Presentation on the Social Sales Funnel given to participants of the BizEdge Sales Crash Course sponsored by the South Florida Business Journal

1. Warm Calling through Social Sales Funnel
Intro to Inbound Marketing
Dr. Jim Barry
April, 2014

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Warm Calling through Social Media
Today’s Buyer is More Informed
90% of C-Level do not Answer Cold-Calls (HBR)

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Warm Calling through Social Media
Today’s Buyer/Consumer
• Does not want to be sold
• Has power to tune out ads
• Has attention deficit
• Gets advice mainly from peers & experts
• Interested in brand story more than offerings

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Warm Calling through Social Media
What Buyers/Consumers Expect
• Real-time information
• Transparency with all secrets divulged
• Try before buy FREE Trials

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Outbound Marketing is Disappearing

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Inbound Marketing: The Case of River Pool & Spas

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Content & Context Marketing Strategies
Permissive
Inbound
Marketing
• Non-Interrupting
• Search Engine
• Content Trust
Optimized
Content
Marketing
• Social/Search/Content
• Video/Imagery
• Sales Nurturing
2005 - Present
2009 - Present

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Warm Calling through Social Media
Content Marketing (CM) went Mainstream in 2013
93% use CM
90% use CM

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Content & Context Marketing Strategies
More information in past 2 years than
in entire history!

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Content & Context Marketing Strategies
Permissive
Inbound
Marketing
• Non-Interrupting
• Search Engine
• Content Trust
Optimized
Content
Marketing
• Social/Search/Content
• Video/Imagery
• Sales Nurturing
Real-Time SoLoMo
Context
Marketing
• Geofencing
• Hyper-targeting
• Anticipated Needs
2005 - Present
2009 - Present
2011 - Present

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New Marketing & Sales Funnel
B2B buyers are two-thirds to 80% of the way to a buying
decision before they reach out to a vendor or sales person*
* Forrester

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Content Marketing Strategies
Strategy
Format
ContextEngagement
Voice
Objective
MoFuToFu BoFu
• Top of Funnel (Tofu)
• Blogs
• Ads
• eBooks & Whitepapers
• “How to” Guides
• Videos
• Checklists & Tip Sheets
• Middle of Funnel (MoFu)
• More In-depth Niche Oriented Content
• Webinars
• FAQ Sheets
• Case Studies
• Newsletters
• Podcasts
• Bottom of Funnel (BoFu)
• Free Trial Apps
• Pricing Estimates
• Demos
• Demos
• Coupons
• Consultations

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Content Marketing Objectives
Strategy
Format
ContextEngagement
Voice
Objective
ToFu

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Top of Funnel (ToFu) Objectives
•Win Attention of Leads not Yet
Interested in You
•Get attention
•Establish relevance to the topic
•Support your branding

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Support Your Branding
•Search discovery through:
• Persona pain research
• Blog SEO
•Brand advertising awareness through:
• Native ads
• Retargeting
•Brand recall through
• Brand storytelling
• Visuals

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Top of Funnel (ToFu) Objectives
•Establish Trust and Thought
Leadership
• Light content that:
• Demonstrates problem understanding
• Builds a trail of trustworthiness
• Permissive content that
• Expects nothing in return
• Avoids brand mention

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Top of Funnel (ToFu) Objectives
Top of Funnel Blogsvs.
Which technique allows the best opportunity to create trust?
Lead Generation Call
Content Blocks
O
Top 10 considerations for calculating HOA special assessments
8 ways to generate residential property revenue beyond rents and dues
A guideline for minimizing community property security expenditures
Tips on surviving the South Florida condo meltdown
7 property manager steps for running profitably community socials
Top 10 reasons why property managers fail to balance budgets
6 reasons why HOAs lose their grip on delinquent collections
Using special assessments and credit lines in lieu of annual due increases
12 ways to boost tenant referrals and renewals
How to adequately account for hurricane preparation expenditures

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Content Marketing Objective
Strategy
Format
ContextEngagement
Voice
Objective
MoFu

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Middle of Funnel (MoFu) Objectives
•Start Introducing Content that is
About You
• Educate prospects
• Start to engage them
• Escort them deeper into your content with email
newsletter subscriptions and social media

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Content Marketing Strategies
Strategy
Format
ContextEngagement
Voice
Objective
BoFu

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Bottom of Funnel (BoFu) Objectives
• Turn “suspects” into prospects
• Capitalize on trustworthy trail of content
• Inspire visitors
• Start a conversation
• Offer incentives to try

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Content Objective
Strategy
Format
ContextEngagement
Voice
Objective
InformativeInstructional Emotional

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Content Objective
Useful, relevant content
• Instruction should be in
video
• Informative should be
pictorial (e.g., styles)
• Emotional rules the day
FAQs
How-to’s
Entertainment

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Content Objective

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Emotional Content
Creating Heartfelt Moments

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Emotional Content
Humor Trumps All Content

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Content Marketing Approach Strategies
Strategy
Format
ContextEngagement
Voice
Objective
Marketing

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Top of
Mind
Frame
of Mind
Friend
of Mine
Top of Funnel Marketing Approaches
Top of Funnel Approach

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Top of Mind Awareness
Traditional Concept
• Online Displays - Brand Attention
• Feathers – Blogging and
Microblogging AFLAC!!!

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Aligned Subscribed Traced
Frame of Mind
Frame of Mind

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Frame of Mind Awareness – Lead Nurturing
Articles &
Tutorials
•Top 10 considerations for calculating HOA special assessments
•8 ways to generate residential property revenue beyond rents and dues
•A guideline for minimizing community property security expenditures
•Tips on surviving the South Florida condo meltdown
•7 property manager steps for running profitably community socials
Video
Blogs
•Top 10 reasons why property managers fail to balance budgets
•6 reasons why HOAs lose their grip on delinquent collections
•Using special assessments and credit lines in lieu of annual due increases
Podcasts
•12 ways to boost tenant referrals and renewals
•How to adequately account for hurricane preparation expenditures
•Securing lines of credit for property management overruns
{Awareness
of Need
The Case of a Property Manager Accountant

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Frame of Mind Awareness – Lead Nurturing
eBook
•Securing lines of credit for HOAs
•How to manage bank foreclosures as rentals
•Unlock the secrets to maximizing community
property cash flow
Targeted
e-Newsletter
•Property management positions posted on
LinkedIn
•Interview with Continental Group on COA/HOA
collections challenges
•New property developments
•Preview of March 2012 South Florida PM-EXPO
{Information
Search

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Frame of Mind Awareness – Lead Nurturing
Product
Review
• Review of top rated residential
property management software
Webinar
• Unlock the secrets to maximizing
community property cash flow
Case Study
• How one company renovated
properties in a tough economy
{Evaluation
of
Alternatives

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Frame of Mind Awareness – Lead Nurturing

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Frame of Mind Awareness – Lead Nurturing

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Sideways Marketing
• Native apps
• Real-time relevancy
• Self serve
Friend of Mine Awareness

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Content Marketing Audience Strategies
Strategy
Format
ContextEngagement
Voice
Objective
Marketing Audience

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Seekers Amplifiers Joiners
Developing Proprietary Audiences
Potential Proprietary Audiences
Source: Audience, Jeffrey Rohrs

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Developing Proprietary Audiences
SEEKERS AMPLIFIERS JOINERS
Browsers Advocates Customers
Listeners Analysts Diners
Prospects Commenters Donors
Readers Creators Employees
Searchers Influencers Fans
Shoppers Reporters Followers
Viewers Reviewers Partnerships
Visitors Sharers Subscribers
Source: Audience, Jeffrey Rohrs

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Getting Audiences to R-A-I-S-E Your Content
REACH ADVOCATE INFLUENCE SUBSCRIBE ENGAGE
Getting Audiences to R-A-I-S-E Your Content

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Situational
Triggers
Passion
Key
Influencers
Encountering Ready Audience
Audience Encounters

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Encountering Ready Audience- Triggers

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Encountering Ready Audience- Triggers

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Encountering Ready Audience- Triggers

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Encountering Ready Audience – Passion/Influencer

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Encountering Ready Audience – Passion/Influencer

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Content Marketing Relationship Strategies
Strategy
Format
ContextEngagement
Voice
Objective
Marketing Audience Relational

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Content Marketing Relational Strategies

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Thought
Leader
High
Exposure
Unique
Perspective
Relationship Marketing Strategy – Know
Know

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Thought Leadership
• Influence marketing
• Social networking
• Blogging
Know You

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High Exposure
• Microblogging
• Daily posts
• Quality content
Know You

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Unique Perspective
• Recognized persona
• Challenges norms
• Represents a culture
Know You

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Relationship Marketing Strategy – Likeability
Authentic Inspirational Engaged Listener
Shared
Values
Passionate Empathetic
Likeability

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Inspirational Creates an
Emotional Connection
Likeability

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Listen and Empathize
• User generated content
• Fan feedback
• Blog comment responding
• Following brand sentiment
Likeability

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Share Values
• Aspiring personas
• Common cause
• Aligned life styles
Likeability
41M Twitter followers
The Pioneer Woman
Millions of Subscribers
Lady Gaga

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Relationship Marketing Strategy – Trust
Expertise Benevolence Transparent
Customer
Oriented
Trust

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TRUST – Resembles a Cocktail PartyTrust
Resembles a Cocktail Party

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Expertise through
Content
• Let target audience know
“you know their business”
• Let content do the talking
TRUST – Expertise & Customer Orientation

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TRUST - Expertise
Articles &
Tutorials
•Top 10 considerations for calculating HOA special assessments
•8 ways to generate residential property revenue beyond rents and dues
•A guideline for minimizing community property security expenditures
•Tips on surviving the South Florida condo meltdown
•7 property manager steps for running profitably community socials
Video
Blogs
•Top 10 reasons why property managers fail to balance budgets
•6 reasons why HOAs lose their grip on delinquent collections
•Using special assessments and credit lines in lieu of annual due increases
Podcasts
•12 ways to boost tenant referrals and renewals
•How to adequately account for hurricane preparation expenditures
•Securing lines of credit for property management overruns
{Awareness
of Need
This accountant shows expertise in cash flow & knowledge of property mgmt.

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Non-Opportunistic Behaviors
• Make contributions without
expectations
• Build a trail of “objective” content
• WAIT!
TRUST - Benevolence

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Communicate
• Openly and candidly
• Frequently
• Across all channels
• With no vetting
TRUST - Transparency

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Content Marketing Format
Strategy
Format
ContextEngagement
Voice
Objective
Content

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Visual, Visual, Visual
• Content overload pushes short-form text
• Hummingbird pushes long-form
• Return of podcasting
• Video rules the day – 50x search results
Content Format

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Content Marketing Format
Strategy
Format
ContextEngagement
Voice
Objective
Content Origin

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Spread Content
• Evergreen content builds
thought leadership
• Repurposing maximizes
exposure
• Curating builds audiences
• User generated builds
community engagement
Content Origin

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Content Marketing Format
Strategy
Format
ContextEngagement
Voice
Objective
Content Origin Media

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Trends
• Native ads
• Pay for play rules the day
• Ownership on the rise for
subscription targeting
Media Selection
Paid
Placements
Earned
Publicity
Owned
Content
Media

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SoLoMo Context
Strategy
Format
ContextEngagement
Voice
Objective
Social Local Mobile
Where I Want When I Want

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Big Data helping SoLoMo
• Mobile overtaking desktop
• Geo-fencing & big data
• Real-time hyper-targeting
• Wearables & IoT
Context Origin

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Engagement Strategies
Strategy
Format
ContextEngagement
Voice
Objective
REMARKable SHAREworthy LINKable

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REMARKability requires
• More than an article
• Something thought
provoking or controversial
• Opinion seeking
Engagement Strategies - REMARKability
Poll Debate Feedback
REMARKability

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SHAREworthiness requires
• Breaking news
• Heartfelt moments
• Fan involvement
• Humor
• Surprise
• Empathy
Engagement Strategies - SHAREworthiness
Emotion Timely
About
Fans
SHAREworthiness

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SHAREworthiness requires
According to Jonah Berger, professor of Wharton, there are six attributes which make content shareable:
• Social currency: This refers to content which is of high interest and transfer a kind of status due to being shares. A prime example of such
content is the editorial content at AllThingsD or Mashable, that puts stress on a kind of insider knowledge. Another great example is the
content which is written whenever a new iPhone model is released for sale.
• Triggers: This evokes a special feeling or memory within the recipients. Examples of this are the “Friday” song by Rebecca Black getting more
popular on Fridays.
• Emotional: Emotional content with a high arousal factor frequently gets shared. Examples would be the disappearance of Flight MH370 and
the anniversary of 9/11.
• Public: These are things other people do and are observed by others. If one starts a NGO for flood victims, efforts by other people also
increase in an exponential manner due to prominent visual cues.
• Stories: Storytelling can offer value and perspective propositions in a palatable manner. This can take the form of a story inserted within an
advertisement.
• Practical value: A few websites focus on specific content to solve particular issues. They focus on a particular target audience to drive home
the message. The website “LifeHacker” can be cited as an example of this.
Engagement Strategies - SHAREworthiness

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LINKworthiness requires
• Source of validation
• Guest content
• Reviews & awards
Engagement Strategies - LINKworthiness
Original
Data
Guests Reviews
SHAREworthiness

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Voice Strategies
Strategy
Format
ContextEngagement
Voice
Objective
Authentic Consistent Personal

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Authentic voice:
• Natural
• Personal
• Sincere
VOICE - Authentic

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Consistently Build off the
Same Theme
• Uniform look and feel
• Regularly updated content
• Familiar brand narrative
VOICE - Consistency
vs.

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Be Real
• Drop the corporate speak
• View prospects as friends
• FIND YOUR PERSONA
VOICE - Personal

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Content & Inbound Marketing Strategies
Strategy
Format
ContextEngagement
Voice
Objective

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Warm Calling through Content Marketing
What Buyers/Consumers Expect
• Wait until you are invited
• Offer FREE contributions to problem solving
• Let your content do the talking
• Let them know, like & trust you
• Provide something useful, relevant & entertaining
• Anticipate real-time hyper-targeted needs
• Have a consistent voice that is real & personal

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Content Marketing Strategies
Nichole Kelly
Social Media Explorer
SME Digital