Home  › Search › SEO

SEO + Social Media – Can It Drive Lead Generation?

  |  November 17, 2010   |  Comments

Five tips to convince the powers that be that social media plays a major role in lead generation.

In B2B marketing, the lines between lead generation and branding are starting to blur. Tempted to get into social media, but unable to convince the powers that be of its role in lead generation? Use the five tips below to make your case:

  1. Measure engagement and lead generation with bookmarking tools. Tempted to put that "share" button on your website, but having trouble convincing the IT team that it's worth their time? Make sure they know that by using a tool like AddThis, you can track every single instance of someone sharing a link or e-mailing it to their friend.
  2. Review leads generated with a referring domains report. This should be a standard report in your Web analytics tool, and it shows the number of visits and the percentage of visits coming from each domain. But don't stop there – track those visits through your site with a conversion funnel review to see how many converted into leads. I'm amazed by the growth rate in these and the conversion rates - a great story to tell.
  3. Use a link shortening service so that you can track clicks. You can actually track who is clicking on your link even if it isn't on your own server. Use a URL shortening service like Goo.gl that provides analytics as part of the service. By tracking this valuable data on traffic sources and demographics, and then combining it with the report in No. 2, you can easily make the case for including links on social networks.
  4. Use call tracking. Call tracking is easier than ever; you get a dedicated 800 number that you associate with your social media placements. The calls to the number are tracked, so you can easily tell which ones turn into leads. This service is also now available in beta through Google AdWords Call Metrics.
  5. Check out Facebook. No, I'm not suggesting you give up entirely and go check your Facebook news feed. Get corporate buy-in to create a company Facebook page or if you have one, work with your social media team. Recent research has shown that you can improve your organic rankings by being "Liked" on Facebook. Hopefully your company has already recognized that organic search is a major driver of leads; this can help if you can get your volumes up, if not, you have more work to do.

Hopefully with the tips above, you'll be able to convince your company management that social marketing is a key contributor with SEO for ongoing lead generation.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Crispin Sheridan

Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.

Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts.

A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...