how to optimize your social channels for lead gen

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

How to Optimize Your Social Media Channels for Lead GenerationJason Miller, Social Media Strategy, Marketo@JasonMillerCA@Marketo


Unrealistic Promises are Killing Social

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential 3

Social Media Leads Do Not Come in a Box

© 2012 Marketo, Inc. Marketo Proprietary and Confidential 4

Social Media is not Magic


All Leads are NOT Created Equal

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What if this is as Good as it Gets?

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I’m here to tell you, there’s something else

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Optimizing Your Social Channels

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Why Social for Lead Generation?

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Five Essentials for Success

Inbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocates


Inbound + Outbound = Awesomeness


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


Content Fuels Lead Gen: So ……….Repurpose, Repurpose, then Repurpose Some More


Social Signals Influence Google


Leverage Your Employees & Advocates


Twitter for Lead Generation

Organic + Promoted tweetsAdvocate programA/B test, measure and optimize


Twitter for Lead Generation

• Combination of search & timeline campaigns

• $109k invested• 2,995 Prospects• $ per Prospect: $37• $290k pipeline to

date


Facebook for Lead Generation

Use Facebook Real Estate WiselyVisual is vitalBreaking through EdgeRankTying it back to your offer


Optimizing Your Facebook Page


Facebook for Lead Generation


Does Facebook Work for B2B Lead Gen? Hell Yes!


Slideshare for Lead Generation

Demonstrate your expertiseAttach to something biggerUse keyword rich descriptions for SEOUse both paid and earned media


Establish Your Company as an Expert


Slideshare and SEO


Slideshare for Lead Generation

• $5k invested• 2,765 names• 57 new prospects• $ per Prospect: $94• $107k pipeline to

date


Linkedin for Lead Gen

Optimize Business Page

Optimize Individual Employee Pages

Utilize Groups, Linkedin Signal, Newsfeed


Company Page

© 2012 Marketo, Inc. Marketo Proprietary and Confidential 30Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

Optimize Your ChannelOptimize Individual VideosEncourage Comments and Subscribers

YouTube for Lead Generation


YouTube for Lead Generation


Google + for Lead Gen

Include Keywords and Relevant Links on Your About PageSet Up Google Authorship for SEO BenefitsPost Often and Optimize for Best Search Results


Optimizing the About Page


Google Authorship


The Power of Peer to Peer

Company to Buyer: 33% TrustBuyer to Buyer: 92% Trust


Frictionless & Incentivized Sharing


Test & Refine With Social Funnel Metrics


How do I Measure This Stuff?


Always Remember……B2B Marketers Like to Have Fun As Well

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It’s Getting Better All the Time

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how to optimize your social channels for lead gen

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