Using Social Media to  Find  And  Close  More Business Matt Heinz Principal, Heinz Marketing LLC [email_address] @heinzmar...
Last Slide First <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Participate in...
Let’s talk about you first…
Your business objectives
Your business objectives
Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1  Goal: Sell New Customer Drip Marketing Channels: Email N...
Your customers
Listening
Listening via RSS Feeds
Listening via Twitter
Listening via TweetDeck
Vertical Groups <ul><li>ActiveRain </li></ul><ul><li>SHRM </li></ul><ul><li>ChurchCrunch </li></ul><ul><li>Focus </li></ul...
What are they talking about?
The buying progression Solution Problem/Pain Objective/Outcome
Three types of social content <ul><li>Proactive </li></ul><ul><li>Reactive </li></ul><ul><li>Participatory </li></ul>
Your anchor
Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
“Reactive proactive”
Your Daily “Punch List” <ul><li>Read & Filter </li></ul><ul><li>Publish & Republish </li></ul><ul><li>Syndicate </li></ul>...
What you’ll see…
What you’ll see…
Gist as your dashboard
Participation Best Practices <ul><li>Share </li></ul><ul><li>Don’t sell </li></ul><ul><li>Be a trusted advisor </li></ul><...
One thousand options…
Last Slide Last <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Participate in ...
Questions?
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2010.6.22 psbj presentation deck

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2010.6.22 psbj presentation deck

  1. 1. Using Social Media to Find And Close More Business Matt Heinz Principal, Heinz Marketing LLC [email_address] @heinzmarketing
  2. 2. Last Slide First <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Participate in their communities as a peer to build trust & credibility </li></ul><ul><li>Use research tools to customize approach with new targets </li></ul><ul><li>Publish your own source(s) of value-added content to attract new prospects to you </li></ul><ul><li>Marketing is too important to leave to the marketers </li></ul>
  3. 3. Let’s talk about you first…
  4. 4. Your business objectives
  5. 5. Your business objectives
  6. 6. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  7. 7. Your customers
  8. 8. Listening
  9. 9. Listening via RSS Feeds
  10. 10. Listening via Twitter
  11. 11. Listening via TweetDeck
  12. 12. Vertical Groups <ul><li>ActiveRain </li></ul><ul><li>SHRM </li></ul><ul><li>ChurchCrunch </li></ul><ul><li>Focus </li></ul><ul><li>What are yours? </li></ul>
  13. 13. What are they talking about?
  14. 14. The buying progression Solution Problem/Pain Objective/Outcome
  15. 15. Three types of social content <ul><li>Proactive </li></ul><ul><li>Reactive </li></ul><ul><li>Participatory </li></ul>
  16. 16. Your anchor
  17. 17. Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
  18. 18. “Reactive proactive”
  19. 19. Your Daily “Punch List” <ul><li>Read & Filter </li></ul><ul><li>Publish & Republish </li></ul><ul><li>Syndicate </li></ul><ul><li>Engage </li></ul>
  20. 20. What you’ll see…
  21. 21. What you’ll see…
  22. 22. Gist as your dashboard
  23. 23. Participation Best Practices <ul><li>Share </li></ul><ul><li>Don’t sell </li></ul><ul><li>Be a trusted advisor </li></ul><ul><li>Don’t sell </li></ul><ul><li>Connect, recommend, refer </li></ul><ul><li>Don’t sell </li></ul>
  24. 24. One thousand options…
  25. 25. Last Slide Last <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Participate in their communities as a peer to build trust & credibility </li></ul><ul><li>Use research tools to customize approach with new targets </li></ul><ul><li>Publish your own source(s) of value-added content to attract new prospects to you </li></ul><ul><li>Marketing is too important to leave to the marketers </li></ul>
  26. 26. Questions?

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