Social Selling Master Class - Leslie Hughes, PUNCH!media
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Social Selling is revolutionizing the way businesses and professionals market and sell their products and services. Clients and customers have never been more educated and empowered. Most prospects have already researched you or your organization before they even reach out. In this session, you'll learn: a) the key areas you need to focus on to ensure you make a strong first impression, b) how to identify and find your ideal prospects using Linkedin, c) the proper etiquette to turn cold calls into warm introductions, and how to respond to inbound connection requests from people you don't know and d) why you need to bridge the gap between marketing and sales so you can optimize your brand and build thought leadership for your organization.
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Social Selling Master Class - Leslie Hughes, PUNCH!media
- 1. Leslie Hughes PRINCIPAL, PUNCH!MEDIA TORONTO, ON ~ MAY 16 – 17, 2019 | DIGIMARCONCANADA.CA #DigiMarConCanada Social Selling Master Class MASTERCLASS
- 2. www.punchmedia.ca 2 DigiMarCon: Social Selling Masterclass Presented by: Leslie Hughes | PUNCH!media @punchmediadotca
- 5. www.punchmedia.ca 5 Social Selling Produces Results
- 6. www.punchmedia.ca 6 Social Selling will help you to:
- 7. www.punchmedia.ca 7 The modern prospect journey:
- 8. www.punchmedia.ca 8 Sales & Marketing is now a collaborative process
- 9. www.punchmedia.ca 9 Three steps to Social Selling:
- 10. www.punchmedia.ca 10 You Are A Brand
- 11. www.punchmedia.ca 11 Your ENTIRE team are brand ambassadors
- 12. www.punchmedia.ca 12 • • • • • Why LinkedIn is important:
- 13. www.punchmedia.ca 13 On LinkedIn, focus on: It takes mere seconds to make a first impression
- 14. www.punchmedia.ca 14 • Professional & polished • Clean & close up (ideally head & shoulders only) • Smiling, approachable • Confident #1: Professional Photo
- 16. www.punchmedia.ca 16 Pro Tip: Write your draft in a WORD document. Headline = 120 characters #2: Strong Headline
- 17. www.punchmedia.ca 17 • Whom do you help? • How do you help them? • What drives you? • Write in the first person • Include accomplishments, keywords, call-to-action #3: A Fascinating Summary
- 18. www.punchmedia.ca 18 LinkedIn Current Experience • Link to Company Page • Explain the “WHAT” that your company does • Specialties • Website
- 19. www.punchmedia.ca 19 Extend Your Brand • Provide “boilerplate” company copy for Current Experience • Use multimedia to showcase portfolio/products/services Provide company- branded Cover photo
- 20. www.punchmedia.ca 20 Get To 100% & Check Out Your SSI https://www.linkedin.com/sales/ssi 1. Profile picture 2. Industry & location 3. Current position & description 4. 2 past positions 5. Education 6. 3+ skills 7. 50+ connections
- 21. www.punchmedia.ca 21 CREATE: Your Next Steps 1. Optimize your LinkedIn profile Photo, Headline, Summary, Experience 2. Educate & empower your entire team Extend your brand presence. 3. Audit your digital footprint How do clients find you? www.punchmedia.ca 20 CREATE: Your Next Steps Photo, Headline, Summary, Experience Extend your brand presence. How do clients find you?
- 22. www.punchmedia.ca 22 Step #2: Build A Network Of Quality Connections
- 24. www.punchmedia.ca 24 Define YOUR Success. You need a minimum of 11.4 touchpoints • •
- 25. www.punchmedia.ca 25 RESEARCH: LinkedIn Search - Basic Marketing Manager / Retail / Toronto
- 26. www.punchmedia.ca 26 RESEARCH: LinkedIn Search - Sales Navigator Marketing Manager / Retail / Toronto
- 27. www.punchmedia.ca 27 “We don’t exchange business cards without a conversation, so be sure to personalize EACH connection request on LinkedIn!”
- 29. www.punchmedia.ca 29 PROSPECT with “icebreakers” or other triggers • • • • •
- 30. www.punchmedia.ca 30 Making connections via your Smartphone
- 31. www.punchmedia.ca 31 How To Reply To Requests From Strangers On LinkedIn
- 32. www.punchmedia.ca 32 Develop A Multi-thread Mindset • Salespeople need to interact with 5+ people to close a deal. (LinkedIn) • 76% prefer a vendor recommended by their network • Don’t try to sell. Instead share new ideas, best practices or other value-added information: “Is there anyone else on the team who will benefit from these insights?”
- 33. www.punchmedia.ca 33 CONNECT: Your Next Steps 1. Who is your ideal client? Where are they? What pain points do they have? 2. Set goals for success: How many connections/calls do you need?___________ How many touchpoints do you typically need?________ Reach out to _____ connections per day. 3. Build your network. Personalize connection requests. Turn cold calls into warm introductions. Embrace a multi-threaded approach.
- 35. www.punchmedia.ca 35 How To Bridge The Marketing & Sales Gap • Define your buyer’s persona • Use tools to streamline collaboration and process • Create content that solves problems and connects with them throughout the buyer’s journey (map it out!) • Personalize the approach
- 36. www.punchmedia.ca 36 Be “At The Ready” Before THEY Are Ready In the early stages of the buying process, buyers spend 54% of their time online.
- 37. www.punchmedia.ca 37 Publish content & stay top-of mind Leverage from your existing marketing material. Curated content from other sources • Re-share information from credible online sources • Curated tools such as Grapevine6
- 38. www.punchmedia.ca 38 LinkedIn Company Pages Ask your team to follow the Company Page and share status updates
- 39. www.punchmedia.ca 39 Facebook: 12:00 – 3:00 p.m. Mon, Wed, Thurs & Fri. 12:00 – 1:00 p.m. Sat & Sun LinkedIn: 7:00 – 9:00 a.m. Tues, Wed, Thurs. Peak Dates & Times To Post Instagram: 12:00 – 1:00 p.m. Mon to Fri Post 2-3 times per week. Post 2 times per day. Twitter: 3:00 p.m. Mon to Fri Post 3 to 22 times per day Post 1 to 2 times per day
- 40. www.punchmedia.ca 40 Implement a Social Media Policy Never publish anything you wouldn’t want seen on a billboard!
- 41. www.punchmedia.ca 41 CONVERT: Your Next Steps 1. Deepen relationships through personalized notes. Consistent and (gently) persistent. 2. Look for sales triggers. Identify opportunities. Drive online relationships OFFLINE. 3. Put together a content calendar. What will you post? When will you post? Leverage your team to generate awareness Be sure to have a Social Media Policy in place.