Strategy and tactics for optimizing your social channels for lead generation. Real world examples and metrics included.

1. How to Optimize Your Social
Channels for Lead Generation
Jason Miller - Marketo
@JasonMillerCA

2. Why Social for Lead Generation?
• 50 – 70% of the buying cycle is now completed
before customers ever engage with a sales
person
• 56% of B2B marketers acquired new customers
using social media in 2011
• 70% of marketers now use social media as part
of their marketing strategy.
Page 2
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

3. Five Essentials for Success
• Inbound is not Enough
• 4-1-1 Rule
• Content is still king
• Social Signals
• Advocates
Page 3
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

4. Inbound + Outbound = Awesomeness
Page 4
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

5. The 4-1-1 Rule
“For every one self-serving tweet, you should re-tweet
one relevant tweet and most importantly share four
pieces of relevant content written by others.”
Do This Not This
Page 5
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

6. Content Fuels Lead Gen: So ……….Repurpose,
Repurpose, then Repurpose Some More
Page 6
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

7. Social Signals Influence Google
Page 7
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

8. Leverage Your Employees & Advocates
Page 8
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

9. Twitter for Lead Generation
• Organic + Promoted tweets
• Advocate program
• A/B test, measure and optimize
Page 9
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

10. Twitter for Lead Generation
• Combination of search &
timeline campaigns
• $109k invested
• 2,995 Prospects
• $ per Prospect: $37
• $290k pipeline to date
Page 10
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

11. Facebook for Lead Generation
• Use Facebook Real Estate Wisely
• Visual is vital
• Breaking through EdgeRank
• Tying it back to your offer
Page 11
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

12. Optimizing Your Facebook Page
Page 12
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

13. Page 13
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

14. Facebook for Lead Generation
Page 14
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

15. Does Facebook Work for B2B Lead Gen?
Hell Yes!
Page 15
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

16. Slideshare for Lead Generation
• Demonstrate your expertise
• Attach to something bigger
• Use keyword rich descriptions for SEO
• Use both paid and earned media
Page 16
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

17. Establish Your Company as an Expert
Page 17
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

18. Slideshare and SEO
Page 18
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

19. Slideshare for Lead Generation
• $5k invested
• 2,765 names
• 57 new prospects
• $ per Prospect: $94
• $107k pipeline to date
Page 19
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

20. Linkedin for Lead Gen
1. Optimize Business Page
2. Optimize Individual Employee Pages
3. Utilize Groups, Linkedin Today, Newsfeed
Page 20
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

21. Company Page
Page 21
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

22. YouTube for Lead Generation
1. Optimize Your Channel
2. Optimize Individual Videos
3. Encourage Comments and Subscribers
Page 22
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

23. YouTube for Lead Generation
Page 23
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

24. Google + for Lead Gen
1. Include Keywords and Relevant Links on Your
About Page
2. Set Up Google Authorship for SEO Benefits
3. Post Often and Optimize for Best Search Results
Page 24
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

25. Optimizing the About Page
Page 25
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

26. Google Authorship
Page 26
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

27. The Power of Peer to Peer
• Company to Buyer: 33% Trust
• Buyer to Buyer: 92% Trust
Page 27
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

28. Frictionless & Incentivized Sharing
Page 28
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

29. Test & to Measure Effectiveness and Lift
Data Tune With Social Funnel Metrics
Page 29
© 2012 Marketo, Inc. Marketo Proprietary and Confidential

30. Download the Optimize Your Social
Channels for Lead Generation eBook:
http://bit.ly/Marketo-eBook
Thank you!
Jason Miller
Social Media Strategist
@JasonMillerCA @Marketo