The Future Is Here: How Social Affects Lead Generation

THE FUTURE IS HEREHOW SOCIAL AFFECTS LEAD GENERATION

WHY SOCIAL FOR LEAD GENERATION?

77%

64% 2XMORE

64% of marketers say social media

as the second most important lead generation

strategy. The first, original content

creation.

Companies that use Twitter

average 2x more leads per month than those that

do not.

77% of B2C marketers say they

have acquired a customer through

Facebook.

http://www.impactbnd.com/15-reasons-stats-why-social-media-marketing-is-essential-in-2013/

FIVE ESSENTIALS FOR SUCCESS

1 INBOUND IS NOT ENOUGH

4-1-1 RULE

SOCIAL SIGNALS

CONTENT IS STILL KING

ADVOCATES

2

4

3

5

INBOUND

OUTBOUND

INBOUND IS NOT ENOUGH

WEBINARS • SEO • INFOGRAPHICS • ONLINE VIDEO • BLOGS

PAID SEARCH • EMAIL • PRINT ADS • TV ADS • SMS

AWESOMENESS


INBOUND ONLY REACHES YOUR INITIAL AUDIENCE

OUTBOUND BREAKS THROUGH TO NEW CUSTOMER, PROSPECTS AND THE COVETED “FRIENDS OF FRIENDS”


SOCIAL MEDIA IN THE PAST

BLASTING YOUR MESSAGE OUT OVER AND OVER THROUGH

SOCIAL CHANNELS


CHANGE YOUR MANTRA FROM “ALWAYS BE SELLING” TO

ALWAYS BE HELPING

41 1

“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”

THE WAVE OF THE FUTURE INTRODUCING THE 4-1-1 RULE

CONTENT IS STILL KINGBECAUSE IT FUELS THE SOCIAL CHANNELS

REPURPOSING AND TAILORING YOUR CONTENT SPECIFICALLY FOR EACH OF THE SOCIAL CHANNELS SETS THE STAGE FOR ENGAGEMENT. MAKE SURE TO OPTIMIZE FOR BOTH

MOBILE AND DESKTOP VIEWING

SOCIAL SIGNALS INFLUENCE GOOGLE

SEO SOCIALMEDIA

MAXIMUMEXPOSURE

SOCIAL SIGNALS INFLUENCE GOOGLE

INDICATE TRUST AND RELEVANCE LEADING TO BETTER SEARCH RANKINGS

AND ULTIMATELY MORE LEADS!

RETWEETS, +1S, LIKES, COMMENTS, SHARES, ETC.

LEVERAGE YOUR EMPLOYEES & ADVOCATES

LET YOUR EMPLOYEES

CHAMPION THE BRAND,

AND INCREASE EXCITEMENT

ABOUT YOUR PRODUCTS OR SERVICES.

LEVERAGE YOUR EMPLOYEES & ADVOCATES

LEADS TO MORE SOCIAL SIGNALS, MORE AWARENESS

AROUND YOUR BUSINESS, BRAND, PRODUCTS AND SERVICES

NOW THAT WE HAVE DISCUSSED WHY SOCIAL IS IMPORTANT,

THE NEXT QUESTION IS

HOW TO OPTIMIZE THESE CHANNELS FOR LEAD GENERATION?

TWITTER

ORGANIC & PROMOTED TWEETS

3 ESSENTIAL TACTICS FOR SUCCESS

KEYWORD STREAMS FOR LISTENING

A/B TEST, MEASURE & OPTIMIZE

PROMOTED TWEETS

PROMOTED

A/B TEST, MEASURE AND OPTIMIZE


FACEBOOK

USE FACEBOOK REAL ESTATE WISELY

VISUAL IS VITAL

BREAKING THROUGH EDGERANK

TIE CONTENT BACK TO YOUR OFFER

OPTIMIZE YOUR FACEBOOK PAGE

ESSENTIAL TACTICS FOR

SUCCESS

ENGAGING COVER PHOTO

TABS WITH CALLS TO ACTION AND LANDING PAGES INSIDE OF FB ARE ESSENTIAL FOR LEAD GEN

VISUAL IS VITAL

44% OF SOCIAL MEDIA USERS ARE MOST-LIKELY

TO ENGAGE WITH COMPANIES IF YOU POST

VISUAL CONTENT


SUCCESS

VISUALS GET MORE ENGAGEMENT

BREAKING THROUGH EDGERANK


SUCCESS WHAT IS EDGERANK? AN ALGORITHM DEVELOPED BY FACEBOOK TO HELP DETERMINE

WHICH POSTS ARE DISPLAYED WITHIN THE NEWS FEED. THE ALGORITHM IS

GOVERNED BY THREE MAIN VARIABLES.

1 AFFINITY OR THE RELATIONSHIP BETWEEN TWO OBJECTS.

2 WEIGHT OR THE VALUE OF THE INTERACTION AS DETERMINED BY FACEBOOK.

3 TIME DECAY OR THE RECENCY OF THE OBJECT.

RAISING AFFINITY WITH FUN, ENGAGING, INSPIRING, HIGHLY SHAREABLE VISUALS

CUSTOM AUDIENCE TARGETING

FACEBOOK CUSTOM AUDIENCESTHE BIGGEST THING IN FACEBOOK SINCE COMPANY PAGES

CURRENT ACTIVE OPPORTUNITIES – SPECIFIC CONTACTS

MARKETING EXECUTIVES AT TARGET ENTERPRISES

FANS OF COMPLEMENTARY SOLUTIONS AND COMPETITORS

KEY BLOGGERS, REPORTERS AND ANALYSTS

HEAVY FOCUS ON MOBILE FEED


THE VISUAL GRABS THE ATTENTION WHILE THE COPY DIRECTS TO A

LINK WHICH IS A REGISTRATION/ LANDING PAGE. THE MORE PEOPLE WHO SEE AND SHARE , THE MORE

LEADS ARE GENERATED.

SO HOW ABOUT SOME REAL WORLD RESULTS?

DOES FACEBOOK WORK FOR B2B LEAD GEN?

HELL YES!

Source: Marketo

0

3000

AUG SEP OCT NOV AUG

AUG$31.00

SEP OCT NOV

6000

9000

12000

0

500

1000

1500

2000

3,190

5,345

8,450

13,788

100

776

961

2,046

SPEND TARGETS COST PER

SEP$6.88

OCT$10.00

NOV$6.82

USING THE TACTICS PREVIOUSLY DESCRIBED: HERE ARE THE RESULTS

SLIDESHARE

DEMONSTRATE YOUR EXPERTISE


USE KEYWORD RICH DESCRIPTIONS FOR SEO

ATTACH TO SOMETHING BIGGER


DEMONSTRATE YOUR EXPERTISE

These decks can position your company as a thought leader in your specific industry.

SLIDESHARE

Make sure you are tagging the presentation adequately, as these decks are crawled by major search engines.

SLIDESHARE

USE THE LEAD GEN FORM

OPTION EITHER IN THE

MIDDLE OR THE END OF

YOUR PRESENTATION TO

CAPTURE LEADS.

LINKEDIN

OPTIMIZE BUSINESS PAGE AND INDIVIDUAL EMPLOYEE PAGES

SEARCH FOR CONVERSATIONS WITH LINKEDIN SIGNAL

ENGAGE WITH LINKEDIN TODAY, GROUPS, AND YOUR NEWSFEED


OPTIMIZE YOUR BUSINESS PAGE

UPDATE NEWSFEED REGULARLY

NICE PHOTO

OPTIMIZE INDIVIDUAL EMPLOYEE PAGES

LINK TO COMPANY BLOG

PROFESSIONAL HEADSHOT

FIND RELEVANT CONVERSATIONS WITH LINKEDIN SIGNAL

UTILIZE GROUPS, LINKEDIN TODAY, NEWSFEED

it’s important to join relevant groups for engagement and to find lead opps

LinkedIn Today is an aggregate of the top news around your connections and the

companies you follow.

YOUTUBE

OPTIMIZE YOUR CHANNEL

OPTIMIZE INDIVIDUAL VIDEOS

ENCOURAGE COMMENTS & SUBSCRIBERS


OPTIMIZE YOUR YOUTUBE CHANNEL

OPPORTUNITIES TO LINK TO LANDING PAGES

YOUTUBE IS THE REAL NUMBER ONE SEARCH ENGINE ESSENTIAL TACTICS FOR

SUCCESS

OPTIMIZE INDIVIDUAL VIDEOS

CREATE A FULL KEYWORD RICH DESCRIPTION

USE RELEVANT TAGS


SUCCESS

ENCOURAGE COMMENTS AND SUBSCRIBERS

DON’T FORGET THAT YOUTUBE IS A SOCIAL NETWORK AS WELL

COMMENTING, LIKING, AND SUBSCRIBING TO OTHER RELEVANT VIDEOS/ CHANNELS IS A GREAT WAY TO GENERATE

ENGAGEMENT AND TRAFFIC TO YOUR PAGE.


SUCCESS

GOOGLE+

USE A BIG BOLD COVER PHOTO AND UPDATE IT REGULARLY

POST OFTEN AND OPTIMIZEFOR BEST SEARCH RESULTS


INCLUDE KEYWORDS AND RELEVANT LINKS IN YOUR ABOUT PAGE

USE A BIG BOLD COVER PHOTO AND UPDATE IT REGULARLY


SUCCESS

KEYWORDS AND

RELEVENT LINKS ADD

SEO BENEFITS AND

DRIVE TRAFFIC

INCLUDE KEYWORDS AND RELEVANT LINKS IN YOUR ABOUT PAGE


SUCCESS

HOW TO IMPLEMENT GOOGLE AUTHORSHIP IN 3 STEPS

STEP 1: ADD A LINK TO YOUR GOOGLE PLUS PROFILE ON EACH OF YOUR BLOG POSTS

STEP 2: LINK FROM YOUR GOOGLE PLUS PROFILE BACK TO YOUR BLOG

Anywhere on each of your blog posts, add a link to your Google Plus profile with “rel=author” attached to the end of the link URL. E.g., https://plus.google.com/111498947729292607681?rel=author.

The end result would look like this: “By Jason Miller”

If you want to insert this link into all your blog posts automatically, then you can add it to your blog template, for example, in the footer or header (assuming your blog only has one author).

After you add a link to your Google Plus profile on each one of your blog posts, the last step is to link from the oppo-site direction, from you Google Plus profile to your blog. You do this by adding a link to your blog in the “Contributor to” section of your Google plus profile.

POST OFTEN AND OPTIMIZE FOR BEST SEARCH RESULTS

ENCOURAGE +1’S FOR SEO BENEFITS

POST 3 – 5 UPDATES DAILY

MAKE SURE TO HAVE KEYWORDS IN YOUR POST


SUCCESS

TACTICS FOR BUILDING YOUR CIRCLES

1. HOLD REGULAR GOOGLE HANGOUTS AND INVITE FOLKS USING THE EVENT INVITES

2. CONNECT WITH OTHER BUSINESSES Businesses can’t circle individuals without reciprocation, but they can circle other

businesses. Use the search bar to look for other companies in your industry or location, circle them and start up a conversation

3. BUILD YOUR PERSONAL CIRCLES FIRST Check out external sites like findpeopleonplus.com to build up your personal circles,

then share updates from your business page to these circles

4. COMMENT ON AND SHARE OTHER PEOPLES CONTENT (paying special attention to the influencers in your industries)

NOW YOUR CHANNELS ARE OPTIMIZED

SO WHAT’S NEXT?

INTEGRATING SOCIAL & MARKETING AUTOMATION

IT’S NOT ENOUGHTO MAKE SOCIAL CAMPAIGNS

INSTEAD THE GOAL SHOULD BE TO MAKEALL YOUR CAMPAIGNS SOCIAL

WHAT DOES INTEGRATION LOOK LIKE?RE

ACH

AND

ENGA

GEM

ENT

MAKING EVERY CAMPAIGN SOCIAL

WEBSITE LANDING PAGES ONLINE ADS EMAIL FACEBOOK PAGES EVENTS

SOCI

AL

LIFT

SOCI

AL

LIFT

SOCI

AL

LIFT

SOCI

AL

LIFT SO

CIA

L LI

FT

SOCI

AL

LIFT

SOCIAL SIGN ON

USING SOCIAL/SINGLE SIGN-ON IN ORDER TO GATHER LEADS ON THEIR MARKETING CONTENT.

SIGN-IN WITH

SOCIAL SHARING APPLICATIONS

EASILY ADD INTELLIGENT SHARE BUTTONS TO EXISTING CONTENT THAT ONLY APPEAR

WHEN PROSPECTS TAKE ACTION, AVOIDING DISRUPTION TO THE USER EXPERIENCE

REFERRAL CAMPAIGNS

PUT A SOCIAL TWIST ON YOUR REFERRAL PROGRAMS AND

AMPLIFY YOUR REACH BY LEVERAGING YOUR REFERRER'S SOCIAL GRAPH

FACEBOOK PUBLISHING

PUBLISH LANDING PAGES DIRECTLY INTO FACEBOOK. KEEPING YOUR PROSPECTS ENGAGED WITHIN

FACEBOOK AS OPPOSED TO SENDING THEM OUTSIDE OF FB TO A LANDING PAGE.

SWEEPSTAKES

MOTIVATE PROSPECTS AND LEADS WITH A SWEEPSTAKES OFFER AND CAPTURE THE DATA YOU WANT TO ENHANCE YOUR LEAD DATABASE.

PLACE FORMS ACROSS ALL YOUR MARKETING CHANNELS AND INCREASE SUBMISSIONS BY OFFERING REWARDS OR DISCOUNTS.

VIDEO SHARING

PUBLISH VIDEOS ANYWHEREINCLUDING YOUR WEBSITE AND FACEBOOK PAGE, AND ALLOW PROSPECTS TO

SHARE ACROSS ALL THEIR SOCIAL MEDIA CHANNELS.

POLLING AND VOTING

TAKE A POLL OR VOTE ON ANY TOPIC,

GET ANSWERS,ENGAGE YOUR AUDIENCE AND PROMOTE SOCIAL

CROSS-POSTING IN THE PROCESS.

TAPPING INTO THIS POWERFUL CHANNEL WILL PUT A LIFT ON ALL YOUR CAMPAIGNS AND CONTENT, INCREASE CONVERSIONS, AND SET UP YOUR SALES TEAM TO CLOSE THE DEAL.

TAKE A POLL OR VOTE ON ANY TOPIC,

GET ANSWERS,ENGAGE YOUR AUDIENCE AND PROMOTE SOCIAL

CROSS-POSTING IN THE PROCESS.

SOCIAL LEADS NEED NURTURING

LEAD NURTURING IS ABOUT BUILDINGRELATIONSHIPS AND TRUST WITH YOUR

PROSPECTS IN A WAY THAT IS BOTHCONSISTENT AND RELEVANT.

WHAT IS LEAD NURTURING?


THERE ARE FOUR KEY AREAS WHERE SOCIAL MARKETING CAN PLAY AN EXPANDED ROLE

ACROSS YOUR SALES PIPELINE:

1 2 3 4


DEVELOPING RELATIONSHIPS WITH VERY EARLY-STAGE PROSPECTS BEFORE THEY EVEN

ENTER YOUR DATABASE THROUGH SOCIAL LEAD GENERATION TECHNIQUES

1

BUILDING AND MAINTAINING RELATIONSHIPS WITH KNOWN PROSPECTS

AS THEY EDUCATE THEMSELVES

2


SUPPORTING THE SALES CYCLE ONCE THE BUYER ENGAGES IN A FORMAL BUYING

PROCESS WITH A SALES REP

3


DEEPENING AND EXPANDING RELATIONSHIPS WITH EXISTING CUSTOMERS NURTURING PROSPECTIVE LEADS THROUGH

SOCIAL MEDIA

4


PREPARE TO HAVE YOUR MIND BLOWN

REVENUE CYCLE MODELER

ANONYMOUS ENGAGED TARGET DISQUALIFIED

CONTACTED

LT TARGETINACTIVE

SALES LEAD OPPORTUNITY

LOST

CUSTOMER

KNOWN

ADDITIONAL RESOURCES

THE DEFINITIVE GUIDE TO SOCIAL MARKETING

THE DEFINITIVE GUIDE TO MARKETING AUTOMATION

HOW TO OPTIMIZE SOCIAL MEDIA FOR LEAD GENERATION

The Future Is Here: How Social Affects Lead Generation

Education

social channelsrepurposing

social media users

facebook pageessential

optimize4 essential

tweets3 essential tactics

edgerankessential tactics

lead genvisual

edgeranktie content