Warm Calling through a Social Sales Funnel

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Presentation on the Social Sales Funnel given to participants of the BizEdge Sales Crash Course sponsored by the South Florida Business Journal

Presentation on the Social Sales Funnel given to participants of the BizEdge Sales Crash Course sponsored by the South Florida Business Journal

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  • 1. Warm Calling through Social Sales Funnel Intro to Inbound Marketing Dr. Jim Barry April, 2014
  • 2. © 2014 Social Content Marketing  Do NOT distribute Slide 2 Warm Calling through Social Media Today’s Buyer is More Informed 90% of C-Level do not Answer Cold-Calls (HBR)
  • 3. © 2014 Social Content Marketing  Do NOT distribute Slide 3 Warm Calling through Social Media Today’s Buyer/Consumer • Does not want to be sold • Has power to tune out ads • Has attention deficit • Gets advice mainly from peers & experts • Interested in brand story more than offerings
  • 4. © 2014 Social Content Marketing  Do NOT distribute Slide 4 Warm Calling through Social Media What Buyers/Consumers Expect • Real-time information • Transparency with all secrets divulged • Try before buy FREE Trials
  • 5. © 2014 Social Content Marketing  Do NOT distribute Slide 5 Outbound Marketing is Disappearing
  • 6. © 2014 Social Content Marketing  Do NOT distribute Slide 6 Inbound Marketing: The Case of River Pool & Spas
  • 7. © 2014 Social Content Marketing  Do NOT distribute Slide 7 Content & Context Marketing Strategies Permissive Inbound Marketing • Non-Interrupting • Search Engine • Content Trust Optimized Content Marketing • Social/Search/Content • Video/Imagery • Sales Nurturing 2005 - Present 2009 - Present
  • 8. © 2014 Social Content Marketing  Do NOT distribute Slide 8 Warm Calling through Social Media Content Marketing (CM) went Mainstream in 2013 93% use CM 90% use CM
  • 9. © 2014 Social Content Marketing  Do NOT distribute Slide 9 Content & Context Marketing Strategies More information in past 2 years than in entire history!
  • 10. © 2014 Social Content Marketing  Do NOT distribute Slide 10 Content & Context Marketing Strategies Permissive Inbound Marketing • Non-Interrupting • Search Engine • Content Trust Optimized Content Marketing • Social/Search/Content • Video/Imagery • Sales Nurturing Real-Time SoLoMo Context Marketing • Geofencing • Hyper-targeting • Anticipated Needs 2005 - Present 2009 - Present 2011 - Present
  • 11. © 2014 Social Content Marketing  Do NOT distribute Slide 11 New Marketing & Sales Funnel B2B buyers are two-thirds to 80% of the way to a buying decision before they reach out to a vendor or sales person* * Forrester
  • 12. © 2014 Social Content Marketing  Do NOT distribute Slide 12 Content Marketing Strategies Strategy Format ContextEngagement Voice Objective MoFuToFu BoFu • Top of Funnel (Tofu) • Blogs • Ads • eBooks & Whitepapers • “How to” Guides • Videos • Checklists & Tip Sheets • Middle of Funnel (MoFu) • More In-depth Niche Oriented Content • Webinars • FAQ Sheets • Case Studies • Newsletters • Podcasts • Bottom of Funnel (BoFu) • Free Trial Apps • Pricing Estimates • Demos • Demos • Coupons • Consultations
  • 13. © 2014 Social Content Marketing  Do NOT distribute Slide 13 Content Marketing Objectives Strategy Format ContextEngagement Voice Objective ToFu
  • 14. © 2014 Social Content Marketing  Do NOT distribute Slide 14 Top of Funnel (ToFu) Objectives •Win Attention of Leads not Yet Interested in You •Get attention •Establish relevance to the topic •Support your branding
  • 15. © 2014 Social Content Marketing  Do NOT distribute Slide 15 Support Your Branding •Search discovery through: • Persona pain research • Blog SEO •Brand advertising awareness through: • Native ads • Retargeting •Brand recall through • Brand storytelling • Visuals
  • 16. © 2014 Social Content Marketing  Do NOT distribute Slide 16 Top of Funnel (ToFu) Objectives •Establish Trust and Thought Leadership • Light content that: • Demonstrates problem understanding • Builds a trail of trustworthiness • Permissive content that • Expects nothing in return • Avoids brand mention
  • 17. © 2014 Social Content Marketing  Do NOT distribute Slide 17 Top of Funnel (ToFu) Objectives Top of Funnel Blogsvs. Which technique allows the best opportunity to create trust? Lead Generation Call Content Blocks O Top 10 considerations for calculating HOA special assessments 8 ways to generate residential property revenue beyond rents and dues A guideline for minimizing community property security expenditures Tips on surviving the South Florida condo meltdown 7 property manager steps for running profitably community socials Top 10 reasons why property managers fail to balance budgets 6 reasons why HOAs lose their grip on delinquent collections Using special assessments and credit lines in lieu of annual due increases 12 ways to boost tenant referrals and renewals How to adequately account for hurricane preparation expenditures
  • 18. © 2014 Social Content Marketing  Do NOT distribute Slide 18 Content Marketing Objective Strategy Format ContextEngagement Voice Objective MoFu
  • 19. © 2014 Social Content Marketing  Do NOT distribute Slide 19 Middle of Funnel (MoFu) Objectives •Start Introducing Content that is About You • Educate prospects • Start to engage them • Escort them deeper into your content with email newsletter subscriptions and social media
  • 20. © 2014 Social Content Marketing  Do NOT distribute Slide 20 Content Marketing Strategies Strategy Format ContextEngagement Voice Objective BoFu
  • 21. © 2014 Social Content Marketing  Do NOT distribute Slide 21 Bottom of Funnel (BoFu) Objectives • Turn “suspects” into prospects • Capitalize on trustworthy trail of content • Inspire visitors • Start a conversation • Offer incentives to try
  • 22. © 2014 Social Content Marketing  Do NOT distribute Slide 22 Content Objective Strategy Format ContextEngagement Voice Objective InformativeInstructional Emotional
  • 23. © 2014 Social Content Marketing  Do NOT distribute Slide 23 Content Objective Useful, relevant content • Instruction should be in video • Informative should be pictorial (e.g., styles) • Emotional rules the day FAQs How-to’s Entertainment
  • 24. © 2014 Social Content Marketing  Do NOT distribute Slide 24 Content Objective
  • 25. © 2014 Social Content Marketing  Do NOT distribute Slide 25 Emotional Content Creating Heartfelt Moments
  • 26. © 2014 Social Content Marketing  Do NOT distribute Slide 26 Emotional Content Humor Trumps All Content
  • 27. © 2014 Social Content Marketing  Do NOT distribute Slide 27 Content Marketing Approach Strategies Strategy Format ContextEngagement Voice Objective Marketing
  • 28. © 2014 Social Content Marketing  Do NOT distribute Slide 28 Top of Mind Frame of Mind Friend of Mine Top of Funnel Marketing Approaches Top of Funnel Approach
  • 29. © 2014 Social Content Marketing  Do NOT distribute Slide 29 Top of Mind Awareness Traditional Concept • Online Displays - Brand Attention • Feathers – Blogging and Microblogging AFLAC!!!
  • 30. © 2014 Social Content Marketing  Do NOT distribute Slide 30 Aligned Subscribed Traced Frame of Mind Frame of Mind
  • 31. © 2014 Social Content Marketing  Do NOT distribute Slide 31 Frame of Mind Awareness – Lead Nurturing Articles & Tutorials •Top 10 considerations for calculating HOA special assessments •8 ways to generate residential property revenue beyond rents and dues •A guideline for minimizing community property security expenditures •Tips on surviving the South Florida condo meltdown •7 property manager steps for running profitably community socials Video Blogs •Top 10 reasons why property managers fail to balance budgets •6 reasons why HOAs lose their grip on delinquent collections •Using special assessments and credit lines in lieu of annual due increases Podcasts •12 ways to boost tenant referrals and renewals •How to adequately account for hurricane preparation expenditures •Securing lines of credit for property management overruns {Awareness of Need The Case of a Property Manager Accountant
  • 32. © 2014 Social Content Marketing  Do NOT distribute Slide 32 Frame of Mind Awareness – Lead Nurturing eBook •Securing lines of credit for HOAs •How to manage bank foreclosures as rentals •Unlock the secrets to maximizing community property cash flow Targeted e-Newsletter •Property management positions posted on LinkedIn •Interview with Continental Group on COA/HOA collections challenges •New property developments •Preview of March 2012 South Florida PM-EXPO {Information Search
  • 33. © 2014 Social Content Marketing  Do NOT distribute Slide 33 Frame of Mind Awareness – Lead Nurturing Product Review • Review of top rated residential property management software Webinar • Unlock the secrets to maximizing community property cash flow Case Study • How one company renovated properties in a tough economy {Evaluation of Alternatives
  • 34. © 2014 Social Content Marketing  Do NOT distribute Slide 34 Frame of Mind Awareness – Lead Nurturing
  • 35. © 2014 Social Content Marketing  Do NOT distribute Slide 35 Frame of Mind Awareness – Lead Nurturing
  • 36. © 2014 Social Content Marketing  Do NOT distribute Slide 36 Sideways Marketing • Native apps • Real-time relevancy • Self serve Friend of Mine Awareness
  • 37. © 2014 Social Content Marketing  Do NOT distribute Slide 37 Content Marketing Audience Strategies Strategy Format ContextEngagement Voice Objective Marketing Audience
  • 38. © 2014 Social Content Marketing  Do NOT distribute Slide 38 Seekers Amplifiers Joiners Developing Proprietary Audiences Potential Proprietary Audiences Source: Audience, Jeffrey Rohrs
  • 39. © 2014 Social Content Marketing  Do NOT distribute Slide 39 Developing Proprietary Audiences SEEKERS AMPLIFIERS JOINERS Browsers Advocates Customers Listeners Analysts Diners Prospects Commenters Donors Readers Creators Employees Searchers Influencers Fans Shoppers Reporters Followers Viewers Reviewers Partnerships Visitors Sharers Subscribers Source: Audience, Jeffrey Rohrs
  • 40. © 2014 Social Content Marketing  Do NOT distribute Slide 40 Getting Audiences to R-A-I-S-E Your Content REACH ADVOCATE INFLUENCE SUBSCRIBE ENGAGE Getting Audiences to R-A-I-S-E Your Content
  • 41. © 2014 Social Content Marketing  Do NOT distribute Slide 41 Situational Triggers Passion Key Influencers Encountering Ready Audience Audience Encounters
  • 42. © 2014 Social Content Marketing  Do NOT distribute Slide 42 Encountering Ready Audience- Triggers
  • 43. © 2014 Social Content Marketing  Do NOT distribute Slide 43 Encountering Ready Audience- Triggers
  • 44. © 2014 Social Content Marketing  Do NOT distribute Slide 44 Encountering Ready Audience- Triggers
  • 45. © 2014 Social Content Marketing  Do NOT distribute Slide 45 Encountering Ready Audience – Passion/Influencer
  • 46. © 2014 Social Content Marketing  Do NOT distribute Slide 46 Encountering Ready Audience – Passion/Influencer
  • 47. © 2014 Social Content Marketing  Do NOT distribute Slide 47 Content Marketing Relationship Strategies Strategy Format ContextEngagement Voice Objective Marketing Audience Relational
  • 48. © 2014 Social Content Marketing  Do NOT distribute Slide 48 Content Marketing Relational Strategies
  • 49. © 2014 Social Content Marketing  Do NOT distribute Slide 49 Thought Leader High Exposure Unique Perspective Relationship Marketing Strategy – Know Know
  • 50. © 2014 Social Content Marketing  Do NOT distribute Slide 50 Thought Leadership • Influence marketing • Social networking • Blogging Know You
  • 51. © 2014 Social Content Marketing  Do NOT distribute Slide 51 High Exposure • Microblogging • Daily posts • Quality content Know You
  • 52. © 2014 Social Content Marketing  Do NOT distribute Slide 52 Unique Perspective • Recognized persona • Challenges norms • Represents a culture Know You
  • 53. © 2014 Social Content Marketing  Do NOT distribute Slide 53 Relationship Marketing Strategy – Likeability Authentic Inspirational Engaged Listener Shared Values Passionate Empathetic Likeability
  • 54. © 2014 Social Content Marketing  Do NOT distribute Slide 54 Inspirational Creates an Emotional Connection Likeability
  • 55. © 2014 Social Content Marketing  Do NOT distribute Slide 55 Listen and Empathize • User generated content • Fan feedback • Blog comment responding • Following brand sentiment Likeability
  • 56. © 2014 Social Content Marketing  Do NOT distribute Slide 56 Share Values • Aspiring personas • Common cause • Aligned life styles Likeability 41M Twitter followers The Pioneer Woman Millions of Subscribers Lady Gaga
  • 57. © 2014 Social Content Marketing  Do NOT distribute Slide 57 Relationship Marketing Strategy – Trust Expertise Benevolence Transparent Customer Oriented Trust
  • 58. © 2014 Social Content Marketing  Do NOT distribute Slide 58 TRUST – Resembles a Cocktail PartyTrust Resembles a Cocktail Party
  • 59. © 2014 Social Content Marketing  Do NOT distribute Slide 59 Expertise through Content • Let target audience know “you know their business” • Let content do the talking TRUST – Expertise & Customer Orientation
  • 60. © 2014 Social Content Marketing  Do NOT distribute Slide 60 TRUST - Expertise Articles & Tutorials •Top 10 considerations for calculating HOA special assessments •8 ways to generate residential property revenue beyond rents and dues •A guideline for minimizing community property security expenditures •Tips on surviving the South Florida condo meltdown •7 property manager steps for running profitably community socials Video Blogs •Top 10 reasons why property managers fail to balance budgets •6 reasons why HOAs lose their grip on delinquent collections •Using special assessments and credit lines in lieu of annual due increases Podcasts •12 ways to boost tenant referrals and renewals •How to adequately account for hurricane preparation expenditures •Securing lines of credit for property management overruns {Awareness of Need This accountant shows expertise in cash flow & knowledge of property mgmt.
  • 61. © 2014 Social Content Marketing  Do NOT distribute Slide 61 Non-Opportunistic Behaviors • Make contributions without expectations • Build a trail of “objective” content • WAIT! TRUST - Benevolence
  • 62. © 2014 Social Content Marketing  Do NOT distribute Slide 62 Communicate • Openly and candidly • Frequently • Across all channels • With no vetting TRUST - Transparency
  • 63. © 2014 Social Content Marketing  Do NOT distribute Slide 63 Content Marketing Format Strategy Format ContextEngagement Voice Objective Content
  • 64. © 2014 Social Content Marketing  Do NOT distribute Slide 64 Visual, Visual, Visual • Content overload pushes short-form text • Hummingbird pushes long-form • Return of podcasting • Video rules the day – 50x search results Content Format
  • 65. © 2014 Social Content Marketing  Do NOT distribute Slide 65 Content Marketing Format Strategy Format ContextEngagement Voice Objective Content Origin
  • 66. © 2014 Social Content Marketing  Do NOT distribute Slide 66 Spread Content • Evergreen content builds thought leadership • Repurposing maximizes exposure • Curating builds audiences • User generated builds community engagement Content Origin
  • 67. © 2014 Social Content Marketing  Do NOT distribute Slide 67 Content Marketing Format Strategy Format ContextEngagement Voice Objective Content Origin Media
  • 68. © 2014 Social Content Marketing  Do NOT distribute Slide 68 Trends • Native ads • Pay for play rules the day • Ownership on the rise for subscription targeting Media Selection Paid Placements Earned Publicity Owned Content Media
  • 69. © 2014 Social Content Marketing  Do NOT distribute Slide 69 SoLoMo Context Strategy Format ContextEngagement Voice Objective Social Local Mobile Where I Want When I Want
  • 70. © 2014 Social Content Marketing  Do NOT distribute Slide 70 Big Data helping SoLoMo • Mobile overtaking desktop • Geo-fencing & big data • Real-time hyper-targeting • Wearables & IoT Context Origin
  • 71. © 2014 Social Content Marketing  Do NOT distribute Slide 71 Engagement Strategies Strategy Format ContextEngagement Voice Objective REMARKable SHAREworthy LINKable
  • 72. © 2014 Social Content Marketing  Do NOT distribute Slide 72 REMARKability requires • More than an article • Something thought provoking or controversial • Opinion seeking Engagement Strategies - REMARKability Poll Debate Feedback REMARKability
  • 73. © 2014 Social Content Marketing  Do NOT distribute Slide 73 SHAREworthiness requires • Breaking news • Heartfelt moments • Fan involvement • Humor • Surprise • Empathy Engagement Strategies - SHAREworthiness Emotion Timely About Fans SHAREworthiness
  • 74. © 2014 Social Content Marketing  Do NOT distribute Slide 74 SHAREworthiness requires According to Jonah Berger, professor of Wharton, there are six attributes which make content shareable: • Social currency: This refers to content which is of high interest and transfer a kind of status due to being shares. A prime example of such content is the editorial content at AllThingsD or Mashable, that puts stress on a kind of insider knowledge. Another great example is the content which is written whenever a new iPhone model is released for sale. • Triggers: This evokes a special feeling or memory within the recipients. Examples of this are the “Friday” song by Rebecca Black getting more popular on Fridays. • Emotional: Emotional content with a high arousal factor frequently gets shared. Examples would be the disappearance of Flight MH370 and the anniversary of 9/11. • Public: These are things other people do and are observed by others. If one starts a NGO for flood victims, efforts by other people also increase in an exponential manner due to prominent visual cues. • Stories: Storytelling can offer value and perspective propositions in a palatable manner. This can take the form of a story inserted within an advertisement. • Practical value: A few websites focus on specific content to solve particular issues. They focus on a particular target audience to drive home the message. The website “LifeHacker” can be cited as an example of this. Engagement Strategies - SHAREworthiness
  • 75. © 2014 Social Content Marketing  Do NOT distribute Slide 75 LINKworthiness requires • Source of validation • Guest content • Reviews & awards Engagement Strategies - LINKworthiness Original Data Guests Reviews SHAREworthiness
  • 76. © 2014 Social Content Marketing  Do NOT distribute Slide 76 Voice Strategies Strategy Format ContextEngagement Voice Objective Authentic Consistent Personal
  • 77. © 2014 Social Content Marketing  Do NOT distribute Slide 77 Authentic voice: • Natural • Personal • Sincere VOICE - Authentic
  • 78. © 2014 Social Content Marketing  Do NOT distribute Slide 78 Consistently Build off the Same Theme • Uniform look and feel • Regularly updated content • Familiar brand narrative VOICE - Consistency vs.
  • 79. © 2014 Social Content Marketing  Do NOT distribute Slide 79 Be Real • Drop the corporate speak • View prospects as friends • FIND YOUR PERSONA VOICE - Personal
  • 80. © 2014 Social Content Marketing  Do NOT distribute Slide 80 Content & Inbound Marketing Strategies Strategy Format ContextEngagement Voice Objective
  • 81. © 2014 Social Content Marketing  Do NOT distribute Slide 81 Warm Calling through Content Marketing What Buyers/Consumers Expect • Wait until you are invited • Offer FREE contributions to problem solving • Let your content do the talking • Let them know, like & trust you • Provide something useful, relevant & entertaining • Anticipate real-time hyper-targeted needs • Have a consistent voice that is real & personal
  • 82. © 2014 Social Content Marketing  Do NOT distribute Slide 82 Content Marketing Strategies Nichole Kelly Social Media Explorer SME Digital