10 Killer Tips to Master
Social Selling
How to Leverage
Social Media for
Traffic, Leads & Sales

Kathi Kruse
krusecontroli...
What is Social Selling?
Kathi Kruse
krusecontrolinc.com
@kathikruse
•Laser-Targeted Marketing
•Digital Relationship Building
•Self-Published Content

Kathi Kruse
krusecontrolinc.com
@kathikr...
Kathi Kruse
krusecontrolinc.com
@kathikruse
Social Selling
Goes
Mainstream
Study: 78.6% of salespeople who
use Social Media as a selling tool
outperform those who don...
Study: Why Aren’t You Using Social Media?

Root Cause: Lack of Formalized Training
Kathi Kruse
krusecontrolinc.com
@kathik...
Consideration
Stage

See
Think
Do

Audience

People who buy and service cars.

People who
buy/service cars &
are thinking ...
10 Killer Tips to Master
Social Selling

Kathi Kruse
krusecontrolinc.com
@kathikruse
1. Cultivate a Presence
Starring YOU!

Kathi Kruse
krusecontrolinc.com
@kathikruse
2. Design Reflects Who You Are

Kathi Kruse
krusecontrolinc.com
@kathikruse
Complete Profile

Kathi Kruse
krusecontrolinc.com
@kathikruse
3. Customer-Centric Marketing

Don’t Sell Something, Solve Something!

Kathi Kruse
krusecontrolinc.com
@kathikruse
“Giver’s Gain”

Kathi Kruse
krusecontrolinc.com
@kathikruse
4. Solid Content Strategy
(What you’re going to post, tweet, write about)

Kathi Kruse
krusecontrolinc.com
@kathikruse
What is
Content Strategy?
Your mindset, culture & approach to
delivering your customer’s information
needs in all the plac...
“See” Customer

“Think”
Customer

“Do”
Customer

Kathi Kruse
krusecontrolinc.com
@kathikruse
The Right Mix

• 70% Personality
• 20% Brand
• 10% Products/Services
Kathi Kruse
krusecontrolinc.com
@kathikruse
Key: Staff Participation

Kathi Kruse
krusecontrolinc.com
@kathikruse
Awesome Tools to Save Time & Money

PostPlanner Promo Code: KRUSECONTROL
Kathi Kruse
krusecontrolinc.com
@kathikruse
5. Develop Your Personal Brand

Who are YOU?
(Why Buy from YOU)
Kathi Kruse
krusecontrolinc.com
@kathikruse
Who is My Customer?
Kathi Kruse
krusecontrolinc.com
@kathikruse
What are My Goals?
Kathi Kruse
krusecontrolinc.com
@kathikruse
6. Promotion Strategy
(How you’re going to continually increase your fan base)

Kathi Kruse
krusecontrolinc.com
@kathikrus...
5 Tips to Grow
Your Network:
1.
2.
3.
4.
5.

Create posts that inspire people to share.
Advertise on Facebook
Add Social P...
Get Followers
•
•
•
•

Follow strategy
Unfollow strategy
TweetAdder
ManageFlitter

Kathi Kruse
krusecontrolinc.com
@kathik...
Keep Followers
•
•
•
•

Tweet Relevant Content Often
Converse
Share
Klout & Kred

Kathi Kruse
krusecontrolinc.com
@kathikr...
Know the #Fail
•
•
•
•
•
•

Only Tweeting a URL
Only # of followers matters
Broadcasting
Facebook ->Twitter & vice versa
L...
Kathi Kruse
krusecontrolinc.com
@kathikruse
7. Engagement Strategy
(How you’ll respond to fans & build community)

Kathi Kruse
krusecontrolinc.com
@kathikruse
Every Sale Starts with a Conversation

Listen  Ask Questions  Support
Build Relationship  Foster Leads & Sales
Kathi Kr...
LinkedIn Groups

*Consider LinkedIn Paid Version
Kathi Kruse
krusecontrolinc.com
@kathikruse
Spend 20+ Minutes/Day
Interacting (Prospecting)
Kathi Kruse
krusecontrolinc.com
@kathikruse
8. Conversion Strategy
(How you’ll turn your fans into customers)

Kathi Kruse
krusecontrolinc.com
@kathikruse
Facebook Organic Leads

Kathi Kruse
krusecontrolinc.com
@kathikruse
Paid Leads using Custom Tabs

Kathi Kruse
krusecontrolinc.com
@kathikruse
Capture Leads:
Lead
Generation
Landing Page

Kathi Kruse
krusecontrolinc.com
@kathikruse
Twitter
Prospecting

Kathi Kruse
krusecontrolinc.com
@kathikruse
9. Blog for Business
•Likable Expert
•Engagement
•Influence
•SEO (Visibility)
•Staff Participation
•Generate Leads

Kathi ...
Google Knowledge
Graph &
Hummingbird Update
•
•
•
•

Next Generation of Search
Knowledge (not just information)
Contextual...
Local Search & Online Ratings

Google Yourself!
Kathi Kruse
krusecontrolinc.com
@kathikruse
Best Blogging Platform:

Wordpress

Kathi Kruse
krusecontrolinc.com
@kathikruse
Characteristics of
Successful Blog
• Catchy Headlines
• 250 to 500+ Words
• High-Quality Optimized Content
• Frequent Upda...
What Do We
Write About?
(Content Strategy)
•
•
•
•
•
•
•
•

Customer FAQs
Spotlight Local Happenings
Employee Milestones
L...
Once Your Post
is Published
•
•
•
•
•
•

Syndicate on Social Media
Social Bookmarking
Seek out & Comment on Other Blogs
Sh...
Convert “See” & “Think”
Customer with Content

“See”
“Think”

“If a potential customer has read 30+ pieces
of your OWN con...
Convert “Do”
Customer

“DO”

• Facebook Ads
• Custom Tabs & Landing Pages
• Conversations: Facilitate the Buy

Kathi Kruse...
10. Measure & Analyze
(How you’ll establish ROI)

Kathi Kruse
krusecontrolinc.com
@kathikruse
Did You Meet Your Goals?

Measurement is about more than just results.
It must tie back to your objectives.
Kathi Kruse
kr...
“See”
“Think”
“Do”

10 Best Practices to Drive
Leads & Sales
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Cultivate a Presence Starring...
Be the 79%

Kathi Kruse
krusecontrolinc.com
@kathikruse
Check how your Facebook
Page measures up!

Facebook Page
Self-Assessment
Worksheet

Kathi Kruse
krusecontrolinc.com
@kathi...
Thank You!
Q&A
Kathi Kruse

Social Media Marketing,
Coaching & Training

krusecontrolinc.com
kathi@krusecontrolinc.com
714...
Kathi Kruse
krusecontrolinc.com
@kathikruse
Upcoming SlideShare
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Killer Tips to Master Social Selling (Digital Dealer 15)

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Published on

How to Leverage Social Media for Traffic, Leads and Sales

Published in: Marketing, Technology, Business

Killer Tips to Master Social Selling (Digital Dealer 15)

  1. 1. 10 Killer Tips to Master Social Selling How to Leverage Social Media for Traffic, Leads & Sales Kathi Kruse krusecontrolinc.com @kathikruse
  2. 2. What is Social Selling? Kathi Kruse krusecontrolinc.com @kathikruse
  3. 3. •Laser-Targeted Marketing •Digital Relationship Building •Self-Published Content Kathi Kruse krusecontrolinc.com @kathikruse
  4. 4. Kathi Kruse krusecontrolinc.com @kathikruse
  5. 5. Social Selling Goes Mainstream Study: 78.6% of salespeople who use Social Media as a selling tool outperform those who don’t. Kathi Kruse krusecontrolinc.com @kathikruse
  6. 6. Study: Why Aren’t You Using Social Media? Root Cause: Lack of Formalized Training Kathi Kruse krusecontrolinc.com @kathikruse
  7. 7. Consideration Stage See Think Do Audience People who buy and service cars. People who buy/service cars & are thinking they need to. People who buy/service cars, think they need to & are ready to buy right now. Kathi Kruse krusecontrolinc.com @kathikruse
  8. 8. 10 Killer Tips to Master Social Selling Kathi Kruse krusecontrolinc.com @kathikruse
  9. 9. 1. Cultivate a Presence Starring YOU! Kathi Kruse krusecontrolinc.com @kathikruse
  10. 10. 2. Design Reflects Who You Are Kathi Kruse krusecontrolinc.com @kathikruse
  11. 11. Complete Profile Kathi Kruse krusecontrolinc.com @kathikruse
  12. 12. 3. Customer-Centric Marketing Don’t Sell Something, Solve Something! Kathi Kruse krusecontrolinc.com @kathikruse
  13. 13. “Giver’s Gain” Kathi Kruse krusecontrolinc.com @kathikruse
  14. 14. 4. Solid Content Strategy (What you’re going to post, tweet, write about) Kathi Kruse krusecontrolinc.com @kathikruse
  15. 15. What is Content Strategy? Your mindset, culture & approach to delivering your customer’s information needs in all the places they’re searching for it, across each stage of the buying process. Kathi Kruse krusecontrolinc.com @kathikruse
  16. 16. “See” Customer “Think” Customer “Do” Customer Kathi Kruse krusecontrolinc.com @kathikruse
  17. 17. The Right Mix • 70% Personality • 20% Brand • 10% Products/Services Kathi Kruse krusecontrolinc.com @kathikruse
  18. 18. Key: Staff Participation Kathi Kruse krusecontrolinc.com @kathikruse
  19. 19. Awesome Tools to Save Time & Money PostPlanner Promo Code: KRUSECONTROL Kathi Kruse krusecontrolinc.com @kathikruse
  20. 20. 5. Develop Your Personal Brand Who are YOU? (Why Buy from YOU) Kathi Kruse krusecontrolinc.com @kathikruse
  21. 21. Who is My Customer? Kathi Kruse krusecontrolinc.com @kathikruse
  22. 22. What are My Goals? Kathi Kruse krusecontrolinc.com @kathikruse
  23. 23. 6. Promotion Strategy (How you’re going to continually increase your fan base) Kathi Kruse krusecontrolinc.com @kathikruse
  24. 24. 5 Tips to Grow Your Network: 1. 2. 3. 4. 5. Create posts that inspire people to share. Advertise on Facebook Add Social Plugins to Blog/Website Email signature Business card QR Code Kathi Kruse krusecontrolinc.com @kathikruse
  25. 25. Get Followers • • • • Follow strategy Unfollow strategy TweetAdder ManageFlitter Kathi Kruse krusecontrolinc.com @kathikruse
  26. 26. Keep Followers • • • • Tweet Relevant Content Often Converse Share Klout & Kred Kathi Kruse krusecontrolinc.com @kathikruse
  27. 27. Know the #Fail • • • • • • Only Tweeting a URL Only # of followers matters Broadcasting Facebook ->Twitter & vice versa Lack of conversation Auto Responders Kathi Kruse krusecontrolinc.com @kathikruse
  28. 28. Kathi Kruse krusecontrolinc.com @kathikruse
  29. 29. 7. Engagement Strategy (How you’ll respond to fans & build community) Kathi Kruse krusecontrolinc.com @kathikruse
  30. 30. Every Sale Starts with a Conversation Listen  Ask Questions  Support Build Relationship  Foster Leads & Sales Kathi Kruse krusecontrolinc.com @kathikruse
  31. 31. LinkedIn Groups *Consider LinkedIn Paid Version Kathi Kruse krusecontrolinc.com @kathikruse
  32. 32. Spend 20+ Minutes/Day Interacting (Prospecting) Kathi Kruse krusecontrolinc.com @kathikruse
  33. 33. 8. Conversion Strategy (How you’ll turn your fans into customers) Kathi Kruse krusecontrolinc.com @kathikruse
  34. 34. Facebook Organic Leads Kathi Kruse krusecontrolinc.com @kathikruse
  35. 35. Paid Leads using Custom Tabs Kathi Kruse krusecontrolinc.com @kathikruse
  36. 36. Capture Leads: Lead Generation Landing Page Kathi Kruse krusecontrolinc.com @kathikruse
  37. 37. Twitter Prospecting Kathi Kruse krusecontrolinc.com @kathikruse
  38. 38. 9. Blog for Business •Likable Expert •Engagement •Influence •SEO (Visibility) •Staff Participation •Generate Leads Kathi Kruse krusecontrolinc.com @kathikruse
  39. 39. Google Knowledge Graph & Hummingbird Update • • • • Next Generation of Search Knowledge (not just information) Contextual Meaning (User Intent) Word Relationship “Semantic Search” Kathi Kruse krusecontrolinc.com @kathikruse
  40. 40. Local Search & Online Ratings Google Yourself! Kathi Kruse krusecontrolinc.com @kathikruse
  41. 41. Best Blogging Platform: Wordpress Kathi Kruse krusecontrolinc.com @kathikruse
  42. 42. Characteristics of Successful Blog • Catchy Headlines • 250 to 500+ Words • High-Quality Optimized Content • Frequent Updates • Relevant Image/Videos • Staff Participation (Crowdsource) • Comments • Contact Form Kathi Kruse krusecontrolinc.com @kathikruse
  43. 43. What Do We Write About? (Content Strategy) • • • • • • • • Customer FAQs Spotlight Local Happenings Employee Milestones Legacy Stories Dealership Causes Video Blog Customer Reviews Inventory Kathi Kruse krusecontrolinc.com @kathikruse
  44. 44. Once Your Post is Published • • • • • • Syndicate on Social Media Social Bookmarking Seek out & Comment on Other Blogs Share Your Post with Target Customers Email RSS Feed & Newsletters Convert Posts to eBook Kathi Kruse krusecontrolinc.com @kathikruse
  45. 45. Convert “See” & “Think” Customer with Content “See” “Think” “If a potential customer has read 30+ pieces of your OWN content, you have an 80% better chance of closing the sale.” Marcus Sheridan TheSalesLion.com Kathi Kruse krusecontrolinc.com @kathikruse
  46. 46. Convert “Do” Customer “DO” • Facebook Ads • Custom Tabs & Landing Pages • Conversations: Facilitate the Buy Kathi Kruse krusecontrolinc.com @kathikruse
  47. 47. 10. Measure & Analyze (How you’ll establish ROI) Kathi Kruse krusecontrolinc.com @kathikruse
  48. 48. Did You Meet Your Goals? Measurement is about more than just results. It must tie back to your objectives. Kathi Kruse krusecontrolinc.com @kathikruse
  49. 49. “See” “Think” “Do” 10 Best Practices to Drive Leads & Sales 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Cultivate a Presence Starring YOU! Design Reflects Who You Are Customer-Centric Marketing Solid Content Strategy Define Your Personal Brand Promotion Strategy Engagement Strategy Conversion Strategy Blog for Business Measure & Analyze Kathi Kruse krusecontrolinc.com @kathikruse
  50. 50. Be the 79% Kathi Kruse krusecontrolinc.com @kathikruse
  51. 51. Check how your Facebook Page measures up! Facebook Page Self-Assessment Worksheet Kathi Kruse krusecontrolinc.com @kathikruse
  52. 52. Thank You! Q&A Kathi Kruse Social Media Marketing, Coaching & Training krusecontrolinc.com kathi@krusecontrolinc.com 714.251.6440 Facebook: kathikruse Twitter: @kathikruse LinkedIn: krusecontrol Kathi Kruse krusecontrolinc.com @kathikruse
  53. 53. Kathi Kruse krusecontrolinc.com @kathikruse
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