2010.6.22 psbj presentation deck

Using Social Media to Find And Close More Business Matt Heinz Principal, Heinz Marketing LLC [email_address] @heinzmarketing

Last Slide First
Find & engage prospects “upstream” before they are active buyers
Participate in their communities as a peer to build trust & credibility
Use research tools to customize approach with new targets
Publish your own source(s) of value-added content to attract new prospects to you
Marketing is too important to leave to the marketers

Let’s talk about you first…

Your business objectives

Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)

Your customers

Listening

Listening via RSS Feeds

Listening via Twitter

Listening via TweetDeck

Vertical Groups
ActiveRain
SHRM
ChurchCrunch
Focus
What are yours?

What are they talking about?

The buying progression Solution Problem/Pain Objective/Outcome

Three types of social content
Proactive
Reactive
Participatory

Your anchor

Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4

“Reactive proactive”

Your Daily “Punch List”
Read & Filter
Publish & Republish
Syndicate
Engage

What you’ll see…

Gist as your dashboard

Participation Best Practices
Share
Don’t sell
Be a trusted advisor
Don’t sell
Connect, recommend, refer
Don’t sell

One thousand options…

Last Slide Last
Find & engage prospects “upstream” before they are active buyers
Participate in their communities as a peer to build trust & credibility
Use research tools to customize approach with new targets
Publish your own source(s) of value-added content to attract new prospects to you
Marketing is too important to leave to the marketers

Questions?

2010.6.22 psbj presentation deck

by Heinz Marketing Inc

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