Generating Leads Through Social Networking For Slide Share

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Illustrates our proprietary approach for helping clients develop effective strategies for generating leads through by aligning sales strategy with social media opportunities

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Generating Leads Through Social Networking For Slide Share

  1. 1. Tools Technology Networks Gener at ing Leads t hrSocial Generating Leads through ough Social Net wor king Networking Mike Watson – Director Sound Solutions Marketing © Mike Watson
  2. 2. Presentation Overview • Brief Introduction to social networking • Developing a social networking strategy for your business • How it should link with your sales process • A model for lead generation • Applying social networks to sales and marketing • Creating a social network implementation plan • The benefits of social networking for business • Six steps to success in social network lead generation © Mike Watson
  3. 3. A Definition of Social Media • A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services. • Social networking has encouraged new ways to communicate and share information. Social networking websites are being used regularly by millions of people. © Mike Watson
  4. 4. The Issue of Terminology • Generating leads in social networking parlance also means: – Making friends – Linking with colleagues – Building communities – Connecting with groups – Finding target profiles – And MOREOVER requires no blatant selling © Mike Watson
  5. 5. Is there an opportunity? • Where does this leave businesses looking for sales opportunities: – Old school marketing principles have been challenged – The social web requires new thinking, tools and techniques – First you must develop a strategic platform for understanding the opportunities and costs for generating business from social networking © Mike Watson
  6. 6. How well do you Lead Generation in the Digital Landscapedata? Contact Data Prospects manage your Management Customers New Data Database CRM System Direct Do your markets Telemarketing Mail respond to traditional Sales Campaigns Advertising Email Force sales & marketing? E- Shots E-Surveys Is your digital E-News Mobile marketing effective? Marketing Content Key Words RSS Website SEO Your Microsites Is your website Website optimised and SEM Chat/Call me up-to-date? User Analytics Generated Links out Content Online The Links Advertising World Wide Online Social Affiliate Is your business Web Directories Networks Marketing connected? © Mike Watson
  7. 7. How well do you Lead Generation in the Digital Landscapedata? Contact Data Prospects manage your Management Customers New Data Database CRM System Direct Do your markets Telemarketing Mail respond to traditional Sales Campaigns Advertising Email Force sales & marketing? E- Shots E-Surveys Is your digital E-News Mobile marketing effective? Marketing Content Key Words RSS Website SEO Your Microsites Is your website Website optimised and SEM Chat/Call me up-to-date? User Analytics Generated Links out Content Online The Links Advertising World Wide Online Social Affiliate Is your business Web Directories Networks Marketing connected? © Mike Watson
  8. 8. Lead Generation in Social Networking Context Engagement Tools Lead Funnel Content Universe of Opportunities Networks Hot Topics Members Suspects Research Friends Prospects Products Groups Enquiries Services Blogs/Forums Innovation Customers Events News Advocates Building Communities Campaigns Creating Dialogue Data Capture © Mike Watson
  9. 9. Developing a What’s the buzz? Developing Social Networking a Social Networking BusinessBusiness Development Network reviews, Strategy Business Strategy Topics, Key words Market Research Product Innovation Channel Development Agility and ability to meet Sales Force Mgmt changing market Thought Leadership needs and emerging Opportunity Campaigns/Promotions Research technologies where relevant Network Network Development Objectives Social Analysis & ROI Network Resources Strategy Network Content Creation Production User-generated-content Recruiting members Network Branding & Design Managing members Participation Message development & copy Content programme Photography & Video Impact on business Departmental and personal roles Cost v benefits Observing, taking part, leading, groups, profiles, events, forums, blogs © Mike Watson
  10. 10. Developing a Lead Generation, Your Sales Developing Your Sales Strategy Solution Lead Qualification, Possible Contact Strategy Pipeline Mgmt, Statement, SWOT Features & Benefits, Prospect Research: Proposals Line of business, Presentations Lead products and services, Closing Review people, presence on Up Selling social networks Cross Selling Gaining First Commitment Meeting The Sales Cycle Sales Market/Client Needs Strategy Discussing Managing Need Feedback Positive Feedback: Areas Buying signals Developing Open Questions Negative Feedback: Conversations Closed Questions Objections, Needs map Misunderstandings, Drawbacks Authority, Testimonials Buying Group, Timescales, Budget © Mike Watson
  11. 11. Connecting Sales Strategy to Network Activities Lead Opportunity Review Research Gaining First Network Network Commitment Meeting Development Options Social Sales Strategy Alignment Network Strategy Discussing Managing Network Content Need Feedback Creation Production Areas Developing Network Conversations Participation In other words: Ensure social networking supports the sales and marketing process. Even better: Ensure sales & marketing use social networking sites, tools and technologies to help the organisation achieve its objectives. © Mike Watson
  12. 12. Social Network Application Areas for Sales & Marketing Sales Personal Account Networking Management (Lead Generation) Channel Business Development Development Customer RFP Support Service New Customers Business Campaigns/Promos Customer (Lead Generation) Research Brand/Corporate Customer Networking Satisfaction (Lead Generation) Product News Development Advisory Market Research Panels © Mike Watson © Mike Watson Marketing
  13. 13. Examples of Social Networks Applied to Sales & Marketing e.g. Sales Personal Customer Networking Support Bespoke Collaboration Network Sales & New Marketing Customers Business Intranet Brand/Corporate Networking Customer Research & Development © Mike Watson © Mike Watson Marketing
  14. 14. Social Networking Implementation Plan: Key Elements Business Possible Roles & Needs & Networks Resources Goals & Platforms Launch, Product & Best Recruit & Service Practice Promote Focus Examples Plan Target Keywords & Content Audience Tags for Production Profile Search Plan Key Analysis & Timescales Competitors Development & Activity © Mike Watson
  15. 15. The Benefits of Social Networking 1. Build connections and gain new customers 2. Boost brand equity and create a stronger reputation 3. Establish and build quality customer relationships 4. Position yourself as a leader in your industry and Subject Matter Expert 5. Create high-quality links to your website to boost SEO © Mike Watson
  16. 16. Summary – Six Key Steps to Success in Generating Leads through Social Networking 1. Carry-out research to find your customers in the social media space and be there too 2. Develop a social networking strategy document ensuring the strategy links with your current marketing and sales activity and business goals 3. Marketing: Focus on ‘thought-leadership’ and your USPs to carve out niche customer segments. Allocate marketing budget and resources to ensure strategy is sustainable. Consider outsourcing 4. Sales: Utilise ‘give-to-get’ philosophy to build profitable relationships 5. Plan and prepare to provide content that is relevant and in demand and build your own customised network when ready 6. Grow your networking activities based on successes, market trends in your space and analysis © Mike Watson
  17. 17. Tools Technology Networks Contact Details: Mike Watson - Director mike.watson@soundsolutions.co.uk 07767 383914 + 44 (0) 1494 883163 © Mike Watson

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