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How to Optimize Your SocialChannels for Lead GenerationJason
Miller - Marketo@JasonMillerCA
Why Social for Lead Generation? 50 70% of the buying cycle is
now completed before customers ever engage with a sales person 56%
of B2B marketers acquired new customers using social media in 2011
70% of marketers now use social media as part of their marketing
strategy.Page 2 2012 Marketo, Inc. Marketo Proprietary and
Confidential
Five Essentials for Success Inbound is not Enough 4-1-1 Rule
Content is still king Social Signals AdvocatesPage 3 2012 Marketo,
Inc. Marketo Proprietary and Confidential
Inbound + Outbound = AwesomenessPage 4 2012 Marketo, Inc.
Marketo Proprietary and Confidential
The 4-1-1 Rule For every one self-serving tweet, you should
re-tweet one relevant tweet and most importantly share four pieces
of relevant content written by others. Do This Not ThisPage 5 2012
Marketo, Inc. Marketo Proprietary and Confidential
Content Fuels Lead Gen: So .Repurpose, Repurpose, then
Repurpose Some MorePage 6 2012 Marketo, Inc. Marketo Proprietary
and Confidential
Social Signals Influence GooglePage 7 2012 Marketo, Inc.
Marketo Proprietary and Confidential
Leverage Your Employees & AdvocatesPage 8 2012 Marketo,
Inc. Marketo Proprietary and Confidential
Twitter for Lead Generation Organic + Promoted tweets Advocate
program A/B test, measure and optimizePage 9 2012 Marketo, Inc.
Marketo Proprietary and Confidential
Twitter for Lead Generation Combination of search &
timeline campaigns $109k invested 2,995 Prospects $ per Prospect:
$37 $290k pipeline to datePage 10 2012 Marketo, Inc. Marketo
Proprietary and Confidential
Facebook for Lead Generation Use Facebook Real Estate Wisely
Visual is vital Breaking through EdgeRank Tying it back to your
offerPage 11 2012 Marketo, Inc. Marketo Proprietary and
Confidential
Optimizing Your Facebook PagePage 12 2012 Marketo, Inc. Marketo
Proprietary and Confidential
Page 13 2012 Marketo, Inc. Marketo Proprietary and
Confidential
Facebook for Lead GenerationPage 14 2012 Marketo, Inc. Marketo
Proprietary and Confidential
Does Facebook Work for B2B Lead Gen? Hell Yes!Page 15 2012
Marketo, Inc. Marketo Proprietary and Confidential
Slideshare for Lead Generation Demonstrate your expertise
Attach to something bigger Use keyword rich descriptions for SEO
Use both paid and earned mediaPage 16 2012 Marketo, Inc. Marketo
Proprietary and Confidential
Establish Your Company as an ExpertPage 17 2012 Marketo, Inc.
Marketo Proprietary and Confidential
Slideshare and SEOPage 18 2012 Marketo, Inc. Marketo
Proprietary and Confidential
Slideshare for Lead Generation $5k invested 2,765 names 57 new
prospects $ per Prospect: $94 $107k pipeline to datePage 19 2012
Marketo, Inc. Marketo Proprietary and Confidential
Linkedin for Lead Gen 1. Optimize Business Page 2. Optimize
Individual Employee Pages 3. Utilize Groups, Linkedin Today,
NewsfeedPage 20 2012 Marketo, Inc. Marketo Proprietary and
Confidential
Company PagePage 21 2012 Marketo, Inc. Marketo Proprietary and
Confidential
YouTube for Lead Generation 1. Optimize Your Channel 2.
Optimize Individual Videos 3. Encourage Comments and
SubscribersPage 22 2012 Marketo, Inc. Marketo Proprietary and
Confidential
YouTube for Lead GenerationPage 23 2012 Marketo, Inc. Marketo
Proprietary and Confidential
Google + for Lead Gen 1. Include Keywords and Relevant Links on
Your About Page 2. Set Up Google Authorship for SEO Benefits 3.
Post Often and Optimize for Best Search ResultsPage 24 2012
Marketo, Inc. Marketo Proprietary and Confidential
Optimizing the About PagePage 25 2012 Marketo, Inc. Marketo
Proprietary and Confidential
Google AuthorshipPage 26 2012 Marketo, Inc. Marketo Proprietary
and Confidential
The Power of Peer to Peer Company to Buyer: 33% Trust Buyer to
Buyer: 92% TrustPage 27 2012 Marketo, Inc. Marketo Proprietary and
Confidential
Frictionless & Incentivized SharingPage 28 2012 Marketo,
Inc. Marketo Proprietary and Confidential
Test & to Measure Effectiveness and Lift Data Tune With
Social Funnel MetricsPage 29 2012 Marketo, Inc. Marketo Proprietary
and Confidential
Download the Optimize Your Social Channels for Lead Generation
eBook: http://bit.ly/Marketo-eBookThank you!Jason MillerSocial
Media Strategist@JasonMillerCA @Marketo