sales and marketing for independent linen and uniform companies

@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG

Social Media for US Linen and Uniform Companies The Power of B2B Social Media (SM)


Tony Rutt

6535 Marketing

www.6535marketing.com

1-888-214-4827

http://www.6535marketing.com/


Why Social Media Marketing Matters

› Competitive Market Opportunity Today

› SM Leads Cost Less, Convert More

› Reach Leads Other Lead Generation Misses

› Fastest Growing B2B Marketing Channel

› Micro Targeting & Measurement


Facebook?


Where Does Social Media Fit in Your Organization?


B2B Social Media for Sales is a Marketing Function

Awareness Visibility

Engagement Qualification New Customers

Lead

Lead

Lead

Marketing

Sales


feedback

inquiryreques

t

EngagedCustomers

B2B Social Media for Route Sales is a Marketing Function Too!

Branding Reputation

Reinforcement Promotion

Marketing

Service


Social Media Connects You with Existing and Future Customers

Provide Value

•Address Concerns•Respond to Criticism

Solve Problems

•Educate Buyers•Give Information

Build Authority

•Provide Insight•Distinguish Yourself


Solving Problems via Twitter


Accountability Builds Intimacy

› Customers Want to Trust You

› Customers Want to Give You Feedback

› Admitting When You Mess Up is Half the Battle

› Resolving Problems Publicly Builds Respect


Mis-Managing Twitter



Provide Value


Solve Problems


Build Authority

•Provide Expertize•Distinguish Yourself


Provide Valuable Professional Content

Tools and Information


What Do Prospects Want to Know?

Education and Thought LeadershipWhat's My Problem?

• 101 Education• How To Guides

Solutions and Product SuitabilityHow To Fix My Problem?

• Comparisons• How To Choose

Credentials and Decision SupportAre You Right For Me?

• Cases Studies• How To Buy



Provide Value


Solve Problems


Build Authority

•Provide Insight•Distinguish Yourself


Building Authority Distinguishes You

› Publish Useful, Timely Content

› Publish Valuable Information, Not Fluff

› Give it Away, at First

› Join Discussions

› Answer Questions


Engage and Nurture SM Leads

› Meet Buyers Relevantly

› Add Valued Insight

› Build Trust, Earn Permission

› Buy-In from Expertise Inherent in Shared Material

› Develop Sales Relationship


Leveraging Social MediaHow does it make me money?


SM Media Marketing Delivers

Social Media Produces Almost Double the Leads of Trade Shows, Direct Mail or PPC.

› Be Found First

› Be Contacted First

› Differentiate Yourself

› Be a Business Advisor

Social Media

PPC

Direct Mail

Trade Show

s


Google. We Do Search.

›Top Search Engine›Ranking Importance›The “Algorithm”›Google Ads – Pay Per Click›Organic SEO


Google AdWords


SEO: Search Engine Optimization

Google Ranking

Back Links

Keywords

Original Content

Authority

Relevance

Media


SM Links Improve SEO Organically

Website

Linked In

Google+

Facebook

Newswires

Twitter


Test Your Content: Google Analytics


Klout: A Measure of SM Influence


Google AlertsInternal

• You• Company Name (s)• Key Personnel

External

• Brands, Trade Names, etc.• Competitors – Cintas!• Vendors

Market

• Customers• Prospects• New Business


Market Knowledge and More!


Which Platforms?Where Should I Spend My Time?


What Platforms are Your Prospects on?

› LinkedIn

› YouTube

› Forums

› Blogs

› Local Media Sites

› Facebook?

› Twitter?


7 LinkedIn Profile Criteria

Photo Headline

ResultsEndorsem

ents

70% of Customers Research You Pre-call


How Did TRSA Members Stack Up?

NO PAGE 0 1 2 3 4 5 6 7

23%

55%

14%

0%

4%

2%

2%

0%

0%

7 Total Points Possible


Valuable Conversation Targeting

› Focused Audience Communities

› Easily Engaged Listeners

› Rapid Distribution Platform

› Gain Visibility and Authority on a Topic

› Share Valuable Information via Direct Messages

Twitter


Cintas Tweets


SEO Friendly Social Media

Google Wants Google+ to be Successful

Google+ Content gets SEO Benefits

YouTube Videos for Content Distribution

Google Hangouts for Webinars and Lectures

Google Places for Reviews and Recommendations


Google+


My Social Media Recommendations

1. Monday Morning Improve LinkedIn Profile Set Up Google Alerts Inventory your Current Content

2. Next Week Find your Current Customers on Social Media Find your Current (Future) Decision Makers on Social Media Decide if there is a ROI in Tracking your Customers via Social Media. Develop a Content Marketing Plan for Lead Generation Create Content to Support Buying Process