b2b case study: generating social media leads through cta's weekly

#SMRE2016 - @iRyanPena

Creating CTA’s Every Week!How to generate weekly CTA’s with a content strategy

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SocMed PRO - Presentation Name Goes Here

About MentorMateA Complex Software Development Company

B2B COMPANY

Creating software solutions globally for clients since 2001. Working with small to large organizations.

WE CAN’T BRAG

Most of our cool projects can’t be discussed publicly. Everything is custom.

SOCIAL WASN’T WORKING

Leadership couldn’t see the value in social - needed a lot of convincing.

Who wants this job!?02


The Mission

Likes/Followers Impressions Traffic/Leads

Used to be great for reach until we entered pay to play

A mysterious number that sounded amazing but meant blah

Language everyone speaks and fills the ROI bucket

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Create a content strategy for consistent & fresh value for your audience

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EBOOKS

Define Your Content Strategy

BLOGS VIDEO

Once a quarter

Primary CTA

Trending topic

Value based

SlideShare

Once a week

Ties to CTA

Repurposed

Authored

Researched

Once a week

Ties to CTA

Trending topic

Facebook/YouTube

Humanizes brand

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#SMRE2016 - @iRyanPena 13


Content Marketing Model

Plan Produce Publish Promote1 2 3 4

Leverage social listening, search trends, market info, and your staff to determine future content needs

Create high quality content that’s centered around value while ensuring your maintain a consistent production strategy

Keep your audience coming back by sticking to a publishing schedule. Weekly is usually best for most orgs

Dedicate at least a day/week to promote. This includes paid, organic, and employee advocacy

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Distribute content through organic, paid, and employee advocacy channels

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2


Distribute Like a BossMedium

7,500 reads & 70+ contacts

LinkedIn 3,300 visits

& 160+ contacts

Twitter 1,750 visits

& 50+ contacts

Google+ 1,200 visits & 50+ contacts

Facebook 1,100 visits & 10+ contacts

Other Channels 1,000 visits

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Other Tools

Tons of free communities to engage in. slofile.com is a site to find communities based on your interests.

slack

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http://slofile.com


Other Tools

Answer questions that tie to your blog content. After providing value, include CTA link to learn more

Quora

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Other Tools

Give your employees access to a simple tool to share content and reach a broader organic audience

Employee Advocacy

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Brand Organic Reach in 2016


Employee Advocacy Organic Reach in 2016

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Launching Employee Advocacy

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Find the right tool

Give food Be transparent


Track everything! Don’t allow your hard work to go unnoticed

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3


Google “UTM Tracking” Bookmark the site

Campaign Source Targeted social network

Campaign Medium “Social Media”

Urchin Tracking Module

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🔑Create a Content Strategy Keep your audience engaged with valuable content

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2Distribute Content Masterfully Combine organic, paid, and employee advocacy for maximum results

3Track everything Don’t allow your efforts to be filed into “Direct” vs “Social” as a source. Use UTM tracking


This is the end

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@MentorMate@iRyanPena