By Bob Hebeisen

Sometimes it’s hard to tell when your social media marketing efforts result in lead generation. But sometimes it is really easy.

Day 1: Share a Blog Post to a LinkedIn Group

Details Matter: Notice when I shared the story to the LinkedIn group I didn’t just use the blog post headline for the LinkedIn title.  Instead I wrote a custom title that was relevant to the group in which I posted the story.  NPR reporting is a burdensome task for Meditech administrators.  It takes a lot of time and effort, and if you are paying a consultant to do it then it costs a lot of money.  So this was a really compelling benefit highlight in the LinkedIn title of the post.  If you look at the Marketo lead activity log report below you will notice that Travis never even viewed the blog post.  He was hooked by the topic of NPR reporting and he didn’t even bother to look at the blog.

Day 2: Group Member Asks For More Info

Day 2: Nurture Using Case Studies

Details Matter: Notice that when I posted the links to the case studies, I took some extra time to pull out a compelling tidbit for each one — a quote from the customer, an important statistic, a benefit the customer appreciated through the use of our product.  I included that information in the discussion thread.  Again, notice the Marketo lead activity report below shows that Travis only clicked through to one of the case studies but he got an important little tidbit from each of them by virtue of my commentary.

Day 2: Receive Request For Demo