increasing profit margins with social media marketing
DESCRIPTION
In 2012, 72.6 percent of salespeople using social media in their sales process closed more leads and saw bigger profit margins than their peers who were not leveraging social media. Of these social media users, more than half have closed business as a direct result of social media use. Social media has transformed lead generation, and knowing how to use the tools available can significantly impact the success of your marketing efforts. Whether you are new to social media marketing or a seasoned professional, this session will explain how you can leverage social media communications to generate more leads, beat out your competition and provide top-notch customer service to your existing clients. See how to engage prospects on Twitter, Facebook, LinkedIn, Google+ and other popular platforms, plus learn what types of content works best on each platform and how to turn a social media conversation into a qualified lead. Originally presented at eXtremeCRM Anaheim by Myappsanywhere's Amiee Keenan and NetStandard's Natalie McAllister.TRANSCRIPT
Increasing Profit Margins with Social Media
Marketing
Amiee KeenanMyappsanywhere@TheCloud_Amiee
EXTREMECRM2013 ANAHEIM
What Is Social Media?
• Think of Social Media as social networking–Meet new people– Engage with prospects– Build connections with existing
clients/prospects
• Major platforms for Marketers:
The Best Uses of Social Media
• Engaging with others
• Providing education to your market
• Breaking news and/or sharing updates on your company – *Be sure you aren’t violating industry laws*
The Worst Uses of Social Media
• Using channels to “blast” content (putting quantity over quality)
• Setting it and forgetting it
• Offering dicey personal or political opinions
What’s It Good for, Anyway?
• In 2012, 72.6% of sales people using social media out performed their sales peers and exceed quota 23% more often.
• More than half (54%) tracked their social media usage back to closed deals
*According to A Sales Guy Consulting and Social Centered Selling, March 26, 2013
What’s It Good for, Anyway?
• Generate leads
• Beat your competition
• Deliver top-notch customer service
• Be “findable”
Identifying a Successful Presence
• Followers who regularly interact (click, share, like) with your posts
• Followers who engage with your brand without prompting
• Adding new followers organically
REMEMBER:40 Active, Engaged Followers Is
Better than 40,000 Stagnant Followers!
Twitter• 140 character limit for tweets• Requires a “handle” (i.e.,
@YourName)– Should be intuitive (your business name)
• Requires a description–Add keywords (SEO)
• Add hashtags – #MSDYNCRM, #cloud, #eXtremeCRM
Easy to remember handle
Relevant hashtags
Keywords for search engines Company
website (backlinks)
TwitterBest Practices:• Keep tweets short – don’t use all
140 characters!• Tag, tag and hashtag every time
you post content• Followed? Follow back, but with
discretion• RESPOND!
TwitterGenerating Leads:• Follow prospects (the Followback
principle)• Search topics and be creative by
responding to issues• Tweet relevant content, especially
from your company blog
LinkedIn• 200 characters• Three approaches:
– Personal profiles– Company pages– Groups
• Optimize profiles (keywords, websites, etc.)• Utilize professional content• Leverage career section• Endorse, comment, share and recommend
LinkedInCompany Pages:
Add logo (50x50)
Add banner image
Track post success with analytics
Also Add:• Descriptio
n• Products
& Services
• Locations• Specialtie
s• Relevant
groups
LinkedInPersonal Profile:
Professional headshot
Stay active!
Add professional and personal information
Also Add:• Skills and
Expertise• Language
s• Causes• Education• Groups
Personalize your URL
LinkedInBest Practices:• Comment on content you’re
sharing• Share/comment on your
connections’ content• Ask your co-workers to share
company content/job openings• Join relevant groups
LinkedInGenerating Leads:• Engage with anyone who
comments on your content• Share your company content
above all else• Ask questions—start a dialogue!• Run polls (groups)• Connect, connect, connect!!!
Facebook• 2,000 characters• Pages (not profiles)• Add company content or fun
content (i.e., photos, infographics, PR)
• Photo-friendly• Tough place for business marketing
Add “Services”
Add custom banner. 20% text or less, or you’re rolling the dice
Add call to action
FacebookBest Practices:• Tricky algorithms (like Google)• NEVER schedule posts outside of
FacebookRumors:• Add links in the comments section• Photos get more views
FacebookGenerating Leads:• Advertising (expensive but can
work)• “Like” other pages as your page • Share content; invite co-workers to
like/share• Choose content that’s Facebook
friendly (the Goodwill factor)
Google+• Limit yourself to 500 characters• Yes, it does matter to marketers• Plus 1’s• Adding to Circles• Hashtags vs. +’s
Google+Add relevant partners, prospects, vendors to circles
Address, phone number, email address Add sites to
which you contribute
Verify your website
Google+Best Practices:• True purpose is SEO• Share your content above all
others• Use those +1’s• Don’t expect engagement• Add relevant groups, companies,
and prospects to your circles
Google+Generating Leads:• Remember: This is for SEO• If they’ve got Google+, add them• Create unique circles (prospects,
technology, Dynamics CRM, etc.)• Monitor (engagement does
happen)
Other PlatformsKlout• Tracks social media
influence• Shows effective
channels• Perks!
YouTube• Owned by Google• Optimize the
channel• Keep up the content
(and post to your website)
Pinterest• Great for
infographics
When Good Social Goes Bad
• Think before you respond– Is it a customer or prospect?– Is it a “troll”?
• Talk to the PR people (if you have them)
• Research the profile• Invite dialogue offline
What Not to Do:
Dominoes
What to Do:
Channel your inner Southwest Airlines
Questions?
Amiee Keenan, [email protected]
@TheCloud_Amiee@Myappsanywhere
Please remember to fill out your session evaluation survey online!The link to the survey was emailed to you, or go to:
PLACE SURVEY LINK HEREComplete prior to the closing session to be included in today’s drawing!
Session Evaluation Survey online: Place link here.
THANK YOU to all of our eXtremeCRM 2013 Anaheim Sponsors!
CORPORATE GOLD SILVER
BRONZE
EXHIBITORS SalesFUSION Inaplex