Getting Beyond Awareness To Generate B2B Leads

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Transcript of Getting Beyond Awareness To Generate B2B Leads

  • 1. Getting Beyond Awareness To Generate B2B Leadswmarx@marxcommunications.com http://www.linkedin.com/in/ marxcommunications.com @wendymarx

2. A Quick Lesson in GivingHat tip to @fatAwesome for video. View their YouTube channel here 3. The Non-Tweet By not tweeting, youre sending a message - Anonymous 4. The Social Media Community POTENTIAL FRIENDS (PROSPECTS)INFLUENCERSSHARERSFRIENDSRAGING FANS! CRITICS (BOO!) 5. Remember its SOCIAL Media Develop Strong TiesWho you spend time with is who you become. One of the most important decisions is who youre friends are - Tony Robbins 6. Dont Be a Hermit Roughly 99.9% of online banners are never clicked on Buyers wait until they have completed 60-80% of their research before reaching out to vendors 7. BE Visible and Credibleof marketers reported that the number one benefit of social marketing is generating more business exposure 8. Multiple Barriers to Tying Social Media to RevenueInability to tie Social Media to Business outcomesLack of analytics expertise and/or resourcesPoor toolsInconsistent Analytical approachesUnreliable data 9. Dont Be a Silo A recent CMO Survey reported that while B2B social media spending increased 9.6% last year, the majority of B2B companies failed to integrate social media into their business practices. 10. Meanwhile... Social media spending as a percentage of marketing budgets will more than double over the next 5 years to 21.6 % of the budget CMO 2013 Survery How can you NOT afford to be integrated? 11. 7 Steps to Being Successful In Your Social Media CommunitySTEP 1Get Top Management Buy in 12. STEP 2Set Goals and ObjectivesThe Victory of SUCCESS is half won when one gains the habit of setting GOALS and ACHIEVING them - Og Mandino 13. What are Your Goals and Objectives? Increase inbound leads at a low cost Expand reach of thought leadership content Engage and excite influencers Better understand, identify, and engage potential buyers Improve customer service and satisfaction Enhance outbound campaign program effectiveness Improve recruiting initiatives 14. STEP 3Have the necessary structure and resources Social Media Team & Reporting Structure Social Media Platform: Posting/Monitoring/Analytics/Reporting Integration 15. STEP 4Develop a Social Media PlanMan Plans and God Laughs -Yiddish Proverb 16. Social Media Plan Define your Audiencethought leaders Who Is Your Target?fans What social media channels do they hang out in?partners potential employeesprospects analystsclients media 17. Social Media Plan Tie to goals/objectives Start small and test Tactical plan for each network 18. Tactical PlanTwitter/x hours/month/day/weekShort term objectives: Promote content through Twitter Communicate support issues from Social Segment influencers and create lists Promote webinars and drive to registration page Utilize promoted Tweets Listen to relevant conversations Build reputation Source: Marketo 19. Tactical PlanTwitter/x hours/month/day/weekKey Metrics: Followers Mentions Social Capital--influence of Twitter followers Retweets Number of potential prospects sent to sales Retweet Reach Posts Replies Reach Number of Number of listsregistrants/downloads, etc.Source: Marketo 20. STEP 5Tie social media to the rest of your marketing and include in all phases of the buying process Link with your CRM System Link with your Marketing Automation Link with your editorial calendar and public relations and marketing strategy 21. STEP 6Train employees Establish a social media policy that all employees adhere to Provide measurable goals/objectives Ensure knowledge of tools 22. STEP 7Be accountable Daily/weekly/monthly reports Metrics aligned with business goals 23. The Social Media Community Rules Dont try to be everywhere Dont broadcast, brag, or be boring Be a good community member 24. Marketoonist.com 25. Marketoonist.com 26. How Social Media Leads Happen Think Top of the Funnel The Endless Turkey Meal Think Content Curate: Value by associationSource: Hubspot 27. Case Study: Major B2B Marketing Company 28. Goals/Objectives Move to top of funnel Generate leads Fill out a form for an e-book Register for a webinar The Bottom Line: Not about sales, all about educating, inspiring 29. Overview Social Media and Content Team (5 people each) reports to Director of Content and Engagement Social and Content Creation reside in Marketing organization Engaging 8 am to 5 pm ET daily 10 + Twitter posts a day 10 LinkedIn company page posts Some of the same posts as in Twitter 3 Google+ posts 1 Facebook post Many of the same posts in Google+ and LinkedIn 127,000+ Twitter followers 136,00+ Linkedin followers 270,000 Facebook likes 17,000+ Google+ circled 200,000/month Blog visitors Twitter most effective, then LinkedIn 30. No one will engage or follow you if don't share helpful information - Anonymous Content Manager, major B2B marketing company 31. The Content Engine 4 writers, 1 designer, 1 manager who also writes Focused around one initiative, i.e., webinar 5 to 10 blog posts a day all with Call To Action 60 ebooks for call to action Presentation on Slideshare with link to ebook Infographcs Check list, game, quiz on Slideshare or blog Influencers Guest blog Tweetchats 2X a month, #mcloudlive Hashtag for webinars: #marketingcloud Give away books of thought leader Get questions from Twitter -- first 10 who ask questions get a free book Have fun: Friday fun 32. Thought Leader Webinars Promote it X weeks in advance on Twitter, etc. Get thought leader to tweet? X Blog posts about it Blog post afterwards? X posts afterwards? Videotape webinar and gate it Blog post around the recording Manually determine action of lead, if downloaded Lot of ebooks, attend a webinar, targeted for call If first time at webinar, put into nurturing in the company website or marked as a hot lead ID on end of URLs so can determine which channel someone comes in from to track effectiveness 33. What to Do if Youre Not This Company? Promote it in advance on social media Get thought leader to tweet Blog in advance Blog afterwards Videotape webinar and gate it special thought leader offerIf first time at webinar, put into nurturing in the company website or if participated in several activities marked as a hot lead ID on end of URLs so can determine which channel someone comes in from to track effectiveness 34. Marketoonist.com