Brian Carroll invites Todd Lebo and Jen Doyle of MarketingSherpa to show how to effectively deploy a search and social media campaign to generate leads.

1. How to Generate Leads Using
Search and Social Media
Twitter: @brianjcarroll @marketingsherpa
Twitter Hashtag: #b2bleadgen
Sponsored By:

2. 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
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3. 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
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4. Majority Integrating Search and Social Media
Does 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 pay‐off?
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5. The Effectiveness of Search
In 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
bottom‐line metrics
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6. The Effectiveness of Search and Social
In 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
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7. 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
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8. Social Impacts Organic Search Performance
What 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
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9. Social Impacts PPC Performance
What is your organization’s click through and conversion rates for PPC traffic?
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10. 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
“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.“
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11. Best Practice #1: Coordinate Teams
Target keywords
Search Team Social Team
Social trends
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12. 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
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13. 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
“nofollow” but there is still value you can
realize by including the link
Optimized anchor text
URL shorteners
Target social news and bookmarking sites
Digg, reddit, delicious
Empower brand advocates
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14. Best Practice #4: Protect your Online Reputation
Manage PR through social AND search
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15. 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
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16. Best Practice #5: Encourage Social Networking on
your Website
Add a wealth of relevant content by hosting social features and fostering an online
community right on your site
Create company blogs
Encourage comments, ratings and
reviews
Be open to search engines
Prevent link spam
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17. MarketingSherpa Case Study:
Integrating Social Media to Reap SEO Gains
Acoustics by Design
Acoustical consulting firm with
limited marketing resources
•Healthcare
•Education
•Industrial
How they developed a blog
strategy and corralled multiple
authors to write timely posts
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18. Integration Campaign Objectives
Create keyword rich content
to improve SEO performance
Establish reputation as an
industry though leader
Increase lead generation and
conversion
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19. 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
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20. Campaign Tactic: Recruiting Authors
“After I pulled all the knives out of my Creating sufficient volume
of content a big challenge
chest and started talking about
doing blogs for which everyone would
only need to prepare a post once Enlisted engineering team
every 6‐8 weeks, the conversation went to write blogs and gain
thought‐leadership status
a lot better. ”
– Kenric Van Wyk, President Won acceptance by
and Principle Acoustical Engineer,
minimizing workload
Acoustics by Design
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21. 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
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22. Campaign Tactic: Share Results
Recognize thought‐leadership
status of bloggers with bylines
Analyze comments, inbound links,
and other SEO gains
Include exceptional blog posts in
company newsletter for
recognition
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23. Campaign Results
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
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24. 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
“Our greatest challenge is getting high rankings for generic
terms within our industry. Personalized search could have a
ld
large impact as well.”
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25. The Real Impact of Search Innovations
How 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
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26. 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
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27. 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
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28. 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
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29. 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
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30. 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
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31. 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
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32. 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
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33. Optimize for Search Innovations – Video Search
Create great content
Relevance and usefulness
Keep it short
Optimize video content with target
keywords
Video sharing sites
On‐page content & surrounding HTML
Links
Attract viewers & maximize views
Video thumbnails
Enable sharing
Encourage comments and ratings
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34. How to Generate Leads Using Search Engines
and Social Media Sites
Why search and social? •Utilizing Search Innovations for Lead
SEO and Social rated as effective tactics in Generation
achieving hard & soft business objectives •Real time search
Social impacts search campaigns by •Mobile search
improving rankings, increasing listing
quantity, and improving click through and •Personalized search
conversion rates •Video search
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
Follow Conversation on Twitter #b2bleadgen

36. Thank You & Questions
Jen Doyle Todd Lebo
MarketingSherpa
MarketingSherpa
Todd.lebo@marketingsherpa.com
Jen.doyle@marketingsherpa.com
http://www.marketingsherpa.com
http://www.marketingsherpa.com
@TodLebo
@JenLDoyle