do social media ads work for lead generation?
DESCRIPTION
Slides from Dublin Start Up Marketing Club event April 2014TRANSCRIPT
Gillian McCarthyTwitter: @gillianmc898
Generate leads using content marketing promoted via social networks.
Content LeadsSocial Media
3 Elements to Creating Content
1. Write Content that is Useful
2. Create Optimized Landing Pages and Thank
You Pages
3. Don’t forget the data capture form!
• No Distractions
• Clear Call to Action
• Data Capture Form
• Benefits of Downloading
• Video to back it up
LinkedIn Sponsored Updates
• More space to write your message.
• Shows up in newsfeed
• Ability to like share and comment
• Higher CPC
Twitter Sponsored Tweets
• Targeted to followers of key influencers
• Non disruptive
Twitter Lead Gen Cards
• Easier for people to opt in• More impulsive – Less steps. • Also targeted to followers of
key influencers.
As of 9th April 2014 (31 Days)
21%
Twitter Sponsored
Tweet
10%
Twitter Lead Gen31%
direct/ other/ unknown
38%
LEAD SOURCES
0
10
20
30
40
50
60
70
Linked In Twitter Sponsored Tweet Twitter Lead Gen Card Direct / Unknown
Conversion Rate # of Leads
15%
4%
33%
40%36
65
53
17
LinkedIn Twitter Sponsored Updates
Twitter Lead Gen Cards
Impressions67,000 94,500 92,700
Clicks322 3,085 1,410
Landing Page Visits 90 107
Downloads 36 17 53
New Followers10 22 20
• YES!
• 171 new email addresses
• 50% are our target customers = 85 leads
• 25% of those are our sweet spot customers = 21 qualified leads
In one month!
That’s 252 qualified leads a year from content marketing
• It’s expensive but it’s worth it!
• Watch out for twitter ads – they set your credit limit based on the
success of your tweets.
• Make sure to set up tracking properly.
• If we had done that we would know where the 65 Direct leads came from
and that would be useful to know!
• Twitter Lead Gen – Lowest conversions but highest # of leads.
• Don’t be blinded by the reach, focus on your target audience