soci: generating leads on social media: the do’s and don’ts of using social content to drive new...
TRANSCRIPT
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TONY RINDSBERGCMO/Co-founder
SOCi
GENERATING LEADS ON SOCIALTHE DO’S AND DONT’S
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Social Media Today (and tomorrow)
The days of posting to post are gone…
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Social Media Today (and tomorrow)
Bad content is no longer positive or even neutral… it’s bad!
Focusing on quantity of social content for SEO purposes is the wrong approach.
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COMMON MISTAKES IN SOCIAL MEDIA LEAD GENERATION
WHAT SOCIAL MEDIA ISN’T
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What Social Media for Lead Gen Is NOT
Buy my crap
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What Social Media for Lead Gen Is NOT
This ain’t display advertising!
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UTILIZING SOCIAL EFFECTIVELY FOR LEADS
WHAT SOCIAL MEDIA IS
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Part of Your Sales Funnel
85% of all ordersfrom social media
Source: Shopify
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A Powerful Thought Leadership Channel
Benefits over other channels:
• You don’t need a PR firm, you can do it yourself
• Effectively reach your target audience
• Can be incredibly cost-effective
Thought leadership isn’t just for brand awareness
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A Powerful Thought Leadership Channel
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Soft-Pitch Your Products/Services
6,157 Likes
2,043 Shares
82 Comments
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Soft-Pitch Your Products/Services
1,216 Likes
459 Shares
45 Comments
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Generating Leads for Your Business
• Generating leads from social isn’t just for big brands
• It needs to be social
1. Relevant
2. In Context
3. HUMAN
• It is a MEANS, not and END
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Generating Leads for Your Business
Woodstock’s Pizza – PB
Relevant
In-Context
HUMAN
Take advantage of events/holidays
No text in imageso they could boost
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Generating Leads for Your Business
How Not To Do It…
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Generating Leads for Your BusinessThe Results
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Generating Leads for Your Business
Why Does This Matter?Facebook’s mobile app is the #2 local search app in the world!
Source: comScore/Neustar
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Generating Leads for Your Business
Local Business
Good Content
Engagement
Better search results
LEADS
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Generating Leads for Your Business
Soft-Pitch Your ProductsDiamond Candles
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Generating Leads for Your Business
Send Traffic to Your Blog – i.e. Get ‘Em On Your Domain
233 Likes
84 Shares
42 Comments
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Generating Leads for Your Business
National/Online Business
Good Content
Engagement
Click-Thru’s
Conversions
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USING SOCIAL MEDIA FOR YOUR BUSINESS
Takeaways
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Practical Strategies
2. Your CONTENT matters!
1. Social media is not traditional marketing
Relevant
In-Context
HUMAN
3. You don’t need to be Guy Kawasaki to bean expert in your space on social
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Practical Strategies
4. A soft-pitch is more effective on social
Relevant
In-Context
HUMAN
5. HAVE CONVERSION PATHWAYS READY!
• You will not make the sale on social
• Conversion goals
• Landing page
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KNOWING IS HALF THE BATTLE
TIPS N TRICKS
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Tips n’ Tricks
1. People don’t unfollow for too few posts
28% of fans unfollow because of too many posts
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Tips n’ Tricks
2. Fridays have the highest engagement rates
Source: Adobe
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Tips n’ Tricks
3. Don’t ignore weekends – engagement is increasing on weekends mobile
Source: Mashable/PageLever
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Tips n’ Tricks
4. Photos still get the most engagement, but video is gaining
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Tips n’ Tricks5. Tools we use/recommend
Free High Quality Images
Ad Management Tool User Friendly Design Tool
Competitive Insights
The Future of Social
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QUESTIONS?
Thank You
facebook.com/meetsoci @meetsoci @soci_tony