Social Media Crash Course - Puget Sound Business Journal Seminar SeriesPresentation Transcript
Using Social Media to Find and Close New Business* *(without spending a thing) Matt Heinz President, Heinz Marketing Inc email@example.com @heinzmarketing
Housekeeping• Copy of this deck• Offers for you – 10 minute brainstorm – Successful Selling – Secrets to Successful Social Selling• Bring me a business card after the talk – Write on the back which of the above offers you want (“all of the above” is fine too)
Last Slide First1. Find & engage prospects “upstream” before they are active buyers2. Participate in their communities as a peer to build trust & credibility3. Use research tools to customize approach with new targets4. Publish your own source(s) of value-added content to attract new prospects to you5. Marketing is too important to leave to the marketers
Prospect Engagement Funnel Customer Targets (based on persona profiles) Next Step Accelerator Ideas Network-exclusive access to content Network / Open Community Value-added special offers Channels: Twitter, Facebook, Blog, LinkedIn Discovery events Goal: Drive Registration White papers, top ten tips, etc. Drip Marketing Testimonials, Success Stories Channels: Email Newsletters, CRM System Profile-Specific Messages Goal: Drive Active Prospects New product/service offers Active Sales Cycle New Opportunity Alerts Channels: CRM, 1:1 1:1 with Existing Customer Goal: Sell In-Market Events New Referral & Tell-a-Friend Offers Customer Network / Community Invites
Calculating what you need Assumptions Product A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0% Lead/Opp % 10.0% Product A CPL $ 15 Product B CPL $ 35 Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS Product A Sales # 50 56 63 69 238 Product B Sales # 8 9 10 11 38 Total Sales # 58 65 73 80 276 Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500 Product A Pipeline # 150 170 190 210 Product B Pipeline # 25 28 30 33 Total Pipeline # 175 198 220 243 Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000 Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000 Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000 Product A Leads 1500 1700 1900 2100 Product B Leads 250 275 300 325 Total Leads 1750 1975 2200 2425 8350 Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250
Four steps to a better plan1. Do the math (quantify what success looks like)2. Create a clear customer profile3. Map the sales and buying process4. Plan to fire lots of bullets
Five questions to start• What/who are your targets?• What do they care about? What outcome are they seeking?• Where do you find them?• What or who influences them?• How do they want to engage and (eventually) buy?
Every initiative is filtered through:• Customers• Products• Objectives
Listening via Twitter
Listening via TweetDeck
Vertical Groups• ActiveRain• SHRM• ChurchCrunch• Focus What are yours?
What are they talking about?
The buying progression Problem/ Solution Objective/ Pain Outcome
Social media for sales• Target individuals and keywords• Watch for early-stage buying signals• Participate as a peer• Teach sales & customer service reps to interact directly• Use tools to manage, assign, etc.
Top sales reps – social tips1. Get new introductions from existing network2. Get new introductions from others in their organization3. Watch for buying signals across the social Web4. Build deeper, early relationships with new prospects5. Directly share information, become an expert, generate a following
Finding more sales on Twitter• Follow your prospects• Follow your partners• Curate customer-centric content• Listen for buying signals• Watch and use hashtags
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• Ask for specific referrals and introductions
Nine Social Selling Tools1. HootSuite2. Nearstream3. TweetAdder4. Dlvr.it5. Timely.is6. UnTweeps7. TextExpander or ActiveWords8. Email Alerts9. Morning Coffee
Three types of social content 2.Proactive 3.Reactive 4.Participatory
Three content questions• What do I want people to see, hear and/or learn?• What do I want people to think?• What do I want people to do? #loopfuse
Custom messages by role Audience Drivers Pain Points n Value Propositions (bullet points) e s t Key Messages yVertical #1 l CEO IT/CIO CFO CMO Audience Drivers Pain Points n Value Propositions (bullet points) e s t Key Messages yVertical #2 l CEO #loopfuse
Editorial calendar example Market Leader Q2 2010 Editorial Calendar Q2 May June Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28 Corporate Theme Spring Season Heats Up New Vision for Real Estate Industry Are you growing your market share? Content Theme Bringing it all together to grow your business Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles 200th MLS Keynote Recap Industry Calendar Mid-year NAR Broker Ops (Bob) Agent productivity tools - Creating a customer- Top 10 reasons why 12 ways to motivate, whats recommended, centric brokerage (blog) brokers should care about excite and retain your whats working (blog, AR) social media (blog, AR) agents (blog) Broker LinkedIn Group Questions What productivity tools are What does customer- How many conferences to What is your brokerage How has business been What are your best What is your brokerage How much training do you your agents using? Any centric mean at your do you attend each year? doing with social media? since the home-buyer practices for motivating, doing to encourage and provide your agents? that have been adopted brokerage? What are Which are your favorites Can you measure specific credit expired? What new exciting and retaining your facilitate teamwork and What topics do you focus across the brokerage? your best practices around and why? new business from these promotions have you agents? resource sharing? on?Training & Education this? investments? instituted to replace it? Leadership (Ian) The best customer service Early listing season Why listings matter even Attracting & recruiting advice I ever received observations (blog) in a buyers market (blog) agents (blog) (blog) Agents & Teams (Scott) How to share best Team collaboration best How to be more efficient Combining resources practices across your practices (blog, AR) when you dont always across a team to increase team (blog, AR) share the same marketing impact (blog, workspace (blog, AR) AR) Sales & Marketing Advice (anon) Five seller appeasement Seller marketing tips from Best practices for listing strategies that wont break real estate veterans (blog, presentations (blog, AR) the bank (blog, AR) AR) Search & Web Tips (Thad) How to increase your Why your Web domain is How to be immediately How to help local Using social media to Twitter followers (blog, so important (and why its responsive to your Web buyers/sellers find your market your listings (blog, AR) not) (blog, AR) leads (blog, AR) Web site (blog, AR) AR) Market Leader Voices Guest Posts: Broker Web site success stories (pull Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market LeaderLeadership Commentary from Exit customers) Five Ways to be a Market Leader 5 ways to improve your 5 ways to build a business 5 ways to instantly TBD TBD TBD TBD TBD (Video) search results (Thad) within a business (Ian) improve your customer service (Scott) Ians Leadership Videos Five Characteristics of a Building a Customer- Why Lead Management Knowing when technology Successful Real Estate Centric Brokerage Matters (and why its often is important, and when its Business ignored) not #loopfuse
Five common contentmarketing mistakes1. Not having a plan up front2. Writing for the company instead of the customer3. Not encouraging and participating in two- way communication4. Not promoting, aggregating and curating great content from others5. Only producing written content #loopfuse
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 #loopfuse
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 #loopfuse
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 Last1. Find & engage prospects “upstream” before they are active buyers2. Participate in their communities as a peer to build trust & credibility3. Use research tools to customize approach with new targets4. Publish your own source(s) of value-added content to attract new prospects to you5. Marketing is too important to leave to the marketers