Growing Leads and Sales with Social Media: The Digital Funnel Strategy

951 views
719 views

Published on

How can you grow leads and have a real ROI with Social Media? You need to see social as part of a larger digital marketing strategy. Slides from a Keynote Presentation at Social Media Lima 2014.

Published in: Business, Technology

Growing Leads and Sales with Social Media: The Digital Funnel Strategy

  1. 1. Growing LEADS and SALES with SOCIAL MEDIA @Mike_Gingerich www.TabSite.com www.DigitalHill.com www.MikeGingerich.com
  2. 2. Power Up! • Where to Engage • How to Engage • Sales Funnel Strategy • Specific Tips
  3. 3. When we’re done: • A Plan to Evaluate Social Networks • Concept of the 3 Parts of the Funnel • Strategy for Social Engagement • Tips on Measuring & Posting • Clarity on next steps to LIGHT IT UP
  4. 4. Housekeeping • Slides  Yes. • PDF Download, and more! • Q & A • www.digitalhill.com/blog/leads-sales-resources/
  5. 5. Setting Expectations • More “slow bake” than microwave
  6. 6. Ready? Due to time, we are not covering any one tool totally in depth. This is strategy overview!
  7. 7. Foundation #1 Social = 2Way Street • Automation, yes, there are efficiencies • But there is ongoing regular work with social media.
  8. 8. - Jay Baer, Youtility Foundation #2: Content is fire Social Media is Gasoline.
  9. 9. Foundation #3: Social is a lot like…
  10. 10. Foundation #4: People use the Internet for 2 reasons…
  11. 11. •72% of all internet users are active on SM •18-29 year olds have an 89% usage •The 30-49 bracket sits at 72% •60% of 50 - 60 year olds are active View more at jeffbullas.com 2013 Social Proof:
  12. 12. Facebook YouTube Twitter LinkedIn Google+ Vine Pinterest Instagram Where to Engage? WHERE should your business focus?
  13. 13. Who is your Target(s)? Where do they spend time online? What appeals to them? Worksheet here >> Answer these:
  14. 14. Women account for __% of all consumer purchases. 55% 65% 72% 85% Women are the majority influencer in major purchases like homes __% 58% 65% 88% 91% B2C Target:
  15. 15. YouTube - 2nd most used search engine Vine – Twitter’s 6 second video tool Instagram – Growing by leaps. Photos and video. Huge with 13-29 yr old Other: Slideshare, Stumbleupon, Tumblr, SnapChat, Reddit The Quick:
  16. 16. Every demographic! 23% Login 5x per day 1M websites use “Sign in w/ Facebook” Facebook:
  17. 17. • Fastest growth is 55-64 • Twitter Engagement up 17% on weekends • Tweets: Hashtags & Images Matter Twitter:
  18. 18. • By Google. For Google. • SEO • Hangouts on Air – free webinar tool •One to watch. Less noise. • 45-56 year old is top growth G+:
  19. 19. Traffic - #___ Source of Social Traffic Rich Pins – Product, Place, Article, Recipe and Movie types. Product Pins -Real time pricing, availability, and where to buy. Videos and Slides Pinterest:
  20. 20. Pinterest:
  21. 21. LinkedIn: • 172k new / day • Profile is key • Company Pages • Groups • Connect / Research • For B2B it’s…
  22. 22. • Leads are the life blood of business! Social as Touch Point Can take 7 touches on average before a sale!
  23. 23. Social for Upsell One time Touch Sale Follow-up Sales via ongoing touches
  24. 24. CustomerValue • 6-7x more expensive to gain new versus retain existing customers Flowtown, 2010 • Repeat customers spend 67% more • Repeat customers refer others Bain & Company
  25. 25. Part deux: How to Engage?
  26. 26. How to Engage? In Social, competition is DIFFERENT
  27. 27. The Digital Marketing Funnel
  28. 28. The Funnel: 1.Top of Funnel Content – Attracting & Engaging 50% 3 Main Parts
  29. 29. Top: Where: Website, blog, in social media, & email. Types: How to, Product info., Stories, Fun. Entertain. Educate. Experience Goal: Expand your Audience Digital Hill Multimedia 574-537-0703 www.DigitalHill.com
  30. 30. Attract & Engage: 50%
  31. 31. Top of Funnel Tip: Create + Curate to Develop Attraction Content Goal: Expand your Audience Digital Hill Multimedia 574-537-0703 www.DigitalHill.com
  32. 32. Get this! Driving Traffic via Social is a form of Lead Gen Goal: Expand your Audience Digital Hill Multimedia 574-537-0703 www.DigitalHill.com
  33. 33. Attraction is NOT:
  34. 34. Attract B2B
  35. 35. Tip:IMAGES get the most engagement • Style is social • Uses an Image • Images are fun • Not over-the-top selling • Tells a story • Entices interaction
  36. 36. Mid-Funnel: Content that offers resources with intent to gain LEAD CAPTURE. 30%
  37. 37. Mid-Funnel is: Focus: Fan to Lead, Unknown to on Email List
  38. 38. Mid: Offer Clear incentive to sign-up email. Focus: Fan to Lead, Unknown to on Email List Goal: Unknown to known [Name & email]
  39. 39. Capture: Good start, but….
  40. 40. Mid: Incentivize the Email List Sign-up! -A Coupon -A How To
  41. 41. Mid: Incentivize the Email Sign-up! -A Report Offers Help Not a Pitch
  42. 42. Mid: B2C: • Coupon Code • Printable Deal • Contests PROMOTION IDEAS: B2B: • eBook • Webinar • Video
  43. 43. Mid Funnel Nurture: Nurture Email Series Example: • Use Auto-responder service • Setup once, then drip over 7-10 days or more.
  44. 44. Mid: Nurture Email Series Example: - Drip series should be tied to the sign-up. (Meaning the content is connected.) - Offer value, education, help, information - Share stories of ROI, Transformation - Intent is to build loyalty, confidence
  45. 45. Mid: Nurture Email Series Example: • In a 7-10 day time period you could do 1 at sign-up, a day later, then 3, 5, 7, & 10 days. • Make a specific incentive offer on day 10, • Or a next step deeper in the relationship
  46. 46. Bottom Funnel: – Specific offers and Sales opportunities – Demonstrate ROI, remove Final barriers & questions 20%
  47. 47. Bottom Funnel: – Self-use ROI calculator
  48. 48. Bottom: Intent: Offer a time specific offer to a specific niche! Campaign offer works best if targeted for a specific audience.
  49. 49. Bottom: Track ROI by Measuring: Key Performance Indicators
  50. 50. Bottom: Measure: Google Analytics Social Rpt 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Visits by Social Channel Facebook Twitter LinkedIn Pinterest YouTube Google+
  51. 51. Bottom: Measure: Sign-ups
  52. 52. You’re Website / Blog must be socially friendly for visitors Tip:
  53. 53. Leverage… what you got! One Image on Blog that is 600 x 600: -Share to Facebook -To Twitter, Pinterest, Google +, & LinkedIn -Take a pic and add to Instagram -Explain it in a short Video (YouTube/Instagram) - Highlight it in a email campaign
  54. 54. Find Best Times to Post Per SNTip:
  55. 55. Attraction Tip: Create once, use multiple places Blog post – 1. share on social, 2. share again with different quotes. 3. Share pics from post. Video – Create on Instagram, Load to YouTube, Facebook and embed on site Photos – Post to: Facebook, Pinterest, Instagram, Google+, LinkedIn, and Twitter
  56. 56. Your Mix: Attract & Engage 50% Capture Leads 30% Offers 20%
  57. 57. Test. Review. Modify.
  58. 58. Resources: Go to this web page: digitalhill.com/blog/leads-sales-resources/ One person will win a free Pass to my September Online Event! THANK YOU! www.TabSite.com www.DigitalHill.com www.MikeGingerich.com
  59. 59. What’s your Key “To Do’s”? 1. 2. 3. digitalhill.com/blog/leads-sales-resources/ THANK YOU! www.TabSite.com www.DigitalHill.com www.MikeGingerich.com

×