Sales and Marketing for Independent Linen and Uniform Companies

Social Media for US Linen
and Uniform Companies
The Power of B2B Social Media (SM)

@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG

Tony Rutt
6535 Marketing

www.6535marketing.com
1-888-214-4827


Why Social Media Marketing Matters
› Competitive Market Opportunity Today
› SM Leads Cost Less, Convert More
› Reach Leads Other Lead Generation Misses

› Fastest Growing B2B Marketing Channel
› Micro Targeting & Measurement


Facebook?


Where Does Social Media
Fit in Your Organization?


B2B Social Media for Sales is a Marketing Function
Marketing
Awareness

Sale
s
Visibility

Lead

Lead

Lead

Engagement

Qualification
New Customers


B2B Social Media for Route Sales is a Marketing
Function Too!
Marketing
Branding

Reputation

Service
inquiry
request

feedback

Reinforcement

Promotion

Engaged
Customers


Social Media Connects You with Existing and Future
Customers

Solve
Problems
• Address
Concerns
• Respond to
Criticism

Provide
Value

Build
Authority

• Educate
Buyers
• Give
Information

• Provide
Insight
• Distinguish
Yourself


Solving Problems via Twitter


Accountability Builds Intimacy
› Customers Want to Trust You
› Customers Want to Give You Feedback
› Admitting When You Mess Up is Half the Battle
› Resolving Problems Publicly Builds Respect


Mis-Managing Twitter


Customers

Solve
Problems

Provide
Value

Build
Authority

• Address
Concerns
• Respond to
Criticism

• Educate
Buyers
• Give
Information

• Provide
Expertize
• Distinguish
Yourself


Provide Valuable Professional Content
Tools and Information


What Do Prospects Want to Know?
What's My Problem?

Education and Thought Leadership

• 101 Education
• How To Guides

How To Fix My Problem?

Solutions and Product Suitability

• Comparisons
• How To Choose

Are You Right For Me?

Credentials and Decision Support

• Cases Studies
• How To Buy


Customers

Solve
Problems
• Address
Concerns
• Respond to
Criticism

Build
Authority

Provide
Value
• Educate
Buyers
• Give
Information

• Provide
Insight
• Distinguish
Yourself


Building Authority Distinguishes You
› Publish Useful, Timely Content

› Publish Valuable Information, Not Fluff
› Give it Away, at First
› Join Discussions
› Answer Questions


Engage and Nurture SM Leads
› Meet Buyers Relevantly

› Add Valued Insight
› Build Trust, Earn Permission
› Buy-In from Expertise Inherent in Shared Material
› Develop Sales Relationship


Leveraging Social Media
How does it make me money?


SM Media Marketing Delivers
Social Media Produces Almost
Double the Leads of Trade
Shows, Direct Mail or PPC.

› Be Found First
› Be Contacted First
› Differentiate Yourself

› Be a Business Advisor

PPC
Direct
Mail

Trade
Show
s


Google. We Do Search.
› Top Search Engine
› Ranking Importance
› The “Algorithm”
› Google Ads – Pay Per Click
› Organic SEO


Google AdWords


SEO: Search Engine Optimization
Back
Links
Media

Keywords

Google
Ranking
Original
Content

Relevance

Authority


SM Links Improve SEO Organically
Website

Twitter

Linked In

Newswires

Google+

Facebook


Test Your Content: Google Analytics


Klout: A Measure of SM Influence


Google Alerts
Internal

• You
• Company Name (s)
• Key Personnel

External

• Brands, Trade Names, etc.
• Competitors – Cintas!
• Vendors

Market

• Customers
• Prospects
• New Business


Market Knowledge and More!


Which Platforms?
Where Should I Spend My Time?


What Platforms are Your Prospects on?
› LinkedIn

› YouTube
› Forums
› Blogs
› Local Media Sites
› Facebook?

› Twitter?

70% of Customers
Research You Pre-call

7 LinkedIn Profile Criteria
Photo

Headline

Summary

Results

Style

Endorsements

Groups


How Did TRSA Members Stack Up?

2

3

4

5


0%

1

0%

0

2%

NO PAGE

2%

0%

4%

14%

23%

55%

7 TOTAL POINTS POSSIBLE

6

7

Twitter

Valuable Conversation
Targeting

› Focused Audience Communities
› Easily Engaged Listeners
› Rapid Distribution Platform

› Gain Visibility and Authority on a Topic
› Share Valuable Information via Direct Messages


Cintas Tweets


SEO Friendly Social Media
Google Wants Google+ to be Successful

Google+ Content gets SEO Benefits
YouTube Videos for Content Distribution
Google Hangouts for Webinars and Lectures
Google Places for Reviews and Recommendations


Google+


My Social Media Recommendations

1. Monday Morning
 Improve LinkedIn Profile
 Set Up Google Alerts
 Inventory your Current Content

2. Next Week






Find your Current Customers on Social Media
Find your Current (Future) Decision Makers on Social Media
Decide if there is a ROI in Tracking your Customers via Social Media.
Develop a Content Marketing Plan for Lead Generation
Create Content to Support Buying Process

Sales and Marketing for Independent Linen and Uniform Companies

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