bodnar and cohen
TRANSCRIPT
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.
@JeffreyLCohen
I’m Jeff Cohen.Nice to meet you.
I’m Brian Halligan.Nice to meet you.
amzn.to/b2bsm2
We wrote The B2B Social Media Book.
#B2BSM
We are dorks.
We’ve got a a Problem.
73% of CEOs
don’t believe
marketers drive
revenue.
91FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ
Marketing isn’tArts and Crafts.
We’re creative.
An opportunity, not a problem.
Your opportunity, to shine.
Leads fix the problem.
What is aLead?
LEADS ARE A PROXYFOR SALES.
Social Media is the buzz word.
What is aSocial Media?
Social Media isn’t hugging customers.
Social Media that doesn’t drive revenue doesn’t last.
1Tweet
Form
Landing Page
How Social Media Leads Happen
Lead
Like CTABlog Post
Landing Page
+1 CTAProduct Page
Landing Page
Information Transactions
5 STEPS TO SOCIAL MEDIA LEADGENERATION:
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast4
1
5 Optimize for Maximum Leads
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast4
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
Leverage existing contacts.
Use email for reach building.
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast4
1
5 Optimize for Maximum Leads
1 2 3 4
Regular Content
Dedicated Monitoring
Consistent Sharing
Prioritized Engagement
Content Discovery for Lead Generation
Regular Content1
Content Calendar.
Consistent Sharing2
Build social thank you pages.
Dedicated Monitoring3
15 Minutes a Day.
3
5 Minutes Twitter/Facebook
2 5 LinkedIn Answers/Groups
5 Minutes Google Alerts
1
Overall Volume
Social Media B2B(1087 posts
Jeffrey L. Cohen(588 posts)
The B2BSocial MediaBook(152 posts)
Daily Volume (Peaks)
Conversation Cloud
Prioritized Engagement4
Twitter.com/Search
Most Followers
Most Followers
Most Followers
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast4
1
5 Optimize for Maximum Leads
Marketing is math.
What is aCall-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
34
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 Fast4
1
5 Optimize for Maximum Leads
Traffic and Conversion Rates
Conductradical tests.
Increase Content Volume.
3
Get The Basics Right
2 Maximize Content Discovery
Create Conversion Ubiquity
Test and Fail Fast4
1
5 Optimize for Maximum Leads
Mastered the Mystery.
Prove the CEO Wrong.
You’re the Star.
THANK YOU.