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How to Win Big with Social Selling at DOYO Live by Jeff Leo Herrmann

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We are thrilled to announce that Jeff Leo Herrmann, Chief Strategy Officer, Fathom: Digital Marketing and Analytics, will be leading a 2-part breakout session on social selling. If you are a sales professional – or business owner with aggressive growth goals – looking to understand the modern world of selling, Jeff is a recognized leader in helping leading sales leaders and teams achieve their goals by leveraging social media.

Interested in learning how sales leaders thrive in this new information-soaked world? Join the 2-part series.

Part 1

Has Google destroyed the sales profession?
Dynamics of the empowered customer/buyer
How giving freely grows your sales
Learn which social media platforms to ignore
How to design a high-impact LinkedIn profile
Part 2

How to crush it and scale your relationships and revenue with social media
The 5 Rs of Social Selling
7-steps to Transform as a Thought Leader in your Industry
Preparing for the future of video communications (how to build a YouTube Channel)
As a preview for this session, we’d recommend that you listen to his podcast Scale Your Charisma for tips on getting started in social selling. The podcast covers a range of topics from the benefits of video communications to driving change across your organization. We dig into ways to optimize LinkedIn,Salesforce.com, YouTube, Facebook and Twitter. If you want to learn how to leverage content, technology and data to win, then this is the place to start. Jeff Leo Herrmann is a proud Youngstown Boomerang, and champion of sales and marketing alignment through the practices of content marketing and social selling. Jeff’s passion lies in the development of strategies to leverage content, technology and data to accelerate sales and realize extraordinary growth. This topic and more is covered in his weekly podcast: Publish or Perish.FM.

In addition to being a mobile marketing and social selling pioneer, you won’t find a bigger content marketing zealot with an intense belief that brands are better off engaging their audiences with educational and entertaining content instead of blasting them with massive traditional advertising campaigns. This perspective is well informed after a 15-year career at The Nielsen Company working with fortune 50 brands measuring their advertising investments and effectiveness.

Jeff earned an MBA in finance and economics from the University of Chicago Booth School of Business and holds an undergraduate degree from The Ohio State University College of

Published in: Sales
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How to Win Big with Social Selling at DOYO Live by Jeff Leo Herrmann

  1. 1. How to Win Big with Social Selling Presentation By: Jeff Leo Herrmann August 4, 2016
  2. 2. 2 How to Win Big with Social Selling Part 1 @JeffLHerrmann
  3. 3. 3 Market Dynamics SECTION 1
  4. 4. 4 Who is Your Favorite YouTube Creator? Passion, Commitment and Unique POV
  5. 5. 6 Instant Answers: A Great Consumer Experience? How to Fix Commercial Roof Leak
  6. 6. 7 Impatient | Fickle |Frustrated
  7. 7. 8 The Elevation of Marketing We’re in the Drivers Seat
  8. 8. 9 Has Sales Been Marginalized by Content?
  9. 9. 10
  10. 10. 11 Part 1 (Build the Foundation) • Has Google Destroyed the Sales Profession? • Dynamics of the Empowered Buyer/Consumer • Give Freely to Grow Your Sales • Learn Which Big/Important Social Media Platforms to Ignore • Why/How to Design a High-Impact LinkedIn Profile Part 2 (Level Up!) • Scale Your Relationships and Revenue • The 5Rs of Social Selling • 7-steps to Transform to an Industry Expert • How to Build a YouTube Channel What to Expect Today Parts 1 and 2
  11. 11. 12 Social Selling is about leveraging your professional social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals. Source: LinkedIn We take it one step further in the age of empowered buyers • Effective Sales Leaders are teachers/curators and problem solvers • We move beyond a transactional approach to selling and publish our knowledge and expertise to build trust and credibility • We leverage social media profiles as a published record of knowledge and expertise • Our status is elevated as an industry expert and trusted advisor Setting Context: What is Social Selling? Give freely to grow your sales
  12. 12. 13 Which Big Social Media Platforms to Ignore Section 2
  13. 13. 14 LinkedIn is the Most Used Social Media Platform What’s your bet on the future? How many are you using?
  14. 14. 15 Facebook Dominates Time Spent and Reach They are dominating the future of communications and content
  15. 15. 16 Facebook is part of the global fabric It’s the on-ramp to online sessions (monthly usage by platform/product) 1.6 billion 800 million 400 million 1 billion Source: Contently 3 of the top 5 Apps in US are owned by Facebook
  16. 16. 17 Which Social Media Platform is Right for You? ?
  17. 17. 18 Design a High Impact LinkedIn Profile Published Record of Your Knowledge and Expertise SECTION 3
  18. 18. 19 Your Customers are Checking You Out Be prepared
  19. 19. 20 Breaks the Ice and Drives Prospect Engagement First Step in Social Selling
  20. 20. 21 Drive Visibility: Prospecting with Lily the Dog How to Drive Attention to Your Profile and not be SUPERFICIAL Episode 30 Scale Your Charisma
  21. 21. 22 Let’s focus on our LinkedIn Profile 5 Steps to a High Impact Profile
  22. 22. 23 Goes without saying… 1. Up to Date Photograph 2. Industry – Marketing & Advertising 3. Location 1.) The Basics We’re just warming up...first things first
  23. 23. 24 Headline: the most valuable real estate on LinkedIn! 1. Instantly signals your authority, focus, drive and creativity 2. Emphasize the value you create and not your organizational pay grade 2.) Headline - Focus on Impact over Title Is your job title (the default setting) listed in your headline?
  24. 24. 25 Advertise your “unique self” on this valuable and searchable real estate 1. Showcase your specialty or your “so what?” 2. Speak directly to your target audience 3. Be specific and creative 4. Focus on keywords 5. Your story to tell 2.) Headline - Focus on Impact over Title (cont.) Is your job title (the default setting) listed in your headline? http://www.forbes.com/sites/dailymuse/2012/08/14/does-your-linkedin-headline-suck/
  25. 25. 26 Your personal/professional experience contributes to your unique value and POV 1. Passions? 2. Unique life experiences 3. Highlight (pursuit of) certifications 4. Write in the 1st person 3.) Summary – focus on YOU! Your personal elevator pitch. You’re not just another superficial salesperson
  26. 26. 27 Don’t fret if you’ve only got 1-3 years of FT experience 1. Rearrange the listing: Summary > Skills > Certifications > Experience 2. Highlight valuable or relevant experience gained prior to FTE 4.) What about Limited Work Experience? How to arrange your profile for maximum impact!
  27. 27. 28 Experiment with LinkedIn publishing to build your brand 1. Sharing/Tweeting/Liking is Transactional and Fades into Timeline 2. Focus on developing problem-solving or aspirational content 3. Big opportunity to put forward durable and memorable POV 5.) Pro Tip: Publish on LinkedIn Build Social Profile Equity
  28. 28. 29 Part 1 (Build the Foundation) • Has Google Destroyed the Sales Profession? • Dynamics of the Empowered Buyer/Consumer • Give Freely to Grow Your Sales • Learn Which Big/Important Social Media Platforms to Ignore • Why/How to Design a High-Impact LinkedIn Profile Part 2 (Level Up!) • Scale Your Relationships and Revenue • The 5Rs of Social Selling • 7-steps to Transform to an Industry Expert • How to Build a YouTube Channel What to Expect Today Parts 1 and 2
  29. 29. 30 Complete, Thank You Part 1
  30. 30. 31 Q&A @JeffLHerrmann @JeffLHerrmann
  31. 31. 32 How to Win Big with Social Selling Part 2 Part 2
  32. 32. 33 Part 1 (Build the Foundation) • Has Google Destroyed the Sales Profession? • Dynamics of the Empowered Buyer/Consumer • Give Freely to Grow Your Sales • Learn Which Big/Important Social Media Platforms to Ignore • Why/How to Design a High-Impact LinkedIn Profile Part 2 (Level Up!) • Scale Your Relationships and Revenue • The 5Rs of Social Selling • 7-steps to Transform to an Industry Expert • How to Build a YouTube Channel What to Expect Today Parts 1 and 2
  33. 33. 34 Social Selling is about leveraging your professional social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals. Source: LinkedIn We take it one step further in the age of empowered buyers • Effective Sales Leaders are teachers/curators and problem solvers • We move beyond a transactional approach to selling and publish our knowledge and expertise to build trust and credibility • We leverage social media profiles as a published record of knowledge and expertise • Our status is elevated as an industry expert and trusted advisor Setting Context: What is Social Selling? Give freely to grow your sales
  34. 34. 35 5 R’s of Social Selling on LinkedIn Effective Framework 5.) Relationships 2.) Relevance 1.) Reach 3.) Recognition 4.) Response
  35. 35. 36 Highest quality global contact database of people and companies • 443 million users • ~ 45 billion page views per quarter • Reaches 37% of the digital population Popular publishing platform for industry knowledge and training • 1 million professional publishers • 3 million long-form posts • Lynda.com acquisition strengthens services Advanced targeting and search features in Sales Navigator 1.) Reach – Use LinkedIn to Map the Universe of Opportunities Find the Best/Right Contacts on LinkedIn and Engage
  36. 36. 37 Monitor company and lead feed to gain intelligence and better understand: • Triggers • Interests • Intent • Skills/Education • Recommendations and shared connections • Groups and Influences Context helps you approach and engage the contact with relevant insights and information to build trust and credibility 2.) Relevance – Align with Adrian Chernoff’s Strengths Listen and Learn to Engage your Prospects/Customers
  37. 37. 38 Optimize Profile towards Clients • Headline: builds authority • Summary: reveals unique POV • Experience: impact made for clients • Recommendations: validates and builds trust • Skills: 3rd party votes for your expertise Curate industry insights and set sharing cadence to drive visibility (4 to 1) Publish Posts on Pulse (*7 Steps to Transform*) • Illustrates your knowledge and expertise to build trust and credibility • Positions you as a teacher and problem solver 3.) Recognition – Use Profile as a Tool to Build Authority Build Your Professional Brand on LinkedIn and Connect with Prospect that Value Your Expertise
  38. 38. 39 Only 4% of B2B buyers have favorable impression of a sales person who reached out cold Commitment to consistent monitoring and sharing of insights results in prospect engagement (germinate the seeds of awareness) InMail response rates 60% due to lack of clutter and competition (source Lindsey Boggs) Please always add value and do not pitch 4.) Response – Use inMail as Alternative Way to Message Warm up your Cold Calls
  39. 39. 40 1. Review profile of target to find common thread 2. Click “Send InMail” button on target’s profile 3. Craft interesting/personal subject line 4. Compose body copy with friendly/personal open 5. Use mutual connections to your advantage: reference v. referral 6. Go in for the ‘ask’: connect v. meet 7. Company overview 8. Name drop others/clients 9. Close 4a.) How to Achieve a 50% Conversion Rate 9-step InMail Process
  40. 40. 41 Ultimate GOAL is to scale and maintain our relationships to drive our mutual businesses forward Become a Trusted Advisor Most efficient, scalable and highest frequency way to stay in touch and communicate when real-time interaction is not possible 5.) Relationship Become a Trusted Advisor
  41. 41. 42 Build Authority and Achieve Creator Status Coaching your team up the Social Selling Maturity Curve Scale Revenue Scale Relationships Observer Curator Creator Participant Share/Like Mercenary
  42. 42. 43 Transform into an Industry Expert Bonus 1
  43. 43. 44 1. Set goals and document your strategy 2. Develop a (Content Marketing) mission statement 3. Select editorial theme and stick to it 4. Develop content asset(s) and channel(s) 5. Make an appointment with your audience 6. Schedule, share and repurpose 7. Measure and optimize Sales Leader to Thought Leader in 7 Steps Transform Yourself and Your Business
  44. 44. 45 1.) Set Goals and Document Your Strategy SMART and Productive
  45. 45. 46 2.) Develop a Content Marketing Mission Statement SMART and Productive 1. Who’s target? 2. What’s delivered? 3. Outcome for Audience?
  46. 46. 47 2a.) Importance of Persona and Buyers’ Journey SMART and Productive
  47. 47. 48 3.) Stick to an Editorial Theme
  48. 48. 49 4.) Develop Content Asset(s) and Channel(s)
  49. 49. 50 5.) Make an Appointment with Your Audience
  50. 50. 51 6.) Schedule, Share and Repurpose
  51. 51. 52 7.) Measure and Optimize
  52. 52. 53 1. Buy 3 construction lights from Home Depot (placement) 2. Set up iPhone on stable base 3. Flip view of camera and hit record 4. Share your knowledge and expertise (7 steps) 5. Upload video to your YouTube channel (public or unlisted) 6. Share across select social networks (LinkedIn and Twitter) 7. Push to marketing team to transcribe your thoughts and publish Video Communications Hack Preparing for the Future of Video Communications 30 Day Challenge
  53. 53. 54 Free eBook on How to Set Up a YouTube Channel
  54. 54. 55 1. Transformation into Thought Leaders 2. Illustrate Depth of Knowledge 3. Build Trust, Credibility and Confidence 4. Passion, Commitment and a Unique POV Key Takeaways
  55. 55. 56 Complete, Thank You Part 2
  56. 56. 57 Q&A @JeffLHerrmann @JeffLHerrmann
  57. 57. 58 APPENDIX Section 0
  58. 58. 59 Appreciating an Audience-First Perspective? What is Content Marketing? Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. (Source: CMI)
  59. 59. 60 32% Claim their Content Marketing Strategy is Mature+ High Participation but…. 88%of B2B Companies Use Content Marketing
  60. 60. 61 30% Claim their Strategy is Effective Most still using for Lead Generation | Good to Understand
  61. 61. 62 1. Components of a Documented Content Marketing Strategy 1. Who’s the target? 2. What’s delivered? 3. What’s the outcome for the audience? Best Practice: Documented Content Marketing Strategy Drives Governance of an Effective Social Selling Strategy This strategy arms the team with relevant content and reinforces the marketing (audience development) strategy. Sales stays focused and contained to supporting the messaging for only the critical initiatives

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