SOCIAL SELLING [Part 1]
Getting Started With Social Lead Generation
Presented By: Jonathan Hinshaw

!1
Introduction
Interruption Marketing Sucks

Preparing For Social Sales
The Right Tool For The Right Job

Top 3 Social Media...
Interruption Advertising Is Dying
The human brain is tuning advertising out by default. Why? We don’t trust
ads anymore. W...
Does It Work?
Social has a below-average cost per lead and an above-average
conversion rate. Yes, it works.

!4
It Takes Dedication…
Where are today’s top marketers spending their time?

!5
Why Should I?
It’s more than just getting likes and shares. Social media will
change your business landscape… forever!

!6
55%

Of businesses have closed
deals from social media leads.

!7
Thank You!
Jonathan Hinshaw
Founder, EBWAY Creative
Twitter: @jonathanhinshaw
www.ebwaycreative.com

!8
Introduction
Interruption Marketing Sucks

Preparing For Social Sales
The Right Tool For The Right Job

Top 3 Social Media...
Social Media Sales Tools

Get the right tool for the job without breaking the bank.
Social CRM

Audience Generation

Socia...
Social Media Content Types

Create your social media assets with mobile in mind. Make sure to
use fantastic titles but, mo...
Five Phases of Social Sales

P.R.A.C.E. Framework (Plan, Reach, Act, Convert, Engage)

#1: Organize

#2: Produce

Collect/...
Thank You!
Jonathan Hinshaw
Founder, EBWAY Creative
Twitter: @jonathanhinshaw
www.ebwaycreative.com

!13
SOCIAL SELLING [Part 2]
The Top 3 Social Media Platforms (and why)
Presented By: Jonathan Hinshaw

!14
Introduction
Interruption Marketing Sucks

Preparing For Social Sales
The Right Tool For The Right Job

Top 3 Social Media...
TOP 3 SOCIAL PLATFORMS
for business growth

!16
Facebook: The Mothership

Facebook is the platform that scales! The mother ship of all social
media platforms. Your custom...
Be Careful With Your Message

Facebook is going to start penalizing those who abuse their
content and their audience, for ...
www.whatisedgerank.com

!19
Twitter: The One True “Social” Platform

Twitter is the only place where you can simply jump into other
conversations - pl...
LinkedIn: The B2B Dominator

Education can be a powerful thing. When you’re seen as the
expert, people will trust your sol...
Think Mobile!
!22
‣ Leverage Newsjacking
•

When something is buzz-worthy, it creates high demand.

•

Align offers with “what’s hot.”

‣ Cr...
Thank You!
Jonathan Hinshaw
Founder, EBWAY Creative
Twitter: @jonathanhinshaw
www.ebwaycreative.com

!24
SOCIAL SELLING [Part 3]
The Social Media Value Proposition
Presented By: Jonathan Hinshaw

!25
Introduction
Interruption Marketing Sucks

Preparing For Social Sales
The Right Tool For The Right Job

Top 3 Social Media...
Research, Learn, Test & Optimize

I can’t cover every social media channel in this video, so you’ve
got some studying to d...
Making It Work

One of the oldest rules in the book!

Reaping

Sowing
‣

Support other social
media users

‣

Answer quest...
Social Media Sales Process

The graphic below illustrates why it’s crucial to create multiple
types of content for the dif...
Getting Started

A day in the life of a social media lead generator…

1. Curate Your Content
2. Prepare The Media
3. Publi...
Five Phases of Social Sales

P.R.A.C.E. Framework (Plan, Reach, Act, Convert, Engage)

#1: Organize

#2: Produce

Collect/...
Thank You!
Jonathan Hinshaw
Founder, EBWAY Creative
Twitter: @jonathanhinshaw
www.ebwaycreative.com

!32
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Social Media Lead Generation - How To Get Started With Social Selling

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Social Media Lead Generation - Learn how to get started with social media sales and avoid the pitfalls most new marketers face when dealing with social selling. From products and process to workflow, this course covers everything you need to know in order to get started today.

Created by Jonathan Hinshaw, co-founder of EBWAY Creative Solutions (www.ebwaycreative.com).

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Social Media Lead Generation - How To Get Started With Social Selling

  1. 1. SOCIAL SELLING [Part 1] Getting Started With Social Lead Generation Presented By: Jonathan Hinshaw !1
  2. 2. Introduction Interruption Marketing Sucks Preparing For Social Sales The Right Tool For The Right Job Top 3 Social Media Platforms (and why) Spend Your Time Wisely Social Media Value Proposition How Not To Suck At Social Media Lead Generation 1 2 3 4 !2
  3. 3. Interruption Advertising Is Dying The human brain is tuning advertising out by default. Why? We don’t trust ads anymore. We just want to connect with the brands that we love! !3
  4. 4. Does It Work? Social has a below-average cost per lead and an above-average conversion rate. Yes, it works. !4
  5. 5. It Takes Dedication… Where are today’s top marketers spending their time? !5
  6. 6. Why Should I? It’s more than just getting likes and shares. Social media will change your business landscape… forever! !6
  7. 7. 55% Of businesses have closed deals from social media leads. !7
  8. 8. Thank You! Jonathan Hinshaw Founder, EBWAY Creative Twitter: @jonathanhinshaw www.ebwaycreative.com !8
  9. 9. Introduction Interruption Marketing Sucks Preparing For Social Sales The Right Tool For The Right Job Top 3 Social Media Platforms (and why) Spend Your Time Wisely Social Media Value Proposition How Not To Suck At Social Media Lead Generation 1 2 3 4 !9
  10. 10. Social Media Sales Tools Get the right tool for the job without breaking the bank. Social CRM Audience Generation Social Management ‣ nimble.com (all in one) ‣ klout.com (scoring) ‣ dlvr.it (auto/scheduled posting) ‣ rapportive.com (for Gmail) ‣ addthis.com (plugin) ‣ buffer.com (most social accounts) ‣ SproutSocial.com (social only) ‣ sharethis.com (plugin) ‣ hootsuite.com (most social accounts) ‣ medium.com (thought leadership) ‣ cloze.com (twitter, facebook, linkedin) ‣ triberr.com (communities) Content Curation Misc. Tools ‣ feedly.com (google reader) ‣ commun.it (twitter management) ‣ swayy.com (trending topics) ‣ placeit.net (image maker) ‣ paper.li (digital paper) ‣ scoop.it (sources, collections) ‣ empireavenue.com (massive tool!) Agency Tools ‣ compendium.com (content marketing) ‣ hubspot.com (all in one) ‣ vocus.com (content marketing) !10
  11. 11. Social Media Content Types Create your social media assets with mobile in mind. Make sure to use fantastic titles but, most of all - provide value! Articles, White Papers & Case Studies Blog Posts eBooks News Photos Infographics Downloads Worksheets !11
  12. 12. Five Phases of Social Sales P.R.A.C.E. Framework (Plan, Reach, Act, Convert, Engage) #1: Organize #2: Produce Collect/create articles, bookmarks and other content that you want to share and/or publish. Get your content in front of the right audience. Constantly refine and test until it works! 2 1 SOCIAL SALES #3: Nurture 3 Follow people back, like their facebook page, invite to your social channels. 5 #5: Follow Up These are real people. Follow up, say thank you - stay engaged. 4 #4: Invite Mix in calls to action with your high value content. Invite your audience to take part in your cause. !12
  13. 13. Thank You! Jonathan Hinshaw Founder, EBWAY Creative Twitter: @jonathanhinshaw www.ebwaycreative.com !13
  14. 14. SOCIAL SELLING [Part 2] The Top 3 Social Media Platforms (and why) Presented By: Jonathan Hinshaw !14
  15. 15. Introduction Interruption Marketing Sucks Preparing For Social Sales The Right Tool For The Right Job Top 3 Social Media Platforms (and why) Spend Your Time Wisely Social Media Value Proposition How Not To Suck At Social Media Lead Generation 1 2 3 4 !15
  16. 16. TOP 3 SOCIAL PLATFORMS for business growth !16
  17. 17. Facebook: The Mothership Facebook is the platform that scales! The mother ship of all social media platforms. Your customers are on Facebook. ‣ Picture Platform (i.e. instagram) ‣ Storytell With Images ‣ Add Your Company Logo To Your Images ‣ Think Mobile! / Think Speed! ‣ Think Mobile / Think Speed ‣ Do Not Write Novels (time is the asset) ‣ CLEAR CALL TO ACTION! ‣ Add URLs To The Copy (URLs Don’t Work In Pictures!) !17
  18. 18. Be Careful With Your Message Facebook is going to start penalizing those who abuse their content and their audience, for example… ‣ Be Careful With Calls To Action ‣ No Engagement = No Audience ‣ JABS VS. RIGHT HOOKS ‣ Think about the science of social media ‣ Like boxing, you can’t throw “Right Hooks” all day. Great boxers understand the art of the “JAB”. (source: @GaryVee) !18
  19. 19. www.whatisedgerank.com !19
  20. 20. Twitter: The One True “Social” Platform Twitter is the only place where you can simply jump into other conversations - plus, you actually get rewarded for listening. ‣ Curate / DJ (share other people stuff) ‣ Create Lists (and use them) ‣ Listen (become an expert listener) ‣ Create Cards (use twitter cards!) ‣ Be Present (ex. thank those who interact with you) ‣ Practice Patience (rome wasn’t built in a day) !20
  21. 21. LinkedIn: The B2B Dominator Education can be a powerful thing. When you’re seen as the expert, people will trust your solutions over a competitors. ‣ Answer Questions • Create good titles and content. ‣ Join Groups • Share your knowledge. ‣ Use “People Search” • Amazing tool for sales people! ‣ Download LinkedIn Mobile • Check in with LinkedIn daily. !21
  22. 22. Think Mobile! !22
  23. 23. ‣ Leverage Newsjacking • When something is buzz-worthy, it creates high demand. • Align offers with “what’s hot.” ‣ Create Offers For Different Buying Stages • Someone at the top of your buying cycle may be more interested in informational content like a guide or ebook, whereas someone more committed at the bottom of the cycle might be more interested in a free trial or demo. • Create offers for each phase, and include a primary and secondary CTA to these offers on various pages throughout your site (landing pages highly recommended). !23
  24. 24. Thank You! Jonathan Hinshaw Founder, EBWAY Creative Twitter: @jonathanhinshaw www.ebwaycreative.com !24
  25. 25. SOCIAL SELLING [Part 3] The Social Media Value Proposition Presented By: Jonathan Hinshaw !25
  26. 26. Introduction Interruption Marketing Sucks Preparing For Social Sales The Right Tool For The Right Job Top 3 Social Media Platforms (and why) Spend Your Time Wisely Social Media Value Proposition How Not To Suck At Social Media Lead Generation 1 2 3 4 !26
  27. 27. Research, Learn, Test & Optimize I can’t cover every social media channel in this video, so you’ve got some studying to do! Figure out how social works for you! Source: http://www.smartinsights.com/plantosucceed #plantosucceed !27
  28. 28. Making It Work One of the oldest rules in the book! Reaping Sowing ‣ Support other social media users ‣ Answer questions and always offer to connect ‣ Be clear 100% of the time ‣ Create topics, articles, posts with high value content ‣ Generate interest or awareness in something other than your brand ‣ Like and be liked ‣ (Social Media) Value Driven ‣ Offer a free consulting call to a tricky question ‣ Connect with client’s social media accounts ‣ Offer exclusive savings on social media channels ‣ Sowing Thank users for likes, shares, etc. Be relevant, never pushy! Reaping !28
  29. 29. Social Media Sales Process The graphic below illustrates why it’s crucial to create multiple types of content for the different stages of the sales process. Awareness Consideration Finding out about your product or service for the first time ever. Interest is increasing. Desire to learn more about your product or service. Preference Studying your product or service to see how it can help solve their business problem or need. Purchase Purchase decision is made and a new client is now added to your companies client list. Loyalty You are seen as the expert in your field. Increased engagement, support, customer service - multiple touch points occur. Advocacy Content is shared, relationship grows and referrals are generated… without asking! !29
  30. 30. Getting Started A day in the life of a social media lead generator… 1. Curate Your Content 2. Prepare The Media 3. Publish Your Messages 4. Engage With Your Audience SOCIAL SALES !30
  31. 31. Five Phases of Social Sales P.R.A.C.E. Framework (Plan, Reach, Act, Convert, Engage) #1: Organize #2: Produce Collect/create articles, bookmarks and other content that you want to share and/or publish. Get your content in front of the right audience. Constantly refine and test until it works! 2 1 SOCIAL SALES #3: Nurture 3 Follow people back, like their facebook page, invite to your social channels. 5 #5: Follow Up These are real people. Follow up, say thank you - stay engaged. 4 #4: Invite Mix in calls to action with your high value content. Invite your audience to take part in your cause. !31
  32. 32. Thank You! Jonathan Hinshaw Founder, EBWAY Creative Twitter: @jonathanhinshaw www.ebwaycreative.com !32

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