Don’t Stop A-Meme-In’ – Using Memes for Lead Generation and Buzz Building

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Posted: August 24, 2012 | Demand Generation

Looking for a fun way to engage with customers and prospects through your social media channels? Try using a meme tied back to a specific offer. You might be surprised with the results.

Memes work well in B2B social media because they are often witty, funny, nostalgic or all of the above. When creating a meme it’s important to not only have fun, but to tie back to your brand or services. But there is a tradeoff. The brand specific memes that you create may connect better with your immediate audience, but the more generalized topics have a better chance of going viral and breaking through your initial reach.

Five immediate benefits:

  • Dramatically increased reach for brand messaging extending past your Fan page’s initial reach
  • Increased viral potential of your content and offers
  • Breaking through Facebook Edgerank sets up your next update for a much larger organic reach
  • With the increased reach and virality comes new Likes
  • You add a certain human element to your business. By adding personality your businesses likability increases

If you are looking for some good examples check out the Marketo Facebook page. Over the past few months we have not only had great success by having fun with the meme itself, but also tying it to an offer. When tied together with a bit of paid promotion in Facebook the results have been fantastic.

We found the magic formula for promoted posts to be this: Clever messaging, with a fun visual, all tied back to a strong offer or piece of content. The timing is important as well. We have found that posting on Tuesday mornings tend to have the best results. Check out the results below from a few of our most popular memes.

Generated 40 form completions tied directly back to Marketo.
 

Generated 46 form completions tied directly back to Marketo.
 

In conclusion, although memes may not work for every B2B company, it’s important to continually try new things especially in the world of social media marketing. B2B professionals like to have fun, just be sure to keep it appropriate.  Adding a bit of humor to the world of B2B marketing can be a great way to differentiate your business and chances are your customers and prospects will appreciate the laugh.

Has your business tried incorporating fun memes into your social campaigns? Please join the conversation in the comment section below.

Jason Miller is Senior Manager of Content Marketing at LinkedIn. Previously, Jason was Senior Manager of Social Media at Marketo and focused on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs such as Social Media Examiner, Social Media Today, and Marketing Profs.

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Don’t Stop A-Meme-In’ – Using Memes for Lead Generation and Buzz Building

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