The document provides an overview of social selling and social media lead generation. It discusses that interruption marketing is ineffective and social media can provide a lower cost per lead and higher conversion rates than traditional advertising. The document outlines the top 3 social media platforms for business as Facebook, for its large user base and scaling potential; Twitter, as the only true social platform where you can join conversations; and LinkedIn for its business-to-business focus. It emphasizes creating and sharing high-value content across various social media platforms and engaging with audiences in order to generate leads and sales.
Social Media Lead Generation - How To Get Started With Social Selling
1. SOCIAL SELLING [Part 1]
Getting Started With Social Lead Generation
Presented By: Jonathan Hinshaw
!1
2. Introduction
Interruption Marketing Sucks
Preparing For Social Sales
The Right Tool For The Right Job
Top 3 Social Media Platforms (and why)
Spend Your Time Wisely
Social Media Value Proposition
How Not To Suck At Social Media Lead Generation
1
2
3
4
!2
3. Interruption Advertising Is Dying
The human brain is tuning advertising out by default. Why? We don’t trust
ads anymore. We just want to connect with the brands that we love!
!3
4. Does It Work?
Social has a below-average cost per lead and an above-average
conversion rate. Yes, it works.
!4
9. Introduction
Interruption Marketing Sucks
Preparing For Social Sales
The Right Tool For The Right Job
Top 3 Social Media Platforms (and why)
Spend Your Time Wisely
Social Media Value Proposition
How Not To Suck At Social Media Lead Generation
1
2
3
4
!9
10. Social Media Sales Tools
Get the right tool for the job without breaking the bank.
Social CRM
Audience Generation
Social Management
‣ nimble.com (all in one)
‣ klout.com (scoring)
‣ dlvr.it (auto/scheduled posting)
‣ rapportive.com (for Gmail)
‣ addthis.com (plugin)
‣ buffer.com (most social accounts)
‣ SproutSocial.com (social only)
‣ sharethis.com (plugin)
‣ hootsuite.com (most social accounts)
‣ medium.com (thought leadership)
‣ cloze.com (twitter, facebook,
linkedin)
‣ triberr.com (communities)
Content Curation
Misc. Tools
‣ feedly.com (google reader)
‣ commun.it (twitter management)
‣ swayy.com (trending topics)
‣ placeit.net (image maker)
‣ paper.li (digital paper)
‣ scoop.it (sources, collections)
‣ empireavenue.com (massive tool!)
Agency Tools
‣ compendium.com (content
marketing)
‣ hubspot.com (all in one)
‣ vocus.com (content marketing)
!10
11. Social Media Content Types
Create your social media assets with mobile in mind. Make sure to
use fantastic titles but, most of all - provide value!
Articles, White
Papers & Case
Studies
Blog Posts
eBooks
News
Photos
Infographics
Downloads
Worksheets
!11
12. Five Phases of Social Sales
P.R.A.C.E. Framework (Plan, Reach, Act, Convert, Engage)
#1: Organize
#2: Produce
Collect/create articles,
bookmarks and other content that
you want to share and/or publish.
Get your content in front of the
right audience. Constantly refine
and test until it works!
2
1
SOCIAL
SALES
#3: Nurture
3
Follow people back, like
their facebook page, invite
to your social channels.
5
#5: Follow Up
These are real people. Follow up,
say thank you - stay engaged.
4
#4: Invite
Mix in calls to action with your high
value content. Invite your audience
to take part in your cause.
!12
14. SOCIAL SELLING [Part 2]
The Top 3 Social Media Platforms (and why)
Presented By: Jonathan Hinshaw
!14
15. Introduction
Interruption Marketing Sucks
Preparing For Social Sales
The Right Tool For The Right Job
Top 3 Social Media Platforms (and why)
Spend Your Time Wisely
Social Media Value Proposition
How Not To Suck At Social Media Lead Generation
1
2
3
4
!15
17. Facebook: The Mothership
Facebook is the platform that scales! The mother ship of all social
media platforms. Your customers are on Facebook.
‣ Picture Platform (i.e. instagram)
‣ Storytell With Images
‣ Add Your Company Logo To Your Images
‣ Think Mobile! / Think Speed!
‣ Think Mobile / Think Speed
‣ Do Not Write Novels (time is the asset)
‣ CLEAR CALL TO ACTION!
‣ Add URLs To The Copy (URLs Don’t Work In Pictures!)
!17
18. Be Careful With Your Message
Facebook is going to start penalizing those who abuse their
content and their audience, for example…
‣ Be Careful With Calls To Action
‣ No Engagement = No Audience
‣ JABS VS. RIGHT HOOKS
‣
Think about the science of social media
‣
Like boxing, you can’t throw “Right Hooks” all
day. Great boxers understand the art of the
“JAB”. (source: @GaryVee)
!18
20. Twitter: The One True “Social” Platform
Twitter is the only place where you can simply jump into other
conversations - plus, you actually get rewarded for listening.
‣ Curate / DJ (share other people stuff)
‣ Create Lists (and use them)
‣ Listen (become an expert listener)
‣ Create Cards (use twitter cards!)
‣ Be Present (ex. thank those who interact with you)
‣ Practice Patience (rome wasn’t built in a day)
!20
21. LinkedIn: The B2B Dominator
Education can be a powerful thing. When you’re seen as the
expert, people will trust your solutions over a competitors.
‣ Answer Questions
•
Create good titles and content.
‣ Join Groups
•
Share your knowledge.
‣ Use “People Search”
•
Amazing tool for sales people!
‣ Download LinkedIn Mobile
•
Check in with LinkedIn daily.
!21
23. ‣ 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).
!23
25. SOCIAL SELLING [Part 3]
The Social Media Value Proposition
Presented By: Jonathan Hinshaw
!25
26. Introduction
Interruption Marketing Sucks
Preparing For Social Sales
The Right Tool For The Right Job
Top 3 Social Media Platforms (and why)
Spend Your Time Wisely
Social Media Value Proposition
How Not To Suck At Social Media Lead Generation
1
2
3
4
!26
27. Research, Learn, Test & Optimize
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!
Source: http://www.smartinsights.com/plantosucceed
#plantosucceed
!27
28. Making It Work
One of the oldest rules in the book!
Reaping
Sowing
‣
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
‣
(Social Media)
Value
Driven
‣
Offer a free consulting
call to a tricky question
‣
Connect with client’s
social media accounts
‣
Offer exclusive savings
on social media
channels
‣
Sowing
Thank users for likes,
shares, etc.
Be relevant, never
pushy!
Reaping
!28
29. Social Media Sales Process
The graphic below illustrates why it’s crucial to create multiple
types of content for the different stages of the sales process.
Awareness
Consideration
Finding out about your product or service for
the first time ever.
Interest is increasing. Desire to learn more about
your product or service.
Preference
Studying your product or service to see how it can help
solve their business problem or need.
Purchase
Purchase decision is made and a new client is now added to
your companies client list.
Loyalty
You are seen as the expert in your field. Increased engagement,
support, customer service - multiple touch points occur.
Advocacy
Content is shared, relationship grows and referrals are
generated… without asking!
!29
30. Getting Started
A day in the life of a social media lead generator…
1. Curate Your Content
2. Prepare The Media
3. Publish Your Messages
4. Engage With Your Audience
SOCIAL
SALES
!30
31. Five Phases of Social Sales
P.R.A.C.E. Framework (Plan, Reach, Act, Convert, Engage)
#1: Organize
#2: Produce
Collect/create articles,
bookmarks and other content that
you want to share and/or publish.
Get your content in front of the
right audience. Constantly refine
and test until it works!
2
1
SOCIAL
SALES
#3: Nurture
3
Follow people back, like
their facebook page, invite
to your social channels.
5
#5: Follow Up
These are real people. Follow up,
say thank you - stay engaged.
4
#4: Invite
Mix in calls to action with your high
value content. Invite your audience
to take part in your cause.
!31