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1 SOCIAL LEAD GENERATION [Part 1] Tools & Techniques For Social Sales Presented By: Jonathan Hinshaw
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Social Lead Generation Tools & Techniques

Sep 14, 2014

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Page 1: Social Lead Generation Tools & Techniques

!1

SOCIAL LEAD GENERATION [Part 1]Tools & Techniques For Social Sales

Presented By: Jonathan Hinshaw

Page 2: Social Lead Generation Tools & Techniques

!2

Preparing For Social Sales Digital marketing done right.

Getting Found A closer look at Facebook’s Edge Rank.

The Value Proposition Give away the secrets. No one will do the work anyways.

Social Media Tools The right tool, for the right job.

Introduction Should I be using social media for lead generation? 1

2

3

4

5

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Wake up! It’s 2014. Do you really need another reason to embrace social media and to connect with new prospects and customers?

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Should I Be Using Social Media For Lead Generation?

‣ The Facts (B2B Companies) • 60% have acquired new customers through LinkedIn. • 60% through company blogs. • 43% through Facebook. • 40% through Twitter. • 64% of marketers rate social media as the second-most

important factor in organic search success!

Source: Marketo

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Social has a below-average cost per lead and an above-average conversion rate. Yes, it works.

Does It Work?

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Page 5: Social Lead Generation Tools & Techniques

Where are today’s top marketers spending their time? Marketing Channels

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Using Pinterest, let’s look at the lifecycle from visit to sale. How Long Does It Take?

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Preparing For Social Sales Digital marketing done right.

Getting Found A closer look at Facebook’s Edge Rank.

The Value Proposition Give away the secrets. No one will do the work anyways.

Social Media Tools The right tool, for the right job.

Introduction Should I be using social media for lead generation? 1

2

3

4

5

Page 8: Social Lead Generation Tools & Techniques

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Social Selling Above all social selling is about building relationships… Not pipelines.

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Follow the rules of engagement to make sure your social media marketing efforts bring your brand the ROI that you truly deserve.

Golden Rules Of Social Media

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RULE 1

RULE 2

RULE 3

RULE 4

Inbound is not enough. Never underestimate what a bit of paid promotion can do for your business.

You must have good content and solid offers. Without well-produced, engaging content, any and all tactics you employ will most likely fail.

You will need a strong call to action. The tried-and-true, strong call to action is just as important in social media as it is anywhere else. Be clear about what you want your audience to do after consuming your content or engaging with your brand..

Always add value. At the end of the day, if you are not providing some sort of value to your prospects and customers, you are not doing your job and social media will never work for you.

RULE 5

Don’t take yourself too seriously. It should be obvious but social media is about being social, and that means you need a good personality to make your brand likable.

Never forget that social is a two-way street. No one likes being talked at. Yes, broadcast your message, but remember to keep the lines of communication open in both directions. When contacted, always respond quickly and sincerely.RULE 6

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Short answer = All of them. Which Channel Should I Focus On?

‣ Sound Time Consuming? That Depends…

• Leads must be nurtured in one way or another. And up to 95% of qualified prospects on your website are there to research and are not yet ready to buy.

• 70% will eventually buy from you or your competition. Who would you rather it be?

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‣ You Need Exposure! • Your business needs

and wants as much exposure as possible on all of the social channels you can effectively manage.

Page 11: Social Lead Generation Tools & Techniques

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Preparing For Social Sales Digital marketing done right.

Getting Found A closer look at Facebook’s Edge Rank.

The Value Proposition Give away the secrets. No one will do the work anyways.

Social Media Tools The right tool, for the right job.

Introduction Should I be using social media for lead generation? 1

2

3

4

5

Page 12: Social Lead Generation Tools & Techniques

It’s a simple fact. You need to provide high value content, but how does social actually work? Let’s look at Facebook…

How To Be Seen On Facebook

‣ Facebook’s Edge Rank • Facebook’s Edge Rank algorithm

rewards pages in the newsfeed based on the number of interactions a page receives.

• An interaction can be defined as a summary of “Likes,” posts, or comments about the page.

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Think Mobile!

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‣ Leverage Newsjacking • When something is buzz-worthy, it creates high demand. • Align offers with “what’s hot.”

‣ Create Offers For Different Buying Stages • Someone at the top of your buying cycle may be more

interested in informational content like a guide or ebook, whereas someone more committed at the bottom of the cycle might be more interested in a free trial or demo.

• Create offers for each phase, and include a primary and secondary CTA to these offers on various pages throughout your site (landing pages highly recommended).

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Create your social media assets with mobile in mind. Make sure to use fantastic titles but, most of all - provide value!

Social Media Content Types

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Articles, White Papers & Case

Studies

Photos Infographics Downloads

Blog Posts eBooks News

Worksheets

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I can’t cover every social media channel in this video, so you’ve got some studying to do! Figure out how social works for you!

Research, Learn, Test & Optimize

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Source: http://www.smartinsights.com/plantosucceed #plantosucceed

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Jonathan Hinshaw Founder, EBWAY Creative

Thank You!

Twitter: @jonathanhinshawwww.ebwaycreative.com

Page 19: Social Lead Generation Tools & Techniques

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SOCIAL LEAD GENERATION [Part 2]Tools & Techniques For Social Sales

Presented By: Jonathan Hinshaw

Page 20: Social Lead Generation Tools & Techniques

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Preparing For Social Sales Digital marketing done right.

Getting Found A closer look at Facebook’s Edge Rank.

The Value Proposition Give away the secrets. No one will do the work anyways.

Social Media Tools The right tool, for the right job.

Introduction Should I be using social media for lead generation? 1

2

3

4

5

Page 21: Social Lead Generation Tools & Techniques

One of the oldest rules in the book!Making It Work

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Sowing

Reaping

‣ Thank users for likes, shares, etc.

‣ Offer a free consulting call to a tricky question

‣ Connect with client’s social media accounts

‣ Offer exclusive savings on social media channels

‣ Be relevant, never pushy!

Reaping‣ Support other social

media users

‣ Answer questions and always offer to connect

‣ Be clear 100% of the time

‣ Create topics, articles, posts with high value content

‣ Generate interest or awareness in something other than your brand

‣ Like and be liked

Sowing

(Social Media)

Value Driven

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“Clear is the new Clever.”#nakedbrand

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55% Of businesses have closed deals from social media leads.

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The growth of a social media marketing plan.Social Selling Stages

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Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

Trial & Error Just get going! If you don’t start, you’ll never learn! Plan for success!

Increase Quality Give your audience more of what they like. Use analytics/metrics to make content decisions.

Increase Quantity Blog articles come out 3-4 times per week, content syndication, etc. Increase activity!

Increase Quality More cash is spent on infographics, video production, etc. Better tools are purchased.

Thought Leadership Get involved with 3rd party content sites like Triberr and Medium.

Re-Purposing Rinse, recycle, repeat. Often the point where business re-purpose content and re-distribute.

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Here’s how the social selling system works. Five Phases of Social Sales

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#1: Organize Collect/create articles, bookmarks and other content that you want to share and/or publish.

#5: Follow Up These are real people. Follow up, say thank you - stay engaged.

#2: Produce Get your content in front of the

right audience. Constantly refine and test until it works!

#4: Invite Mix in calls to action with your high value content. Invite your audience

to take part in your cause.

#3: Nurture Follow people back, like

their facebook page, invite to your social channels.

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3

4

5

SOCIAL

SALES

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Advocacy

Awareness

Loyalty

Preference

Consideration

Purchase

The graphic below illustrates why it’s crucial to create multiple types of content for the different stages of the sales process.

Social Media Sales Process

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Finding out about your product or service for the first time ever.

Interest is increasing. Desire to learn more about your product or service.

Studying your product or service to see how it can help solve their business problem or need.

Purchase decision is made and a new client is now added to your companies client list.

You are seen as the expert in your field. Increased engagement, support, customer service - multiple touch points occur.

Content is shared, relationship grows and referrals are generated… without asking!

Page 27: Social Lead Generation Tools & Techniques

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Preparing For Social Sales Digital marketing done right.

Getting Found A closer look at Facebook’s Edge Rank.

The Value Proposition Give away the secrets. No one will do the work anyways.

Social Media Tools The right tool, for the right job.

Introduction Should I be using social media for lead generation? 1

2

3

4

5

Page 28: Social Lead Generation Tools & Techniques

Get the right tool for the job without breaking the bank. Social Media Sales Tools

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Social CRM Audience Generation Social Management

Content Curation Misc. Tools Agency Tools

‣ nimble.com (all in one)

‣ rapportive.com (for Gmail)

‣ SproutSocial.com (social only)

‣ klout.com (scoring)

‣ addthis.com (plugin)

‣ sharethis.com (plugin)

‣ medium.com (thought leadership)

‣ triberr.com (communities)

‣ dlvr.it (auto/scheduled posting)

‣ buffer.com (most social accounts)

‣ hootsuite.com (most social accounts)

‣ cloze.com (twitter, facebook, linkedin)

‣ feedly.com (google reader)

‣ swayy.com (trending topics)

‣ paper.li (digital paper)

‣ scoop.it (sources, collections)

‣ commun.it (twitter management)

‣ placeit.net (image maker)

‣ empireavenue.com (massive tool!)

‣ compendium.com (content marketing)

‣ hubspot.com (all in one)

‣ vocus.com (content marketing)

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Jonathan Hinshaw Founder, EBWAY Creative

Thank You!

Twitter: @jonathanhinshawwww.ebwaycreative.com