The Definitive Guide to Lead Generation

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CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION TWITTER Think of Twitter as a virtual water cooler for marketing professionals: it’s a vibrant community where businesses can generate leads, and thought leaders can discuss relevant industry topics. With 218 million users, Twitter can’t be ignored. At Marketo, Twitter helps us foster continuous, real-time engagement with our customers and prospects. We use Twitter to spread the word about specific product offerings, and as a forum for potential customers to learn more about us and our products. And like Facebook, Twitter offers many opportunities for marketers to collect and generate leads. Promoted Tweets We’ve had great success with Promoted Tweets, a form of paid ads that appear in a user’s feed, targeted to followers and users who fit our criteria. Our Promoted Tweets contain timely and engaging offers, like contests for free trips to industry events, or links to relevant thought leadership. We use Promoted Tweets to create demand for new content assets, upcoming events, or demos. Every Promoted Tweet that we run leads to a form, which improves our chances of gaining user data. Like Facebook ads and Google Adwords, Promoted Tweets use a Cost-Per- Click (CPC) pricing model. Twitter enables you to target tweets based on the following criteria: • Interests • Keywords in timeline • Gender • Geography • Device • Similarity to existing followers Marketo also uses Promoted Tweets in Twitter searches. These tweets target users based on particular keyword and hashtag searches. Here’s how Promoted Tweets appear in a user’s timeline: For tweets promoted in search results, we run two offers every two weeks, with three different tweets focusing on 15 keywords and five countries. Fresh, relevant content offers with the right messaging yield click-through rates of up to 17%, with a cost-per-prospect at around $14. This, of course, will vary based on your offer and the relevancy of your content. We always see significant spikes in relevant tweets during industry events, so we decided to capitalize on that, using Promoted Tweets in search results during key conferences such as Dreamforce. This allows us to be part of relevant conversations while the conversations are still hot. By targeting event-specific hashtags and relevant keywords like “lead management”, we can tap into prime lead-generating moments. Being a part of real-time conversations means pouncing on real-time opportunities. Promoted tweet in timeline 70
CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION TWITTER Promoted Accounts and Trends Twitter also offers two additional promoted ad options—Promoted Accounts and Promoted Trends. With Promoted Account ads, businesses can make their Twitter accounts show up under the “Who to follow” list on your Twitter page. This can be targeted based on who a user typically follows, whether it’s a similar advertiser or an industry thought leader. Promoted Trends enable a business or an individual to promote a particular trend or hashtag, which appears on the left-hand side of a user’s screen, under “Trends”. Note that promoted trends carry a hefty price tag—according to Mashable, placement costs about $200,000. Promoted accounts can also be placed in search results when someone searches for a particular topic or hashtag. A Promoted Account ad from Pulsar, placed among organic “Who to follow” suggestions In this “Trends” list, GoPro Camera’s promoted hashtag tops the list.
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TABLE OF CONTENTS 03 04 07 11 19 20
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER TWO: HOW HAS LEAD GENERATIO
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CHAPTER TWO: HOW HAS LEAD GENERATIO
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CHAPTER THREE: DEFINING A LEAD WHAT
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CHAPTER THREE: DEFINING A LEAD WHAT
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ASK THE EXPERTS: WHAT IS A LEAD? Q&
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CHAPTER THREE: DEFINING A LEAD MAPP
Page 20 and 21: CHAPTER FOUR: CONTENT MARKETING
Page 22 and 23: CHAPTER FOUR: CONTENT MARKETING WHY
Page 24 and 25: ASK THE EXPERTS: CONTENT MARKETING
Page 26 and 27: CHAPTER FOUR: CONTENT MARKETING THE
Page 28 and 29: CHAPTER FOUR: CONTENT MARKETING VIS
Page 30 and 31: CHAPTER FOUR: CONTENT MARKETING COM
Page 32 and 33: CHAPTER FIVE: WEBSITE AND SEO WEBSI
Page 44 and 45: CHAPTER FIVE: WEBSITE AND SEO CHECK
Page 46 and 47: CHAPTER FIVE: WEBSITE AND SEO SEARC
Page 48 and 49: CHAPTER FIVE: WEBSITE AND SEO AUTHE
Page 50 and 51: CHAPTER FIVE: WEBSITE AND SEO KEYWO
Page 52 and 53: CHAPTER FIVE: WEBSITE AND SEO ON-PA
Page 54 and 55: CHAPTER FIVE: WEBSITE AND SEO THE P
Page 56 and 57: CHAPTER SIX: LANDING PAGES
Page 58 and 59: CHAPTER SIX: LANDING PAGES LANDING
Page 60 and 61: CHAPTER SIX: LANDING PAGES LANDING
Page 62 and 63: CHAPTER SEVEN: SOCIAL MEDIA AND LEA
Page 80 and 81: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 82 and 83: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 84 and 85: CHAPTER EIGHT: EMAIL MARKETING MAIN
Page 86 and 87: CHAPTER EIGHT: EMAIL MARKETING EMAI
Page 88 and 89: CHAPTER EIGHT: EMAIL MARKETING EMAI
Page 90 and 91: ASK THE EXPERTS: EMAIL MARKETING RO
Page 92 and 93: CHAPTER EIGHT: EMAIL MARKETING PAID
Page 94 and 95: CHAPTER NINE: PAID PROGRAMS
Page 96 and 97: CHAPTER NINE: PAID PROGRAMS PAY-PER
Page 102 and 103: CHAPTER NINE: PAID PROGRAMS CONTENT
Page 104 and 105: CHAPTER NINE: PAID PROGRAMS DIRECT
Page 106 and 107: CHAPTER NINE: PAID PROGRAMS DIRECT
Page 108 and 109: CHAPTER NINE: PAID PROGRAMS EVENTS
Page 110 and 111: CHAPTER NINE: PAID PROGRAMS EVENTS
Page 112 and 113: CHAPTER NINE: PAID PROGRAMS EVENT P
Page 114 and 115: CHAPTER TEN: TELEPHONE-BASED LEAD G
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
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PART THREE: OPTIMIZE AND MEASURE YO
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CHAPTER TWELVE: TESTING AND OPTIMIZ
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CHAPTER THIRTEEN: METRICS
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CHAPTER THIRTEEN: METRICS METRICS P
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CHAPTER THIRTEEN: METRICS OPPORTUNI
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CHAPTER THIRTEEN: METRICS FIRST-TOU
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CHAPTER THIRTEEN: METRICS MARKETING
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CHAPTER THIRTEEN: METRICS FOCUS ON
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CHAPTER FOURTEEN: LEAD GENERATION T
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CHAPTER FOURTEEN: LEAD GENERATION T
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CONCLUSION LEAD THE WAY! We know th
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APPENDIX Marketing Automation PPC S
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DG2LG-01142014 © 2014 Marketo, Inc
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