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How to Use Search and Social Networks for Lead Generation

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How to Use Search and Social Networks for Lead Generation

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Qualified lead generation, which is the holy grail of B2B marketing, is being reinvented by online tools. Traditional outbound marketing relied upon scatter-shot techniques like advertising, direct mail, and events to attract prospects. Today, search engines and social networks have evolved this process into a much more targeted and conversation-focused approach.

Today's new breed of effective lead generation combines keyword optimization and link-building strategies (inbound marketing) with strategic participation in social networks (outbound marketing). Result: social media and search engines can deliver qualified leads at a dramatically lower cost than traditional means.

These new approaches to lead generation require more active participation by marketing organizations than in the past, but the payoff is in higher quality leads, faster closing times, and less waste.

This presentation covers:
*The power of long tail search optimization
*How to identify prospects who are seeking your products and services through public social networks
*How analytics and social CRM can dramatically improve lead quality
*How to target messages to reach prospects at the optimal point in the sales cycle

Qualified lead generation, which is the holy grail of B2B marketing, is being reinvented by online tools. Traditional outbound marketing relied upon scatter-shot techniques like advertising, direct mail, and events to attract prospects. Today, search engines and social networks have evolved this process into a much more targeted and conversation-focused approach.

Today's new breed of effective lead generation combines keyword optimization and link-building strategies (inbound marketing) with strategic participation in social networks (outbound marketing). Result: social media and search engines can deliver qualified leads at a dramatically lower cost than traditional means.

These new approaches to lead generation require more active participation by marketing organizations than in the past, but the payoff is in higher quality leads, faster closing times, and less waste.

This presentation covers:
*The power of long tail search optimization
*How to identify prospects who are seeking your products and services through public social networks
*How analytics and social CRM can dramatically improve lead quality
*How to target messages to reach prospects at the optimal point in the sales cycle

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How to Use Search and Social Networks for Lead Generation

  1. 1. Marketing And Lead Gen With Social Networks Paul Gillin Profitecture Author: The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
  2. 2. Benefits of Social Authority FACT: Every day, more and more individuals and organizations are engaged in social media. Many are already building and refining their social value ... getting out in front of the curve. That means your customers, prospects, partners, industry gurus and competitors are likely to be engaged in conversations you are not – and defining and increasing their social value. Stages of social media engagement Stage: Ignore Watch React Engage Leverage Description Unaware or aware Aware and seeking Actively consuming Building Social Integrate social but don‘t see value value information Authority media into marketing and communication Consuming plans information Social Media Activity • No activity • Join social • Like/Dislike • Share content • Integrate into networks • Share • Initiate posts events • Read content • Comment • Contribute case • Networking and • Engage clients studies nurturing • Engage clients relationships • Engage clients Sweet Spot
  3. 3. What and Who You Know is No Longer Enough • Social Authority is developed when an What you know individual or organization is recognized as an expert in a given topic or field. What you’re Who you know • Social media provides the platform for known for thought leaders and experts to establish social authority regardless of budget constraints or available marketing Who knows you resources. Source: The Social Value Cycle by Paul Doyle • Social Authority is obtained by regularly participating in online conversations and contributing valuable information in an honest, genuine approach.
  4. 4. Social Marketing Boot Camp for Business Partners What it is… Increase in 2011 Spending by B2B Firms • A series of 8, coaching sessions to enable Midmarket BPs become more effective in their Online Content social selling efforts • Helps participants boost their social Mobile authority, broaden their reach to influence SEO search results How it helps you… Social Media • Educates BPs on foundational elements of SEM social marketing Online Video • Coaches on IBM and industry best practices • Develop your online eminence to showcase E-mail marketing your expertise Display ads • Transform your firm‘s traditional marketing into a social marketing engine Other • Expands your reach to identify more leads 0% 10% 20% 30% 40% 50% Source: Google survey of 600 B2B marketers Learn More at http://ibm.co/IBM_SMBC
  5. 5. Flipping the Funnel Respond & Iterate Invite Engagement Listen Go Where the People Are 5
  6. 6. The Funnel Has Been Flattened Source: Monitor
  7. 7. Where You Gonna Stay?
  8. 8. Social Media is Not Just Another Channel For Your Message… It‘s a Conversation
  9. 9. Just One Guy Estimated monthly visitors: 73,000 Google Indexed pages: 5,970 Alexa ranking: Top .15% Linking domains: 13,085 Twitter followers: 7,336 New York Times citations: 338 Computerworld citations: 360 InformationWeek citations: 169 Newsletter subscribers: 150,000
  10. 10. Giving to Get Clickable’s Gurus Goal Generate Leads Tactic Build awareness by sharing domain knowledge Metrics Unique visits; Online mentions; Referrals; Conversions Results 2,000% increase in site visitors 300% jump in buzz index 50% increase in customers 400% increase in ad billings
  11. 11. Explaining Insurance in 30-sec. Spots
  12. 12. New World Prospecting INBOUND OUTBOUND SEO Bottom-up lead gen Blogs Enhanced lead qualification Twitter Multiple points of Content Premiums engagement Word of Mouth
  13. 13. Why Search Matters • Your press releases reach people directly • So does all the content on your website: – Podcasts – Videos – Newsletters – Blogs You are now the media Source: Mike Moran
  14. 14. Did You Know? • The top 25 Google results for ―personal computer‖ only include one PC maker? • Links from .org, .edu, .mil and .gov sites significantly improve your search performance? • The #1 search result for ―click here‖ is Adobe Reader? • The more often you update your website, the more often Google visits it? • Wikipedia is one of the most valuable link sources on the Internet?
  15. 15. Choose “Just Right” Keywords • Don‘t target keywords that are ―too hot‖ (they multiple meanings or are poor matches for your site) • Avoid keywords that are ―too cold‖—too few searchers look for them • Use the language the searcher uses: An Italian tour operator targets ―milano tours‖ but Americans say ―milan tours‖ • Walmart calls them ―associates,‖ but everyone else calls them ―employees.‖ • A computer maker thinks ―notebook‖ sounds classier than ―laptop,‖ but customers don‘t. • Someone looking for ―lodging‖ seeks something different than someone searching for ―hotel.‖ Source: Mike Moran 15
  16. 16. Keywords Everywhere Inflow has keywords in both the domain and the page title The word “inventory” appears four times on the home page and in every page title on the site. The site description and meta tags reinforced that this site is about inventory management
  17. 17. But There’s More Magazine Image “alt” tags feature is a repeat keyword valuable inbound link Social sharing enhances legitimacy
  18. 18. How Do Search Engines Value Links?  The most links  From the best sites  With the right anchor text PageRank is Google‘s name for its page factor ranking Source: Mike Moran
  19. 19. Even Anchor Text Matters Click here Or Small business inventory management Both can link to the same page, but the second link is more descriptive. If it links to you, it improves your ranking for that search term.
  20. 20. Blogs Generate 97% More Links Source: HubSpot
  21. 21. Which Lowers Cost Per Lead 2011 State of Inbound Marketing Study
  22. 22. Lead Gen Excellence • 73 blogs • 17 bloggers • 600% jump in leads • Top quality ―Get engineers talking to engineers and get everyone else out of the middle.‖ Rick Short, Marcom Director
  23. 23. Cycle of Engagement Search Blogs Social Apps Networks Forums
  24. 24. Mainstays of Social Networking “2011 State of Digital Marketing” Webmarketing123, Nov., 2011
  25. 25. The Power of 130 The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities
  26. 26. It’s Personal •LinkedIn began as a job-finding site. •It‘s impossible to interact on LinkedIn as anything other than an individual. •Personal profiles are the core element of the network. •People are more promiscuous on LinkedIn than on Facebook, but less promiscuous than on Twitter. •The greatest prospecting value of LinkedIn is finding decision-makers.
  27. 27. LinkedIn Is Where Professionals Gather
  28. 28. And Ask Questions (Are You Answering?)
  29. 29. All You Have to Do is Listen
  30. 30. Build Business Credibility • Ask and answer questions • Join relevant groups • Start and continue discussions • Connect with people in your group • Share your links, blogs and ideas • Validate your expertise
  31. 31. Oh, the Things That You Know! March 30 April 4 April 9 Prospect reaches website Prospect responds to e-mail Prospect attends through search query "small invitation for "Choosing Small webcast, stays 45 minutes and business accounting," views Business Accounting Software" submits a question related to four pages and subscribes to webcast 30 minutes after e-mail legal practices. newsletter. is sent. April 10 April 12 Prospect clicks link in webcast Prospect downloads trial summary e-mail to visit product version of your small business description page. He accounting software for legal downloads PDF of product practices. brochure about software for legal practices.
  32. 32. New Life for Old PowerPoints
  33. 33. Bonus Views for Snapshots
  34. 34. Even Spreadsheets
  35. 35. Content Need Never Die
  36. 36. How Emerson Has Done It Source: Jim Cahill
  37. 37. Big Digital Footprint Pictures Podcasts Presentations Videos Source: Jim Cahill
  38. 38. Twitter Is an Ear to the Ground Source: Jim Cahill
  39. 39. And the Leads Come In ―I have an e-mail on my wall from a company that asked us to bid on a nine-figure deal next to a sign that asks ‗Is there any value in blogging?‘‖ Jim Cahill Blogger, Dir. Of Social Media Emerson Process Experts
  40. 40. Social Marketing Bootcamp for Business Partners What it is… Increase in 2011 Spending by B2B Firms • A series of 8, coaching sessions to enable Midmarket BPs become more effective in their Online Content social selling efforts • Helps participants boost their social Mobile authority, broaden their reach to influence SEO search results How it helps you… Social Media • Educates BPs on foundational elements of SEM social marketing Online Video • Coaches on IBM and industry best practices • Develop your online eminence to showcase E-mail marketing your expertise Display ads • Transform your firm‘s traditional marketing into a social marketing engine Other • Expands your reach to identify more leads 0% 10% 20% 30% 40% 50% Source: Google survey of 600 B2B marketers
  41. 41. Thank You! Paul Gillin Site: gillin.com 508-656-0734 Blog: paulgillin.com paul@gillin.com Twitter: pgillin

Editor's Notes

  • If you haven’t jumped on the social marketing band wagon and you think it’s just a passing fad, you are missing out on a huge business opportunity and will quickly find yourself (and your firm) out of pace with the marketA younger demographic , raised on the social web and savvy with how to leverage it, is quickly becoming the decision maker of todayIBM developed the SMM Bootcamp, at no fee to you, to help BPs become familiar with the latest tools/best practices/methodologiesThe approach is based on a successful formula similar to one that personal trainers would useParticipants are given assignments, held accountable, and provided access to facilitators throughout an 8 week program of 30-45 minute sessions eachThere are two versions: a more personalized, 1:1 approach for Premier and Advanced BPs (by nomination, limited availability); and the broader group sessions available to everyone, first come/first serve until capacityBecoming a social selling requires active participation in online communities where your clients are already going for their information and making yourself/your firm ‘findable’ as clients seek out information on solutions and products to help meet their current business challengesThis new world we’re in is based on connections and being a recognized expert in your field
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  • Because of these factors, the social media tools favored by B2B marketers differ from those preferred by the to see marketers. Research by B2B magazine found that blogs and LinkedIn, which are relatively rarely used in B2C scenarios, are the top two choices of B2B marketers.
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  • In the posts I take advantage of content I’ve posted in SlideShare, YouTube, and Flickr to make the post richer and increase the digital footprint. I also do an audio podcast of almost every post. Customers and sales folks gave me feedback that they have long commutes and wanted the audio version of each post, so I created an iTunes channel and MP3 subscription.
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  • If you haven’t jumped on the social marketing band wagon and you think it’s just a passing fad, you are missing out on a huge business opportunity and will quickly find yourself (and your firm) out of pace with the marketA younger demographic , raised on the social web and savvy with how to leverage it, is quickly becoming the decision maker of todayIBM developed the SMM Bootcamp, at no fee to you, to help BPs become familiar with the latest tools/best practices/methodologiesThe approach is based on a successful formula similar to one that personal trainers would useParticipants are given assignments, held accountable, and provided access to facilitators throughout an 8 week program of 30-45 minute sessions eachThere are two versions: a more personalized, 1:1 approach for Premier and Advanced BPs (by nomination, limited availability); and the broader group sessions available to everyone, first come/first serve until capacityBecoming a social selling requires active participation in online communities where your clients are already going for their information and making yourself/your firm ‘findable’ as clients seek out information on solutions and products to help meet their current business challengesThis new world we’re in is based on connections and being a recognized expert in your field

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