sales enablement: social media and content marketing

Sales Enablement, May 24, 2016

Building Your Personal Brand On

Social Media

to Establish, Build + Maintain Customer Relationships

HELLO!LISA DAHLAGERMarketing CoordinatorSan Francisco Office@lisa_dahlagerAdd a fun fact about yourself or why you’re an expert on this topic here. Don’t be shy!

What We’re Going To Talk About1. The Shift In Sales2. Content Marketing: Providing

Value3. Social Media: Amplifying The

Message4. Analytics8’s Online Profile5. Practical Take Aways For You

The Shift In Sales1

71% OF PEOPLE DO THEIR OWN RESEARCH FIRST

AND THEN REACH OUT TO A SOLUTION PROVIDER.

NEW VERSUS OLD SALES>>

Content Marketing2

CONTENT MARKETING A strategy for attracting and retaining customers by creating and distributing valuable, relevant content that engages, assists, or informs clearly defined target audiences.

The ULTIMATE GOAL is to drive a profitable customer action.

10Buyers consume an average of 10 pieces of content before making a

purchase. -Google ZMOT Research

CONTENT MARKETING IS NOT… >>

• Is not self-congratulatory ads and messages that tout the brand for the brand’s sake.

• Is not about the hard sell.

• Is not solicitously pushed onto people

• Is not an overt ‘pitch’ of your products and services.

THE ART OF CONTENT MARKETING IS DELIVERING INFORMATION THAT MAKES

YOUR BUYER MORE INTELLIGENT.

GREAT CONTENT MARKETING IS… >>

• Based on the customer’s ambitions and needs – not your company.

• Thought leadership on innovation and value – not your product.

• Interesting, informative – not a sales pitch.

Social Media3

Your Benefits1. Build a personal brand of creditability,

authority, helpfulness and expertise.2. Get in front of potential customers

before your first personal connection.3. Compel your followers and social

networks to action.4. Monitor chatter at events or of

sentiment + pain points

Analytics8’s Online Profile4

BLOG: STRATEGIES, INSIGHTS + BEST PRACTICES

MAIN FOCUS: Lead attracting and nurturing tool where our content marketing resources and pieces lives.

>>

WWW.ANALYTICS8.COM/INSIGHTS

LINKEDIN: THE INDUSTRY CONNECTION

MAIN FOCUS: Showcase our company’s success + expertise and equip followers with resources

>>

WWW.LINKEDIN.COM/COMPANY/ANALYTICS8

TWITTER: THE INDUSTRY NEWS CYCLE

MAIN FOCUS: A catch all for industry news, how-tos, showing company culture, events, and direct interaction with customers.

>>

WWW.TWITTER.COM/ANALYTICS8

FACEBOOK: THE A8 VIBE

MAIN FOCUS: Showing the human side to our company by highlighting Analytics8’s culture and behind the scenes.

>>

WWW.FACEBOOK.COM/ANALYTICS8

YOUTUBE + VIMEOMAIN FOCUS: Webinar archives, quick how-to’s, demos and (in the future) customer stories.

>>

WWW.VIMEO.COM/ANALYTICS8

GOOGLE+ / INSTAGRAM / PINTEREST>>

QLIKMAPS TWITTER: #HappyMappingYOUTUBE: Video How TosGOOGLE+: Sharing resources and events

>>

@QlikMaps

HOW YOU CAN APPLY 5

TREY ON TWITTER

FITZ ON LINKEDIN

WHAT DO I DO SOCIAL NETWORKS?A

• Creep

• Engage

• Share

• Invite

WHAT SHOULD I POST ON SOCIAL NETWORKS?B

WHAT TO POST ON SOCIAL MEDIA1. Analytics8’s Blogs2. Prospective customer pain points3. Cool things customers are doing4. Snackables from events/webinars5. Events + past webinars6. Resources we provide7. Industry articles8. Share or Retweet anything A8 posts

HOW DO I MAKE IT GOOD?C

HOW TO WRITE COMPELLING UPDATES

1. Think like a journalist2. Clear CTA (have links easy to find)3. Visuals4. Align content to the audience’s

need and interest5. Listen6. Use the right voice for each network

BLOG1. Think about how to solve your

customer’s problems before you even have the conversation.

2. Have a lens of thinking “how can we tell this story?”

3. Utilize marketing resources.

LINKEDIN1. Update Your Profile2. Join Groups3. Publish on LinkedIn Pulse4. Connect With Customers and

Prospects

TWITTER1. Update Your Profile2. Use Hashtags #theyrethebest• Events• Quoting Articles• Humor

3. Gem Ideas and Thoughts

FACEBOOK1. Don’t Be Annoying2. Company Culture Approach

THANK YOU!