How Retailers can Grow Leads and Sales with Social Media


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How can retailers grow leads and sales with Social Media? The key is understanding where you should be present, how you should communicate, and having a strategy for marketing campaigns that flow with the digital funnel process. Learn about the Digital Marketing Funnel and more from Mike Gingerich. Covering Social Media with specific ideas for Facebook, Pinterest, Google+, YouTube, and more.

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How Retailers can Grow Leads and Sales with Social Media

  1. 1. Growing LEADS and SALES with SOCIAL MEDIA Mike Gingerich @Mike_Gingerich
  2. 2. Where we’re going: • • • • • Where to Engage How to Engage Sales Funnel Strategy Specific Tips Next Doable Steps
  3. 3. When we’re done: • • • • • A Plan to Evaluate Social Networks Concept of the 3 Parts of the Funnel Strategy for a Sales Funnel Tips on Measuring & Posting Takeaways and Next Doable Step
  4. 4. Foundation #1: People buy from people.
  5. 5. People buy from people.
  6. 6. Foundation #2: Content is fire Social Media is Gasoline. - Jay Baer, Youtility
  7. 7. Foundation #3: People use the Internet for 2 reasons… To find a solution to a problem… or to be entertained. - Jay Baer, Youtility
  8. 8. 2013 Social Proof: •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 at
  9. 9. The Funnel:
  10. 10. The Funnel: 3 Main Parts 1. Top of Funnel Content – Attracting & Engaging 50% 2. Mid-Funnel Content – Content that offers resources for Lead Capture 30% 3. Closure Content – Specific offers and Sales opportunities 20%
  11. 11. Top: Attracting & Engaging: Engaging content on site, blog, in social media, and email. How to, Product info. Go beyond. Life, People, Story, Community. Entertain. Educate. Experience Goal: Expand your Audience
  12. 12. Attract & Engage: 50%
  13. 13. Attraction is NOT: Remember, it needs to: Entertain. Educate. Or provide an Experience
  14. 14. Mid: Goal: Turn visitor into known person. [Name & email] Then build rapport over time with email. Court. Share Social. Tips, info, help. Nurture is NOT sell. Offer Clear incentive to sign-up email. Focus: Fan to Lead, Unknown to on Email List
  15. 15. Mid: Good start. Nearly there!
  16. 16. Mid: Incentivize the Email List Sign-up! -A Coupon -A How To
  17. 17. Mid: Nurture Email Series Example: • Called Auto-responder series by many • Setup once, then drip over 7-10 days or more. • Drip series should be tied to the sign-up. • In a 7-10 day time period you could do 1 at signup, a day later, then 3, 5, 7, and 10 days. • Make a specific incentive offer on day 10.
  18. 18. Bottom: Intent: Offer a time specific offer to a specific target! Campaign offer works best if targeted for a Key Performance Indicators specific audience. Measure KPI’s Traffic increase? FB Insights. Email Sign-up Growth? Offers acted upon?
  19. 19. The Niche: “Bombarding shoppers with irrelevant, one-size-fits-all messaging and offers will be the death of retailers this Valentine’s Day. ” Daniel Toubian, principal consultant for U.S. retail and consumer brands at Maxymiser. Read more:
  20. 20. The Networks: Facebook Twitter Google+ Pinterest YouTube LinkedIn Vine Instagram
  21. 21. The Questions: WHAT SOCIAL NETWORK SHOULD WE FOCUS ON FOR OUR BUSINESS? Who is your Target(s)? Where do they spend time online? What appeals to them? Worksheet here >>
  22. 22. The Networks: Facebook – largest, most used, contests Twitter – does your target tweet? Google+ - Important for SEO! Share! Pinterest – Great source of Traffic
  23. 23. The Networks: YouTube - short videos in-store? LinkedIn – key staff have professional Vine – Twitter’s 6 second video tool Instagram – Growing by leaps. Photos and video
  24. 24. Attract & Engage Tip: VIDEOS are GREAT. Use on: Facebook YouTube, & Pinterest!
  25. 25. Pinterest Works! Pins from Site…Share on Facebook, G+
  26. 26. Tip: Find Pinners Socialize Use this to find pins From your site on Pinterest
  27. 27. Tip: Google+ helps Share New Web Updates on G+ - Get’s Index immediately - Get ranked higher - Continues to grow in use and power - Share web, pin links, video links, even Facebook post links The reason Google+ is an SEO goldmine is that the first link added to a Google+ page post is a DoFollow link, which means it passes link equity, or link juice, on to the website you share. If you’re sharing your website, you’re getting the link juice. DoFollow links are a core building block of SEO. They work in conjunction with PageRank, TrustRank and link context to determine how you rank for specific keywords. Read post:
  28. 28. Tip: • You’re Website / Blog must be socially friendly for visitors
  29. 29. Tip: Smart Phone is your Friend Apps: FB Page Manager, Hootsuite, Buffer, Instagram Pinterest Take pics and videos as you walk through the store Use Aviary App to add text to your photos to add value Use Buffer to schedule to multiple social Media networks efficiently
  30. 30. Attract & Engage: TIP: Create once, use multiple places Blog post – share on social, share again with different quotes. Share pics. Video – Create on Instagram, Load to YouTube, Facebook and embed on site Photos – Facebook, Pinterest, Instagram, Google+
  31. 31. Resources: Facebook Page Review of Furniture Store: Social Media Optimization: Niche Target: Key Questions: Worksheet here Private Group Wait List:
  32. 32. Growing LEADS and SALES with SOCIAL MEDIA THANK YOU Mike Gingerich @Mike_Gingerich
  33. 33. Growing LEADS and SALES with SOCIAL MEDIA Questions? Mike Gingerich @Mike_Gingerich
  34. 34. Facebook • Facebook is still the biggest kid on the block, but there are some pundits predicting that by 2016 Google+ will surpass Facebook on “social sharing”. • There are now over 1.15 billion Facebook users • One million web pages are accessed using the “Login with Facebook” feature • 23 percent of Facebook users login at least 5 times per day • 47% of Americans say Facebook is their #1 influencer of purchases • 70% of marketers used Facebook to gain new customers Google+ • Prying the numbers out of Google for Google+ has always been a challenge. A bit like getting a date with the prettiest girl in the class. • There are now over 1 billion with Google+ enabled accounts • It has reached 359 million monthly active users, growing at 33% per annum. • The 45 to 54 year old bracket increased its usage on Google+ by 56% since 2012 Twitter • Twitter has to be taken seriously. Last year it took off its short pants and become a public company. So what is happening in the Twittersphere?
  35. 35. THANK YOU Mike Gingerich @Mike_Gingerich