Social Lead Generation Tools & Techniques

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  • 1. SOCIAL LEAD GENERATION [Part 1] Tools & Techniques For Social Sales Presented By: Jonathan Hinshaw !1
  • 2. Introduction Should I be using social media for lead generation? Preparing For Social Sales Digital marketing done right. Getting Found A closer look at Facebook’s Edge Rank. The Value Proposition Give away the secrets. No one will do the work anyways. Social Media Tools The right tool, for the right job. 1 2 3 4 5 !2
  • 3. Should I Be Using Social Media For Lead Generation? Wake up! It’s 2014. Do you really need another reason to embrace social media and to connect with new prospects and customers? ‣ The Facts (B2B Companies) • 60% have acquired new customers through LinkedIn. • 60% through company blogs. • 43% through Facebook. • 40% through Twitter. • 64% of marketers rate social media as the second-most important factor in organic search success! Source: Marketo !3
  • 4. Does It Work? Social has a below-average cost per lead and an above-average conversion rate. Yes, it works. !4
  • 5. Marketing Channels Where are today’s top marketers spending their time? !5
  • 6. How Long Does It Take? Using Pinterest, let’s look at the lifecycle from visit to sale. !6
  • 7. Introduction Should I be using social media for lead generation? Preparing For Social Sales Digital marketing done right. Getting Found A closer look at Facebook’s Edge Rank. The Value Proposition Give away the secrets. No one will do the work anyways. Social Media Tools The right tool, for the right job. 1 2 3 4 5 !7
  • 8. Social Selling Above all social selling is about building relationships… Not pipelines. !8
  • 9. Golden Rules Of Social Media Follow the rules of engagement to make sure your social media marketing efforts bring your brand the ROI that you truly deserve. RULE 1 Don’t take yourself too seriously. It should be obvious but social media is about being social, and that means you need a good personality to make your brand likable. RULE 2 Inbound is not enough. Never underestimate what a bit of paid promotion can do for your business. RULE 3 You must have good content and solid offers. Without well-produced, engaging content, any and all tactics you employ will most likely fail. RULE 4 You will need a strong call to action. The tried-and-true, strong call to action is just as important in social media as it is anywhere else. Be clear about what you want your audience to do after consuming your content or engaging with your brand.. RULE 5 Always add value. At the end of the day, if you are not providing some sort of value to your prospects and customers, you are not doing your job and social media will never work for you. RULE 6 Never forget that social is a two-way street. No one likes being talked at. Yes, broadcast your message, but remember to keep the lines of communication open in both directions. When contacted, always respond quickly and sincerely. !9
  • 10. Which Channel Should I Focus On? Short answer = All of them. ‣ You Need Exposure! • Your business needs and wants as much exposure as possible on all of the social channels you can effectively manage. ‣ Sound Time Consuming? That Depends… • Leads must be nurtured in one way or another. And up to 95% of qualified prospects on your website are there to research and are not yet ready to buy. • 70% will eventually buy from you or your competition. Who would you rather it be? !10
  • 11. Introduction Should I be using social media for lead generation? Preparing For Social Sales Digital marketing done right. Getting Found A closer look at Facebook’s Edge Rank. The Value Proposition Give away the secrets. No one will do the work anyways. Social Media Tools The right tool, for the right job. 1 2 3 4 5 !11
  • 12. How To Be Seen On Facebook It’s a simple fact. You need to provide high value content, but how does social actually work? Let’s look at Facebook… ‣ Facebook’s Edge Rank • Facebook’s Edge Rank algorithm rewards pages in the newsfeed based on the number of interactions a page receives. • An interaction can be defined as a summary of “Likes,” posts, or comments about the page. !12
  • 13. !13
  • 14. Think Mobile! !14
  • 15. ‣ Leverage Newsjacking • When something is buzz-worthy, it creates high demand. • Align offers with “what’s hot.” ‣ Create Offers For Different Buying Stages • Someone at the top of your buying cycle may be more interested in informational content like a guide or ebook, whereas someone more committed at the bottom of the cycle might be more interested in a free trial or demo. • Create offers for each phase, and include a primary and secondary CTA to these offers on various pages throughout your site (landing pages highly recommended). !15
  • 16. Social Media Content Types Create your social media assets with mobile in mind. Make sure to use fantastic titles but, most of all - provide value! Articles, White Papers & Case Studies Blog Posts eBooks News Photos Infographics Downloads Worksheets !16
  • 17. Research, Learn, Test & Optimize I can’t cover every social media channel in this video, so you’ve got some studying to do! Figure out how social works for you! Source: http://www.smartinsights.com/plantosucceed #plantosucceed !17
  • 18. Thank You! Jonathan Hinshaw Founder, EBWAY Creative Twitter: @jonathanhinshaw www.ebwaycreative.com !18
  • 19. SOCIAL LEAD GENERATION [Part 2] Tools & Techniques For Social Sales Presented By: Jonathan Hinshaw !19
  • 20. Introduction Should I be using social media for lead generation? Preparing For Social Sales Digital marketing done right. Getting Found A closer look at Facebook’s Edge Rank. The Value Proposition Give away the secrets. No one will do the work anyways. Social Media Tools The right tool, for the right job. 1 2 3 4 5 !20
  • 21. Making It Work One of the oldest rules in the book! Reaping Sowing ‣ Support other social media users ‣ Answer questions and always offer to connect ‣ Be clear 100% of the time ‣ Create topics, articles, posts with high value content ‣ Generate interest or awareness in something other than your brand ‣ Like and be liked ‣ (Social Media) Value Driven ‣ Offer a free consulting call to a tricky question ‣ Connect with client’s social media accounts ‣ Offer exclusive savings on social media channels ‣ Sowing Thank users for likes, shares, etc. Be relevant, never pushy! Reaping !21
  • 22. “Clear is the new Clever.” #nakedbrand !22
  • 23. 55% Of businesses have closed deals from social media leads. !23
  • 24. Social Selling Stages The growth of a social media marketing plan. Trial & Error Just get going! If you don’t start, you’ll never learn! Plan for success! Stage 1 Increase Quality Increase Quantity Blog articles come out 3-4 times per week, content syndication, etc. Increase activity! Stage 2 Increase Quality Give your audience more of what they like. Use analytics/metrics to make content decisions. Stage 3 More cash is spent on infographics, video production, etc. Better tools are purchased. Stage 4 Stage 5 Stage 6 Thought Leadership Re-Purposing Get involved with 3rd party content sites like Triberr and Medium. Rinse, recycle, repeat. Often the point where business re-purpose content and redistribute. !24
  • 25. Five Phases of Social Sales Here’s how the social selling system works. #1: Organize #2: Produce Collect/create articles, bookmarks and other content that you want to share and/or publish. Get your content in front of the right audience. Constantly refine and test until it works! 2 1 SOCIAL SALES #3: Nurture 3 Follow people back, like their facebook page, invite to your social channels. 5 #5: Follow Up These are real people. Follow up, say thank you - stay engaged. 4 #4: Invite Mix in calls to action with your high value content. Invite your audience to take part in your cause. !25
  • 26. Social Media Sales Process The graphic below illustrates why it’s crucial to create multiple types of content for the different stages of the sales process. Awareness Consideration Finding out about your product or service for the first time ever. Interest is increasing. Desire to learn more about your product or service. Preference Studying your product or service to see how it can help solve their business problem or need. Purchase Purchase decision is made and a new client is now added to your companies client list. Loyalty You are seen as the expert in your field. Increased engagement, support, customer service - multiple touch points occur. Advocacy Content is shared, relationship grows and referrals are generated… without asking! !26
  • 27. Introduction Should I be using social media for lead generation? Preparing For Social Sales Digital marketing done right. Getting Found A closer look at Facebook’s Edge Rank. The Value Proposition Give away the secrets. No one will do the work anyways. Social Media Tools The right tool, for the right job. 1 2 3 4 5 !27
  • 28. Social Media Sales Tools Get the right tool for the job without breaking the bank. Social CRM Audience Generation Social Management ‣ nimble.com (all in one) ‣ klout.com (scoring) ‣ dlvr.it (auto/scheduled posting) ‣ rapportive.com (for Gmail) ‣ addthis.com (plugin) ‣ buffer.com (most social accounts) ‣ SproutSocial.com (social only) ‣ sharethis.com (plugin) ‣ hootsuite.com (most social accounts) ‣ medium.com (thought leadership) ‣ cloze.com (twitter, facebook, linkedin) ‣ triberr.com (communities) Content Curation Misc. Tools ‣ feedly.com (google reader) ‣ commun.it (twitter management) ‣ swayy.com (trending topics) ‣ placeit.net (image maker) ‣ paper.li (digital paper) ‣ scoop.it (sources, collections) ‣ empireavenue.com (massive tool!) Agency Tools ‣ compendium.com (content marketing) ‣ hubspot.com (all in one) ‣ vocus.com (content marketing) !28
  • 29. Thank You! Jonathan Hinshaw Founder, EBWAY Creative Twitter: @jonathanhinshaw www.ebwaycreative.com !29