do social media ads work for lead generation?

Gillian McCarthyTwitter: @gillianmc898

Generate leads using content marketing promoted via social networks.

Content LeadsSocial Media

3 Elements to Creating Content

1. Write Content that is Useful

2. Create Optimized Landing Pages and Thank

You Pages

3. Don’t forget the data capture form!

• No Distractions

• Clear Call to Action

• Data Capture Form

• Benefits of Downloading

• Video to back it up

LinkedIn Sponsored Updates

• More space to write your message.

• Shows up in newsfeed

• Ability to like share and comment

• Higher CPC

Twitter Sponsored Tweets

• Targeted to followers of key influencers

• Non disruptive

Twitter Lead Gen Cards

• Easier for people to opt in• More impulsive – Less steps. • Also targeted to followers of

key influencers.

As of 9th April 2014 (31 Days)

LinkedIn

21%

Twitter Sponsored

Tweet

10%

Twitter Lead Gen31%

direct/ other/ unknown

38%

LEAD SOURCES

0

10

20

30

40

50

60

70

Linked In Twitter Sponsored Tweet Twitter Lead Gen Card Direct / Unknown

Conversion Rate # of Leads

15%

4%

33%

40%36

65

53

17

LinkedIn Twitter Sponsored Updates

Twitter Lead Gen Cards

Impressions67,000 94,500 92,700

Clicks322 3,085 1,410

Landing Page Visits 90 107

Downloads 36 17 53

New Followers10 22 20

• YES!

• 171 new email addresses

• 50% are our target customers = 85 leads

• 25% of those are our sweet spot customers = 21 qualified leads

In one month!

That’s 252 qualified leads a year from content marketing

• It’s expensive but it’s worth it!

• Watch out for twitter ads – they set your credit limit based on the

success of your tweets.

• Make sure to set up tracking properly.

• If we had done that we would know where the 65 Direct leads came from

and that would be useful to know!

• Twitter Lead Gen – Lowest conversions but highest # of leads.

• Don’t be blinded by the reach, focus on your target audience