Unlocking the Lead Generation Potential of Search and Social Media


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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 Briggs
    Presentation from SMX Advanced last week
    Panel discussing authorship, which is a type of rich snippet
    Eyetracking study showing where people look on the page
    Fourth entry with a rich snippet gets actually more visibility than the top listing
    So 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 search
    Another presenter on our panel last week was Mitul Gandhi of SEO Clarity
    He 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 ranking
    But 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 gates
    As lead gen marketers, we love marketing gates – we love to gate our content and get leads from it
    But gating is a double edged sword
    On the one hand, it gains us new lead sign ups
    But 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 Mojo
    We 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 personas
    Who are your buyers?
    What messaging resonates with them?
    Use social ads to target those individuals with those specific offers/messages
  • Kari
  • Unlocking the Lead Generation Potential of Search and Social Media

    1. 1. @marketingmojo | #mojowebinar | marketing-mojo.com UNLOCKING THE LEAD GENERATION POTENTIAL OF SEARCH AND SOCIAL MEDIA Janet driscoll miller, President and CEO Sarah Lokitis, Social media manager
    2. 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTERS Janet Driscoll Miller President and CEO, Marketing Mojo Follow on Twitter: @janetdmiller Sarah Lokitis Social Media Manager, Marketing Mojo Follow on Twitter: @Lokitis
    3. 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING 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. 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
    5. 5. @marketingmojo | #mojowebinar | marketing-mojo.com WHY SEARCH AND SOCIAL FOR LEAD GEN?
    6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com START AT THE END
    7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com 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. 8. @marketingmojo | #mojowebinar | marketing-mojo.com
    9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE UNIVERSAL ANALYTICS • Attribution Modeling • (http://bit.ly/GoogleAtt ribution)
    10. 10. @marketingmojo | #mojowebinar | marketing-mojo.com OPPORTUNITIES WITH ORGANIC SEARCH
    11. 11. @marketingmojo | #mojowebinar | marketing-mojo.com WHY SEO?
    12. 12. @marketingmojo | #mojowebinar | marketing-mojo.com GET THE SEO HOUSE IN ORDER • Keywords • Content • Inbound Links • Social Signals › Google+
    13. 13. @marketingmojo | #mojowebinar | marketing-mojo.com RICH SNIPPETS • Reviews • Recipes • Authorship • Products • Events • Music • Video • Apps • Breadcrumbs http://bit.ly/SnippetsInfographic
    14. 14. @marketingmojo | #mojowebinar | marketing-mojo.com Source: Justin Briggs, http://justinbriggs.org/how-does-google-authorship-impact-ctr
    15. 15. @marketingmojo | #mojowebinar | marketing-mojo.com RICH SNIPPETS
    16. 16. @marketingmojo | #mojowebinar | marketing-mojo.com RICH SNIPPETS Source: Mike Blumenthal, http://blumenthals.com/blog/2013/03/13/video-snippets-vs-author-images/
    17. 17. @marketingmojo | #mojowebinar | marketing-mojo.com MARKETING GATES Lead Generation • Gain new leads via organic visits SEO • Search engine bots can’t get past forms
    18. 18. @marketingmojo | #mojowebinar | marketing-mojo.com HELP BOTS BYPASS FORMS
    19. 19. @marketingmojo | #mojowebinar | marketing-mojo.com SOCIAL LOGIN 10% used social login
    20. 20. @marketingmojo | #mojowebinar | marketing-mojo.com OPPORTUNITIES WITH PAID SEARCH
    21. 21. @marketingmojo | #mojowebinar | marketing-mojo.com WHY PPC?
    22. 22. @marketingmojo | #mojowebinar | marketing-mojo.com AD EXTENSIONS • Offers • Sitelinks • Locations • Call metrics • Seller Ratings
    23. 23. @marketingmojo | #mojowebinar | marketing-mojo.com RETARGETING
    24. 24. @marketingmojo | #mojowebinar | marketing-mojo.com
    25. 25. @marketingmojo | #mojowebinar | marketing-mojo.com 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
    26. 26. @marketingmojo | #mojowebinar | marketing-mojo.com
    27. 27. @marketingmojo | #mojowebinar | marketing-mojo.com SOCIAL MEDIA MARKETING FOR LEAD GENERATION
    28. 28. @marketingmojo | #mojowebinar | marketing-mojo.com SOCIAL MEDIA MARKETING FOR LEADS
    29. 29. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT TO SHARE ON SOCIAL?
    30. 30. @marketingmojo | #mojowebinar | marketing-mojo.com WHERE TO SHARE ON SOCIAL?
    31. 31. @marketingmojo | #mojowebinar | marketing-mojo.com OPPORTUNITIES WITH PAID SOCIAL
    32. 32. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT WE ALREADY KNOW ABOUT SEARCH
    33. 33. @marketingmojo | #mojowebinar | marketing-mojo.com THE KEYWORD CHALLENGE • “Social Media Management Software” › Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
    34. 34. @marketingmojo | #mojowebinar | marketing-mojo.com 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
    35. 35. @marketingmojo | #mojowebinar | marketing-mojo.com 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
    36. 36. @marketingmojo | #mojowebinar | marketing-mojo.com DEFINE YOUR TARGET AUDIENCE ? ? ? ? ? ? ?
    37. 37. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT IS THE RIGHT OFFER?
    38. 38. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN TARGETING OPTIONS
    39. 39. @marketingmojo | #mojowebinar | marketing-mojo.com FACEBOOK TARGETING OPTIONS
    40. 40. @marketingmojo | #mojowebinar | marketing-mojo.com 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
    41. 41. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN ADVERTISING WITH RETARGETING 0 50 100 150 200 250 300 350 400 2011 2012 Conversions
    42. 42. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Conversions
    43. 43. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Cost per Lead
    44. 44. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN ADVERTISING WITH RETARGETING 2011 2012 Cost
    45. 45. @marketingmojo | #mojowebinar | marketing-mojo.com ROI OF LINKEDIN 281% 1178% (pipeline)(revenue) ROI
    46. 46. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT Janet Driscoll Miller Google+: +Janet Driscoll Miller Twitter: @janetdmiller Sarah Lokitis Google+: +Sarah Lokitis Twitter: @Lokitis