social media done with
purpose
mana ionescu, lightspandigital.com
mana@lightspandigital.com
@manamica
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Problem
Small Businesses spend only 3% of their ad
budget on digital marketing as c...
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Truth
Many small-business executives are not fully aware of all the digital-
advert...
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Challenge
Learn
Prepare
Execute
Evaluate
MANA IONESCU, LIGHTSPANDIGITAL.COM
Prepare
Goals
Commitment
Narrative
Staff
Strategy and a plan
MANA IONESCU, LIGHTSPANDIGITAL.COM
Xecution
Think
Read
Write (not necessarily in this order)
Do
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Community
Narrative
Who are you, really?
What are you passionate about?
What do we ...
MANA IONESCU, LIGHTSPANDIGITAL.COM
A content tree
MANA IONESCU, LIGHTSPANDIGITAL.COM
<<<<MY EMAIL
PAUL’S RESPONSE>>>
Narrative
MANA IONESCU, LIGHTSPANDIGITAL.COM
Showcase products:
• Pictures of products
• Videos of products or
videos from the field...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Infographics publishing sites like
Visual.ly offer additional exposure to
your brand an...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Strategy And a Plan
Goals
Social
focus
Strategies
Tactical
focus
Measure
of success
X c...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Use Tools
Find and add targets to Twitter lists using
SocialBro
Set up a management das...
MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon
Find Your Targets:
Twitter
MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon
Find Your Targets:
LinkedIn
MANA IONESCU, LIGHTSPANDIGITAL.COM
Finish the
Foundation
Step 1: Build your lists:
Google+ Circles
Twitter Lists
Facebook ...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Convert
Monitor
Chat
Collect Data
Activate
Follow up
MANA IONESCU, LIGHTSPANDIGITAL.COM
“Read” Your Targets
My Targets What Motivates Them Approach
Journalists
§ High Social M...
MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon
Focus: Your
Attention
MANA IONESCU, LIGHTSPANDIGITAL.COM
Drive action
Always have an ask
Validate + State + Ask
Links. Always!
Follow up
Follow ...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Activate
MANA IONESCU, LIGHTSPANDIGITAL.COM
Connect into Your
B2B Sales Process
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Routine
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Social Media Lead Generation for B2B

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Social Media Lead Generation for B2B

  1. 1. social media done with purpose mana ionescu, lightspandigital.com mana@lightspandigital.com @manamica
  2. 2. MANA IONESCU, LIGHTSPANDIGITAL.COM The Problem Small Businesses spend only 3% of their ad budget on digital marketing as compared to 15% the average national spend.
  3. 3. MANA IONESCU, LIGHTSPANDIGITAL.COM The Truth Many small-business executives are not fully aware of all the digital- advertising options available to them. And to the extent that they are aware of those options, they are often not sure what to do with them. This is why digital-advertising activity in the U.S. is driven by large companies. The Boston Consulting Group Study (published March 2013): https://www.bcgperspectives.com/content/articles/digital_economy_marketing_sales_unlocking_ digital_marketing_small_businesses/
  4. 4. MANA IONESCU, LIGHTSPANDIGITAL.COM The Challenge Learn Prepare Execute Evaluate
  5. 5. MANA IONESCU, LIGHTSPANDIGITAL.COM Prepare Goals Commitment Narrative Staff Strategy and a plan
  6. 6. MANA IONESCU, LIGHTSPANDIGITAL.COM Xecution Think Read Write (not necessarily in this order) Do
  7. 7. MANA IONESCU, LIGHTSPANDIGITAL.COM The Community Narrative Who are you, really? What are you passionate about? What do we want others to say about you? Why are you doing this? How do you plan to change status-quo?
  8. 8. MANA IONESCU, LIGHTSPANDIGITAL.COM A content tree
  9. 9. MANA IONESCU, LIGHTSPANDIGITAL.COM <<<<MY EMAIL PAUL’S RESPONSE>>> Narrative
  10. 10. MANA IONESCU, LIGHTSPANDIGITAL.COM Showcase products: • Pictures of products • Videos of products or videos from the field • Industry infographics Narrative Who thought trucking can be “social media sexy”? BigRigTalk’s Trucking 101 tips get over 10,000 views per episode.
  11. 11. MANA IONESCU, LIGHTSPANDIGITAL.COM Infographics publishing sites like Visual.ly offer additional exposure to your brand and website.
  12. 12. MANA IONESCU, LIGHTSPANDIGITAL.COM Strategy And a Plan Goals Social focus Strategies Tactical focus Measure of success X clients per year Get xy leads from website via content marketing Increase website traffic and SEO by publishing content that out- teaches the competition and positions us as thought-leaders • Increase website traffic through blogging • Improve traffic and key- phrase-specific SEO through guest blogging • %traffic to blog vs total site traffic • % change in key-phrase rank • increase in lead data capture from blog • Lead quality score Get xy leads from website via social outreach Increase website traffic share from social outreach • Daily social media workouts(tm) • Distribute content (smartly) through social networks • % social traffic • % traffic by channel • data capture from social • lead quality score
  13. 13. MANA IONESCU, LIGHTSPANDIGITAL.COM Use Tools Find and add targets to Twitter lists using SocialBro Set up a management dashboard: Hootsuite, SproutSocial, Sendible are our faves Set up an analytics dashboard
  14. 14. MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon Find Your Targets: Twitter
  15. 15. MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon Find Your Targets: LinkedIn
  16. 16. MANA IONESCU, LIGHTSPANDIGITAL.COM Finish the Foundation Step 1: Build your lists: Google+ Circles Twitter Lists Facebook groups LinkedIn Saved Searches and Folders RSS Subscription folder and bundles Step 2: Watch, read and curate
  17. 17. MANA IONESCU, LIGHTSPANDIGITAL.COM Convert Monitor Chat Collect Data Activate Follow up
  18. 18. MANA IONESCU, LIGHTSPANDIGITAL.COM “Read” Your Targets My Targets What Motivates Them Approach Journalists § High Social Media numbers § Quality introductions to sources § Genuine people not PRish § Share and give credit § Listen and offer help § Be real, don’t pitch New runners § Finishing that first race § Getting fit § Give them tips § Listen and offer help § Offer inspiration
  19. 19. MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon Focus: Your Attention
  20. 20. MANA IONESCU, LIGHTSPANDIGITAL.COM Drive action Always have an ask Validate + State + Ask Links. Always! Follow up Follow up Follow up
  21. 21. MANA IONESCU, LIGHTSPANDIGITAL.COM Activate
  22. 22. MANA IONESCU, LIGHTSPANDIGITAL.COM Connect into Your B2B Sales Process
  23. 23. MANA IONESCU, LIGHTSPANDIGITAL.COM The Routine
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