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How to Make Social Media Work for B2B and B2G



There is a lot of buzz about using social media to grow your business. Does it work for B2B or B2G companies? Yes. Forty years ago, researcher Mark Granovetter proposed a theory about social interaction. He suggested that people close to you know about the same opportunities, projects, people, job openings and events that you do. If you expand your reach beyond your closer circles, you tap into your other connections, which expose you to a whole new set of options. You can leverage social media to make this happen.

This presentation will provide actionable tips on using social media to grow your B2B/B2G business.

Join us and you’ll learn:
· Which social media activities result in the most traction and which are a waste of time

· How to position your company as a trusted source

· How to nurture leads that are not "sales-ready”

· What to share with businesses and government agencies so they think of you as they write their RFPs

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How to Make Social Media Work for B2B and B2G

  1. 1. How to Make Social Media Work for B2B and B2G Raj Khera CEO, MailerMailer @rajkhera 301-825-5658
  2. 2. So Who’s This Raj Khera Guy? Engineer turned business guy CEO, GovCon – sold in 1999 for $12M Partner, FilterPoint – sold in 2009 Partner, CEO MailerMailer Presstacular –marketing tool for IT companies Author #1 Amazon Bestseller: IT Marketing Crash Course Presentation Slides © 2013 MailerMailer LLC
  3. 3. What makes a client… Find you Like you Trust you Hire you Rely on you
  4. 4. Social Media Enables offline interpersonal experiences to occur online Facebook, Twitter, LinkedIn are only means to an end
  5. 5. Being Likeable What makes YOU like someone?
  6. 6. Who do you find interesting? At work or on Facebook or Twitter: Those who talk about themselves – “me” Those who share information – “you”
  7. 7. Who do you trust? What makes you trust a company you don’t know? Those who talk about what they offer and how good they are – “me” Those who listen, educate and comfort you without pressure – “you”
  8. 8. Me vs. You Marketing Word Choice Me What we do Our projects How good we are Preferred words: “Our Services” “Our Clients” “Our Staff” “We can help you” You What you do Your goals What problems need solving? Preferred words: “How to…” “White Paper on…” “Free Report on…” “We can help you”
  9. 9. Which one would you trust? Buy from?
  10. 10. People who trust you will Share insights Advocate for you Do what you recommend
  11. 11. Trust = Credibility + Reliability + Intimacy Self-Interest Source: The Trusted Advisor by Maister, Green, & Galford
  12. 12. What Does Your Marketing Say? Our services Our capabilities Our clients Our projects Our staff Our promotions
  13. 13. What Matters to Clients? Important: Them Their problems Solutions to their problems Benefits of your products and services Not important: You Features of your products and services
  14. 14. Prospects aren’t always aware of technology options So they aren’t looking for your technology solutions And don’t know how to shop for them
  15. 15. Change the Dialog Don’t Sell. Educate.
  16. 16. What Matters to Clients? Content Examples 5 handy Windows productivity tricks that you didn’t know 10-point computer security checklist to review every quarter Video: 4 ways to stay connected to your staff remotely How to prepare your office for the storm arriving this week
  17. 17. Something for Each Audience Segment The Money Person 4 inexpensive ways to upgrade your staff’s technical skills Maximizing ROI for your technology investment The Manager Back up and disaster recovery plan Podcast: Come work for us - Company Perks The End User How to set up user permissions
  18. 18. Benefits of Great Content Generates and nurtures leads Enhances credibility Encourages sharing Establishes trust i.e., Sells without selling
  19. 19. Blogs The First Step in Your Social Media Strategy
  20. 20. Paul Barnett, Network Depot Blogs/Videos/eBooks Windows 8 eBook on how to buy the right PC No leads first few months Now 1 lead per week Use educational pieces as “leave behinds”
  21. 21. DP Venkatesh, mPortal Mobile products/services Blog/Email changed everything 2 posts per week, CEO and Tips Targeted 10 critical keywords, 20 others 10-fold increase in site traffic 100s of new leads in 8 months
  22. 22. Getting Educational Content Ordered by pain level, highest to lowest Write it yourself Dictate your ideas, have a writer produce it License/buy it Remember: write about what matters to them, not to you
  23. 23. Wordsmithing, Google Style
  24. 24. Something for Each Audience Segment The Money Person 4 inexpensive ways to upgrade your staff’s technical skills Maximizing ROI for your technology investment The Manager Back up and disaster recovery plan Podcast: Come work for us - Company Perks The End User How to set up user permissions
  25. 25. Marketing’s New Math 1 = 10
  26. 26. Repurpose, Repurpose, Repurpose Blog White Paper/ eBook Infographics Slide Deck Webinar Video Podcast on iTunes Article 1 = 10 Email Newsletter Social Media
  27. 27. Chris Schroeder, App47 Mobile app management Educational tools “What’s Appening” podcast, iTunes eBooks, white papers, blog IDG: 72% of IT buyers read white papers
  28. 28. Diana Hage, RFID Global Solution Blogs every other week Industry solutions 6-8 targeted keywords Connects posts to social media: 4 webinars per year 2-3 closed deals per webinar Plus 5-6 inquiries they can nurture
  29. 29. Paul Tomlinson, Mirus IT (UK) Managed Service Provider Tweets about topics that help Hashtags - #keyword Mentions - @twitterhandle 0 to 500 Twitter connections in 1 year
  30. 30. Hashtags The 25 Most Popular Passwords- If these apply to you, perhaps it's time to change! #thoughtfortheday #FridayFun Today is a cake day – the Great Mirus Bake-Off is Back!
  31. 31. Mentions The tinned food donations are coming in for @mkfoodbank ’s Big Little Give this week - good work Team Mirus @Mirusit #biglittlegive @PT_MirusIT Paul Tomlinson of Mirus IT Solutions becomes Founding Member of Kaseya Customer and Partner Advisory Council
  32. 32. Unnamed Politician I wrote a blog after last election Auto-posted as LinkedIn status update He read about it on LinkedIn Called to discuss ways to help him win next election
  33. 33. Gordon Tan, ClientHeartBeat We followed his Twitter account He noticed and sent DM (direct message) Connected offline
  34. 34. Nurture leads that aren’t ready to buy Use email analytics
  35. 35. Lead Generation and Nurturing Offer White Paper to get their contact info
  36. 36. Educate first Then people will be open to your promotions
  37. 37. DON’T SAY Hey, I noticed you clicked on my article about disaster recovery. < THAT’S CREEPY! >
  38. 38. SAY Hi Sally, I’m calling because we’re noticing several companies like yours take a closer look at disaster planning to protect assets. I wanted to check in to see if you’d like to explore some options for ABC Solutions.
  39. 39. The Story of Bob, Your Fierce Competitor
  40. 40. This is Bob. Nice guy. He’s your competitor. He’s stealing your clients.
  41. 41. He knows clients buy from people they like and trust. What makes him like some people?
  42. 42. Then he thought… What makes him trust a company?
  43. 43. Hmm… What does your marketing say?
  44. 44. Every Buying Cycle Stage. Every Decision Influencer.
  45. 45. Sid Hoffman Software White paper • How To Re-purpose TV Closed Caption Files For Internet Video Distribution $60,000 deal within 1 month
  46. 46. Praba Murugaiah Staffing Sample interview questions Reading body language Technical webinars Doubled annual growth
  47. 47. Guy Wassertzug Services Revamped newsletter Zero to page 1 on Google in 3 months #2 rank on Google
  48. 48. #2 rank on Google in 3 months! The Result: The Stars Align
  49. 49. The IT Marketing Crash Course: How to Get Clients for Your Technology Business +1-301-825-5658
  50. 50. Blog + Newsletter + Analytics = More Business 800-475-1415
  51. 51. Contact Raj Khera 301-825-5658 x800

Editor's Notes

  • Different word choice, same end goal: we can help you.
  • Turn the table now to you. Is your web site just a brochure? When is the last time you got a client because they read your online brochure? If your website is brochure-ware or if all of your marketing material only talks about how good you are, you are missing a major opportunity. Plus, your competitors will sneak past you – and maybe even steal your clients.
  • How? Because what matters to clients are the issues they are facing in their own business right now, not you and not necessarily what you are selling.Focus on benefits, not features. You and I know what cloud computing is. Your clients might not. Don’t say “store your data in the cloud”. That’s meaningless to a non-technical person. Instead, say “access your data anytime you want it and from any device – your iPad, your work computer or home PC”. That’s what people buy.
  • Sure, your technology solutions can solve their problems. But most of the time, they don’t even know what technology is available let alone how to shop for it. So, they might not even be looking for solutions like yours, MSP, BDR. Yes, they may have the latest iPhone, but they might not know why they should upgrade their office technology.
  • Focus on what matters to your prospects and clients. #4 – we are in the Washington DC metro area and there were a lot of warnings about Hurricane Sandy the week before it hit. We gave our clients a checklist to send to their clients about how to prepare for the hurricane – things like backing up data, getting remote access, other tips. That tip sheet created a LOT of goodwill with their prospects and clients because it educated them – all this helps keep you top of mind. It builds trust.
  • To really hone in your messaging, create buyer personas, basically profiles of clients who buy and use your services.Timely questions: Is it worth upgrading to Windows 8?Office365 vs Hosted Exchange pros and cons
  • Great content sent on a regular basis keeps you top of mind. Don’t sell. Educate.3 bidders example, only 1 with white paper
  • Getting 2-3 new clients per year through referrals; wanted to get 2-3 per month. Started educating prospects.
  • Let’s take a deeper dive into one article idea and how to massage it into multiple channels
  • You can get multiple articles from the same topic idea. Target only one or two keywords per article &gt; better for Google indexing.
  • In modern marketing, there is the new math. 1 is really equal to 10.
  • Articles &gt; post on your blog, guest blogs, for top10 other other lists, create infographic &gt; compile blog headlines for monthly email &gt; several blogs = white paper or eBook, PPT/slide deck &gt; slide deck makes it easy to do webinar &gt; record webinar = video &gt; post on Youtube channel, create podcast and post on iTunes. Remember, everybody finds information in different ways. This way you get a lot more mileage from each piece.Goal: stay top of mind - email ties a lot of these together very nicely so you promote yourself via education, not sales pieces.
  • Go after the low hanging fruit, but don’t forget about the larger part of the pie: those that could be your clients – they just need a little nurturing. Don’t drop the ball on that contact you got last month at the networking event. Send them educational info.
  • When a client only sees promotion after promotion, they tune out.When they see educational pieces, they stay tuned in. You have built trust. What comes with trust? Bonus: if they trust you, they become open to your advertising, open to your sales pitches, open to your promotions.
  • This is a recap of everything I’ve covered
  • Meet your fierce competitor, Bob. Bob tried wishing his company would grow, but that didn&apos;t work. Then he figured out how to steal your clients. Here&apos;s how.
  • One day, Bob got to thinking. He knows that customers buy from people they like and trust. So when he meets new people, who does he find to be likeable?
  • It’s those who share stories and are interested in him too, not the ones who only talk about themselves – like a bad date.
  • So he got to thinking a little more and wondered how this carries over to the corporate world. What makes him trust a company that he’s not familiar with?
  • Well, just like when he meets people, the companies he trusts are the ones who share ideas and tips so he can make an informed decision, not the ones who only talk about their products and services.
  • So Bob started looking at your marketing messages. He looked at some others, too. What he found was startling.
  • “Wow,” he thought, “most of these companies only talk about themselves - like a bad date.”  All he saw was words like “our products, our services, our this, our that, look at what you can do with our tool.”
  • Plus, these companies don’t reach out to their customers regularly - and when they do, they’re selling, not educating, not sharing.
  • This makes it easy for Bob’s company to sneak in under the radar. While most of his competitors talk about what they can do, Bob publishes productivity tricks, checklists, how-to articles, even videos.
  • His articles and white papers and slide presentations talk to each stage of the buying cycle and address the different thoughts every buyer or influencer has.
  • Bob’s clients love this information. But so do yours, and yours and yours. And Bob knows that.
  • So now, when he comes across your clients, he asks if they want free ideas to help them make informed business decisions. And they do, giving Bob the opportunity to chip away at your relationship with your customers.
  • Bob&apos;s website is no longer brochure-ware. It&apos;s an educational resource that helps people with their needs. He&apos;s got newsletters, current blogs, ebooks, all sorts of material, all free. There&apos;s a tiny &quot;About Us&quot; section that talks about his company.
  • Soon, Bob started getting calls and emails from a whole new group of people that found him on Google or saw someone&apos;s tweet about one of his articles. He is becoming the &quot;go to&quot; source for his niche. Let&apos;s meet some real-life Bobs.
  • Sid Hoffman of Computer Prompting and Captioning published a white paper to teachbroadcast TV producers how to caption their shows for Internet distribution. Within 1 month, they were closing a new $60k deal with many more in the works.
  • Praba Murugaiah runs staffing company TechFetch. They published articles for companiesas well as candidates and more than doubled their annual growth rate.
  • Guy Wassertzug of InfoStructures published a promotional newsletter for 9 months without getting any results. A shift in content got them the #2 ranking on Google, plus 3 email responses the day he published his revised newsletter.
  • To wrap up the story about Bob the Competitor… Marketing has changed.This was Bob a year ago. Make sure this isn’t you now – and definitely not in 2013.
  • If you want more information, Presstacular is a next generation email marketing tool that contains a library of click-and-use technology articles that keep clients engaged so when they are “sales ready,” they think of you first. We can also write custom articles just for you. Free trial at
  • If you want more information, Presstacular is a next generation email marketing tool that contains a library of click-and-use technology articles that keep clients engaged so when they are “sales ready,” they think of you first. We can also write custom articles just for you. Free trial at
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