social media lead generation for b2b
Post on 19-Oct-2014
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MANA IONESCU, LIGHTSPANDIGITAL.COM
The Problem
Small Businesses spend only 3% of their ad budget on digital marketing as compared to 15% the average national spend.
MANA IONESCU, LIGHTSPANDIGITAL.COM
The TruthMany small-business executives are not fully aware of all the digital-advertising options available to them. And to the extent that they are aware of those options, they are often not sure what to do with them. This is why digital-advertising activity in the U.S. is
driven by large companies.
The Boston Consulting Group Study (published March 2013): https://www.bcgperspectives.com/content/articles/digital_economy_marketing_sales_unlocking_digital_marketing_small_businesses/
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Challenge
Learn
Prepare
Execute
Evaluate
MANA IONESCU, LIGHTSPANDIGITAL.COM
PrepareGoals
Commitment
Narrative
Staff
Strategy and a plan
MANA IONESCU, LIGHTSPANDIGITAL.COM
Xecution
Think
Read
Write (not necessarily in this order)
Do
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Community Narrative
Who are you, really?
What are you passionate about?What do we want others to say about you?
Why are you doing this?
How do you plan to change status-quo?
MANA IONESCU, LIGHTSPANDIGITAL.COM
A content tree
MANA IONESCU, LIGHTSPANDIGITAL.COM
<<<<MY EMAIL
PAUL’S RESPONSE>>>
Narrative
MANA IONESCU, LIGHTSPANDIGITAL.COM
Showcase products:
• Pictures of products
• Videos of products or videos from the field
• Industry infographics
Narrative
Who thought trucking can be “social media sexy”? BigRigTalk’s Trucking 101 tips get over 10,000 views per episode.
MANA IONESCU, LIGHTSPANDIGITAL.COM
Infographics publishing sites like Visual.ly offer additional exposure to your brand and website.
MANA IONESCU, LIGHTSPANDIGITAL.COM
Strategy And a Plan
GoalsSocial focus
Strategies
Tactical focus
Measure of
success
X clients per year
Get xy leads from website via content marketing
Increase website traffic and SEO by publishing content that out-teaches the competition and positions us as thought-leaders
• Increase website traffic through blogging
• Improve traffic and key-phrase-specific SEO through guest blogging
•%traffic to blog vs total site traffic
•% change in key-phrase rank
•increase in lead data capture from blog
•Lead quality score
Get xy leads from website
via social outreach
Increase website traffic share from social outreach
•Daily social media workouts(tm)
•Distribute content (smartly) through social networks
•% social traffic •% traffic by channel•data capture from social•lead quality score
MANA IONESCU, LIGHTSPANDIGITAL.COM
Use Tools
Find and add targets to Twitter lists using SocialBro
Set up a management dashboard: Hootsuite, SproutSocial, Sendible are our faves
Set up an analytics dashboard
MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon
Find Your Targets: Twitter
MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon
Find Your Targets: LinkedIn
MANA IONESCU, LIGHTSPANDIGITAL.COM
Finish the FoundationStep 1: Build your lists:
Google+ CirclesTwitter ListsFacebook groupsLinkedIn Saved Searches and FoldersRSS Subscription folder and bundles
Step 2: Watch, read and curate
MANA IONESCU, LIGHTSPANDIGITAL.COM
Convert
Monitor
Chat
Collect Data
Activate
Follow up
MANA IONESCU, LIGHTSPANDIGITAL.COM
“Read” Your TargetsMy Targets What Motivates Them Approach
Journalists§ High Social Media numbers§ Quality introductions to sources§ Genuine people not PRish
§ Share and give credit§ Listen and offer help§ Be real, don’t pitch
New runners§ Finishing that first race§ Getting fit
§ Give them tips§ Listen and offer help§ Offer inspiration
MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon
Focus: Your Attention
MANA IONESCU, LIGHTSPANDIGITAL.COM
Drive action
Always have an ask Validate + State + Ask Links. Always! Follow up Follow up Follow up
MANA IONESCU, LIGHTSPANDIGITAL.COM
Activate
MANA IONESCU, LIGHTSPANDIGITAL.COM
Connect into Your B2B Sales Process
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Routine