Warm Calling through a Social Sales Funnel

Warm Calling through Social Sales Funnel

Intro to Inbound Marketing

Dr. Jim Barry

April, 2014

Warm Calling through Social Media

Today’s Buyer is More Informed

90% of C-Level do not Answer Cold-Calls (HBR)

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

What Buyers/Consumers Expect

• Real-time information

• Transparency with all secrets divulged

• Try before buy FREE Trials

Outbound Marketing is Disappearing

Inbound Marketing: The Case of River Pool & Spas

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

Content Marketing (CM) went Mainstream in 2013

93% use CM

90% use CM

More information in past 2 years than

in entire history!

PermissiveInbound

Marketing• Non-Interrupting

• Search Engine

• Content Trust

OptimizedContent

Marketing• Social/Search/Content

• Video/Imagery

• Sales Nurturing

Real-Time SoLoMoContext

Marketing• Geofencing

• Hyper-targeting

• Anticipated Needs

2005 - Present

2009 - Present

2011 - Present

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

Content Marketing Strategies

Strategy

Format

ContextEngagement

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

• Coupons

• Consultations

Content Marketing Objectives

Strategy

Format

ContextEngagement

Objective

Top of Funnel (ToFu) Objectives

•Win Attention of Leads not Yet

Interested in You

•Get attention

•Establish relevance to the topic

•Support your branding

Support Your Branding

•Search discovery through:• Persona pain research

• Blog SEO

•Brand advertising awareness through:• Native ads

• Retargeting

•Brand recall through• Brand storytelling

• Visuals

•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

Top of Funnel Blogsvs.

Which technique allows the best opportunity to create trust?

Lead Generation Call

Content BlocksOperational

EfficiencyBudgeting Auditing

Community

Development

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 √

Content Marketing Objective

Strategy

Format

ContextEngagement

Objective

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

Strategy

Format

ContextEngagement

Objective

Bottom of Funnel (BoFu) Objectives

• Turn “suspects” into prospects• Capitalize on trustworthy trail of content• Inspire visitors • Start a conversation• Offer incentives to try

Content Objective

Strategy

Format

ContextEngagement

Objective

InformativeInstructional Emotional

Content Objective

Useful, relevant content• Instruction should be in

• Informative should be

pictorial (e.g., styles)

• Emotional rules the day

How-to’s

Entertainment

Content Objective

Emotional Content

Creating Heartfelt Moments

Emotional Content

Humor Trumps All Content

Content Marketing Approach Strategies

Strategy

Format

ContextEngagement

Objective

Marketing

Top of Mind

Frame of Mind

Friend of Mine

Top of Funnel Marketing Approaches

Top of Funnel Approach

Top of Mind Awareness

Traditional Concept

• Online Displays - Brand Attention

• Feathers – Blogging and

Microblogging AFLAC!!!

Aligned Subscribed Traced

Frame of Mind

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

•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

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

Alternatives

Sideways Marketing

• Native apps

• Real-time relevancy

• Self serve

Friend of Mine Awareness

Content Marketing Audience Strategies

Strategy

Format

ContextEngagement

Objective

Marketing Audience

Seekers Amplifiers Joiners

Developing Proprietary Audiences

Potential Proprietary Audiences

Source: Audience, Jeffrey Rohrs

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 SubscribersSource: Audience, Jeffrey Rohrs

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

Situational Triggers

PassionKey

Influencers

Encountering Ready Audience

Audience Encounters

Encountering Ready Audience- Triggers

Encountering Ready Audience – Passion/Influencer

Content Marketing Relationship Strategies

Strategy

Format

ContextEngagement

Objective

Marketing Audience Relational

Content Marketing Relational Strategies

Thought Leader

High Exposure

Unique Perspective

Relationship Marketing Strategy – Know

Thought Leadership

• Influence marketing

• Social networking

• Blogging

Know You

High Exposure

• Microblogging

• Daily posts

• Quality content

Know You

Unique Perspective

• Recognized persona

• Challenges norms

• Represents a culture

Know You

Relationship Marketing Strategy – Likeability

Authentic Inspirational Engaged ListenerShared Values

Passionate Empathetic

Likeability

Inspirational Creates an

Emotional Connection

Likeability

Listen and Empathize

• User generated content

• Fan feedback

• Blog comment responding

• Following brand sentiment

Likeability

Share Values

• Aspiring personas

• Common cause

• Aligned life styles

Likeability

41M Twitter followers

The Pioneer Woman

Millions of Subscribers

Lady Gaga

Relationship Marketing Strategy – Trust

Expertise Benevolence Transparent Customer Oriented

TRUST – Resembles a Cocktail Party

Benevolence & Relationship Investments

Expertise & Credibility

Shared Values

Open & Transparent

Communications

Basic Relationship

Principles

Customer

Orientation

Social Bonds

Resembles a Cocktail Party

Expertise through

Content• Let target audience know

“you know their business”

• Let content do the talking

TRUST – Expertise & Customer Orientation

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.

Non-Opportunistic Behaviors

• Make contributions without

expectations

• Build a trail of “objective” content

• WAIT!

TRUST - Benevolence

Communicate

• Openly and candidly

• Frequently

• Across all channels

• With no vetting

TRUST - Transparency

Content Marketing Format

Strategy

Format

ContextEngagement

Objective

Content

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

Strategy

Format

ContextEngagement

Objective

Content Origin

Spread Content • Evergreen content builds

thought leadership

• Repurposing maximizes

exposure

• Curating builds audiences

• User generated builds

community engagement

Content Origin

Strategy

Format

ContextEngagement

Objective

Content Origin Media

Trends• Native ads

• Pay for play rules the day

• Ownership on the rise for

subscription targeting

Media Selection

Paid Placements

Earned Publicity

Owned Content

SoLoMo Context

Strategy

Format

ContextEngagement

Objective

Social Local Mobile

Where I Want When I Want

Big Data helping SoLoMo• Mobile overtaking desktop

• Geo-fencing & big data

• Real-time hyper-targeting

• Wearables & IoT

Context Origin

Engagement Strategies

Strategy

Format

ContextEngagement

Objective

REMARKable SHAREworthy LINKable

REMARKability requires• More than an article

• Something thought

provoking or controversial

• Opinion seeking

Engagement Strategies - REMARKability

Poll Debate Feedback

REMARKability

SHAREworthiness requires• Breaking news

• Heartfelt moments

• Fan involvement

• Humor

• Surprise

• Empathy

Engagement Strategies - SHAREworthiness

Emotion Timely About Fans

SHAREworthiness

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 suchcontent 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 alsoincrease 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 homethe message. The website “LifeHacker” can be cited as an example of this.

Engagement Strategies - SHAREworthiness

LINKworthiness requires• Source of validation

• Guest content

• Reviews & awards

Engagement Strategies - LINKworthiness

Original Data

Guests Reviews

SHAREworthiness

Voice Strategies

Strategy

Format

ContextEngagement

Objective

Authentic Consistent Personal

Authentic voice:

• Natural

• Personal

• Sincere

VOICE - Authentic

Consistently Build off the

Same Theme• Uniform look and feel

• Regularly updated content

• Familiar brand narrative

VOICE - Consistency

Be Real • Drop the corporate speak

• View prospects as friends

• FIND YOUR PERSONA

VOICE - Personal

Content & Inbound Marketing Strategies

Strategy

Format

ContextEngagement

Objective

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

Nichole Kelly

Social Media Explorer

SME Digital

Warm Calling through a Social Sales Funnel

seekers amplifiers

boost tenant

hurricane

annual due

property managers

property management

encountering

developing

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