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Getting started socially - SugarCon 2011
This document provides an overview of Dan Kraus and his marketing consulting firm Leading Results. It discusses how Kraus has decades of experience in sales and marketing and has founded multiple companies. Leading Results offers one-on-one coaching and consulting services to help clients improve their marketing. The document emphasizes developing a marketing strategy before tactics, focusing on an ideal target customer, and differentiating one's business to attract customers. It also stresses the importance of publishing educational content across various channels to build trust and attract new leads.
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Getting started socially - SugarCon 2011
- 1. Ge#ng Started, Socially (social media marke6ng)
- 2. Who is this Dan Kraus guy? • 25 year sales & marke6ng veteran – 9+ years with Great Plains SoFware (‘89-‐’98) – 6+ years with SAP (‘03-‐’09) – Allaire – Macromedia – Infinium SoFware – ADP, Con6nental Cable (Comcast) • Founded 3 companies • UMASS Amherst, Marke6ng
- 3. Leading Results Overview • Marke6ng services firm – coaching and consul6ng » 1:1 Coaching, Group Coaching » Frac6onal VP of Marke6ng » Social Media Coaching and Learning » Referral Marke6ng Coaching and Classes • Authorized Duct Tape Marke6ng coaches • Offices in Boston and Philadelphia • Clients throughout North America • We help our clients stop was6ng money on marke6ng that does not create results
- 4. Leading Results Core Marke6ng Mantra • Don't talk about the products you sell; talk about the problems you solve. • Then talk about the remarkably different way that I will experience working with you as you solve those problems. • Be sure you tell me what I get; NOT what you do. Because I don't have 6me to figure out if what I need is what you do.
- 5. “IF YOU DON’T LIKE CHANGE, YOU’RE GOING TO LIKE IRRELEVANCE EVEN LESS.” -‐ GEN. ERIC SHINSEKI
- 6. Marke6ng has fundamentally changed! From: Outbound To: Inbound (ProspecIng, HunIng, InterrupIng) (ALracIng, EducaIng, “GeNng Found”) Print Ads Blogs, e-‐books, white papers Radio Ads Podcasts Television Ads Videos Tradeshows Webinars Cold Calling Search Engine Op6miza6on E-‐mail Blasts RSS, Feeds
- 7. Digital interac6vity is now at the center of marke6ng
- 8. Quick Poll How Many of you: • Bought something online in the last month? » Read a review first? » Ask an opinion on FB or other social network » Read a blog post about it • Have a blog? » Have an ac6ve blog?
- 9. Defini6on of Marke6ng Know Like Trust TRY Buy Repeat Refer
- 10. Marke6ng Fabric Needs Many Threads 1. Strategy before tac6cs 2. Complete Marke6ng hourglass 3. Publish educa6onal content 4. Create a total web presence 5. Inbound Lead Genera6on 6. Selling is systema6c also 7. Live by the calendar
- 11. "Strategy without tac0cs is the slowest route to victory. Tac0cs without strategy is the noise before defeat” ~ Sun Tzu.
- 12. Strategy before tac6cs • Define your Marke6ng Purpose • Narrow your focus • Differen6ate and dominate
- 13. Define your Marke6ng Purpose
- 14. Marke6ng Purpose • Not about what you do – Its why you do it » Beyond making money • Ques6ons to Answer: » What value do we always deliver » What advice would you give to someone looking to buy what you sell? » How do you want your customers to describe you, your company, your service?
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- 16. What is ideal? • Values you • Profitable • Refers
- 17. Ideal customer • Demographics • Psychographics • Geographics • Behavior
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- 19. Aprac6on through Differen6a6on • To a prospec6ve customer, it is not: » Great service • They haven’t worked with you yet » Length of 6me in business • But it might be similar customers you’ve served over all those years » How well trained your staff is • Cer6fica6ons & training are the entry 6cket
- 20. What people really buy? • Your unique product/service • Your unique process • Your unique experience • Your unique people • Your unique guarantee • Your unique packaging/delivery …..Against a problem Its not about the products you sell, its about the problems you solve!
- 21. How do you differen6ate ? Yes Not
- 22. Ask Your Ideal Customers… • What made you decide to hire us? • What was the biggest problem we solved? • What that we do is of the most value? • What’s one thing we do beper? • What could we do beper? • What would you Google? • Would you refer us (and what do you say)? …. Themes will emerge
- 23. Why does it maper • Unique Difference? Ideal Customer? Marke6ng Purpose?
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- 25. Content that builds trust and educates • Educa6onal • Reviews • Tes6monials • FAQs • Success stories • Perfect Intro
- 26. Where to Publish • Newslepers • White papers • Webinars • Blog • Social Media • With Partners
- 27. 4) Create a total web presence
- 28. General Web Stats • 80% of all Internet users go immediately to a search engine when online. • 30-‐40% of users click on the first organic lis6ng. • 62% of search users click a link on the first page of search engine results. • 70% of searches are LONG TAIL (very relevant, not high traffic) • Years to reach 50 millions users: Radio, 38 years; TV, 13 years; Internet, 4 years; iPod, 3 years. Facebook added 100 million users in less than nine months; iPhone applica6ons hit 1 billion in nine months. • 77% of search users choose organic over paid lis6ngs when searching, 67% choose organic search when purchasing. • If Facebook were a country, it would be the world's fourth largest, between the United States and Indonesia. (600m users) • The fastest growing segment on Facebook is 55-‐ to 65-‐year-‐old females. • LinkedIN -‐100m members (I’m number 191342) • Twiper – 165m accounts +/-‐
- 29. Where are we? New research shows that 77% of US adults use the Internet as an informa<on source • 73% of online users read a blog when shopping locally • 57% join social networks for products and • 45% have started a blog services. • 83% have viewed a video online ~ Kelsey Group • 39% subscribe to RSS feeds • 36% think more posi6vely about companies that have blogs Source: Universal McCann Wave3 research into social media
- 30. Hub and Spoke social media in business
- 31. Why Invest the Time? Website 3 Connec6ons Social Media Site Blog Social Media Website Site Social Media Site 18 Connec6ons Reviews
- 32. Quick Poll How Many of You? • Use FB personally? » Have a FB business (fan) page? • Have a LinkedIN profile? » Have at least 10 recommenda6ons? • Use Twiper today? » Tweet at least once a day (not about food)
- 33. Before you start -‐ Listen
- 34. 2 Great Listening Tools
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- 37. Then – Grab Your Digital Real Estate
- 38. Create a Google personal profile hpp://www.google.com/profiles
- 39. Local search profiles • Google Maps • Yahoo Local • Bing • google.com/lbc
- 40. Social search profiles • Yelp! • CitySearch • Insider Pages
- 41. Pick your key sites
- 42. Blah, Blah, Blog! Blogging best prac6ces • Read, follow, listen and comment • When you are ready to write, write what people search and what you know • Feed the spiders oFen • Engage your comment community • Amplify your message
- 43. Content Sources StaIc Content (eg Marke6ng Lit, Website) • Interview your customers, staff, partners, vendors Dynamic Content (blog, webinars, newslepers) • You have to read (or hire someone to) • Google Reader (RSS Feeds) to follow blogs • Google Alerts for updates • Your sales and your support staffs – Q’s being asked • Partner’s content
- 44. New Content Crea6on • Share the burden • Hire a writer • Create Standard Copy Blocks » For profiles & lis6ngs » For proposals/RFPs » For PR ac6vi6es • Establish a da6ng/expira6on schema
- 45. Tweet Tweet, Tra-‐la, la-‐la, la-‐la Twiper is like text messaging EXCEPT Instead of you deciding who to send the message to: You broadcast messages (Tweet) We decide if we want to listen (follow) P..S. You can also send direct messages, just like regular tex6ng.
- 46. Who do I follow? • Twellow.com • Mr tweet • Just Tweet It • Tweepsearch.com • search.twiper
- 47. What do I Say? (tweet) • Content Filter (retweets) • Your new content (blog, other) • Observa6ons relevant to Ideal Customer • Conversa6onal comments • # for conven6ons/mee6ngs/related tweets • It’s all indexed
- 48. The Social Notwork Facebook Best Prac6ces • Build fan page • Connect with current customers • Post unique content • Repurpose other content • Be consistent • Use ads to promote content
- 49. More than Job Hun6ng LinkedIN Best Prac6ces • Profile – links, keywords, descrip6ve • Status updates (+Twiper) • Repurpose content – Slideshare, YouTube • Connect with clients & prospects • Search for leads – Ideal Customer Profile • Recommend clients, partners • Use Groups • Ques6ons and Answers
- 50. Video -‐ Bigger Than You Think • The average U.S. Internet user watches 186 videos per month (May 2010) • More video is uploaded to YouTube in 60 days than all TV networks created in the past 60 years » 30 hours of new video every minute • E-‐commerce sites that use videos sell up to 45% more • 19% of small business adver6sers already use online video – up from 8% last year. • Forrester: 50x more likely to be on 1st page of Google’s search results with video
- 51. Video is moving to the web – and to new devices • Web video is already responsible for 32% of Internet traffic, growing to 54% in 2014. 60+% annual growth • Web-‐based video is now spreading from the browser to the TV screen and mobile devices • Companies have to be there to reach their audience Sta6s6cs source: Cisco
- 52. How relevant is Video SEO? • About 30-‐40% of video views are the result of search queries (including Youtube search). • Another 30% are the result of social sharing on Facebook, Twiper, blogs, etc. • The rest gets discovered right on a website or a video playorm (“stumbled on”). • Caveat: Numbers about this topics vary wildly.
- 53. 7) Live by the calendar
- 54. Live by the calendar • Quarterly themes • Monthly ac6vi6es • Weekly ac6ons • Daily appointments
- 55. Integrate & Amplify www.YourCo.com
- 56. Summary • Outbound has been replaced by Inbound • Digital Interac6on underlies everything • Have COMPLETE sites/profiles • Get familiar with video content • Create a System • Where to start? Content!
- 57. Result Ul6mately, an effec6ve marke6ng system has your phone ringing and eliminates the need to compete on price. Offer #1 Complete the evalua6on, get the slides
- 58. What Next • Marke6ng Hour Glass Audit » You complete our ques6onnaire » We spend 45m-‐60m with you to review your marke6ng against the Marke6ng Hour Glass » We’ll provide you with a blank copy of this calendar template Check off the box on the eval….
- 59. We help small businesses stop was6ng money on marke6ng Thank You & QuesIons Contact Us Web: www.leadingresults.com Email: dkraus@leadingresults.com Phone: 978-‐562-‐4161 Twiper: @LeadingResults facebook.comleadingresults