Using Content to Drive Lead Generation via Social Media

www.m2bespoke.com

With over a billion users spread across all the major social networks, it would be ridiculous for any legitimate brand NOT to use them for

lead generation!

•  77% of B2C marketers say they have acquired a customer through Facebook

•  The number of marketers who say Facebook is “critical” or “important” has increased 83% in just two years

•  34% of marketers have generated leads using Twitter, 20% have closed deals

•  LinkedIn is 277% more effective at generating B2B leads than Facebook or Twitter

•  77% of buyers say they are more likely to buy from a company whose CEO uses social media.

Providing quality, relevant, engaging content on a regular basis allows you to build relationships as you interact, inform, and influence your customers and potential customers.

This interaction builds trust and the perception of your brand as ‘the expert in the room’ without bombarding your audience with sales messages, driving visitors directly to your website when they click on an article that’s caught their attention.

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Why is it so powerful?

People prefer to deal with companies that they know, like & trust

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Content marketing in the past…

And now…

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www.m2bespoke.com

Facebook is the most powerful and has been proven to provide the most engagement with audiences. Put your content right in the face of your audience and never waste money on non-targeted ad campaigns again!

Using Twitter for lead generation starts with one thing – building a targeted audience of followers. Twitter is about connecting with your audience, not just endlessly promoting yourself. Entertain, educate, and engage before you sell.

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Strategy: Two Facebook pages: US and UK. 7 articles covering 7 topics

Topic sample: The Ultimate Hen Party Cocktail List Hen Party Gift Ideas Celebrating Your Divorce In Style The History of the Hen Party Top 5 Accessories For Your Hen

Keywords: Hen, hen party, bride, bridesmaid, wedding, divorce, divorce party, separation US: Bachelorette, bachelorette party, wedding, divorce, divorce party, split

Results: 55,000 reached across UK + US 2,000 unique clicks to UK + US sites Cost per 1,000 impressions (CPM): UK - £1.84 / US - £2.97 Cost per click: UK - £0.08 / US - £0.10

Target audience: Female Aged 30 - 50

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Build relationships with influencers to amplify your content’s reach

+ = Influence!

Identify trends in social media and what content you should be producing

Find out who has the largest following and is most likely to share your content

Drive targeted traffic to your website

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Build a community around your brand, then establish yourself as an authority on your chosen subject, and you have a powerful sales and marketing tool.

A content driven LinkedIn campaign can be used to cover all stages of the sales process –

· Raise brand awareness / Individual profiles

· Grow your network of potential clients

· Drive traffic to your website

· Build your reputation as a credible expert (brand and individual)

· Cultivate relationships as you interact, inform, and influence your audience

· Generate leads

· Continue to influence and retain relationships with existing customers

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LinkedIn For Lead Generation

LinkedIn addresses many of the common challenges associated with lead generation:

•  Who are the right companies to approach and who is the right person to speak to?

•  When is the best time to make contact / when are they ready?

•  What are they interested in?

Target the right person, at the right time!

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www.m2bespoke.com

Now they’re on your website, what comes next?

The rest is up to you…

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80+ cold calls a day = 6 - 8 conversations “I wonder if you’re the right person to speak to about…”

Net result: 3 – 5 ‘Interested’ people per week

The M2 Challenge

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Step 1 - Identify active LinkedIn groups populated by your target audience

Step 2 – Raise profile & credibility in the groups

Step 3 – Reach out

Step 4 – Leads are followed up

Step 5 – Consistency and commitment

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The Process

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www.m2bespoke.com

The results

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1.  No cold calls made as a business for 2 years

2.  Website traffic increased 10x without SEO activity in 12 months (Highly targeted traffic)

3.  Profile views in the top 2% of all LinkedIn members

4.  LinkedIn connections increased 10x

5.  Quality of connections increased (Was 10% potential clients, now 80-90% potential clients)

+

Zoe (Sales)Liz (Social Media Manager)

Using Content to Drive Lead Generation via Social Media