How sales professionals can find, influence and convert more prospects via the social web

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  • 1. This webinar is sponsored by: How Sales Professionals Can Find, Influence and Convert More Prospects Via the Social Web Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  • 2. Housekeeping • Copy of this deck • Offers for you – 10 minute brainstorm – Successful Social Selling – Modern Marketer’s Field Guide – Content Marketing Best Practice Guide • Send me an email with what you want – It’s that simple… matt@heinzmarketing.com
  • 3. Last Slide First 1. Find & engage prospects “upstream” before they are active buyers 2. Participate in their communities as a peer to build trust & credibility 3. Use research tools to customize approach with new targets 4. Publish your own source(s) of value-added content to attract new prospects to you @heinzmarketing
  • 4. Prospect Engagement Funnel Customer Targets (based on persona profiles) Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Next Step Accelerator Ideas 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 New Opportunity Alerts 1:1 with Existing Customer In-Market Events Referral & Tell-a-Friend Offers Network / Community Invites @heinzmarketing
  • 5. What are they talking about?
  • 6. The buying progression Problem/ Pain Solution Objective/ Outcome @heinzmarketing
  • 7. Four steps to a better plan 1. Do the math (quantify what success looks like) 2. Create a clear customer profile 3. Map the sales and customer process 4. Plan to fire lots of bullets @heinzmarketing
  • 8. Social media for sales • • • • • Target individuals and keywords Watch for early-stage buying signals Participate as a peer Teach your agents to interact directly Use tools to manage, assign, etc. @heinzmarketing
  • 9. Top sales reps – social tips 1. Get new introductions from existing network 2. Get new introductions from others in their organization 3. Watch for buying signals across the social Web 4. Build deeper, early relationships with new prospects 5. Directly share information, become an expert, generate a following @heinzmarketing
  • 10. Finding more sales on Twitter • • • • • Follow your prospects Follow your partners Curate customer-centric content Listen for buying signals Watch and use hashtags @heinzmarketing
  • 11. Finding more sales on LinkedIn • • • • • Read the Daily Digest…daily Join and participate in groups Keep your profile up to date Ask and answer questions Give recommendations & skill endorsements • Ask for specific referrals and introductions • Use the new LinkedIn Contacts @heinzmarketing
  • 12. LinkedIn Saved Searches + Email Updates • Objective: New leads weekly based on group affiliation or title/role changes • Cost: Free with Sales Navigator subscription • How It Works – Created “saved searches” for groups, titles, locations, etc. – Get weekly emails with new search results @heinzmarketing
  • 13. Leads from Twitter • Objective: Identify new leads from Twitter based on buying signals, needs & symptoms • Cost: Free • What to use: – Socedo – LeadTagger – Nearstream @heinzmarketing
  • 14. Newsle • Objective: Know every time your prospects are mentioned online, in the news, or in social media • Cost: Free • How it works: – Identify your prospects – Sign up for email alerts – Follow-up @heinzmarketing
  • 15. Daily Do Lists • Objective: Engage with social selling best practices daily • Cost: Free • How It Works: – Schedule a daily meeting with yourself at 7:30 am (or whenever you start your work day) – Work through the list @heinzmarketing
  • 16. Matt’s Daily Do List 1. Schedule (yesterday & today) 2. Touch Base (birthdays, Likes) 3. Endorsements (skills, Kred, Klout, Connect.me, MeritShare) 4. Spam folder 5. Network (Twitter adds, G+ Circles) 6. Engage (Comments, LinkedIn Groups) 7. Prospecting @heinzmarketing
  • 17. Buffer • Objective: Automate throttling and distribution of curated content to up to 20 social channels • Cost: $20/month • How it works: – Identify value-added content worth sharing on Twitter, Facebook, LinkedIn (including groups) – One-click to share & choose appropriate channels – Automatically queues content for future distribution @heinzmarketing
  • 18. Six More Social Selling Tools 1. 2. 3. 4. 5. 6. TimeTrade Tweepi Morning Coffee ToutApp Little Bird RivalIQ @heinzmarketing
  • 19. Three types of content 1.Proactive 2.Reactive 3.Participatory @heinzmarketing
  • 20. Planning content Week 1 Week 2 Week 3 Week 4 Theme 1 Theme 2 Theme 3 Theme 4 @heinzmarketing
  • 21. Five common content marketing mistakes 1. Not having a plan up front 2. Writing for the company instead of the customer 3. Not encouraging and participating in twoway communication 4. Not promoting, aggregating and curating great content from others 5. Only producing written content @heinzmarketing
  • 22. Repurposing @heinzmarketing
  • 23. How to create more content • • • • • Write more ideas down Keep a single, ongoing list of those ideas Ideas, then outlines, then drafts Write ahead of time Use guest contributors @heinzmarketing
  • 24. 10 sources of content inspiration 1. Customer questions 2. Stuff you read 3. People you disagree with 4. Your customer-facing teams 5. Trade press 6. Conferences, panels & Webinars 7. Twitter hashtags 8. LinkedIn Answers 9. The news 10. Things you see that are dumb @heinzmarketing
  • 25. If you want more… matt@heinzmarketing.com
  • 26. Questions? This webinar is sponsored by: Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing