The document provides information about an upcoming webinar on conversation and conversion. It instructs participants to use the hashtag #ThinkConversation when sharing their webinar takeaways on Twitter for a chance to win a signed copy of a book. It then introduces the webinar hosts and describes their areas of expertise and services. The remaining document appears to be the content of the webinar, providing guidance on topics like creating buyer personas, developing marketing offers, distributing promotional content, and setting up tools like landing pages.

2. • Today’s
hashtag
=
#ThinkConversa.on
• Share
your
webinar
5ps
on
Twi7er
using
#ThinkConversa.on
• When
shared,
you’re
entered
to
win
a
FREE
signed
copy
of
Mari
Smith’s
Rela%onship
Marke%ng
book

3. Brooke
Ballard
Jennifer
Hanford
Founder
&
Chief
Social
Strategist
Twi7er
(biz):
@B2MediaLLC
Twi7er
(personal):
@MadSMScien5st
www.J.com/b2socialmedia
Community
Manager
Twi7er
(personal):
@JennGHanford

4. • Client
base:
Na5onal,
Interna5onal
and
Public
B2B
brands
• Services:
– Marke5ng
Consul5ng:
Tradi5onal
Marke5ng,
Content
Marke5ng
&
Social
Media
Marke5ng
– Copywri5ng:
Content
crea5on
&
Ghost
Blogging
• Focus
on
sales
through
strategic
content;
emphasis
on
CONVERSATION
&
CONVERSION

5. Your
Target
Market
Outstanding
Offers
Your
Distribu5on
Strategy
Crea5ng
A
Landing
Page
or
Custom
Tab
Must-­‐Have
Tools
Your
Assets

6. QUESTION:
I
have
created
a
Facebook
campaign
to
promote
an
event,
product
or
service.
Yes!
No
/
Not
yet.
I’m
not
sure…?

9. • Start
with
your
marke5ng
list
• Segment(s)
– Create
buyer
personas
– h7p://offers.hubspot.com/free-­‐template-­‐crea5ng-­‐buyer-­‐personas
• Find
out
what
they
want
– Surveys
– Social
media
– Phone
calls

10. Loca5on
Age
Gender
Persona
Business
(B2C/B2B/
NPO)
• Industry
• Job
func5on
• Seniority
level
•
•
•
•
•
• Purchases
• Preferred
content
• Preferred
content
channels
• Preferred
content
type
• Pipeline
stage
• Referrals
• Tes5monials
• Usage

11. • BACKGROUND:
– Basic
details
about
persona’s
role
– Key
informa5on
about
the
persona’s
company
– Relevant
background
info,
like
educa5on
or
hobbies
• DEMOGRAPHICS:
– Gender
– Age
Range
– HH
Income
(Consider
a
spouse’s
income,
if
relevant)
– Urbanicity
(Is
your
persona
urban,
suburban,
or
rural?)
• IDENTIFIERS:
– Buzz
words
– Mannerisms
SOURCE:
Hubspot’s
Buyer
Persona
Template

12. •
•
•
•
Iden5fy
ideal
client
LISTEN!
Know
your
demos
Research
keywords
– Google
Trends
is
AWESOME
for
this
– h7p://www.google.com/trends/
• Converse
with
your
community
• Interview
influencers

14. • Study
your
market
research
– FAQs
are
always
a
great
source
of
knowledge
• Figure
out
where
to
market
• Branding
• Rules
&
Regula5ons
• *Remember:
Offer
can
be
product,
services,
or
even
someone
else’s
offer
so
long
as
it
solves
a
problem!

17. • Phase
One:
No5ce
of
Promo
– Phone
/
SMS
– Email
• Don’t
forget
email
signatures!
– Newsle7er
– Social
media
– In
house
(if
available)
– Bonus
Tip:
Include
collateral
with
any
shipping
or
direct
mail
pieces

18. • Phase
Two:
Promo
running
– Phone
/
SMS
– Email
• Don’t
forget
email
signatures!
– Newsle7er
– Social
media
– In
house
(if
available)
– Bonus
Tip:
Include
collateral
with
any
shipping
or
direct
mail
pieces

19. • Phase
Three:
Follow
Up
/
No5fy
Winner
– Phone
/
SMS
– Email
– Newsle7er
– Social
media
– Bonus
Tip:
Did
you
come
up
with
any
sales
opportuni5es
with
your
segmented
list(s)?

20. EMAIL
TACTICS
CONTENT
EVENT
LEAD
GEN
TACTICS
Email
1
eBook
Webinar
1
Social
Email
2
Cheat
sheet
Webinar
2
PPC
Campaign
Email
3
Datasheet
In-­‐Person
Event
Paid
Email
Campaign
Blog
Post
Direct
Mail
Sales
Call-­‐down

21. • Three
op5ons
– Boost
post
– Adver5se
event
– Adver5se
landing
page
• Power
Editor
Be7er
– Auc5on
or
fixed
price
– Be7er
targe5ng
– Grab
conversion
pixel
for
exact
ROI

25. • Landing
Pages
– Gravity
forms
(Plugin
for
WordPress)
– h7p://www.gravityforms.com/purchase-­‐gravity-­‐forms/
– Unbounce
• Custom
Tabs
– WooBox
– ShortStack
– Easy
Promos
– Offer
Pop
– Heyo
– Tabfoundry

28. • Sta5c
HTML
for
iframe
tabs
– h7ps://www.facebook.com/Sta5cHtmlThunderpenny

30. • Your
only
REAL
asset
is
your
email
list
(owned)
• Events
– Examples:
Goodie
bags,
sponsorship,
webinar
co-­‐
host
• Prizes
&
Offers
• Affiliate
marke5ng
– Joint
events,
webinars,
bulk
products
or
services

31. QUESTION:
I
am
an
affiliate
marketer
for
one
or
more
products
or
brands.
Yes!
No
/
Not
yet.
I’m
not
sure…?

32. • B2
Blog
– www.b2socialmedia.com/blog
• Through
December:
FREE
30-­‐minute
consulta5on
– Link
will
be
sent
to
webinar
a7endees
• One-­‐on-­‐one
help:
– Marke5ng
– Content
– Social
media