Getting Beyond Awareness To Generate B2B Leads
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This document provides tips and best practices for using social media to generate B2B leads. It discusses developing a social media plan with goals and objectives, tying social media to other marketing efforts, training employees, and being accountable through reporting. A case study is presented of a major B2B marketing company that uses a team approach and daily content creation across multiple channels to engage prospects and move them through the funnel. Their tactics include promoting webinars in advance, following up with content, and nurturing leads based on their level of engagement.
Getting Beyond Awareness To Generate B2B Leads
- 1. Getting Beyond Awareness To Generate B2B Leads wmarx@marxcommunications.com http://www.linkedin.com/in/ marxcommunications.com @wendymarx
- 2. A Quick Lesson in Giving Hat tip to @fatAwesome for video. View their YouTube channel here
- 3. The Non-Tweet “By not tweeting, you’re sending a message” - Anonymous
- 4. The Social Media Community POTENTIAL FRIENDS (PROSPECTS) INFLUENCERS SHARERS FRIENDS RAGING FANS! CRITICS (BOO!)
- 5. Remember it’s SOCIAL Media Develop Strong Ties “Who you spend time with is who you become. One of the most important decisions is who you’re friends are” - Tony Robbins
- 6. Don’t Be a Hermit • Roughly 99.9% of online banners are never clicked on • Buyers wait until they have completed 60-80% of their research before reaching out to vendors
- 7. BE Visible and Credible of marketers reported that the number one benefit of social marketing is generating more business exposure
- 8. Multiple Barriers to Tying Social Media to Revenue Inability to tie Social Media to Business outcomes Lack of analytics expertise and/or resources Poor tools Inconsistent Analytical approaches Unreliable data
- 9. Don’t Be a Silo A recent CMO Survey reported that while B2B social media spending increased 9.6% last year, the majority of B2B companies failed to integrate social media into their business practices.
- 10. Meanwhile... Social media spending as a percentage of marketing budgets will more than double over the next 5 years to 21.6 % of the budget – CMO 2013 Survery How can you NOT afford to be integrated?
- 11. 7 Steps to Being Successful In Your Social Media Community STEP 1 Get Top Management Buy in
- 12. STEP 2 Set Goals and Objectives “The Victory of SUCCESS is half won when one gains the habit of setting GOALS and ACHIEVING them” - Og Mandino
- 13. What are Your Goals and Objectives? • • • • Increase inbound leads at a low cost Expand reach of thought leadership content Engage and excite influencers Better understand, identify, and engage potential buyers • Improve customer service and satisfaction • Enhance outbound campaign program effectiveness • Improve recruiting initiatives
- 14. STEP 3 Have the necessary structure and resources • Social Media Team & Reporting Structure • Social Media Platform: Posting/Monitoring/Analytics/Reporting • Integration
- 15. STEP 4 Develop a Social Media Plan “Man Plans and God Laughs” -Yiddish Proverb
- 16. Social Media Plan Define your Audience thought leaders • Who Is Your Target? fans • What social media channels do they hang out in? partners potential employees prospects analysts clients media
- 17. Social Media Plan • Tie to goals/objectives • Start small and test • Tactical plan for each network
- 18. Tactical Plan Twitter/x hours/month/day/week Short term objectives: • Promote content through Twitter • Communicate support issues from Social • Segment influencers and create lists • Promote webinars and drive to registration page • Utilize promoted Tweets • Listen to relevant conversations • Build reputation Source: Marketo
- 19. Tactical Plan Twitter/x hours/month/day/week Key Metrics: • Followers • Mentions • Social Capital--influence of Twitter followers • Retweets • Number of potential prospects sent to sales • Retweet Reach • Posts • Replies Reach • Number of • Number of lists registrants/downloads, etc. Source: Marketo
- 20. STEP 5 Tie social media to the rest of your marketing and include in all phases of the buying process • Link with your CRM System • Link with your Marketing Automation • Link with your editorial calendar and public relations and marketing strategy
- 21. STEP 6 Train employees • Establish a social media policy that all employees adhere to • Provide measurable goals/objectives • Ensure knowledge of tools
- 22. STEP 7 Be accountable • Daily/weekly/monthly reports • Metrics aligned with business goals
- 23. The Social Media Community Rules • Don’t try to be everywhere • Don’t broadcast, brag, or be boring • Be a good community member
- 26. How Social Media Leads Happen • Think Top of the Funnel • The Endless Turkey Meal • Think Content • Curate: Value by association Source: Hubspot
- 27. Case Study: Major B2B Marketing Company
- 28. Goals/Objectives • Move to top of funnel • Generate leads • Fill out a form for an e-book • Register for a webinar The Bottom Line: Not about sales, all about educating, inspiring
- 29. Overview • Social Media and Content Team (5 people each) reports to Director of Content and Engagement Social and Content Creation reside in Marketing organization • Engaging 8 am to 5 pm ET daily • 10 + Twitter posts a day • 10 LinkedIn company page posts • Some of the same posts as in Twitter • 3 Google+ posts • 1 Facebook post • Many of the same posts in Google+ and LinkedIn • 127,000+ Twitter followers • 136,00+ Linkedin followers • 270,000 Facebook likes • 17,000+ Google+ circled 200,000/month Blog visitors • Twitter most effective, then LinkedIn
- 30. “No one will engage or follow you if don't share helpful information” - Anonymous Content Manager, major B2B marketing company
- 31. The Content Engine • • • • • • • • • • • • • 4 writers, 1 designer, 1 manager who also writes Focused around one initiative, i.e., webinar 5 to 10 blog posts a day all with Call To Action 60 ebooks for call to action Presentation on Slideshare with link to ebook Infographcs Check list, game, quiz on Slideshare or blog Influencers – Guest blog Tweetchats 2X a month, #mcloudlive Hashtag for webinars: #marketingcloud Give away books of thought leader Get questions from Twitter -- first 10 who ask questions get a free book Have fun: Friday fun
- 32. Thought Leader Webinars • • • • • • • • • • Promote it X weeks in advance on Twitter, etc. Get thought leader to tweet? X Blog posts about it Blog post afterwards? X posts afterwards? Videotape webinar and gate it Blog post around the recording Manually determine action of lead, if downloaded Lot of ebooks, attend a webinar, targeted for call If first time at webinar, put into nurturing in the company website or marked as a hot lead • ID on end of URLs so can determine which channel someone comes in from to track effectiveness
- 33. What to Do if You’re Not This Company? •Promote it in advance on social media •Get thought leader to tweet •Blog in advance •Blog afterwards •Videotape webinar and gate it special thought leader offer •If first time at webinar, put into nurturing in the company website or if participated in several activities marked as a hot lead •ID on end of URLs so can determine which channel someone comes in from to track effectiveness