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The Stressed Marketer'S Guide: To Lead Generation With Social Media
The Stressed Marketer'S Guide: To Lead Generation With Social Media
MARKETER’S GUIDE
TO LEAD GENERATION WITH
SOCIAL MEDIA
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Getting into a Lead Gen Groove . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Creating More Meaningful Touchpoints . . . . . . . . . . . . . . . . . . . . . 6
Capturing More Conversions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
More Practical Ideas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Tying It All Together . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
The Team Behind This E-Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
External Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Half of marketers still struggle to tie social activities to business outcomes, and 60%
have a hard time measuring social media ROI.1
The good news is that there are effective ways to turn more social interactions into
measurable leads—without having to invest in expensive software or
time-consuming strategies.
This interactive workbook will give you a practical plan for generating more leads
from social media. Be sure to save it to your desktop for easy access as you work
your way through our step-by-step guide.
Type here!
x = 0
(average sale in dollars) (conversion rate) (lead value)
As you work your way through the rest of this book, use this number to help
determine how much you can safely invest in social media marketing.
For example: Facebook may be a big referral source, but that doesn’t mean it’s the
only place to spend your money. It could be that people are clicking your Facebook
ads after first discovering your blog via Google or LinkedIn.
W H AT I S L A ST C L I C K AT T R I B U T I O N?
Attribution tells you which link (including the “source” or location of the
link) a lead clicked before visiting your landing page and filling out your
form. You can find these referral sources in Google Analytics, email marketing
reports, and form builder analytics. “Last click” attribution occurs when the
final referral source is given full credit for a sale or conversion.
Since most leads are exposed to multiple touchpoints before converting, you’ll
need a clear picture of a common conversion path for your customers. Start by
answering the following questions:
INTERACTIONS
How are your strongest leads interacting with your brand?
For example:
+ In your marketing automation tool, what do the activity logs of your
highest-scoring prospects look like?
+ In Google Analytics, what do you see under Conversions >
Multi-Channel Funnels > Assisted Conversions (and Top Conversion
Paths)?
And use them to fill in the following chart. Take some time to ensure you get it
right—this conversion path will be an important reference as you continue to work
your way through the rest of this e-book.
What did they click right before filling out your form?
For example: One-to-one email
What specific steps can you take to create more meaningful interactions? Let’s take
a look.
2. Don’t Over-Automate
+ While some autogenerated tweets and status updates can attract
new leads, you have to keep it “real.” Building real connections with real
people is a surefire way to convert leads on social media. This means
you need authentic tweets, tags, and updates that are personalized and
human. Use a tool such as Insightpool, Little Bird, or Affinio to determine
who to connect with and how best to communicate with your connections.
Is this group
likely to appeal
to your audience?
YES NO
Are any of your Research which
current prospects groups will most
members of this likely attract your
group? NO target leads.
Review the
profiles of your
strongest leads to
YES
see which groups
Are there real
they belong to.
discussions with
questions and
comments?
NO
YES Look for another
Join the group with active
group! participants and
two-way dialogue.
So how can you use social media advertising to qualify leads and capture more
conversions? Use the following tip sheet to make sure you’re maximizing your
social spend.
3 WAY S TO C A P T U R E
MO R E F O R M CO N V E R S I O N S
F ROM S O C I A L M E D I A
+ Remove unnecessary form fields. More than 50% of online activity
occurs on mobile devices, where people use tiny touchpad screens to fill
out forms.4 The fewer fields, the better.
+ Allow users to pull info from social media profiles. Simply turning on a
form’s Social Autofill feature can increase conversion rates by 189%.5
+ Customize the thank-you page users see after submitting your form.
You can drive deeper engagement by adding a secondary call to action,
like signing up for a related webinar.
2. Get Granular
+ The great strength of social media advertising is the ability to pinpoint
extremely specific audiences. You can use dozens of different filters to
ensure only highly qualified prospects will see your ads. For example: In
addition to basics like demographics and locations, you might look for
keywords that indicate a challenge you can help solve. Or you could filter
for personal interests that signal someone is likely to buy your products.
3. Be Creative
+ Studies show that fewer than 15% of people can name a brand or product
after seeing a display ad.6 An ad that asks a thought-provoking question
or makes an unusually bold statement is most likely to stand out in social
feeds. In fact, new research reveals that creativity makes an ad five times
more likely to be seen compared with targeting alone.7 Additionally, it’s
important to test different types of social ads to see which ones resonate
most with your target audience. And be sure to optimize for conversions
and not just clicks. You’ll have to spend a little time installing tracking code
on your thank-you page, but it’s worth it!
What would a super-targeted ad to a renter like Peter look like? Check out our
example below. For the best results, create specific ads and ad groups for each
targeting criteria.
^
+
–
You’re not an analyst. You’re a busy, time-strapped marketer who needs some
quick, actionable insights. That’s where the following checklist comes in. It includes
important metrics you can use to measure success and plan future efforts. To start,
pick at least one metric from each column to begin tracking monthly.
AU D I E N C E INTERACTIONS BEHAVIORS
+ Which social networks generate the most engagement and clicks per
hour or time invested (+ direct financial investments in software,
etc.?)
+ Which social networks generate the most direct and assisted
conversions per hour or time invested (+ direct financial investments
in software, etc.?)
+ How much direct and indirect revenue is each social network
responsible for, and how do they compare?
+ Given that you should now know which social networks are most
efficient and effective for you, where should you be spending more
time and resources, and where should you be spending less?
REQUEST DEMO
ABOUT FORMSTACK
Formstack is a technology company that understands big marketing problems
and how to fix them. Digital marketers can leverage Formstack’s robust online
form building software as a medium to help capture more leads and pinpoint the
strategies that drive more conversions. Formstack’s online form analytics reveal
which keywords, marketing tactics, and traffic sources are sending users the best
leads. This helps marketers only spend money on the most profitable campaigns,
giving them the most leads for the least amount of money. With Formstack’s help,
companies can filter their best lead sources into their sales funnel for efficient lead
nurture.
A B O U T CO N V I N C E & CO N V E RT
Convince & Convert Consulting provides digital marketing and customer
experience advice and counsel to many of the world’s most interesting brands,
including the United Nations, TaylorMade, Cabela’s, Cisco, Oracle, and many more.
Convince & Convert Media provides digital marketing education to executives and
stressed marketers through its award-winning blog, multiple podcasts, daily email
newsletters, e-books, books, and workshops.
+ 6 Banner Blindness: 60% Can’t Remember the Last Display Ad They Saw
+ 9 Tweets with Images Get 18% More Clicks, 89% More Favorites and 150% More
Retweets [STUDY]
+ 10 LinkedIn 277% More Effective for Lead Generation than Facebook & Twitter
[New Data]