This document discusses using content marketing through social networks like LinkedIn and Twitter to generate leads. It provides tips for creating content, such as writing useful content and optimizing landing pages. Data on lead generation campaigns on LinkedIn and Twitter is presented, showing that Twitter Lead Gen Cards generated the most leads at 31% despite having the lowest conversion rate. The document concludes that the content marketing campaigns were successful in generating over 170 new email addresses and identifying 85 qualified leads over one month.

1. Gillian McCarthy
Twitter: @gillianmc898

2. Generate leads using
content marketing
promoted via social
networks.

3. Content LeadsSocial Media

4. 3 Elements to Creating Content
1. Write Content that is Useful
2. Create Optimized Landing Pages and Thank
You Pages
3. Don’t forget the data capture form!

5. • No Distractions
• Clear Call to Action
• Data Capture Form
• Benefits of Downloading
• Video to back it up

6. LinkedIn Sponsored Updates
• More space to write your
message.
• Shows up in newsfeed
• Ability to like share and
comment
• Higher CPC

7. Twitter Sponsored Tweets
• Targeted to followers of key
influencers
• Non disruptive
Twitter Lead Gen Cards
• Easier for people to opt in
• More impulsive – Less steps.
• Also targeted to followers of
key influencers.

8. As of 9th April 2014 (31 Days)

9. LinkedIn
21%
Twitter
Sponsored
Tweet
10%
Twitter Lead Gen
31%
direct/ other/
unknown
38%
LEAD SOURCES

10. 0
10
20
30
40
50
60
70
Linked In Twitter Sponsored Tweet Twitter Lead Gen Card Direct / Unknown
Conversion Rate # of Leads
15%
4%
33%
40%
36
65
53
17

11. LinkedIn Twitter Sponsored
Updates
Twitter Lead Gen Cards
Impressions
67,000 94,500 92,700
Clicks
322 3,085 1,410
Landing Page
Visits 90 107
Downloads
36 17 53
New Followers
10 22 20

12. • YES!
• 171 new email addresses
• 50% are our target customers = 85 leads
• 25% of those are our sweet spot customers = 21 qualified
leads
In one month!
That’s 252 qualified leads a year from
content marketing

13. • It’s expensive but it’s worth it!
• Watch out for twitter ads – they set your credit limit based on the
success of your tweets.
• Make sure to set up tracking properly.
• If we had done that we would know where the 65 Direct leads came from
and that would be useful to know!
• Twitter Lead Gen – Lowest conversions but highest # of leads.
• Don’t be blinded by the reach, focus on your target audience