Generate Leads Online for B2B and B2C with a 10-Step Social Media Marketing Plan
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This document provides guidance on generating online leads for B2B and B2C businesses. It recommends defining goals and target audiences, understanding the target audience, choosing appropriate online outlets like social media, crafting the right message for each outlet, experimenting with content and tracking results, making changes over time based on data, continuing to learn about evolving algorithms and regulations, and diversifying marketing efforts across multiple channels. The overall message is that an online lead generation strategy requires careful audience analysis, testing different approaches, and adapting over time.
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Generate Leads Online for B2B and B2C with a 10-Step Social Media Marketing Plan
- 1. Generating Leads Online FOR B2B AND B2C
- 2. What Defines Online? Digital Social Media Your Website Third Party Sites Organic Search Paid Advertising Email Mobile
- 4. We Need to Do Social!
- 7. Not Sustainable. No ROI. Just No…
- 8. Where to Start? Knowing what’s right for your company.
- 9. 1. Accept There is No Perfect Answer
- 10. Marketing Plans Vary for a Reason •Audiences •Products •Resources • Time • Money • Skill
- 11. 2. Define Your Goals
- 12. Common Goals • Sales • Generate leads • Convert leads to customers • Increase Life Time Value (LTV) • Win-Back • Address public issues • Recruitment
- 13. 3. Define Your Target Audience
- 14. Why Define an Audience • Less work • Increase product satisfaction • Save money • Improve messaging • Simplify operations
- 15. Defining an Audience • Demographics • Psychographics • Behavioral • Environmental BE SPECIFIC
- 16. Viability • Size • Expected growth • Compatibility • Cost to Reach • Competitive Position
- 17. 4. Understand Your Target Audience
- 18. Question Everything • Why do they care? • What motivates them? • What features/benefits matter? • Who makes the final decision? • Where do they spend their time? • How do they find information? • Who influences them?
- 19. 5. Choose Your Outlets
- 20. How to Choose •What can you manage? •Where is your audience? •What are your resources?
- 21. 6. Craft Your Message
- 22. Let’s Build a Tree House
- 23. Let’s Build a Pool
- 24. Understand Nuances • Words have different meanings •Cheap vs. Affordable •Specialist vs. Expert •There isn’t always a tree house •The audience only sees part of the picture
- 25. 7. Experiment
- 26. Basics for Monitoring Digital •Know what you are looking for •Check regularly • Social • Paid • Organic/Email •Evaluate over time
- 27. Track the Path to Your Goals •Reach •Frequency •Content •Calls-to-Action •Completions •Quality leads
- 28. 8. Make Changes Over Time
- 29. What to Change •Have controls and variables •Change small items slowly •Big changes at once are hard to track
- 30. 9. Keep Learning
- 31. Algorithms, Laws, Ethics, Oh My! •Google: 500-600 algorithm updates per year •Facebook started in 2004, Pinterest in 2010 •White Hat vs. Black Hat •Increased pressure for regulation
- 32. 10. Eggs in Multiple Baskets
- 33. You Have Limited Control •Never rely on one third party system •Understand what your vendors are doing •Challenge Ideas & Conduct Experiments
- 34. Recap • Know your goals • Really understand your targeted, viable audience • Invest where your audience will respond • Carefully craft your message • Experiment • Track the path to your goals • Make changes over time • Stay on top of the ever-changing world • Spread your resources
- 35. Thank You Jennifer Dodson Chief Creative Officer 410-252-7879 jennifer@adashmorecreative.com