social media </li></ul></ul><ul><...
 
Content Reach & Discovery
Free Whitepapers
Measure, Adjust, Prioritize <ul><li>Leads flow automatically into CRM </li></ul><ul><li>Number of leads captured </li></ul...
Results Since Early 2010 <ul><li>Higher quality leads vs. paid sources </li></ul><ul><li>Increased sales </li></ul><ul><ul...
How To Implement…  5 Steps of Social Media Lead Generation
 
The Magalog Guy
 
People Learn in Different Ways <ul><li>Variety of content formats available </li></ul><ul><ul><li>Magalog Blog </li></ul><...
Two Extreme Lead Paths <ul><li>Immediate need </li></ul><ul><ul><li>Referral or WOM </li></ul></ul><ul><li>Longer term </l...
 
Calls To Action <ul><li>Blog or podcast subscription </li></ul><ul><li>Free marketing resources </li></ul><ul><li>Free 130...
Social Media <ul><li>To show personality </li></ul><ul><ul><li>Blog & podcasts </li></ul></ul><ul><ul><li>Facebook </li></...
Magalog Guy’s Advice: <ul><li>“ The tempting siren song with social media is that you can reach everyone. But we know &quo...
 
Avente Tile <ul><li>Online tile retailer </li></ul><ul><ul><li>B2B, B2C </li></ul></ul><ul><li>Social tools </li></ul><ul>...
Avente Tile’s Offers <ul><li>Subscribe to eNewsletter </li></ul><ul><li>Subscribe to Blog </li></ul><ul><li>Call or Contac...
 
Lead Generation Process <ul><li>Targeted keyword-specific blog content </li></ul><ul><li>Promoted via social media </li></...
Twitter Chats  to Connect with Designers Search Terms    B2B Leads    Guest posts
 
Referrals To Website <ul><li>Avente Tile Talk Blog:  </li></ul><ul><ul><li>32% visits, 10.89 pages/visit, 36.43% bounce </...
Detailing Website Events
Detailing Blog Events
Blog Social Sources 35% referrals from Google Images Check your <alt> tags!
 
CompuKol
Calls To Action
Primary Source of Leads:
Lead Generation Process <ul><li>Read & subscribe to blog content </li></ul><ul><li>After 3-6 months </li></ul><ul><ul><li>...
Syndicate Content Socially <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Best:  </li></ul><ul><ul><li>Linke...
 
Awarepoint <ul><li>Healthcare IT company  </li></ul><ul><li>Enterprise awareness solutions for hospitals </li></ul><ul><ul...
Awarepoint Lead Generation <ul><li>In-person sales team </li></ul><ul><ul><li>Demonstrations </li></ul></ul><ul><li>Trade ...
Calls To Action <ul><li>Free case studies </li></ul><ul><li>Learn more: blog posts </li></ul><ul><li>Subscribe to blog </l...
 
 
Results: Influence the Influencers <ul><li>Raise awareness </li></ul><ul><ul><li>Beyond healthcare IT stakeholders </li></...
Social Sources of Blog Traffic <ul><li>Facebook </li></ul><ul><ul><li>12% visits, 1.56 pages/visit, 76.19% bounce </li></u...
Social Visibility  <ul><li>RightHealth.com </li></ul><ul><ul><li>1.29 pages/visit, 71.43% bounce rate </li></ul></ul><ul><...
The Healthcare Community As of 3/10/11 The competition!
 
 
Tools You Need! <ul><li>A blog for great content – “ Think like a publisher” </li></ul><ul><ul><li>Social networks to shar...
Tools To Track Results
What Makes  Calls To Action  Effective? <ul><li>Meaningful to prospects </li></ul><ul><ul><li>Top of Funnel </li></ul></ul...
http://www.contentmarketinginstitute.com/2011/05/3-keys-to-creating-social-media-content-that-converts/
What About  Testing ?
Resources  <ul><li>Mashable:  </li></ul><ul><ul><li>HOW TO: Use Social Media for Lead Generation </li></ul></ul><ul><li>So...
 
Contact Us!  Kipp Bodnar Inbound Marketer, Hubspot Twitter:  @kbodnar32 eMail:  [email_address] Blog:  Blog.HubSpot.com Ch...
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Social Media Lead Generation

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"Generating Lower Cost Leads With Social Media” offers advice on how B2B businesses can integrate social media as a lead generation tool into their business model. This presentation offers best practices for generating leads through social media and examines case study examples of how B2B marketers are using social media to generate leads.

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  • Twitter: b2b connections, chats, keywords FB: existing customers
  • Social Media Lead Generation

    1. 1. Generating Lower Cost Leads With Social Media Kipp Bodnar – Hubspot Christine Whittemore – Simple Marketing Now MarketingProfs B2B Forum 2011 - Boston
    2. 2. Introductions Kipp Bodnar Inbound Marketer, Hubspot Twitter: @kbodnar32 eMail: [email_address] Blog: Blog.HubSpot.com Christine (CB) Whittemore Chief Simplifier, Simple Marketing Now Twitter: @cbwhittemore eMail: [email_address] Blog: SimpleMarketingBlog.com
    3. 3. Lead Generation?
    4. 4. Image: Programming By  JPDaigle Jean -Philippe Daigle
    5. 5. Social Media?
    6. 6. Image: Take Time While Time Doth Last By  spratmackrel Paul Walker
    7. 7. What is a Lead? Hubspot
    8. 8. Image Source: Cold Calling By  Jon Curnow Jon Curnow
    9. 9. Does This Sound Familiar? <ul><li>“… My local reputation keeps my door swinging. I am totally clueless how to attract new biz and am afraid to spend money on traditional media b/c I cannot afford not to have an ROI. </li></ul><ul><li>Social media makes sense to me but I cannot find the time to do it well.” </li></ul><ul><li>Anonymous </li></ul>
    10. 10. And This? <ul><li>“ Lead generation is difficult to track. Often customers don't remember how they originally came across your company and often [what they] cite is not correct.” </li></ul><ul><li>Bill Buyok </li></ul><ul><li>Owner, Avente Tile </li></ul>
    11. 11. How About This? <ul><li>“ The challenge, especially for smaller companies, is measuring the results from social media activities.     </li></ul><ul><li>For example, if an individual clicks through to our website from a tweet and buys something, that’s easy to measure.  But in most B2B situations, differentiation on features, complex sales cycles, multiple decision-makers, significant service component— means this typically doesn’t apply.    </li></ul><ul><li>In B2B outreach, if John Doe is influenced to buy from us based on a blog post or a tweet—but completes the purchase through another unrelated channel—there’s no easy way to assign the value of that sale to our social media outreach.”  </li></ul><ul><li>Valerie Fritz </li></ul><ul><li>VP Marketing RTLS Division </li></ul><ul><li>TeleTracking </li></ul>
    12. 13. How Do You Generate Leads? Most Effective
    13. 14. Social Media For Lead Generation Most Effective
    14. 16. The 5 Steps of Social Media Lead Generation Step 1: Get The Basics Right Step 2: Maximize Content Discovery Step 3: Create Conversion Ubiquity Step 4: Test and Fail Fast Step 5: Optimize For Maximum Lead Flow
    15. 17. Case Study
    16. 18. Content Marketing Institute
    17. 20. CMI’s Goal <ul><li>Get an email address to start the relationship! </li></ul>Image source: http:// www.salesdnaltd.com /blog/sales-prospecting-by-email/
    18. 21. A CMI Case Study
    19. 22. A CMI Offer
    20. 23. CMI Landing Page
    21. 24. CMI’s Lead Generation Flow <ul><li>Become Readers of CMI content </li></ul><ul><ul><li>At least 6 months </li></ul></ul><ul><li>Subscribe to other content products </li></ul><ul><ul><li>3 or more </li></ul></ul><ul><li>Easy conversion </li></ul><ul><ul><li>Contact form, email, Twitter </li></ul></ul>
    22. 25. Calls To Action
    23. 26. From CMI Recent Post
    24. 27. Maximize Reach, Discovery <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Contact Us </li></ul><ul><li>Email </li></ul>
    25. 28. Daily
    26. 29. Weekly Email
    27. 30. CMI Results <ul><li>Traffic: </li></ul><ul><ul><li>40,000+ visits/month </li></ul></ul><ul><li>Leads: </li></ul><ul><ul><li>30 to 50 signups per day </li></ul></ul><ul><li>Revenue: </li></ul><ul><ul><li>2011: up 300%+ </li></ul></ul>
    28. 31. CMI’s Advice For Generating Leads <ul><li>“ Find a niche where you can be the leading expert in the world, and then think of yourself like the trade magazine for that niche and “cover” the market.” </li></ul><ul><li>Pam Kozelka </li></ul><ul><li>Content Marketing Institute </li></ul>
    29. 32. Social Media Advertising Advice <ul><li>LinkedIn & Facebook ads: </li></ul><ul><ul><li>Strong calls to action </li></ul></ul><ul><ul><li>Personalize AMAP: </li></ul></ul><ul><ul><ul><li>by region or job title specifically  </li></ul></ul></ul><ul><ul><li>Keep it fresh, simple, social </li></ul></ul>
    30. 33. Case Study
    31. 35. Lead Generation Flow <ul><li>Daily blog content </li></ul><ul><ul><li>Pushed out through social media </li></ul></ul><ul><li>Higher value content </li></ul><ul><ul><li>How-to articles </li></ul></ul><ul><ul><li>Case studies behind lead-generation forms </li></ul></ul><ul><ul><ul><li>Confirmation email </li></ul></ul></ul><ul><ul><ul><li>Lead nurturing email series </li></ul></ul></ul><ul><ul><ul><ul><li>Paid sources  5 part email series </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Don’t annoy! </li></ul></ul></ul></ul>
    32. 37. Content Reach & Discovery
    33. 38. Free Whitepapers
    34. 39. Measure, Adjust, Prioritize <ul><li>Leads flow automatically into CRM </li></ul><ul><li>Number of leads captured </li></ul><ul><li>Ratio of leads to sales </li></ul><ul><li>Average value of sales </li></ul><ul><li>Average return-on-investment </li></ul>Source: MarketingSherpa - Content Marketing: Inbound strategy pulls in 25% more revenue, 70% more leads
    35. 40. Results Since Early 2010 <ul><li>Higher quality leads vs. paid sources </li></ul><ul><li>Increased sales </li></ul><ul><ul><li>25-40% increase in revenue per quarter </li></ul></ul><ul><ul><li>~ 2x average annual revenue per account </li></ul></ul><ul><ul><li>70% increase in inbound leads </li></ul></ul><ul><ul><li>20% increase in website traffic </li></ul></ul>Source: MarketingSherpa - Content Marketing: Inbound strategy pulls in 25% more revenue, 70% more leads
    36. 41. How To Implement… 5 Steps of Social Media Lead Generation
    37. 43. The Magalog Guy
    38. 45. People Learn in Different Ways <ul><li>Variety of content formats available </li></ul><ul><ul><li>Magalog Blog </li></ul></ul><ul><ul><li>Sample Magalogs </li></ul></ul><ul><ul><li>Book download </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Free resources </li></ul></ul><ul><li>Content confirms expertise </li></ul><ul><li>Blog builds traffic </li></ul>
    39. 46. Two Extreme Lead Paths <ul><li>Immediate need </li></ul><ul><ul><li>Referral or WOM </li></ul></ul><ul><li>Longer term </li></ul><ul><ul><li>Build trust </li></ul></ul><ul><ul><li>Express personality </li></ul></ul><ul><li>Critical to have good fit with lead </li></ul><ul><ul><li>Phone consultation </li></ul></ul>
    40. 48. Calls To Action <ul><li>Blog or podcast subscription </li></ul><ul><li>Free marketing resources </li></ul><ul><li>Free 130 page book: lead gen form </li></ul><ul><li>Free phone consultation </li></ul>
    41. 49. Social Media <ul><li>To show personality </li></ul><ul><ul><li>Blog & podcasts </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><ul><li>Q&A - RSS feed </li></ul></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Promote articles </li></ul></ul><ul><ul><li>Benefit from search </li></ul></ul><ul><ul><li>Monitor keywords </li></ul></ul>
    42. 50. Magalog Guy’s Advice: <ul><li>“ The tempting siren song with social media is that you can reach everyone. But we know &quot;everyone&quot; should never be your target market. You need to be clear about your ideal prospects , then keep pushing out a message that resonates with them with the intent on having a two-way conversation. </li></ul><ul><li>Non-business people on social media find each other when they're interested in a similar topic… Yet in business, we sometimes fail to carry that over into our connections with prospects. It becomes a one-way conversation instead of the natural progression of friends who came together over a similar interest and then build on that interest over time...” </li></ul>
    43. 52. Avente Tile <ul><li>Online tile retailer </li></ul><ul><ul><li>B2B, B2C </li></ul></ul><ul><li>Social tools </li></ul><ul><ul><li>Be human </li></ul></ul><ul><ul><li>Build trust </li></ul></ul><ul><ul><li>Add context to products </li></ul></ul>
    44. 53. Avente Tile’s Offers <ul><li>Subscribe to eNewsletter </li></ul><ul><li>Subscribe to Blog </li></ul><ul><li>Call or Contact </li></ul>
    45. 55. Lead Generation Process <ul><li>Targeted keyword-specific blog content </li></ul><ul><li>Promoted via social media </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Contact </li></ul><ul><ul><li>Lead form </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Phone call </li></ul></ul><ul><ul><li>Twitter DM </li></ul></ul>
    46. 56. Twitter Chats to Connect with Designers Search Terms  B2B Leads  Guest posts
    47. 58. Referrals To Website <ul><li>Avente Tile Talk Blog: </li></ul><ul><ul><li>32% visits, 10.89 pages/visit, 36.43% bounce </li></ul></ul><ul><li>Because of the Blog: </li></ul><ul><ul><li>This Old House: </li></ul></ul><ul><ul><ul><li>7% visits, 15.31 pages/visit, 30.71% bounce </li></ul></ul></ul><ul><ul><li>Houzz.com: </li></ul></ul><ul><ul><ul><li>4% visits, 20.05 pages/visit, 26.21% bounce </li></ul></ul></ul><ul><ul><li>Hootsuite: </li></ul></ul><ul><ul><ul><li>3% visits, 11.49 pages/visit, 23.21% bounce </li></ul></ul></ul><ul><ul><li>KitchenAndResidentialDesign.com : </li></ul></ul><ul><ul><ul><li>1% visits, 19.36 pages/visit, 18.18% bounce </li></ul></ul></ul>
    48. 59. Detailing Website Events
    49. 60. Detailing Blog Events
    50. 61. Blog Social Sources 35% referrals from Google Images Check your <alt> tags!
    51. 63. CompuKol
    52. 64. Calls To Action
    53. 65. Primary Source of Leads:
    54. 66. Lead Generation Process <ul><li>Read & subscribe to blog content </li></ul><ul><li>After 3-6 months </li></ul><ul><ul><li>“ Let’s Have Coffee ” </li></ul></ul><ul><ul><li>Contact Form </li></ul></ul><ul><li>Monthly newsletter </li></ul><ul><ul><li>Keep readers in the loop </li></ul></ul><ul><li>Use open source CRM to track, follow up </li></ul>
    55. 67. Syndicate Content Socially <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Best: </li></ul><ul><ul><li>LinkedIn Groups </li></ul></ul>
    56. 69. Awarepoint <ul><li>Healthcare IT company </li></ul><ul><li>Enterprise awareness solutions for hospitals </li></ul><ul><ul><li>Long lead times </li></ul></ul><ul><ul><li>Complex sale </li></ul></ul><ul><li>Launched Awarepoint Blog February 2010 </li></ul><ul><ul><li>Establish thought-leadership </li></ul></ul><ul><ul><li>Broaden awareness </li></ul></ul>
    57. 70. Awarepoint Lead Generation <ul><li>In-person sales team </li></ul><ul><ul><li>Demonstrations </li></ul></ul><ul><li>Trade shows </li></ul><ul><li>Traditional marketing tools </li></ul><ul><ul><li>White papers </li></ul></ul><ul><ul><li>Case studies </li></ul></ul><ul><ul><li>Brochures </li></ul></ul><ul><li>Presentations at conferences </li></ul>Repurpose Place into greater healthcare context Promote via Social channels
    58. 71. Calls To Action <ul><li>Free case studies </li></ul><ul><li>Learn more: blog posts </li></ul><ul><li>Subscribe to blog </li></ul><ul><li>Demonstration </li></ul><ul><ul><li>Lead form </li></ul></ul><ul><li>Impact Analysis Meeting </li></ul><ul><ul><li>Lead form </li></ul></ul>
    59. 74. Results: Influence the Influencers <ul><li>Raise awareness </li></ul><ul><ul><li>Beyond healthcare IT stakeholders </li></ul></ul><ul><ul><li>Part of solution for better healthcare </li></ul></ul><ul><li>Participate in greater industry discussions </li></ul><ul><ul><li>Lean healthcare </li></ul></ul><ul><ul><li>Prevent MRCA </li></ul></ul><ul><li>New source of traffic </li></ul><ul><ul><li>9k visits, 56% new, 1/3 from search </li></ul></ul>
    60. 75. Social Sources of Blog Traffic <ul><li>Facebook </li></ul><ul><ul><li>12% visits, 1.56 pages/visit, 76.19% bounce </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>7% visits, 1.66 pages/visit, 72.04% bounce </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>3% visits, 1.62 pages/visit, 65.38% bounce </li></ul></ul>2/27/10-2/27/11
    61. 76. Social Visibility <ul><li>RightHealth.com </li></ul><ul><ul><li>1.29 pages/visit, 71.43% bounce rate </li></ul></ul><ul><li>TheRTLSBlog.com </li></ul><ul><ul><li>1.54 pages/visit, 53.85% bounce </li></ul></ul><ul><li>RFIDSolutionsOnline.com </li></ul><ul><ul><li>1.88 pages/visit, 62.50% bounce </li></ul></ul><ul><li>FierceHealthcare.com </li></ul><ul><ul><li>1.33 pages/visit, 33.33% bounce </li></ul></ul>
    62. 77. The Healthcare Community As of 3/10/11 The competition!
    63. 80. Tools You Need! <ul><li>A blog for great content – “ Think like a publisher” </li></ul><ul><ul><li>Social networks to share content </li></ul></ul><ul><li>Analytics to monitor performance </li></ul><ul><ul><li>Goals, custom URLs </li></ul></ul><ul><li>Alerts to monitor conversations </li></ul><ul><li>Landing Pages to capture lead information </li></ul><ul><ul><li>CRM to track leads </li></ul></ul><ul><ul><ul><li>SalesForce.com, SugarCRM </li></ul></ul></ul><ul><ul><li>Email for lead nurturing </li></ul></ul><ul><ul><ul><li>Emma, ChimpMail, … </li></ul></ul></ul>
    64. 81. Tools To Track Results
    65. 82. What Makes Calls To Action Effective? <ul><li>Meaningful to prospects </li></ul><ul><ul><li>Top of Funnel </li></ul></ul><ul><ul><li>Middle of Funnel </li></ul></ul><ul><ul><li>Bottom of Funnel </li></ul></ul>Image source: http://matthewneer.com/how-to/marketingfunnels /
    66. 83. http://www.contentmarketinginstitute.com/2011/05/3-keys-to-creating-social-media-content-that-converts/
    67. 84. What About Testing ?
    68. 85. Resources <ul><li>Mashable: </li></ul><ul><ul><li>HOW TO: Use Social Media for Lead Generation </li></ul></ul><ul><li>Social Media Examiner: </li></ul><ul><ul><li>Startup Company Eliminates the Cold Call with Twitter </li></ul></ul><ul><li>Kipp Bodnar: </li></ul><ul><ul><li>7 Steps to Building A B2B Social Media Lead Generation Pipeline </li></ul></ul><ul><li>Slideshare/Hubspot: </li></ul><ul><ul><li>How to Use Social Media for Lead Generation </li></ul></ul>
    69. 87. Contact Us! Kipp Bodnar Inbound Marketer, Hubspot Twitter: @kbodnar32 eMail: [email_address] Blog: Blog.HubSpot.com Christine (CB) Whittemore Chief Simplifier, Simple Marketing Now Twitter: @cbwhittemore eMail: [email_address] Blog: SimpleMarketingBlog.com

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