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Abstract: Should you be using Social Media for Generating Leads ? Without a doubt, yes. It’s 2013, the time to optimize each of the Social Media Channels to engage & capture more leads. Why Social Media is Relevant in Lead Generation: One third of global B2B buyers use social media to engage with their vendors, and 75% expect to use social media in future purchasing processes. Marketers rate social media as the second most important factor (64%) in organic search success -- behind only effective web pages (82%). 60% of B2B companies have acquired a customer through LinkedIn, followed by 60% through company blogs, 43% through Facebook, and 40% through Twitter. Our Webcast will closely examine how we can best use social media to nurture more leads. Takeaways from the webinar include: Measuring the effect of social media Targeting the right audience with social media How to generate sales through social media Social media channels to focus on in 2013 About the Presenter: Amitabha Chatterjee, Business Manager Amitabha Chatterjee is currently working as a business manager for Regalix. In a career spanning nearly seven years, he has three years of experience in Digital Marketing and eCommerce strategy. He has hands-on experience in the areas of website redesign, conversion optimization, CMS implementation, B2B and online marketing. Prior to joining Regalix, he has worked in the capacity of a Web Analyst and Senior Customer Service Executive. Amitabha holds a bachelor’s degree from the Bangalore University and a Master Degree from the University of Wales, Cardiff.
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© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing your Social Channels for Enhanced Lead Generation
Amitabha Chatterjee| Business Manager
January 15th, 2013
© 2012 Regalix Inc. Confidential, All Rights Reserved
Business Manager – Digital Marketing
Google Analytics Certified Professional
Vast experience with brand strategy, marketing communication.
Associated with leading companies like IT, Retail & Advertising,in the online marketing domain.
About the Speaker
2
© 2012 Regalix Inc. Confidential, All Rights Reserved
Lead capturing through Social Media
© 2012 Regalix Inc. Confidential, All Rights Reserved
How it works??
© 2012 Regalix Inc. Confidential, All Rights Reserved
Why Social Media for Lead Generation?
Today 50% - 70% of the buying cycle is now completed before customers ever engage with a sales person
About 60% of B2B marketers acquired new customer using social media in 2012
70% of marketers now use social media as part of their marketing strategy
© 2012 Regalix Inc. Confidential, All Rights Reserved
Should you be using Social Media for Lead Generation?
2013- time to not only get on board but optimize each of your social channels so that they not only engage, but capture leads.
1/3 of global B2B buyers use social media to engage with their vendors, and
75% expect to use social media in future purchase processes
Social media is being rated as the second-most important factor (64%) in organic
search success, behind only effective web pages (82%)
About 60% of B2B companies have acquired a customer through LinkedIn,
followed by 60% through company blogs, 43% through Facebook, and 40% through Twitter
© 2012 Regalix Inc. Confidential, All Rights Reserved
Which of the Social Channels should you focus on?
Facebook should not be the only focus; will tweeting help?.... LinkedIn not for professional job seekers?
More exposure needed on all the social channels. Does it sound time consuming?
About 95% qualified prospects on the website research but never complete the
sales process; but eventually 70% will complete the purchase either from you or your competitors
© 2012 Regalix Inc. Confidential, All Rights Reserved
Rules of Social Media Marketing
Inbound is not enough
Never be too serious
You should have good content
Clear Call to Action
Value addition.
Two-way communication.
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels - Facebook
Facebook >800 million people using Facebook everyday
This platform is more than just a way to stay connected to friends & family; essential tool in the B2B marketing toolbox
How can you take advantage of the Facebook page?
The scrapbook style
Comments on Fan pages
The ticker
Timeline
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels - Facebook
Edge Rank is Facebook’s algorithm that personalizes users newsfeeds and inserts posts it thinks will interest them
Facebook marketing can be measured using two metrics:
Engagement Rate
Buzz Metric
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels - Facebook
To see and be seen
Facebook’s Page Rank Algorithm
Visuals
Cover Photos
Promoted Posts
Sponsored Stories
Facebook App
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels - Twitter
TwitterAs of 2011, Twitter had over 200 million registered users
Being followed on Twitter is an incredibly strong signal of online affinity for your business
A community where businesses can prospect leads and congregate as thought leaders to discuss relevant industry topics
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels - Twitter
Optimizing Twitter
Promoted Tweets in Timelines
Promoted Tweets in Search
Right Messaging
Immediate tracking and results
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels - LinkedIn
LinkedIn World’s largest professional network on the internet
161 million members in over 200 countries and territories
LinkedIn no more just a job-seeker platform.
Through LinkedIn you can:
Participate or Initiate Group Discussions
Post links to content
Participate in Q&A
Build LinkedIn company pages
© 2012 Regalix Inc. Confidential, All Rights Reserved
Why build LinkedIn Company Pages?
Company description to include keyword rich text on product descriptions
Adding RSS feed feature
Adding “Specialities” section
Utilizing “Overview” section for lead generation
Adding a short video on your product and its benefits
© 2012 Regalix Inc. Confidential, All Rights Reserved
Increasing followers to LinkedIn page
Adding “follow our company on LinkedIn” call to action
Activating individual status updates for colloborative contribution from designated company individuals
Adding follow button to your website or blog
Following company pages of industry peers, partners, customers and prospects.
© 2012 Regalix Inc. Confidential, All Rights Reserved
Reaching the targets through LinkedIn Ads
LinkedIn ads are an extremely powerful way for businesses to target specific profiles which are not present in other advertising platforms
LinkedIn Ads could be run on:
Profile Page
Home Page
Inbox
Search Results Page
Groups
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels - SlideShare
Acquired by LinkedIn in May 2012
World’s largest community for sharing resentations like PowerPoint, videos & webinars
130 million page views a month, making it one of the most visited sites on the web today
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels - YouTube
Video is an essential part of any successful social marketing and lead generation strategy
Optimizing your channel
Optimizing individual videos
Gaining new subscribers:
Clear CTA
Adding annotation
Subscription button
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels – Google+
90 million users and growing
About Page
Extremely important to include information that searchers will want to know about your company
Advantage ??
Include links to specific pages and contact form
G+ events feature
© 2012 Regalix Inc. Confidential, All Rights Reserved
Optimizing the Social Media channels – Google+
Ownership of content Google Authorship is how Google authenticates. It will increasingly begin to “trust” you as a quality source of content
Google Authorship is easy to set up. Identify yourself to Google through your G+ profile thereby linking back to it from your content and vice-versa
Benefits:
Increases awareness
Adds a human element
Stands out
Shows up
Increases CTR
© 2012 Regalix Inc. Confidential, All Rights Reserved
Good to Know!
Lead Nurturing
Only 27% of B2B leads are sales-ready when first generated. This makes lead nurturing essential for capitalizing on the other 73%. But 65% of B2B marketers have not established lead nurturing campaigns
SEO-driven leads have the highest lead-to-close rate (15%) among common lead generation sources. Paid search leads average a 7% rate, while outbound marketing leads (e.g., direct mail, telemarketing) close at a 2% rate
© 2012 Regalix Inc. Confidential, All Rights Reserved
Unlocking the Opportunities – Facebook
B2C Facebook interaction is 30% higher than average on Sundays.
95% of Facebook wall posts are not answered by brands.
70% of local businesses use Facebook.The U.S. has the largest number of Facebook users. The country with the second-largest Facebook population: Indonesia.
Facebook is the leading source of referred social media traffic to websites, at 26%. Twitter is second at 3.6%.
52% of consumers say they have stopped following a brand on Facebook because the information it posted had become “too repetitive and boring.”
© 2012 Regalix Inc. Confidential, All Rights Reserved
Unlocking the Opportunities – Twitter
There are now roughly 100 million active Twitter users (those who log in at least once per day).
34% of marketers have generated leads using Twitter, and 20% have closed deals
40% of Twitter users rarely post anything but primarily consume content there.
55% access Twitter via a mobile device.
92% of retweets are based on “interesting content.” Only 26% are due to inclusion of “please RT!” in the tweet.
55% of all Twitter users use the service to share links to news stories, and 53% retweet others.
© 2012 Regalix Inc. Confidential, All Rights Reserved
Unlocking the Opportunities – Pinterest
The image-based social network has grown 4,000% in the past six months, now boasts more than 4 million users, and keeps those users engaged: the average Pinterest user spends nearly an hour-and-a-half per month on the site, behind only Facebook and Tumblr
83% of Pinterest users are women. In the U.S., the most popular categories are Fashion, Desserts, Clothes and Birthdays
But in the U.K., the five most popular topics on Pinterest are Venture Capital, Blogging Resources, Crafts, Web Analytics and SEO/Marketing
22% of all pins come from New York, followed by Los Angeles at 15%. A higher percentage come from Minneapolis (10%) than from San Francisco (8%)–even though Pinterest is based in Palo Alto.
© 2012 Regalix Inc. Confidential, All Rights Reserved
Key Takeaways
Define Your
Purpose
Focus on Your Buyers
Set Time Limits
Join Networks
Identify Relevant Hubs
Optimize Profiles
Cross Promote
Use Share Buttons
Sign Up for
Scheduling Service
Planning Social Setup
Tips
Keep in Loop
Build Relationships
Be Interesting
Be Consistent
Measure What
Works
© 2012 Regalix Inc. Confidential, All Rights Reserved 27
Get in Touch
Forefront of InnovationDigital Marketing ServicesTechnology Enabled ServicesRegalix Labs
Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team
Fortune 500 and Venture Backed Customers (B2B and B2C)
Global Operations: HQ in Silicon Valley, 4 Offices
Industry Recognition
visit: www.regalix.com
For a free evaluation of your website / ecommerce portal, please get in touch with Nick Pinkerton, njpinkerton@regalix-inc.com
If you have any questions about this webinar please feel free to get in touch with the speaker Amitabha Chatterjee, achatterjee@regalix-inc.com
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