Social Media in the Era of Inbound Marketing


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Presentation deck from May 21, 2013 session at the InsideView Insider Summit

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Social Media in the Era of Inbound Marketing

  1. 1. Social Media in the Era of InboundMarketingMatt HeinzPresident, Heinz Marketing @heinzmarketing
  2. 2. Housekeeping• Copy of this deck• Offers for you– 10 minute brainstorm– Successful Social Selling– Secrets to Successful Marketing Automation• Write on a business card what you want– It’s that simple…
  3. 3. Last Slide First1. Find & engage prospects “upstream” beforethey are active buyers2. Participate in their communities as a peer tobuild trust & credibility3. Use research tools to customize approach withnew targets4. Publish your own source(s) of value-addedcontent to attract new prospects to you5. Sales is too important to leave to salespeople
  4. 4. Prospect Engagement FunnelActive Sales CycleChannels: CRM, 1:1Goal: SellNewCustomerDrip MarketingChannels: Email Newsletters, CRM SystemGoal: Drive Active ProspectsNetwork / Open CommunityChannels: Twitter, Facebook, Blog, LinkedInGoal: Drive RegistrationNetwork-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.Testimonials, Success StoriesProfile-Specific MessagesNew product/service offersReferral & Tell-a-Friend OffersNetwork / Community InvitesNew Opportunity Alerts1:1 with Existing CustomerIn-Market EventsNext Step Accelerator IdeasCustomer Targets (based on persona profiles)
  5. 5. What are they talking about?
  6. 6. The buying progressionSolutionProblem/PainObjective/Outcome
  7. 7. Four steps to a better plan1. Do the math (quantify what successlooks like)2. Create a clear customer profile3. Map the sales and buying process4. Plan to fire lots of bullets
  8. 8. Enumerating needs by roleAudienceVertical #1CEOIT/CIOCFOCMOAudienceVertical #2CEODrivers Pain Points Value Propositions(bullet points) Key MessagesKey MessagesDrivers Pain Points Value Propositions(bullet points)Want the XLS template? Email me:
  9. 9. Social media for sales• Target individuals and keywords• Watch for early-stage buying signals• Participate as a peer• Teach sales & customer service reps tointeract directly• Use tools to manage, assign, etc.
  10. 10. Top sales reps – social tips1. Get new introductions from existing network2. Get new introductions from others in theirorganization3. Watch for buying signals across the social Web4. Build deeper, early relationships with newprospects5. Directly share information, become an expert,generate a following
  11. 11. Finding more sales on Twitter• Follow your prospects• Follow your partners• Curate customer-centric content• Listen for buying signals• Watch and use hashtags
  12. 12. Finding more sales on LinkedIn• Read the Daily Digest…daily• Join and participate in groups• Keep your profile up to date• Ask and answer questions• Give recommendations & skillendorsements• Ask for specific referrals and introductions• Use Signals & the new Contacts
  13. 13. + LinkedIn Updates• Objective: Automated prospect dripcampaigns, direct from sales reps to theirprospects• Cost: Free• How it works:– Syndicate content from your company blog– Sales reps “connect” with new leads– Content automatically populates to “Update”fields moving forward
  14. 14. Contactually• Objective: Stay more actively in touch withprospects, based on past email activity• Cost: Free or $19/month• How it works:– Researches & indexes your emailautomatically– Daily alerts to people you need to follow-upwith– Paid version includes signature scraping,social conversation tracking and more
  15. 15. TweetAdder• Objective: Identify and follow prospectivecustomers based on profile keywords,hashtags, associations and more• Cost: $29 (one-time cost)• How it works:– Identify prospects worth following via a variety ofcriteria– Throttle the follows, automate activity & searches– Works best with actively curated Twitter feeds
  16. 16. LinkedIn Saved Searches +Email Updates• Objective: New leads weekly based ongroup affiliation or title/role changes• Cost: Free with Sales Navigatorsubscription• How It Works– Created “saved searches” for groups, titles,locations, etc.– Get weekly emails with new search results
  17. 17. Leads from Twitter• Objective: Identify new leads from Twitterbased on buying signals, needs &symptoms• Cost: Free• What to use:– TwitHawk– Nearstream– Socedo
  18. 18. Newsle• Objective: Know every time yourprospects are mentioned online, in thenews, or in social media• Cost: Free• How it works:– Identify your prospects– Sign up for email alerts– Follow-up
  19. 19. Daily Do Lists• Objective: Engage with social selling bestpractices daily• Cost: Free• How It Works:– Schedule a daily meeting with yourself at 7:30am (or whenever you start your work day)– Work through the list
  20. 20. Matt’s Daily Do List1. Schedule (yesterday & today)2. Touch Base (birthdays, Likes)3. Endorsements (skills, Kred, Klout,, MeritShare)4. Spam folder5. Network (Twitter adds, G+ Circles)6. Engage (Comments, LinkedIn Groups)7. Prospecting
  21. 21. Buffer• Objective: Automate throttling anddistribution of curated content to up to 20social channels• Cost: $20/month• How it works:– Identify value-added content worth sharing on Twitter,Facebook, LinkedIn (including groups)– One-click to share & choose appropriate channels– Automatically queues content for future distribution
  22. 22. Six More Social Selling Tools1. TimeTrade2. Tweepi3. Morning Coffee4. ToutApp5. LittleBird6. RivalIQ
  23. 23. Three types of content1.Proactive2.Reactive3.Participatory
  24. 24. Planning contentTheme 1Week 1Theme 2Theme 3Theme 4Week 2 Week 3 Week 4
  25. 25. Editorial calendar exampleMarket LeaderQ2 2010 Editorial CalendarWeek of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28Corporate ThemeContent ThemeCompany News (PR) Fiji Release Leading RE free trial Gathering of EaglesKeynote Recap200th MLSIndustry Calendar Mid-year NARBroker Ops (Bob) Agent productivity tools -whats recommended,whats working (blog, AR)Creating a customer-centric brokerage (blog)Top 10 reasons whybrokers should care aboutsocial media (blog, AR)12 ways to motivate,excite and retain youragents (blog)Broker LinkedIn Group Questions What productivity tools areyour agents using? Anythat have been adoptedacross the brokerage?What does customer-centric mean at yourbrokerage? What areyour best practices aroundthis?How many conferences todo you attend each year?Which are your favoritesand why?What is your brokeragedoing with social media?Can you measure specificnew business from theseinvestments?How has business beensince the home-buyercredit expired? What newpromotions have youinstituted to replace it?What are your bestpractices for motivating,exciting and retaining youragents?What is your brokeragedoing to encourage andfacilitate teamwork andresource sharing?How much training do youprovide your agents?What topics do you focuson?Leadership (Ian) The best customer serviceadvice I ever received(blog)Early listing seasonobservations (blog)Why listings matter evenin a buyers market (blog)Attracting & recruitingagents (blog)Agents & Teams (Scott) How to share bestpractices across yourteam (blog, AR)Team collaboration bestpractices (blog, AR)How to be more efficientwhen you dont alwaysshare the sameworkspace (blog, AR)Combining resourcesacross a team to increasemarketing impact (blog,AR)Sales & Marketing Advice (anon) Five seller appeasementstrategies that wont breakthe bank (blog, AR)Seller marketing tips fromreal estate veterans (blog,AR)Best practices for listingpresentations (blog, AR)Search & Web Tips (Thad) How to increase yourTwitter followers (blog,AR)Why your Web domain isso important (and why itsnot) (blog, AR)How to be immediatelyresponsive to your Webleads (blog, AR)How to help localbuyers/sellers find yourWeb site (blog, AR)Using social media tomarket your listings (blog,AR)Market Leader VoicesFive Ways to be a Market Leader(Video)5 ways to improve yoursearch results (Thad)5 ways to build a businesswithin a business (Ian)5 ways to instantlyimprove your customerservice (Scott)TBD TBD TBD TBD TBDIans Leadership Videos Five Characteristics of aSuccessful Real EstateBusinessBuilding a Customer-Centric BrokerageWhy Lead ManagementMatters (and why its oftenignored)Knowing when technologyis important, and when itsnotBringing it all together to grow your businessLeadershipCommentaryTraining&EducationGuest Posts: Broker Web site success stories (pullfrom Exit customers)Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market LeaderSpring Season Heats Up Are you growing your market share?Q2May JuneNew Vision for Real Estate Industry
  26. 26. Five common contentmarketing mistakes1. Not having a plan up front2. Writing for the company instead of thecustomer3. Not encouraging and participating in two-way communication4. Not promoting, aggregating and curatinggreat content from others5. Only producing written content
  27. 27. Repurposing
  28. 28. How to create more content• Write more ideas down• Keep a single, ongoing list of those ideas• Ideas, then outlines, then drafts• Write ahead of time• Use guest contributors
  29. 29. 10 sources of content inspiration1. Customer questions2. Stuff you read3. People you disagree with4. Your customer-facing teams5. Trade press6. Conferences, panels & Webinars7. Twitter hashtags8. LinkedIn Answers9. The news10.Things you see that are dumb
  30. 30. If you want more…
  31. 31. Questions?Matt HeinzPresident, Heinz Marketing @heinzmarketing