Optimizing Your Social Channels to Enhance Lead Generation

Optimizing your Social Channels for Enhanced Lead
Generation

Amitabha Chatterjee| Business Manager
January 15th, 2013

© 2012 Regalix Inc. Confidential, All Rights Reserved

About the Speaker

 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.

© 2012 Regalix Inc. Confidential, All Rights Reserved 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

Twitter
As 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

Planning Social Setup Tips

Focus on Your Buyers

Use Share Buttons Be Interesting


Get in Touch

 Forefront of Innovation  visit: www.regalix.com
Digital Marketing Services
Technology Enabled Services  For a free evaluation of your website /
Regalix Labs ecommerce portal, please get in touch with Nick
Pinkerton, njpinkerton@regalix-inc.com
 Multi-disciplinary Leadership Team & Strong
Advisory Board, 175+ Team  If you have any questions about this webinar
please feel free to get in touch with the speaker
Amitabha Chatterjee, achatterjee@regalix-
 Fortune 500 and Venture Backed Customers (B2B inc.com
and B2C)

 Global Operations: HQ in Silicon Valley, 4 Offices

 Industry Recognition

© 2012 Regalix Inc. Confidential, All Rights Reserved 27

Optimizing Your Social Channels to Enhance Lead Generation

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