Social Media Marketing is an enabler for sales but only if it's used strategically - as part of a sales and marketing campaign. Without a sales plan and a sales strategy it's a time suck - a total waste of time. Participating in a social media marketing campaign can deliver a return on your investment. This presentation looks at this. It also hints at how social networks can also be used to improve business processes and internal team training. With 7 platforms to cover along with key wins for each of them it's sure to entertain.

1. Social Media to Enable Sales
Copyright Jane Frankland Agency, 2013

2. Introduction
 I’m here to talk about SOCIAL MEDIA.
 Social Media marketing is being touted as a strategy
that all businesses should be using but ….
 THE question is …should you?
 Is it right for your business?
 Will it deliver REAL results?
 Is it worth your TIME?

3. Who is Jane Frankland?
 I’m a 7-figure business builder.
 I grew my 1st company to 7-
figures in record time - 2 years
(organically) and then I did it a
2nd time, 5 years later.
 I now have a global business
development agency and I help
entrepreneurs build 7-figure
businesses, get unstuck or
accelerate growth.

4. Enabling sales
 During the past 18 years I’ve sold
to startups and existing
businesses – solo entrepreneurs,
SMEs and multi nationals.
 I focus on 3 areas:
1. Sales
2. Marketing
3. Operations
 I deliver consultancy, coaching
and training (online and offline).

5. Social media as a tool
 Social Media is my thing! I’ve been using it since 2008 but now I
use it purely for business.
 I’m not just another Social Media bod. I come to this from a
commercial viewpoint and as an entrepreneur. I look at it
STRATEGICALLY – in terms of ROI. And, as 1 mere tool!
 Grew my Twitter to 2,000 USEFUL followers organically
within 8 weeks.
 Increased my Facebook fans by 651 organically within 4
weeks.
 Grown my YouTube Channel to almost 100,000 views in a
year.

6. Agenda
 What you’re going to get from this training is:
 How you can use social media to enable sales.
 How you can use social media to support your
business.
 Some good habits and key social media wins.

7. 
Let’s get started

8. The new world
 When it comes to MARKETING we’re now in a new world.
We’re far more sophisticated.
 We’ve moved on from actively seeking our target market and
making a pitch.
 Now it’s all about:
 Attraction marketing
 ENGAGEMENT
 Connecting to your clients and forming communities
 Building trust, being useful and ADDING VALUE.

9. There’s an expectation

10. Good news & bad news

11. The opportunity
 The Internet has changed the way we find, discover,
share, shop and connect.
 Huge opportunity with over 2 billion users.
 1/3 of the world’s population is online!
 61% of them are researching products before they
buy online. They’re out there comparing prices,
quality and reviews.

12. Savvy entrepreneurs
 Savvy entrepreneurs are shifting their spend away from
‘interruption advertising.’ i.e. TV ads, trade shows and
direct mail.
 They’re seeing better returns through social media. This
is a FACT:
 57% acquire clients and customers through blogging.
 44% from Twitter.
 77% of B2C companies and 43% of B2B companies from
Facebook.

13. Where to focus
 To win in business now, you must be focusing on
engagement, interaction and conversations.
 Recent figures suggest that 90% of us buy on
recommendation – even from people we’ve never
met.
 Why? Well we’re programmed this way. We follow
the herd, keep up with the crowd and so on.
 Restaurants! – busy or not busy – which one?!

14. Shorten the sales cycle
 When it comes to social media, studies show that the
average conversion rate on a website shoots from 7%
buying up to 71% when we’re recommended via social
networks.
 When you ask for help or search for something through
those you’re connected to, you’ll find that you’ll end up
on the recommended site knowing a lot more. You’ll be
more focused and probably more ready to buy!
 Social Media shortens the sales cycle.

15. Key things to note
 Understand this and you’ll take traffic away from
your competitors who may out rank you now in
terms of SEO.
 To succeed with social media you’ll need to know
your objective and know your market. Then plan,
focus and take consistent action.

16. Stay on track: objective
1. What’s your objective?
 SEO, ranking, traffic
 Branding, exposure, PR
 Lead generation
 Customer engagement and reputation
management
 Joint ventures
 Team training
 Optimizing internal processes

17. Stay on track: avatar
1. Who’s your ideal client (personas, avatars etc.)?
2. What are their problems or needs?
3. Where do they hang out?
4. How can you be of help to them i.e. solve their
problem?
5. Who do you already know who would be useful to
them as a connection.

18. Form good habits
See a pattern forming?
 SHARING and HELPING!
 This really is how to get the best out of social media.
 It’s not about expecting to get a reward from it, although that
often happens.
 It’s not about giving before you receive, and your reward will
often not come from the source you gave it to.
 By delivering practical expert advice, being available and
accessible, you set yourself up for success.

19. Raise your game!
 Being in business you need to
raise your visibility and listen to
your market. Social media is
such an easy way to do this.
 It’s a really effective means to
generate brand exposure and
public relations news. For
whether you like it or not, you
and your brand is all over the
Internet.

20. Don’t get left behind
 Who here does research on a company before attending a
meeting?
 Who here researches a PERSON before attending a meeting?
 We all search on the Internet (mostly Google) now.
 Get used to it as it will only accelerate.
 Be in control of your public image. Listen to your market so
you’re not missing out.
 Don’t get left behind!

21. In it to win it
 In May 2010 Facebook overtook Google as the first place
that people search for goods and services, so your
business needs to have a Page there.
 YouTube is fast on its heels.
 Both can be inexpensive marketing tools BUT you must
know how to use them correctly and decide whether
they are the right platforms for your business.
 You then have to decide how much time to devote to
each platform.

22. A word of warning…
 Without considering these things you do run the
risk of joining the ranks of those who say
 “it doesn’t work…it’s just a fad”
 ….because they used it incorrectly – broadcasting to
people who were never listening; using PUSH
marketing techniques and all without a strategy.

23. 
Social Media
7 social media platforms

24. Agenda
 Let’s look at these 7 platforms:
1. Twitter
2. Facebook
3. Pinterest
4. YouTube
5. Linkedin
6. Blogging
7. Bizcrowd
 Easy wins and ACTION steps to take!

25. 1. Twitter
 The best place to start.
 It’s simple and you can see
great results from it.
 Use it as a means to get
prospects to engage with
you and drive traffic to your
Facebook Page or website so
you can have more
interaction.

26. Easy wins
 Good profile picture. Use your headshot as your image, not an egg. If you
have a brand logo, you may want to use this. It really depends on
whether you’re a personal brand or not.
 Build a following and start using Twitter Search to listen for your name,
your competitor’s names and words that relate to your market.
 Start discussions. Share links to interesting articles, videos and blogs.
Don’t sell from here – just be useful!
 Don’t use Direct Messaging unless your Tweets are private.
 Don’t auto follow or follow too much. Twitter will come down hard on
you for this. Make everything look natural.

27. 2. Facebook
 Topped 1 billion users, and is
the most widely used social
networking platform on the
web.
 There’s a Facebook account
for 1 out of every 7 people
on earth and nearly half of
the people in the world with
access to the Internet are
using it!
 Why would you not want to
use it – meet them where
they’re at.

28. Easy wins
 Post consistently - 2-5 times per day. Automate if you need to. Post with
CTAs (click here, comment, please share etc.).
 Post a variety of content – 3 Es. Think about what your avatar wants.
 Link to your PAGE from your Profile. Don’t have the suitcase image!
 Always engage with people who are reaching out to you.
 Complete and optimize your About section on your wall; include a hot
link and a CTA. Complete all the other sections too as they are viewed!.
Make it crystal clear how people can do business with you.
 Posts with 80 characters or less to get more engagement, comments,
likes etc. – up to 42% (Buddy Media).

29. 3. Pinterest
 The hottest newcomer! Pinterest hit
10m U.S. monthly unique visitors faster
than any independent site in history.
 It’s great for ranking and is driving more
referral traffic than Google+, YouTube
and Linkedin combined.
 83% of Pinterest users are women, 50%
of all Pinterest users have children, the
most popular age group on Pinterest is
25 - 34 year olds.
 The best thing… users are there to buy!
 69% of online consumers who visit
Pinterest have found an item they've
bought or wanted to buy, compared with
40% of Facebook users.

30. Easy wins
 Complete your profile and have a business account
https://www.business.pinterest.com
 Verify your website with Pinterest and make sure you
have pin it buttons on your website.
 Add boards with information that will be useful to your
market. Make these the first few boards.
 Add CTAs when pinning.
 Pin regularly and from your website or YouTube as you’ll
get backlinks.

31. 4. YouTube
 YouTube has 4 billion daily views, >88.6m
people watch it on an average day.
 Google owns it so it gives it a hefty weight
rating in the search results. This means it’s
easier to get your video onto Page 1 of
Google than through SEO.
 We’re human and like to interact and do
business with people we can relate to.
 Video fills in the missing piece of the
Internet jigsaw - it allows us to put the
personal touch to our site and
communication.

32. Easy wins
 Keyword research before uploading a video. You’ll need this for
your video title, description and tags.
 Make your videos under 3 minutes.
 If you’re filming with your iPhone make sure to hold it
horizontally.
 Make sure the audio is good.
 Encourage sharing, and interaction and get social by commenting
and making friends on YouTube.
 Always include a link to your website in the description.

33. 5. Linkedin
 LinkedIn is by far most the
important social network to reach
out to business buyers and connect
with professionals in general.
 With over 225 million on the
platform it drives the most
customers to B2B – 65%.
 Use it to network, recruit and
generate business.
 BUT it is only the right platform if
you’re a B2B.

34. Easy wins
 Complete your profile.
 Use keywords so you show up in the search engines
and attract interest and engagement with others.
 Get interactive.
 You can add your blogs/website, documents and
presentations on there.
 Join groups and form them!

35. 6. Blogging
 57% of companies with a blog have acquired a
customer from their blog.
 B2Bs who use blogs generate 67% more leads per
month than those who don’t and B2Cs that blog
generate 88% more leads per month than those
that don’t.
 YOU CAN GET AHEAD OF YOUR COMPETITION!

36. Continued…
 Consistent blogging demonstrates commitment to your
prospects. You gain readers’ trust and encourage repeat
visits. And you’re often first in mind especially ifyou’ve got
your auto responder involved!
 You’re also creating more connections between people and
brands and more website traffic. Throw in keywords and you’ll
drive even more from the search engines.
 Remember blog links can be added almost anywhere – from
an email signature to social media outlets. Informing people
of a new blog post generates website traffic.

37. 7. Bizcrowd
“Where business finds business”
 UK centric.
 Connect directly with customers who
need your products and services.
 Showcase your business with your
own dedicated Business Profile.
 Post a need or question and get an
email response.
 Access the latest news, videos and
tips tailored to your Industry.

38. A final thought…
“Audiences everywhere are tough. They don’t
have time to be bored or brow beaten with old
fashioned advertising. We need to stop
interrupting what people are interested in and
be what people are interested in.”
Craig Davis, Chief Creative officer, Worldwide, J Walter Thompson (#4 ad agency in
the world)

39. Take action now!
 Focus on what matters. Pick 1 main
social media platform and then 2
others.
 Set 1 small goal/day, week and
month and 1 big goal/quarter.
 Know your mission, complete it and
get out of there!
 Download my Social Media Made
Easy ebook at: http://jane-frankland.
com/freebies/social-media/

40. Come have a conversation
hello@jane-frankland.com
or,
http://jane-frankland.com