Social media marketing faces challenges as users are not always in buying mode like with search. Understanding the audience and what engages them on social platforms is important for lead generation. Social media has become an integral part of many users' lives and purchase decisions, with over 25% of online time spent on social and over 80% of users influenced by social posts from friends.
2. The Social Media Bad Wrap
Social Media for Lead Generation Has Its Challenges
– When compared to Search, users not always in buy mode.
– We apply SEO expectations to Social Marketing
– Lack of interest in understanding it or testing
Social Media Marketing is evolving
– Better tracking options
• Google Social Analytics
– Improved insights from social sites
• Twitter Analytics, Button Stats, Facebook Insights (Video Plays)
– Social has become a regular part of our lives
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3. Social Media Impact
Understanding how important Social Media is to your
lead generation efforts
– 27% of time spent online is on social media sites across
US, UK, and Australia ~ Experian
– Approximately 46% of online users count on social media
when making a purchase decision ~ Nielsen
– 81% of US respondents indicated posts from their friends
directly influenced their purchase decision ~ Forbes
– Buyers are 66% to 90% done with buying process before
visiting vendor ~ Forrester
You have to be a part of the research process!
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4. Still Stuck on SEO?
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81% of US respondents indicated posts from their friends
directly influenced their purchase decision ~ Forbes
– Graph Search
– Bing’s Facebook Connect
– Google+ Local
5. Understand Your Audience
What social communities are they using?
– Analytics
– Social buttons analytics
What content is engaging them?
– Analytics
• Bounce rate
• Paths
– Check social accounts and competitors for engagement
Survey your audience
Review competitors to determine what social site their audience is using
Review case studies in your niche or a similar niche for useful information
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6. Be a Resource!
Content Strategy
– Become a resources to decision makers
– Provide resources to the information gatherers
– Answer the questions people have in your niche
• Support forums
Social Profiles
– Consider a community approach
– Be a resource
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7. Quick Recap
• Social media is evolving as a great Lead Generation avenue
• Social reliance and usage is continuing to grow
• Social elements incorporated in Search
First Steps
• Understand Your Audience
• Be a Resource
Get Out There and Be A Part of that Buyer Cycle!
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8. Blogger Outreach Isn’t Dead!
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Blogger Outreach (& Social Outreach)
– Typically a Link Building exercise
– Google not happy with it at all
– Identify Strong Social Channels
– Link back to Social Profiles and Social Content
– Social Shares as Alternative to Blog Coverage
– Social Community Leadership
– Social Outreach!
11. Contests & User Involvement
Contests & User Driven Campaigns
– Can be viral, be used to get more unique content and materials, and help you capture
leads with more specific quantifiers
• http://action.ford.com/page/s/mustang-50
• http://www.ahh.com/
– Always consider multiple channels and your offline marketing campaigns
– Think about the prize
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14. For Your Community Only
Like-Gating
– Use your content or blogger outreach efforts to lead back to a like-gated page
• Energems example (likes and lead data)
– American Top Team concept
• Exclusive content
– Make sharing easy
– Phrase it as exclusive to the community
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15. Facebook Ads:
Custom Audience Targeting
Available through Power Editor
– Gathered or Acquired email lists
• Contests
• Purchased
– Event Attendee Lists
– LinkedIn Example
– Google+ Emails
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16. Retargeting Ads
• Social users are often not in buy mode, so retargeting ads reminds them
of you when they are in buy mode
• Infographic retargeting to a different version with lead form
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