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View the entire webinar: http://bit.ly/SMLead
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Kipp Bodnar @KippBodnar
Social Media Lead Generation
I’m Brian Halligan. Nice to meet you.
@KippBodnar
I’m Kipp Bodnar. Nice to meet you.
I’m Brian Halligan. Nice to meet you.
amzn.to/b2bsm2
I wrote The B2B Social Media Book.
#SMLeads
I’m a dork.
We’ve got a a Problem.
73% of CEOs
don’t believe marketers
drive revenue. 91 FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
Marketing isn’t Arts and Crafts.
We’re creative.
An opportunity, not a problem.
Your opportunity, to shine.
Leads fix the problem.
What is a Lead?
LEADS ARE A PROXY FOR SALES.
Social Media is the buzz word.
What is a Social Media?
Social Media isn’t hugging customers.
Social Media that doesn’t drive revenue doesn’t last.
1 Tweet Form Landing
Page
How Social Media Leads Happen
Lead
Like CTA Blog
Post Landing
Page
+1 CTA Product
Page Landing
Page
Information Transactions
5 STEPS TO SOCIAL MEDIA LEAD GENERATION:
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast 4
1
5 Optimize for Maximum Leads
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast 4
1
5 Optimize for Maximum Leads
Build Social Media Reach.
Follow. Friend. Connect.
Share lots of links.
The self life of a social media link is
3 hours.
BITLY, 9/2011
Automatic Sharing
Set up sharing.
Leverage existing contacts.
Use email for reach building.
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast 4
1
5 Optimize for Maximum Leads
1 2 3 4
Regular
Content
Dedicated
Monitoring
Consistent
Sharing
Prioritized
Engagement
Framework: Content Discovery for Lead Generation
Regular Content 1
Content Calendar.
Consistent Sharing 2
Build social thank you pages.
Dedicated Monitoring 3
15 Minutes a Day.
3
5 Minutes Twitter/Facebook
2 5 LinkedIn Answers/Groups
5 Minutes Google Alerts
1
Prioritized Engagement 4
Twitter.com/Search
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast 4
1
5 Optimize for Maximum Leads
Marketing is math.
What is a Call-to-Action?
Place CTAs Everywhere.
Google.com/DFP
Testing CTAs
aid testing.
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast
1
5 Optimize for Maximum Leads
4
Failure sucks.
Improve and Iterate
Set a clear qualitative objective.
Set methodology for gathering data for
success criteria.
Conduct an experiment
retrospective.
Set action items following
the experiment.
1
2
3
4
Framework: Social Media Lead Generation Testing
What can you stop doing ?
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast 4
1
5 Optimize for Maximum Leads
Traffic and Conversion Rates
Source: Science of Lead Generation
Visit-to-Lead
Benchmarks App
Conduct radical tests.
Increase Content Volume.
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast 4
1
5 Optimize for Maximum Leads
Mastered the Mystery.
Prove the CEO Wrong.
You’re the Star.
GET A DEMO OF HUBSPOT: HubSpot.com/Demo
THANK YOU.