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Turn each of your social channels into lead-generating machines with this helpful presentation from Jason Miller, Social Media Manager at Marketo.
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How to Optimize Your Social Channels for Lead Generation
Jason Miller - Marketo@JasonMillerCA
Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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 3© 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• Advocates
Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Inbound + Outbound = Awesomeness
Page 5© 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 This
Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Fuels Lead Gen: So ……….Repurpose, Repurpose, then Repurpose Some More
Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social Signals Influence Google
Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leverage Your Employees & Advocates
Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Twitter for Lead Generation
• Organic + Promoted tweets• Advocate program• A/B test, measure and optimize
Page 10© 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 date
Page 11© 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 offer
Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Optimizing Your Facebook Page
Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Facebook for Lead Generation
Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Does Facebook Work for B2B Lead Gen? Hell Yes!
Page 16© 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 media
Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Establish Your Company as an Expert
Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Slideshare and SEO
Page 19© 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 date
Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Linkedin for Lead Gen
1. Optimize Business Page2. Optimize Individual Employee Pages3. Utilize Groups, Linkedin Today, Newsfeed
Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Company Page
Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
YouTube for Lead Generation
1. Optimize Your Channel2. Optimize Individual Videos3. Encourage Comments and Subscribers
Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
YouTube for Lead Generation
Page 24© 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 Benefits3. Post Often and Optimize for Best Search Results
Page 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Optimizing the About Page
Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Google Authorship
Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Power of Peer to Peer
• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust
Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Frictionless & Incentivized Sharing
Page 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Test & Tune With Social Funnel MetricsData to Measure Effectiveness and Lift
Thank you!
Jason MillerSocial Media Strategist@JasonMillerCA @Marketo
Download the Optimize Your Social Channels for Lead Generation eBook:
http://bit.ly/Marketo-eBook