The Definitive Guide to Lead Generation
TABLE OF CONTENTS Part One: Introduction to Lead Generation Chapter One: What is Lead Generation and Why is it Important? Chapter Two: How Has Lead Generation Evolved? Chapter Three: Defining a Lead Part Two: Lead Generation Tactics Chapter Four: Content Marketing and Blogging Chapter Five: Website and SEO Chapter Six: Landing Pages Chapter Seven: Social Media and Lead Generation Chapter Eight: Email Marketing Chapter Nine: Paid Programs Chapter Ten: Telephone-Based Lead Generation Chapter Eleven: Middle-of-Funnel Lead Generation Part Three: Optimize and Measure Your Lead Generation Chapter Twelve: Testing and Optimization Chapter Thirteen: Metrics Chapter Fourteen: Lead Generation Technology Conclusion: Lead the Way! Appendix: References
TABLE OF CONTENTS
Part One: Introduction to Lead Generation
Chapter One: What is Lead Generation and Why is it Important?
Chapter Two: How Has Lead Generation Evolved?
Chapter Three: Defining a Lead
Part Two: Lead Generation Tactics
Chapter Four: Content Marketing and Blogging
Chapter Five: Website and SEO
Chapter Six: Landing Pages
Chapter Seven: Social Media and Lead Generation
Chapter Eight: Email Marketing
Chapter Nine: Paid Programs
Chapter Ten: Telephone-Based Lead Generation
Chapter Eleven: Middle-of-Funnel Lead Generation
Part Three: Optimize and Measure Your Lead Generation
Chapter Twelve: Testing and Optimization
Chapter Thirteen: Metrics
Chapter Fourteen: Lead Generation Technology
Conclusion: Lead the Way!
Appendix: References
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CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION<br />
TWITTER<br />
Think of Twitter as a virtual water cooler for marketing professionals: it’s a vibrant community where businesses can<br />
generate leads, and thought leaders can discuss relevant industry <strong>to</strong>pics. With 218 million users, Twitter can’t be ignored.<br />
At Marke<strong>to</strong>, Twitter helps us<br />
foster continuous, real-time<br />
engagement with our cus<strong>to</strong>mers<br />
and prospects. We use Twitter<br />
<strong>to</strong> spread the word about<br />
specific product offerings, and<br />
as a forum for potential<br />
cus<strong>to</strong>mers <strong>to</strong> learn more about<br />
us and our products. And like<br />
Facebook, Twitter offers many<br />
opportunities for marketers <strong>to</strong><br />
collect and generate leads.<br />
Promoted Tweets<br />
We’ve had great success with<br />
Promoted Tweets, a form of paid ads<br />
that appear in a user’s feed, targeted<br />
<strong>to</strong> followers and users who fit our<br />
criteria. Our Promoted Tweets contain<br />
timely and engaging offers, like<br />
contests for free trips <strong>to</strong> industry<br />
events, or links <strong>to</strong> relevant thought<br />
leadership. We use Promoted Tweets<br />
<strong>to</strong> create demand for new content<br />
assets, upcoming events, or demos.<br />
Every Promoted Tweet that we run<br />
leads <strong>to</strong> a form, which improves our<br />
chances of gaining user data. Like<br />
Facebook ads and Google Adwords,<br />
Promoted Tweets use a Cost-Per-<br />
Click (CPC) pricing model.<br />
Twitter enables you <strong>to</strong> target tweets<br />
based on the following criteria:<br />
• Interests<br />
• Keywords in timeline<br />
• Gender<br />
• Geography<br />
• Device<br />
• Similarity <strong>to</strong> existing followers<br />
Marke<strong>to</strong> also uses Promoted Tweets in<br />
Twitter searches. <strong>The</strong>se tweets target<br />
users based on particular keyword and<br />
hashtag searches.<br />
Here’s how Promoted Tweets appear<br />
in a user’s timeline:<br />
For tweets promoted in search results,<br />
we run two offers every two weeks,<br />
with three different tweets focusing on<br />
15 keywords and five countries. Fresh,<br />
relevant content offers with the right<br />
messaging yield click-through rates of<br />
up <strong>to</strong> 17%, with a cost-per-prospect at<br />
around $14. This, of course, will vary<br />
based on your offer and the relevancy<br />
of your content.<br />
We always see significant spikes in<br />
relevant tweets during industry events,<br />
so we decided <strong>to</strong> capitalize on that,<br />
using Promoted Tweets in search<br />
results during key conferences such as<br />
Dreamforce. This allows us <strong>to</strong> be part<br />
of relevant conversations while the<br />
conversations are still hot. By targeting<br />
event-specific hashtags and relevant<br />
keywords like “lead management”, we<br />
can tap in<strong>to</strong> prime lead-generating<br />
moments. Being a part of real-time<br />
conversations means pouncing on<br />
real-time opportunities.<br />
Promoted tweet in timeline<br />
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