Social for lead generation has finally stepped into the limelight, and for good reason. The question of whether or not it can be an effective B2B marketing strategy has been answered with an astounding yes. But now the question remains, “how do I successfully implement social into my overall strategy?” For those who continue to ignore this question, social will remain in a silo along with a growing list of missed opportunities. For the rest of us, it’s time to drop the philosophical approach and get down to some tactics and metrics that drive revenue. The SlideShare deck above is a goldmine for social marketers. It’s a self-guided visual journey that will enlighten and layout a blueprint for success. Developed over several months and through a tremendous amount of trial and error, we have done the homework for you and laid the groundwork. From building a foundation, to combining inbound with outbound and finally fully integrating social with marketing automation, this is the one stop shop on the road to finally breaking social out of its silo and welcoming it to the revenue table.

1. THE FUTURE IS HERE
HOW SOCIAL AFFECTS LEAD GENERATION

2. WHY SOCIAL FOR LEAD GENERATION?
77%
64% 2XMORE
64% of marketers
say social media
as the second
most important
lead generation
strategy. The first,
original content
creation.
Companies that
use Twitter
average 2x more
leads per month
than those that
do not.
77% of B2C
marketers say they
have acquired a
customer through
Facebook.
http://www.impactbnd.com/15-reasons-stats-why-social-media-marketing-is-essential-in-2013/

3. FIVE ESSENTIALS FOR SUCCESS
1 INBOUND IS NOT ENOUGH
4-1-1 RULE
SOCIAL SIGNALS
CONTENT IS STILL KING
ADVOCATES
2
4
3
5

4. INBOUND
OUTBOUND
INBOUND IS NOT ENOUGH
WEBINARS • SEO • INFOGRAPHICS • ONLINE VIDEO • BLOGS
PAID SEARCH • EMAIL • PRINT ADS • TV ADS • SMS
AWESOMENESS

5. INBOUND IS NOT ENOUGH
INBOUND ONLY REACHES
YOUR INITIAL AUDIENCE
OUTBOUND BREAKS THROUGH TO NEW CUSTOMER,
PROSPECTS AND THE COVETED “FRIENDS OF FRIENDS”

6. INBOUND IS NOT ENOUGH
SOCIAL MEDIA IN THE PAST
BLASTING YOUR MESSAGE OUT
OVER AND OVER THROUGH
SOCIAL CHANNELS

7. INBOUND IS NOT ENOUGH
CHANGE YOUR MANTRA FROM “ALWAYS BE SELLING” TO
ALWAYS BE HELPING

8. 41 1
“FOR EVERY ONE SELF-SERVING TWEET,
YOU SHOULD RE-TWEET ONE RELEVANT
TWEET AND MOST IMPORTANTLY SHARE
FOUR PIECES OF RELEVANT CONTENT
WRITTEN BY OTHERS”
THE WAVE OF THE FUTURE
INTRODUCING THE 4-1-1 RULE

9. CONTENT IS STILL KING
BECAUSE IT FUELS THE SOCIAL CHANNELS
REPURPOSING AND TAILORING YOUR
CONTENT SPECIFICALLY FOR EACH OF THE
SOCIAL CHANNELS SETS THE STAGE FOR
ENGAGEMENT. MAKE SURE TO OPTIMIZE FOR BOTH
MOBILE AND DESKTOP VIEWING

10. SOCIAL SIGNALS INFLUENCE GOOGLE
SEO
SOCIAL
MEDIA
MAXIMUM
EXPOSURE

11. SOCIAL SIGNALS INFLUENCE GOOGLE
INDICATE TRUST AND RELEVANCE LEADING TO
BETTER SEARCH RANKINGS
AND ULTIMATELY MORE LEADS!
RETWEETS, +1S, LIKES, COMMENTS, SHARES, ETC.

12. LEVERAGE YOUR EMPLOYEES & ADVOCATES
LET YOUR EMPLOYEES
CHAMPION THE BRAND,
AND INCREASE
EXCITEMENT
ABOUT YOUR PRODUCTS
OR SERVICES.

13. LEVERAGE YOUR EMPLOYEES & ADVOCATES
LEADS TO MORE SOCIAL
SIGNALS, MORE AWARENESS
AROUND YOUR BUSINESS, BRAND,
PRODUCTS AND SERVICES

14. NOW THAT WE HAVE DISCUSSED WHY SOCIAL IS IMPORTANT,
THE NEXT QUESTION IS
HOWTO OPTIMIZE THESE CHANNELS FOR LEAD GENERATION?

15. TWITTER
ORGANIC & PROMOTED TWEETS
3 ESSENTIAL TACTICS FOR SUCCESS
KEYWORD STREAMS FOR LISTENING
A/B TEST, MEASURE & OPTIMIZE

16. PROMOTED TWEETS
PROMOTED

17. A/B TEST, MEASURE AND OPTIMIZE

18. 4 ESSENTIAL TACTICS FOR SUCCESS
FACEBOOK
USE FACEBOOK REAL ESTATE WISELY
VISUAL IS VITAL
BREAKING THROUGH EDGERANK
TIE CONTENT BACK TO YOUR OFFER

19. OPTIMIZE YOUR FACEBOOK PAGE
ESSENTIAL TACTICS FOR
SUCCESS
ENGAGING COVER PHOTO
TABS WITH CALLS TO ACTION AND LANDING PAGES INSIDE OF FB ARE ESSENTIAL FOR LEAD GEN

20. VISUAL IS VITAL
44% OF SOCIAL MEDIA
USERS ARE MOST-LIKELY
TO ENGAGE WITH
COMPANIES IF YOU POST
VISUAL CONTENT
ESSENTIAL TACTICS FOR
SUCCESS
VISUALS GET MORE ENGAGEMENT

21. BREAKING THROUGH EDGERANK
ESSENTIAL TACTICS FOR
SUCCESS WHAT IS EDGERANK?
AN ALGORITHM DEVELOPED BY FACEBOOK TO HELP DETERMINE
WHICH POSTS ARE DISPLAYED WITHIN THE NEWS FEED. THE ALGORITHM IS
GOVERNED BY THREE MAIN VARIABLES.
1 AFFINITY OR THE RELATIONSHIP BETWEEN TWO OBJECTS.
2 WEIGHT OR THE VALUE OF THE INTERACTION AS DETERMINED BY FACEBOOK.
3 TIME DECAY OR THE RECENCY OF THE OBJECT.

22. RAISING AFFINITY WITH FUN, ENGAGING,
INSPIRING, HIGHLY SHAREABLE VISUALS

23. CUSTOM AUDIENCE TARGETING
FACEBOOK CUSTOM AUDIENCES
THE BIGGEST THING IN FACEBOOK SINCE COMPANY PAGES
CURRENT ACTIVE OPPORTUNITIES – SPECIFIC CONTACTS
MARKETING EXECUTIVES AT TARGET ENTERPRISES
FANS OF COMPLEMENTARY SOLUTIONS AND COMPETITORS
KEY BLOGGERS, REPORTERS AND ANALYSTS
HEAVY FOCUS ON MOBILE FEED

24. TIE CONTENT BACK TO YOUR OFFER
THE VISUAL GRABS THE ATTENTION
WHILE THE COPY DIRECTS TO A
LINK WHICH IS A REGISTRATION/
LANDING PAGE. THE MORE PEOPLE
WHO SEE AND SHARE , THE MORE
LEADS ARE GENERATED.

25. SO HOW ABOUT SOME
REAL WORLD RESULTS?

26. DOES FACEBOOK WORK FOR B2B LEAD GEN?
HELL YES!
Source: Marketo
0
3000
AUG SEP OCT NOV AUG
AUG$31.00
SEP OCT NOV
6000
9000
12000
0
500
1000
1500
2000
3,190
5,345
8,450
13,788
100
776
961
2,046
SPEND TARGETS COST PER
SEP$6.88
OCT$10.00
NOV$6.82
USING THE TACTICS PREVIOUSLY DESCRIBED: HERE ARE THE RESULTS

27. SLIDESHARE
DEMONSTRATE YOUR EXPERTISE
TIE CONTENT BACK TO YOUR OFFER
USE KEYWORD RICH DESCRIPTIONS FOR SEO
ATTACH TO SOMETHING BIGGER
4 ESSENTIAL TACTICS FOR SUCCESS

28. DEMONSTRATE YOUR EXPERTISE
These decks can position your company as a thought leader in your specific industry.

29. SLIDESHARE
Make sure you are tagging the presentation adequately,
as these decks are crawled by major search engines.

30. SLIDESHARE
USE THE LEAD GEN FORM
OPTION EITHER IN THE
MIDDLE OR THE END OF
YOUR PRESENTATION TO
CAPTURE LEADS.

31. LINKEDIN
OPTIMIZE BUSINESS PAGE AND
INDIVIDUAL EMPLOYEE PAGES
SEARCH FOR CONVERSATIONS
WITH LINKEDIN SIGNAL
ENGAGE WITH LINKEDIN TODAY,
GROUPS, AND YOUR NEWSFEED
3 ESSENTIAL TACTICS FOR SUCCESS

32. OPTIMIZE YOUR BUSINESS PAGE
UPDATE NEWSFEED REGULARLY
NICE PHOTO

33. OPTIMIZE INDIVIDUAL EMPLOYEE PAGES
LINK TO COMPANY BLOG
PROFESSIONAL HEADSHOT

34. FIND RELEVANT CONVERSATIONS
WITH LINKEDIN SIGNAL

35. UTILIZE GROUPS, LINKEDIN TODAY, NEWSFEED
it’s important to join relevant groups for
engagement and to find lead opps
LinkedIn Today is an aggregate of the top
news around your connections and the
companies you follow.

36. YOUTUBE
OPTIMIZE YOUR CHANNEL
OPTIMIZE INDIVIDUAL VIDEOS
ENCOURAGE COMMENTS & SUBSCRIBERS
3 ESSENTIAL TACTICS FOR SUCCESS

37. OPTIMIZE YOUR YOUTUBE CHANNEL
OPPORTUNITIES TO LINK TO
LANDING PAGES
YOUTUBE IS THE REAL NUMBER ONE SEARCH ENGINE
ESSENTIAL TACTICS FOR
SUCCESS

38. OPTIMIZE INDIVIDUAL VIDEOS
CREATE A FULL KEYWORD RICH
DESCRIPTION
USE RELEVANT TAGS
ESSENTIAL TACTICS FOR
SUCCESS

39. ENCOURAGE COMMENTS AND SUBSCRIBERS
DON’T FORGET THAT YOUTUBE IS
A SOCIAL NETWORK AS WELL
COMMENTING, LIKING, AND SUBSCRIBING TO OTHER
RELEVANT VIDEOS/ CHANNELS IS A GREAT WAY TO GENERATE
ENGAGEMENT AND TRAFFIC TO YOUR PAGE.
ESSENTIAL TACTICS FOR
SUCCESS

40. GOOGLE+
USE A BIG BOLD COVER PHOTO
AND UPDATE IT REGULARLY
POST OFTEN AND OPTIMIZE
FOR BEST SEARCH RESULTS
3 ESSENTIAL TACTICS FOR SUCCESS
INCLUDE KEYWORDS AND RELEVANT
LINKS IN YOUR ABOUT PAGE

41. USE A BIG BOLD COVER PHOTO
AND UPDATE IT REGULARLY
ESSENTIAL TACTICS FOR
SUCCESS

42. KEYWORDS AND
RELEVENT LINKS ADD
SEO BENEFITS AND
DRIVE TRAFFIC
INCLUDE KEYWORDS AND RELEVANT
LINKS IN YOUR ABOUT PAGE
ESSENTIAL TACTICS FOR
SUCCESS

43. HOW TO IMPLEMENT GOOGLE
AUTHORSHIP IN 3 STEPS
STEP 1: ADD A LINK TO YOUR GOOGLE PLUS PROFILE ON EACH OF YOUR BLOG POSTS
STEP 2: LINK FROM YOUR GOOGLE PLUS PROFILE BACK TO YOUR BLOG
Anywhere on each of your blog posts, add a link to your Google Plus profile with “rel=author” attached to the end of
the link URL. E.g., https://plus.google.com/111498947729292607681?rel=author.
The end result would look like this: “By Jason Miller”
If you want to insert this link into all your blog posts automatically, then you can add it to your blog template, for
example, in the footer or header (assuming your blog only has one author).
After you add a link to your Google Plus profile on each one of your blog posts, the last step is to link from the oppo-
site direction, from you Google Plus profile to your blog. You do this by adding a link to your blog in the “Contributor
to” section of your Google plus profile.

44. POST OFTEN AND OPTIMIZE FOR
BEST SEARCH RESULTS
ENCOURAGE +1’S FOR SEO BENEFITS
POST 3 – 5 UPDATES DAILY
MAKE SURE TO HAVE
KEYWORDS IN YOUR POST
ESSENTIAL TACTICS FOR
SUCCESS

45. TACTICS FOR BUILDING YOUR CIRCLES
1. HOLD REGULAR GOOGLE HANGOUTS AND INVITE FOLKS USING THE EVENT INVITES
2. CONNECT WITH OTHER BUSINESSES
Businesses can’t circle individuals without reciprocation, but they can circle other
businesses. Use the search bar to look for other companies in your industry or location,
circle them and start up a conversation
3. BUILD YOUR PERSONAL CIRCLES FIRST
Check out external sites like findpeopleonplus.com to build up your personal circles,
then share updates from your business page to these circles
4. COMMENT ON AND SHARE OTHER PEOPLES CONTENT
(paying special attention to the influencers in your industries)

46. NOW YOUR CHANNELS ARE OPTIMIZED
SO WHAT’S
NEXT?

47. INTEGRATING SOCIAL &
MARKETING AUTOMATION
IT’S NOT ENOUGH
TO MAKE SOCIAL CAMPAIGNS
INSTEAD THE GOAL SHOULD BE TO MAKE
ALL YOUR CAMPAIGNS SOCIAL

48. WHAT DOES INTEGRATION LOOK LIKE?REACHANDENGAGEMENT
MAKING EVERY CAMPAIGN SOCIAL
WEBSITE LANDING PAGES ONLINE ADS EMAIL FACEBOOK PAGES EVENTS
SOCIALLIFT
SOCIALLIFT
SOCIALLIFT
SOCIALLIFT
SOCIALLIFT
SOCIALLIFT

49. SOCIAL SIGN ON
USING SOCIAL/SINGLE SIGN-ON
IN ORDER TO GATHER LEADS ON THEIR MARKETING CONTENT.
SIGN-IN WITH

50. SOCIAL SHARING APPLICATIONS
EASILY ADD INTELLIGENT SHARE BUTTONS TO EXISTING CONTENT THAT ONLY APPEAR
WHEN PROSPECTS TAKE ACTION,
AVOIDING DISRUPTION TO THE USER EXPERIENCE

51. REFERRAL CAMPAIGNS
PUT A SOCIAL TWIST ON YOUR REFERRAL PROGRAMS AND
AMPLIFY YOUR REACH
BY LEVERAGING YOUR REFERRER'S SOCIAL GRAPH

52. FACEBOOK PUBLISHING
PUBLISH LANDING PAGES
DIRECTLY INTO FACEBOOK.
KEEPING YOUR PROSPECTS ENGAGED WITHIN
FACEBOOK AS OPPOSED TO SENDING THEM OUTSIDE
OF FB TO A LANDING PAGE.

53. SWEEPSTAKES
MOTIVATE PROSPECTS AND LEADS
WITH A SWEEPSTAKES OFFER AND CAPTURE THE DATA
YOU WANT TO ENHANCE YOUR LEAD DATABASE.
PLACE FORMS ACROSS ALL YOUR MARKETING
CHANNELS AND INCREASE SUBMISSIONS BY
OFFERING REWARDS OR DISCOUNTS.

54. VIDEO SHARING
PUBLISH VIDEOS ANYWHEREINCLUDING YOUR WEBSITE AND FACEBOOK PAGE, AND ALLOW PROSPECTS TO
SHARE ACROSS ALL THEIR SOCIAL MEDIA CHANNELS.

55. POLLING AND VOTING
TAKE A POLL OR VOTE ON ANY TOPIC,
GET ANSWERS,ENGAGE YOUR AUDIENCE AND PROMOTE SOCIAL
CROSS-POSTING IN THE PROCESS.
TAPPING INTO THIS POWERFUL CHANNEL WILL PUT A LIFT ON ALL YOUR CAMPAIGNS AND
CONTENT, INCREASE CONVERSIONS, AND SET UP YOUR SALES TEAM TO CLOSE THE DEAL.

56. SOCIAL LEADS NEED NURTURING
LEAD NURTURING IS ABOUT BUILDING
RELATIONSHIPS AND TRUST WITH YOUR
PROSPECTS IN A WAY THAT IS BOTH
CONSISTENT AND RELEVANT.
WHAT IS LEAD NURTURING?

57. SOCIAL LEADS NEED NURTURING
THERE ARE FOUR KEY AREAS WHERE SOCIAL
MARKETING CAN PLAY AN EXPANDED ROLE
ACROSS YOUR SALES PIPELINE:
1 2 3 4

58. SOCIAL LEADS NEED NURTURING
DEVELOPING RELATIONSHIPS WITH VERY
EARLY-STAGE PROSPECTS BEFORE THEY EVEN
ENTER YOUR DATABASE THROUGH SOCIAL
LEAD GENERATION TECHNIQUES
1

59. BUILDING AND MAINTAINING
RELATIONSHIPS WITH KNOWN PROSPECTS
AS THEY EDUCATE THEMSELVES
2
SOCIAL LEADS NEED NURTURING

60. SUPPORTING THE SALES CYCLE ONCE THE
BUYER ENGAGES IN A FORMAL BUYING
PROCESS WITH A SALES REP
3
SOCIAL LEADS NEED NURTURING

61. DEEPENING AND EXPANDING
RELATIONSHIPS WITH EXISTING CUSTOMERS
NURTURING PROSPECTIVE LEADS THROUGH
SOCIAL MEDIA
4
SOCIAL LEADS NEED NURTURING

62. PREPARE TO HAVE
YOUR MIND BLOWN

63. REVENUE CYCLE MODELER
ANONYMOUS ENGAGED TARGET DISQUALIFIED
CONTACTED
LT TARGETINACTIVE
SALES LEAD OPPORTUNITY
LOST
CUSTOMER
KNOWN

64. ADDITIONAL RESOURCES
THE DEFINITIVE GUIDE TO SOCIAL MARKETING
THE DEFINITIVE GUIDE TO MARKETING AUTOMATION
HOW TO OPTIMIZE SOCIAL MEDIA FOR LEAD GENERATION