how to generate leads using search and social media
DESCRIPTION
How to Generate Leads Using Search and Social Media - Brian Carroll invites Todd Lebo and Jen Doyle of MarketingSherpa to show how to effectively deploy a search and social media campaign to generate leads.TRANSCRIPT
How to Generate Leads Using Search and Social MediaSearch and Social Media
Twitter: @brianjcarroll @marketingsherpa
Twitter Hashtag: #b2bleadgen
Sponsored By:
Background: How to Generate Leads Using S h E i d S i l M di SiSearch Engines and Social Media Sites
Based on 2011 Search Marketing Benchmark Report – SEO Edition
2200 Survey participants
First time, published two editions: SEO and PPC
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How to Generate Leads Using Search Engines d S i l M di Si A dand Social Media Sites ‐ Agenda
Why search and social?ff f d l d l d d hEffectiveness of SEO and social media on lead generation and other business objectivesActual benefits of integrating social media into search campaigns
Top 5 practices for integrating search and social for lead generation
Case study – Acoustics by DesignCase study Acoustics by Design
Utilizing search innovations for lead generationReal impact of search innovationsHow to optimize for search innovations
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Majority Integrating Search and Social MediaD i ti i t t i l di ith h i k ti ?Does your organization integrate social media with search engine marketing?
Not currently integrating searchand social? You’re in the minority
Marketers in strategic phase
No36%
Marketers in strategic phasemuch more likely to integrate
What’s the pay‐off? Yes64%
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April 2010 N=2 194Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
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The Effectiveness of SearchIn your experience, how effective has SEO been at accomplishing these
marketing objectives for your organization?
d V ff ti S h t ff ti N t ff tiSEO is perceived as aneffective tactic in achieving a number of 42%
57%
51%
40%
7%
2%
Increase brand or product awareness
Increase website traffic
Very effective Somewhat effective Not effective
impactful marketing objectives
29%
35%
55%
58%
15%
7%
Improve brand or product reputation
Increase lead generation
product awareness
Improvements in soft metrics leads to improvements in 26%
27%
54%
51%
20%
22%
Increase online sales revenue
Improve public relations
product reputation
bottom‐line metrics 17% 55% 28%
Increase offline sales revenue
revenue
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194/ gy g p g y / p , ,
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The Effectiveness of Search and SocialI i h ff ti h SEO d i l di b tIn your experience, how effective has SEO and social media been at
accomplishing these marketing objectives for your organization?
SEO i d Very Effective Social Media Objectives Very Effective SEO ObjectivesSEO perceived as more effective accomplishing hard objectives: traffic, leads, sales
29%
42%
37%
37%
Improve brand or product reputation
Increase brand or product awareness
y j y j
Social perceived as more effective accomplishing soft 57%
27%
33%
36%
Increase website traffic
Improve public relations
p p
objectives: branding and PR
As social matures, 17%
35%
10%
18%
Increase offline sales revenue
Increase lead generation
,perception will change 26%
9%Increase online sales revenue
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
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The Importance of Integrating Social MediaThe Importance of Integrating Social Media Increases the amount of SEO friendly content on the web
Generates inbound links
Increases the number of listings in the SERP’s
Improves the quality of your website’s traffic
Improves search conversion rates
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Social Impacts Organic Search Performancep gWhat is your organization’s conversion rate for organic traffic?
Search marketers who integrate Social Media Users Non‐Social Media Users
social media achieve a 59% better rate of conversion. Also…
Increase the amount of SEO
27%
friendly content on the web
Generate inbound links
17%
Increase the number of listings in the SERP’s
Improve the quality of yourImprove the quality of your website’s traffic
Organic search traffic
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
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Social Impacts PPC PerformanceSocial Impacts PPC PerformanceWhat is your organization’s click through and conversion rates for PPC traffic?
6%
Social Media Users Non‐Social Media Users
10%
8%
Social Media Users Non‐Social Media Users
3%
8%
Average click through rate
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
Paid search traffic
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
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Search and Social Media IntegrationSearch and Social Media IntegrationResearch of search and social marketing practices
Key finding: Search and social have incredible synergy
Must have a social media process in place prior to integrating with SEO
“First, we identify the social media platforms that our target audience is using. Then, we research what our primary and
d tit d i i t f SEO d S i lsecondary competitors are doing in terms of SEO and Social Media.“
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Best Practice #1: Coordinate TeamsBest Practice #1: Coordinate Teams
Target keywords
Search Team Social Team
Social trends
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Best Practice #2: Optimize Social ContentBest Practice #2: Optimize Social Content
Optimize social media profilesp pSocial profiles will be indexed in search resultsDescribe your company using brandDescribe your company using brand keywordsUse your brand name for your account name whenever possiblename whenever possible
Consistency = recognition & results
Optimize social media communicationscommunications
Optimize tweets, status updates, blog posts, etc. with target keywords
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Best Practice #3: Generate Inbound Links from S i l M di SiSocial Media Sites
All link building begins with quality t tcontentUseful, relevant, current & engagingEnable sharing
Syndicate your contentSyndicate your contentInclude links in social communications
Links placed on facebook and twitter are “nofollow” but there is still value you can yrealize by including the linkOptimized anchor textURL shorteners
T t i l d b k ki itTarget social news and bookmarking sitesDigg, reddit, delicious
Empower brand advocates
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Best Practice #4: Protect your Online ReputationBest Practice #4: Protect your Online Reputation
Manage PR through social AND search
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Protect your Online ReputationUse a social monitoring tool
Free tools: SocialMention, Twitter Search, facebook Insights, Google Al t d R l Ti S hAlerts and Real Time SearchPaid tools: Radian6, Omniture
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Best Practice #5: Encourage Social Networking on W b iyour Website
Add a wealth of relevant content by hosting social features and fostering an online community right on your site
Create company blogs
community right on your site
Create company blogsEncourage comments, ratings and reviewsreviewsBe open to search enginesPrevent link spamPrevent link spam
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MarketingSherpa Case Study: I i S i l M di R SEO G iIntegrating Social Media to Reap SEO Gains
bAcoustics by Design
Acoustical consulting firm withglimited marketing resources
•Healthcare•Education•Industrial
How they developed a blogHow they developed a blog strategy and corralled multiple authors to write timely posts
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Integration Campaign ObjectivesIntegration Campaign Objectives
k d hCreate keyword rich content to improve SEO performance
Establish reputation as an industry though leader
Increase lead generation and conversion
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Campaign Tactic: Planning Editorial TargetsCampaign Tactic: Planning Editorial Targets
Identify target audiences
Create keyword list for blog content that fills gaps in current web SEO
Create editorial calendarCreate editorial calendar for a year of blog posts on keyword related t itopics
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Campaign Tactic: Recruiting AuthorsCampaign Tactic: Recruiting Authors
“After I pulled all the knives out of my Creating sufficient volume f bi h llchest and started talking about
doing blogs for which everyone would only need to prepare a post once
of content a big challenge
Enlisted engineering teamy p p pevery 6‐8 weeks, the conversation went
a lot better.”to write blogs and gain thought‐leadership status
– Kenric Van Wyk, President and Principle Acoustical Engineer,
Acoustics by Design
Won acceptance by minimizing workloady g
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Campaign Tactic: Streamlining ContentCampaign Tactic: Streamlining Content
Allowed authors to select f li t f l t t ifrom a list of relevant topics
Provided writing guidelines to streamline process
Assigned an editor to reviewAssigned an editor to review writing and optimize posts
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Campaign Tactic: Share ResultsCampaign Tactic: Share Results
Recognize thought‐leadership g g pstatus of bloggers with bylines
Analyze comments inbound linksAnalyze comments, inbound links, and other SEO gains
Include exceptional blog posts in company newsletter for recognitiong
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Campaign ResultsCampaign Results
Blog generating 53% of t l h i itnatural search visits
Shared content positioning Acoustics by Design as thought leader on industry social media sitessocial media sites
Lead volume and rate of con ersions increasedconversions increased
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The Real Impact of Search Innovations on Lead G iGeneration
Major search engines are responding to the rapidly growing popularity of social media as a marketing tactic by developing and releasing various search engine innovations to improve the experience of end users and advertisers alike
“Our greatest challenge is getting high rankings for genericld
Our greatest challenge is getting high rankings for generic terms within our industry. Personalized search could have a large impact as well.”
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The Real Impact of Search Innovationsd hi k h f ll i h i i ill i b i hHow do you think the following search innovations will impact your business In the
next 1 – 5 years?
Personalized search has Will have a great impact on our businessWill somewhat impact our business
created much speculationamong the SEO industry 33% 57% 11%Personalized search
Will somewhat impact our businessWill have no impact on our business
Real time search and social marketing 33% 56% 10%Real time search
Social media users anticipate the greatest impact from all search innovations
26% 47% 28%Video search
from all search innovations across the board 24% 47% 29%Mobile search
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
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Optimize for Search Innovations – Mobile Search
Mobile search refers to the use of web search functionality on mobile devices 29%search functionality on mobile deviceswith wireless internet connections
29%
Mobile search has increased the reach of search engines by adding another point of access for search engine users
47%
Mobile search is still in it’s infancy as a marketing tactic
24%
infancy as a marketing tactic 56% of respondents indicated that they had not yet received any impact from mobile search
Will have a great impact on our businessWill somewhat impact our businessWill have no impact on our business
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2 194Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2 1942010 N=2,1942010 N=2,194
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Optimize for Search Innovations – Mobile Search
Know your appsResearch apps on major device manufacturers websites, and the websites for phone operating systems
Optimize more types of contentMobile search applications are accepting more than text‐based queries
ShazamSnapTellSnapTell
Signal your location Attract local business
Include address in website code using hCard microformatting
Optimize your current siteOptimize your current siteTake advantage of the history with search engines, current traffic and inbound linksOriginal content will out rank duplicate content
Keep sites clean and simpleKeep sites clean and simpleThe mobile web is not yet sophisticated enough for complex websites
Keep keywords shortKeep lead forms short and simpleKeep lead forms short and simple
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Optimize for Search Innovations – Real Time Searchp
Real time search refers to a searchengine’s ability to index newly published
10%
engine s ability to index newly published web content as it is being published with virtually no delay, or in real time 56%
Real time search can have a great impact on organizations by allowing search engine users to access newly created andengine users to access newly created and published content.
Promotions & time sensitive content can now be distributed through organic
33%
g gsearchSocial media content
Will have a great impact on our businessWill somewhat impact our businessWill have no impact on our business
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2 194Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2 1942010 N=2,1942010 N=2,194
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Optimize Social Communications for Real Time Searchp
Develop keyword optimized content for social media
Join the conversationResearch hot topics and latest trends that are relevant to your businessy
Post frequentlyUtilize social tools to schedule tweets orstatus updates ahead of time
Recruit brand advocates
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Optimize for Search Innovations – Personalized Search
Personalized search refers to a search engine’s capability to personalize search
11%
engine s capability to personalize search results based on the last 180 days of a search engine users’ search habits 57%
Previously visited sitesInterpreting search queries
Personalized search is expected tohave a negative impact on SEO by limitingthe number of impressions their organic
33%
the number of impressions their organic listings receive
Will have a great impact on our businessWill somewhat impact our businessWill have no impact on our business
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
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Optimize for Search Innovations – Personalized Search
Drive more traffic to your site – now!
Email blastsEncourage bookmarkingPPCEtcEtc.
Engage web visitorsRelevant, useful, engaging contentFrequently add a new variety ofcontent
Rank checking is even lessRank checking is even less reliable
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Optimize for Search Innovations – Video Search
Search engines have responded to the growing popularity of video beingutilized for marketing and business 28%
purposes by developing video search, or the capability to crawl and index video content.
Video content is now being indexed and ranked on the first page of the search results when relevant
47%
Video search is in it’s infancy as a marketing tactic
52% of organizations indicated that they had
26%
5 % o o ga at o s d cated t at t ey adnot yet received any impact from video search
Will have a great impact on our businessWill somewhat impact our businessWill have no impact on our business
Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194
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Optimize for Search Innovations – Video Searchp
Create great contentRelevance and usefulnessKeep it short
Optimize video content with target k dkeywords
Video sharing sitesOn‐page content & surrounding HTMLLinks
Attract viewers & maximize viewsVideo thumbnailsEnable sharingEnable sharing
Encourage comments and ratings
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How to Generate Leads Using Search Engines d S i l M di Siand Social Media Sites
Why search and social?SEO and Social rated as effective tactics in achieving hard & soft business objectives
•Utilizing Search Innovations for Lead Generation
•Real time searchachieving hard & soft business objectivesSocial impacts search campaigns by improving rankings, increasing listing quantity, and improving click through and conversion rates
•Real time search•Mobile search•Personalized search•Video search
Top 5 practices for integrating search and social for lead generation
Coordinate search and social teamsOptimize social contentGenerate inbound links from social media sitesProtect your online reputationEncourage social networking on your site
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Thank You & QuestionsThank You & Questions
Jen Doyle Todd LeboMarketingSherpaMarketingSherpa
[email protected]://www.marketingsherpa.com
@JenLDoyle
[email protected]://www.marketingsherpa.com
@TodLebo