wow event - using social media to find and close business
TRANSCRIPT
Using Social Media to Find And Close More Business
Matt HeinzPrincipal, Heinz Marketing LLC
[email protected]@heinzmarketing
Last Slide First
1. Find & engage prospects “upstream” before they are active buyers
2. Participate in their communities as a peer to build trust & credibility
3. Use research tools to customize approach with new targets
4. Publish your own source(s) of value-added content to attract new prospects to you
5. Marketing is too important to leave to the marketers
Let’s talk about you first…
Your business objectives
Your business objectives
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Drip MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.
Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers
Referral & Tell-a-Friend OffersNetwork / Community Invites
New Opportunity Alerts1:1 with Existing CustomerIn-Market Events
Next Step Accelerator Ideas
Customer Targets (based on persona profiles)
Your customers
Listening
Listening via RSS Feeds
Listening via Twitter
Listening via TweetDeck
Vertical Groups
• ActiveRain• SHRM• ChurchCrunch• Focus
What are yours?
What are they talking about?
The buying progression
SolutionProblem/Pain
Objective/Outcome
Three types of social content
1.Proactive2.Reactive
3.Participatory
Your anchor
Planning content
Theme 1
Week 1
Theme 2
Theme 3
Theme 4
Week 2 Week 3 Week 4
“Reactive proactive”
Your Daily “Punch List”
• Read & Filter• Publish & Republish• Syndicate• Engage
What you’ll see…
What you’ll see…
Gist as your dashboard
Participation Best Practices
• Share• Don’t sell• Be a trusted advisor• Don’t sell• Connect, recommend, refer• Don’t sell
One thousand options…
Last Slide Last
1. Find & engage prospects “upstream” before they are active buyers
2. Participate in their communities as a peer to build trust & credibility
3. Use research tools to customize approach with new targets
4. Publish your own source(s) of value-added content to attract new prospects to you
5. Marketing is too important to leave to the marketers
Questions?