Social-Media-for-Lead-Generation

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SOCIAL MEDIA FOR LEAD GENERATION OPTIMIZING SOCIAL MEDIA FOR LEAD GENERATION Using social media to brand your business isn’t groundbreaking anymore. Been there, done that? But although social is still important for branding and generating buzz, it’s increasingly used for lead generation. At Marketo, we’ve found that tapping into social media channels can transform your lead generation efforts from blah to wow. Social for Lead Generation Power Tips 1. Don’t take yourself too seriously “For successful lead generation on social, equip your buyer for success. Be personable, connect with your prospect’s challenges, and give them a next step to move forward.” – Chris Brogan CEO and Founder, Human Business Works 2. Organic isn’t enough on its own; don’t be afraid to pay to boost your presence 3. Focus on valuable content and solid offers 4. Create strong calls-to-action (CTAs) 5. Always add value 6. Never forget that social is a two-way street
SOCIAL MEDIA FOR LEAD GENERATION PEER-TO-PEER INFLUENCE MARKETING Social marketing is shifting away from company-to-buyer marketing, and toward peer-to-peer influence marketing. Need proof? A recent Forrester survey found that only 20% of buyers believe what a brand says about itself, because people view any brand-to-buyer communication as an advertisement. Conversely, 70% of buyers trust the recommendations of their friends and family. When people learn about your brand through social, it gives you the opportunity to turn those “Likes” into leads. By adding elements of social to your campaigns, you empower customers, prospects, and fans to become brand advocates. Leveraging the power of peer-to-peer communication delivers no- or low-cost brand lift and increased brand authenticity. Because your audience’s peers have nothing to gain by recommending a product, peer-to-peer word of mouth is one of the most credible forms of “advertising”. “To what extent do you trust each of the following types of advertising/promotion?” (4 or 5 on a scale of 1 [do not trust at all] to 5 [trust completely]) Brand or product recommendations from friends and family Professionally written online reviews (e.g., CNET, consumer reports) Consumer-written online reviews (e.g., Amazon) Natural search engine results (e.g., Google, Bing) Information on websites of companies or brands Sponsored search engine results (e.g., Google, Bing) Emails from companies or brands Posts by companies or brands on social networking sites (e.g., Facebook, Twitter) Information on mobile applications from companies or brands Ads on websites (e.g., banners) Text messages from companies or brands 24% 11% 18% 10% 10% 8% 8% 23% 15% 12% 10% 9% 33% 38% 37% 32% A Forrester Research survey on consumer trust in advertisements 27% 61% 46% 43% Digital push content 55% 70% Self-seleced digital pull content US EU* Europeans trust all advertising communications less than Americans Base: 57,499 US online adults (age 18+) *Base: 15,654 EU-7 online adults (age 18+) Source: North American Technographics* Online Benchmark Survey (Part 1), Q2 2012 (US, Canada) * Source: European Technographics* Online Benchmark Survey, Q3 2012 3
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