bodnar and cohen

Social Media Lead

Generation

I’m Brian Halligan.Nice to meet you.

@KippBodnar

I’m Kipp Bodnar.Nice to meet you.

I’m Brian Halligan.Nice to meet you.

@JeffreyLCohen

I’m Jeff Cohen.Nice to meet you.

I’m Brian Halligan.Nice to meet you.

amzn.to/b2bsm2

We wrote The B2B Social Media Book.

#B2BSM

We are dorks.

We’ve got a a Problem.

73% of CEOs

don’t believe

marketers drive

revenue.

91FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ

Marketing isn’tArts and Crafts.

We’re creative.

An opportunity, not a problem.

Your opportunity, to shine.

Leads fix the problem.

What is aLead?

LEADS ARE A PROXYFOR SALES.

Social Media is the buzz word.

What is aSocial Media?

Social Media isn’t hugging customers.

Social Media that doesn’t drive revenue doesn’t last.

1Tweet

Form

Landing Page

How Social Media Leads Happen

Lead

Like CTABlog Post

Landing Page

+1 CTAProduct Page

Landing Page

Information Transactions

5 STEPS TO SOCIAL MEDIA LEADGENERATION:

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast4

1

5 Optimize for Maximum Leads

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast4

1

5 Optimize for Maximum Leads

Build Social Media Reach.

Follow. Friend. Connect.

Share lots of links.

The self life of a social media

link is 3 hours.

BITLY, 9/2011

Automatic Sharing

Leverage existing contacts.

Use email for reach building.

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast4

1

5 Optimize for Maximum Leads

1 2 3 4

Regular Content

Dedicated Monitoring

Consistent Sharing

Prioritized Engagement

Content Discovery for Lead Generation

Regular Content1

Content Calendar.

Consistent Sharing2

Build social thank you pages.

Dedicated Monitoring3

15 Minutes a Day.

3

5 Minutes Twitter/Facebook

2 5 LinkedIn Answers/Groups

5 Minutes Google Alerts

1

Overall Volume

Social Media B2B(1087 posts

Jeffrey L. Cohen(588 posts)

The B2BSocial MediaBook(152 posts)

Daily Volume (Peaks)

Conversation Cloud

Prioritized Engagement4

Twitter.com/Search

Most Followers

Most Followers

Most Followers

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast4

1

5 Optimize for Maximum Leads

Marketing is math.

What is aCall-to-Action?

Place CTAs Everywhere.

Google.com/DFP

Testing CTAs aid testing.

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast

1

5 Optimize for Maximum Leads

4

Failure sucks.

Improve and Iterate

Set a clear qualitative objective.

Set methodology for gathering data for success criteria.

Conduct an experiment retrospective.

Set action items following the experiment.

1

2

34

Social Media Lead Generation Testing

What can you stop doing ?

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast4

1

5 Optimize for Maximum Leads

Traffic and Conversion Rates

Source: Science of Lead Generation

Conductradical tests.

Increase Content Volume.

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast4

1

5 Optimize for Maximum Leads

Mastered the Mystery.

Prove the CEO Wrong.

You’re the Star.

THANK YOU.