Optimizing Your Social Channels to Enhance Lead Generation

© 2012 Regalix Inc. Confidential, All Rights Reserved

Optimizing your Social Channels for Enhanced Lead Generation

Amitabha Chatterjee| Business Manager

January 15th, 2013


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


Lead capturing through Social Media


How it works??


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


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


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


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.


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



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



To see and be seen

Facebook’s Page Rank Algorithm

Visuals

Cover Photos

Promoted Posts

Sponsored Stories

Facebook App


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


Optimizing the Social Media channels - Twitter

Optimizing Twitter

Promoted Tweets in Timelines

Promoted Tweets in Search

Right Messaging

Immediate tracking and results


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


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


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.


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


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


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


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


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


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


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.”


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.


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.


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

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For a free evaluation of your website / ecommerce portal, please get in touch with Nick Pinkerton, [email protected]

If you have any questions about this webinar please feel free to get in touch with the speaker Amitabha Chatterjee, [email protected]

http://www.regalix.com/

mailto:[email protected]

mailto:[email protected]

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Optimizing Your Social Channels to Enhance Lead Generation