Marketing Mojo is a search engine marketing firm that presented on unlocking the lead generation potential of search and social media. They discussed how search and social can be used to generate leads that are then nurtured through marketing automation. Specific tactics covered included search engine optimization, paid search advertising, social media marketing, and retargeting across various platforms like Google, LinkedIn, and Facebook.
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Unlocking the Lead Generation Potential of Search and Social Media
1. @marketingmojo | #mojowebinar | marketing-mojo.com
UNLOCKING THE
LEAD GENERATION POTENTIAL
OF SEARCH AND SOCIAL MEDIA
Janet driscoll miller,
President and CEO
Sarah Lokitis,
Social media manager
2. @marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTERS
Janet Driscoll Miller
President and CEO,
Marketing Mojo
Follow on Twitter: @janetdmiller
Sarah Lokitis
Social Media Manager,
Marketing Mojo
Follow on Twitter: @Lokitis
3. @marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
• Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop
and Hubspot
7. @marketingmojo | #mojowebinar | marketing-mojo.com
SEARCH, SOCIAL AND THE SALES CYCLE
• Search and social
put and leads in
the funnel
• Marketing
automation
nurtures leads so
they can become
opportunities
Lead
Opportunity
Sale
Marketing
Automation
17. @marketingmojo | #mojowebinar | marketing-mojo.com
MARKETING GATES
Lead Generation
• Gain new leads
via organic
visits
SEO
• Search engine
bots can’t get
past forms
25. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY RETARGETING?
• Reach people who already have some
relationship with your brand or category
• Two types:
› Site-based Retargeting
» Retargets those who have visited your site or landing
page
› YouTube Retargeting
» Retarget to visitors who view or subscribe (or
unsubscribe from) your YouTube channel
33. @marketingmojo | #mojowebinar | marketing-mojo.com
THE KEYWORD CHALLENGE
• “Social Media Management Software”
› Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
34. @marketingmojo | #mojowebinar | marketing-mojo.com
THE MISSING PPC LONG TAIL
• The growth of “low search
volume” keywords in
AdWords is exponential
• The keyword “Long Tail”
only exists when Google
lets it
• They are happy to “broad
match” overly broad
keywords at high CPCs
35. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY SOCIAL?
• Offers what search often lacks
› High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
40. @marketingmojo | #mojowebinar | marketing-mojo.com
Google
Retargeting ads
focused on
financial
planning assets
User Responds to Offer
(Fills out form)
User Does Not Respond
to Offer
(Doesn’t fill out form)
User clicks
on social ad
Mark
person as
interested
in financial
planning
Ad targeted towards
people with
interests in financial
planning
Landing page, focused
on financial planning
white paper
BRINGING IT ALL TOGETHER
WITH SEARCH
46. @marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
Janet Driscoll Miller
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller
Sarah Lokitis
Google+: +Sarah Lokitis
Twitter: @Lokitis
Notas del editor
Justin Briggs
Presentation from SMX Advanced last week
Panel discussing authorship, which is a type of rich snippet
Eyetracking study showing where people look on the page
Fourth entry with a rich snippet gets actually more visibility than the top listing
So we can see it increases visibility for organic listings, even if they are not the top listing
So visibility is one thing, but what about click through rate?
Because we’re concerned about lead generation, not just visibility in search
Another presenter on our panel last week was Mitul Gandhi of SEO Clarity
He shared a study showing how adding an authorship snippet doubled traffic to a blog entry on their site
Mike Blumenthal also shared some great click through rate data on his blog.
In a study Mike did using a video rich snippet, notice how the initial results pan out the way we might expect based on ranking
But add a video rich snippet, and the 3rd result, which has the snippet, seems to steal clicks from the top result and even gives some help and visibility to the fourth result as well
Switch gears and talk about marketing gates
As lead gen marketers, we love marketing gates – we love to gate our content and get leads from it
But gating is a double edged sword
On the one hand, it gains us new lead sign ups
But on the SEO side, these gates can block bots from indexing the content, thus reducing the ways that content can be found by others
Here’s what our gate looks like at Search Mojo
We also tried to improve conversion on the gate page by using the Sign in with LinkedIn button
First: We know that search, both paid and organic, are highly impactful and successful tactics at driving lead generation effort.
Who is searching this term?
The soccer mom who is managing a Facebook page for her child’s soccer team?
Or the CMO of a Fortune 500 company?
And while we know long tail is effective, Google is severely limiting long tail.
Know your buyer personas
Who are your buyers?
What messaging resonates with them?
Use social ads to target those individuals with those specific offers/messages