Kipp Bodnar @KippBodnar

Social Media Lead Generation

I’m Brian Halligan. Nice to meet you.

@KippBodnar

I’m Kipp Bodnar. Nice to meet you.

I’m Brian Halligan. Nice to meet you.

amzn.to/b2bsm2

I wrote The B2B Social Media Book.

#SMLeads

I’m a dork.

We’ve got a a Problem.

73% of CEOs

don’t believe marketers

drive revenue. 91 FOURNAISE MARKETING GROUP: BIT.LY/PENSCQ

Marketing isn’t Arts and Crafts.

We’re creative.

An opportunity, not a problem.

Your opportunity, to shine.

Leads fix the problem.

What is a Lead?

LEADS ARE A PROXY FOR SALES.

Social Media is the buzz word.

What is a Social Media?

Social Media isn’t hugging customers.

Social Media that doesn’t drive revenue doesn’t last.

1 Tweet Form Landing

Page

How Social Media Leads Happen

Lead

Like CTA Blog

Post Landing

Page

+1 CTA Product

Page Landing

Page

Information Transactions

5 STEPS TO SOCIAL MEDIA LEAD GENERATION:

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast 4

1

5 Optimize for Maximum Leads

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast 4

1

5 Optimize for Maximum Leads

Build Social Media Reach.

Follow. Friend. Connect.

Share lots of links.

The self life of a social media link is

3 hours.

BITLY, 9/2011

Automatic Sharing

Set up sharing.

Leverage existing contacts.

Use email for reach building.

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast 4

1

5 Optimize for Maximum Leads

1 2 3 4

Regular

Content

Dedicated

Monitoring

Consistent

Sharing

Prioritized

Engagement

Framework: Content Discovery for Lead Generation

Regular Content 1

Content Calendar.

Consistent Sharing 2

Build social thank you pages.

Dedicated Monitoring 3

15 Minutes a Day.

3

5 Minutes Twitter/Facebook

2 5 LinkedIn Answers/Groups

5 Minutes Google Alerts

1

Prioritized Engagement 4

Twitter.com/Search

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast 4

1

5 Optimize for Maximum Leads

Marketing is math.

What is a Call-to-Action?

Place CTAs Everywhere.

Google.com/DFP

Testing CTAs

aid testing.

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast

1

5 Optimize for Maximum Leads

4

Failure sucks.

Improve and Iterate

Set a clear qualitative objective.

Set methodology for gathering data for

success criteria.

Conduct an experiment

retrospective.

Set action items following

the experiment.

1

2

3

4

Framework: Social Media Lead Generation Testing

What can you stop doing ?

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast 4

1

5 Optimize for Maximum Leads

Traffic and Conversion Rates

Source: Science of Lead Generation

Visit-to-Lead

Benchmarks App

Conduct radical tests.

Increase Content Volume.

3

Get The Basics Right

2 Maximize Content Discovery

Create Conversion Ubiquity

Test and Fail Fast 4

1

5 Optimize for Maximum Leads

Mastered the Mystery.

Prove the CEO Wrong.

You’re the Star.

GET A DEMO OF HUBSPOT: HubSpot.com/Demo

THANK YOU.