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Social Media Training: Where Content and Lead Generation Collide
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Transcript of Social Media Training: Where Content and Lead Generation Collide
Why Social Media Works
Self-Promotion
Stay Ahead of Curve
Brand Recognition
Community
Authority
Influence
Web Traffic
Mind Share
Your Company: Center Stage
When you post, you’re in a spotlight
More visible, more trustworthy
Gives your company a face…a voice
Competitive intelligence through interactions
Content Marketing
Content Marketing
Relationships
Starting the Conversation
Engagement
Connecting with People
Developing the Message
Drive Curiosity
Empathy to causes
Sharing others’ links
Be unique
Find Qualified Leads
Invite to your physical location for events
Cross-promote LinkedIn/Twitter/FB page
Drive to website
20%Percentage of your messages that should be
about your
brand.
Tips
Everyone Matters on Social Media Except You
Retweet, Follow, Notice Others
Promote Others 10x More Than You Promote Yourself
Take Interest, Comment, Thank
Be a Strategic Follower
Use #Hashtags, Follow Influencers
FollowerWonk – can help you search Twitter bios
Would I click on it?
Killer headlines. 140 characters. Make it clickable
What To Post
Upcoming events
Industry trends
Brag a little – where are you today? (trade show, speaking engagement)
Link to client success stories
Link to web profiles of vendors you work with that have great products or philosophies (share the love)
Recent articles
Announcements: mobile app launch, awards, etc.
Company news
Expanding Your Reach
Who to “like,” who to “follow”
Use and sort with “lists”
Go beyond what you do. Talk about what your customers are interested in
Your female target: Interesting finds on Pinterest (holiday decorating)
Your business target: Share articles like, “How to hire great employees”
Stay positive!
All business all the time? It’s OK to have some fun
Measuring Your Impact
Define all ways customers use to reach you: Website
Newsletter
Direct Phone Call
Personal Interactions
How will social media impact those avenues? Links to your website from your posts or advertising
Add info@ email addresses to posts to learn more, get a quote
Links to newsletter opt-in forms
Invite to your locations (if practical) for events
Measurement Tools
Google Analytics (movement to website)
Available data for those invited to view the tool
What posts generate traffic (track by date)
Tracks Behavior of users (Referrals)
Where they came from, went, how deep they got into your site
Measurement Tools
Facebook’s On-page Analytics
Available data for admin-level users
Gives weekly reports
Tracks likes, reach, posts
Gauge how posts perform
Time Investment
This takes time!
Split up the job (have others in your company concentrate on your varying target audiences)
Personas
Use management software
Hootsuite
TweetDeck
Apply Google Alerts
Can You Do It Well?
Content takes time
No strategy takes longer
Lean on help to direct your strategy and editorial calendar
Be the champion of your organization
What if you aren’t that story teller?
Lean on outside help
Best Practices
1. Follow back and interact
2. Keep it social (it’s about relationships, not promotions)
3. Maintain voice and tone
4. Keep it short
5. Create brand awareness and be evergreen
6. Don’t over share
7. Sometimes silence truly is golden
8. Be transparent
9. Be proactive
10. Respond to both negative and positive feedback