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How to Generate Leads Using Search and Social Media

Today’s Speakers

Jessica EastmanProduct Marketing Manager,

Citrix Online http://www.gotowebinar.com

@gotowebinar

Jen DoyleSenior Analyst,

MarketingSherpahttp://www.marketingsherpa.com

@JenLDoyle

Todd LeboDirector of Marketing & Business

Development, MarketingSherpa

http://www.marketingsherpa.com@TodLebo

Background: How to Generate Leads Using

Search 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

Follow Conversation on Twitter #SherpaCITRIX

How to Generate Leads Using Search Engines

and Social Media Sites Agenda

� Why search and social?

� Effectiveness of SEO and social media on lead generation and other

business objectives

� Actual benefits of integrating social media into search campaigns

� Top 5 practices for integrating search and social for lead

generation

� Case study – Acoustics by Design

� Utilizing search innovations for lead generation

� Real impact of search innovations

� How to optimize for search innovations


Majority Integrating Search and Social MediaDoes your organization integrate social media with search engine marketing?

� Not currently integrating search

and social? You’re in the minority

� Marketers in strategic phase

much more likely to integrate

� What’s the payoff?

#SherpaCITRIX

Yes

64%

No

36%

Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194

The Effectiveness of SearchIn your experience, how effective has SEO been at accomplishing these

marketing objectives for your organization?

� SEO is perceived as an

effective tactic in

achieving a number of

impactful marketing

objectives

� Improvements in

soft metrics leads to

improvements in

bottomline metrics

#SherpaCITRIX

17%

26%

27%

29%

35%

42%

57%

55%

54%

51%

55%

58%

51%

40%

28%

20%

22%

15%

7%

7%

2%

Increase offline sales

revenue

Increase online sales

revenue

Improve public relations

Improve brand or

product reputation

Increase lead generation

Increase brand or

product awareness

Increase website traffic

Very effective Somewhat effective Not effective


The Effectiveness of Search and SocialIn your experience, how effective has SEO and social media been at

accomplishing these marketing objectives for your organization?

� SEO perceived as more

effective accomplishing hard

objectives: traffic, leads, sales

� Social perceived as more

effective accomplishing soft

objectives: branding and PR

� As social matures,

perception will change

#SherpaCITRIX

26%

17%

35%

57%

27%

29%

42%

9%

10%

18%

33%

36%

37%

37%

Increase online sales

revenue

Increase offline sales

revenue

Increase lead

generation

Increase website

traffic

Improve public

relations

Improve brand or

product reputation

Increase brand or

product awareness

Very Effective Social Media Objectives Very Effective SEO Objectives


The 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

#SherpaCITRIX

Social Impacts Organic Search PerformanceWhat is your organization’s conversion rate for organic traffic?

� Search marketers who integrate

social media achieve a 59% better

rate of conversion. Also…

� Increase the amount of SEO

friendly content on the web

� Generate inbound links

� Increase the number of listings

in the SERP’s

� Improve the quality of your

website’s traffic

#SherpaCITRIX

27%

17%

Organic search traffic

Social Media Users NonSocial Media Users


Social Impacts PPC PerformanceWhat is your organization’s click through and conversion rates for PPC traffic?

6%

3%

Average click through rate


Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded

10%

8%

Paid search traffic


Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded

April, 2010 N=2,194

#SherpaCITRIX

Search and Social Media Integration

� Research 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

#SherpaCITRIX

“First, we identify the social media platforms that our target audience is using. Then, we research what our primary and secondary competitors are doing in terms of SEO and Social Media.“

Best Practice #1: Coordinate Teams

Search Team Social Team

Target keywords

Social trends

#SherpaCITRIX

Best Practice #2: Optimize Social Content

� Optimize social media profiles

� Social profiles will be indexed in search results

� Describe your company using brand keywords

� Use your brand name for your account name whenever possible

� Consistency = recognition & results

� Optimize social media communications

� Optimize tweets, status updates, blog posts, etc. with target keywords

#SherpaCITRIX

Best Practice #3: Generate Inbound Links from

Social Media Sites

� All link building begins with quality content� Useful, relevant, current & engaging

� Enable sharing

� Syndicate your content

� Include links in social communications� Links placed on facebook and twitter are not

“nofollow”

� Optimized anchor text

� URL shorteners

� Target social news and bookmarking sites� Digg, reddit, delicious

� Empower brand advocates


Best Practice #4: Protect your Online Reputation

Manage PR through social AND search


Protect your Online Reputation

� Use a social monitoring tool

� Free tools: SocialMention, Twitter Search, facebook Insights, Google

Alerts and Real Time Search

� Paid tools: Radian6, Omniture

Best Practice #5: Encourage Social Networking on

your Website

� Create company blogs

� Encourage comments, ratings and

reviews

� Be open to search engines

� Prevent link spam

#SherpaCITRIX

Add a wealth of relevant content by hosting social features and fostering an online community right on your site

MarketingSherpa Case Study: Integrating Social Media to Reap SEO Gains

� Acoustics by Design

� Acoustical consulting firm withlimited marketing resources

•Healthcare•Education•Industrial

� How they developed a blog strategy and corralled multiple authors to write timely posts

#SherpaCITRIX

Integration Campaign Objectives

� Create keyword rich content to improve SEO performance

� Establish reputation as an industry though leader

� Increase lead generation and conversion

#SherpaCITRIX

Campaign Tactic: Planning Editorial Targets

� Identify target audiences

� Create keyword list for blog content that fills gaps in current web SEO

� Create editorial calendar for a year of blog posts on keyword related topics

#SherpaCITRIX

Campaign Tactic: Recruiting Authors

“After I pulled all the knives out of my

chest and started talking about

doing blogs for which everyone would only need to prepare a post once

every 68 weeks, the conversation went

a lot better.”– Kenric Van Wyk, President

and Principle Acoustical Engineer, Acoustics by Design

#SherpaCITRIX

� Creating sufficient volume of content a big challenge

� Enlisted engineering teamto write blogs and gain thought-leadership status

� Won acceptance by minimizing workload

Campaign Tactic: Streamlining Content

� Allowed authors to select from a list of relevant topics

� Provided writing guidelines to streamline process

� Assigned an editor to review writing and optimize posts

#SherpaCITRIX

Campaign Tactic: Share Results

� Recognize thoughtleadership

status of bloggers with bylines

� Analyze comments, inbound links,

and other SEO gains

� Include exceptional blog posts in

company newsletter for

recognition

#SherpaCITRIX

Campaign Results

#SherpaCITRIX

� Blog generating 53% of

natural search visits

� Shared content positioning

Acoustics by Design as

thought leader on industry

social media sites

� Lead volume and rate of

conversions increased

The Real Impact of Search Innovations on Lead

Generation

� 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

#SherpaCITRIX

ld

“Our greatest challenge is getting high rankings for generic terms within our industry. Personalized search could have a large impact as well.”

The Real Impact of Search InnovationsHow do you think the following search innovations will impact your business In the

next 1 – 5 years?

� Personalized search has

created much speculation

among the SEO industry

� Real time search and

social marketing

� Social media users

anticipate the greatest impact

from all search innovations

across the board

#SherpaCITRIX

24%

26%

33%

33%

47%

47%

56%

57%

29%

28%

10%

11%

Mobile search

Video search

Real time search

Personalized search

Will have a great impact on our business

Will somewhat impact our business

Will have no impact on our business


Optimize for Search Innovations – Mobile Search

� Mobile search refers to the use of web

search functionality on mobile devices

with wireless internet connections

� Mobile search has increased the reach

of search engines by adding another point of access for search engine users

� Mobile search is still in it’s

infancy as a marketing tactic

� 56% of respondents indicated that they had not yet received any impact from mobile search

#SherpaCITRIX

24%

47%

29%

Will have no impact on our businessWill somewhat impact our businessWill have a great impact on our business

Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April,

2010 N=2,194


2010 N=2,194

Optimize for Search Innovations – Mobile Search

� Know your apps� Research apps on major device manufacturers websites, and

the websites for phone operating systems

� Optimize more types of content� Mobile search applications are accepting more than text

based queries� Shazam

� SnapTell

� Signal your location � Attract local business

� Include address in website code using hCard microformatting

� Optimize your current site� Take advantage of the history with search engines, current

traffic and inbound links

� Original content will out rank duplicate content

� Keep sites clean and simple� The mobile web is not yet sophisticated enough for complex

websites

� Keep keywords short

� Keep lead forms short and simple

#SherpaCITRIX

Optimize for Search Innovations – Real Time Search

� Real time search refers to a search

engine’s ability to index newly published

web content as it is being published with

virtually no delay, or in real time

� Real time search can have a great

impact on organizations by allowing search

engine users to access newly created and

published content.

� Promotions & time sensitive content can

now be distributed through organic

search

� Social media content

#SherpaCITRIX

33%

56%

10%



2010 N=2,194


2010 N=2,194

Optimize Social Communications for Real Time Search

� Develop keyword optimized content for social media

� Join the conversation� Research hot topics and latest trends

that are relevant to your business

� Post frequently� Utilize social tools to schedule tweets or

status updates ahead of time

� Recruit brand advocates

#SherpaCITRIX

Optimize for Search Innovations – Personalized Search

� Personalized search refers to a search

engine’s capability to personalize search

results based on the last 180 days of a

search engine users’ search habits

� Previously visited sites

� Interpreting search queries

� Personalized search is expected to

have a negative impact on SEO by limiting

the number of impressions their organic

listings receive

#SherpaCITRIX

33%

57%

11%



2010 N=2,194


2010 N=2,194

Optimize for Search Innovations – Personalized Search

� Drive more traffic to your

site – now!� Email blasts

� Encourage bookmarking

� PPC

� Etc.

� Engage web visitors� Relevant, useful, engaging content

� Frequently add a new variety of

content

� Rank checking is even less

reliable

#SherpaCITRIX

Optimize for Search Innovations – Video Search

� Search engines have responded to

the growing popularity of video being

utilized for marketing and business

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

� Video search is in it’s infancy as a

marketing tactic� 52% of organizations indicated that they had

not yet received any impact from video search

26%

47%

28%



2010 N=2,194


2010 N=2,194


2010 N=2,194

#SherpaCITRIX

Optimize for Search Innovations – Video Search

� Create great content� Relevance and usefulness

� Keep it short

� Optimize video content with target

keywords� Video sharing sites

� Onpage content & surrounding HTML

� Links

� Attract viewers & maximize views� Video thumbnails

� Enable sharing

� Encourage comments and ratings

#SherpaCITRIX

How to Generate Leads Using Search Engines

and Social Media Sites� Why search and social?

� SEO and Social rated as effective tactics in achieving hard & soft business objectives

� Social impacts search campaigns by improving rankings, increasing listing quantity, and improving click through and conversion rates

� Top 5 practices for integrating search and social for lead generation� Coordinate search and social teams

� Optimize social content

� Generate inbound links from social media sites

� Protect your online reputation

� Encourage social networking on your site

#SherpaCITRIX

•Utilizing Search Innovations for Lead

Generation•Real time search

•Mobile search

•Personalized search

•Video search

Q&A

Jessica EastmanProduct Marketing Manager,

Citrix Online

http://www.gotowebinar.com

@gotowebinar

Jen DoyleMarketingSherpa

[email protected]

http://www.marketingsherpa.com

@JenLDoyle

Todd LeboMarketingSherpa

[email protected]

http://www.marketingsherpa.com

@TodLebo

Special Citrix Online Webinar $100 Discount:http://citrixwebinar.marketingsherpa.com

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