So I’ve Joined Social Media… Where Are My New Clients & Sales?

Social Media (and Marketing): Then Vs. Now

Why?

o BUY your way in with advertisingo ASK for business through sales pitches

Old Marketing Methods

FOCUS

oOur great companyoOur great product or serviceoLet’s talk about US

oDone on our scheduleoDisruptive selling

TIMING

Social Media Marketing… Then

Old Sales Cycle

Marketer or Salesperson is in control and starts the sales cycle with service or product explanation

Customer and salesperson share control

Today ‘s Insulated Buyer

What Changed?

Information overload / Lack of trust

Today’s Buyers are “Insulated”

Tell’em I’m in a meeting

The Longer Sales Process

Awareness Consideration Research Purchase

Awareness Consideration Research

Sales Process

Purchase

The Power of Impressions

The Social Shift

o Info is freely availably online for research and comparison

oProspects have more say in how they communicate and receive info

oSocial media updates enable rapid communication

oPotential buyers are influenced by current buyers

Impact on the Sales Cycle

New Sales Cycle

Social Media’s New Role

oUnderstand customer needsoDemonstrate understanding through contentoProve credibilityoMeet information needs while providing

connection to brandoCreate convenient, positive experience

FOCUS

oListen to problems of the prospectoProvide remarkable contentoCreate an experience

TIMING

oWhen the customer is ready to purchase and feels comfortable buying from you

New Social Media Focus

Social Media Strategy

oDecide on sites / focus: LinkedIn, Blogging Facebook, Twitter and YouTube

ROI?

Return on Investment vs. Return on OBJECTIVE

o Prospect identification?o More leads?o Nurture leads?

Social Media Content

o Info your prospects

needo Info that addresses

concernso Solutionso Testimonialso Videoso Webinarso White paperso Engaging contento Inclusive contento Resource Center

Social Media Content

o Top 10 Tipso Industry News and Updateso Ensure posts have a purpose and CTAo Link to Landing Pages on Website

Why fill out a form? What stage in the sales cycle?

o General Inquiryo White papero Checklisto Industry Studyo Product demonstration

Landing Pages

Create Integrated Program

Social Media Content

BE A CONNECTOR… NOT A CREEPER!

LinkedIn Tips

oRework summary in your profile to “connect”oOnline introduction vs. online resumeoObtain recommendations – show quantifiable

informationoParticipate in networking groupsoCreate your own LinkedIn Group

• Make your article infectious (so people read it and spread it)

• Continuously connect with audience as subject matter expert

• Help Google help you: use highly searched keyword phrases and turn them into links that point to your website

• Invite comments

• Comment on other industry blogs with your email address and web address

• Post your blog to your website and social media sites and blast with email program

Blogging Tips

Facebook Tips

oFeature customers and target audience(s)oUse inclusive languageoShow off your personality

Twitter Tips

oFollow reporters / media members (and tweet them!)oBe proactiveoConnect with influencers (industry leaders,

legislators, etc.)oUtilize #

YouTube Tips

oShowcase what makes you uniqueoDifferent types of videosoHumor: it’s a Homerun or FailureoUse embed codes for other channels

Support SEO and keyword strategy

Integrated Program

oAnalyze sources of traffic

Integrated Program

Promote social sites in all marketing vehicles!

oWebsiteoSales collateraloNewsletters / e-BlastsoE-mail signaturesoPress releases / articlesoWord of mouth / Staff buy-in

Find GRM Online

• Blog: www.grmwebsite.com/blog

• Facebook: Grass Roots Marketing

• LinkedIn: Grass Roots Marketing

• Twitter: GrassRootsInc

• Stumbleupon: GrassRootsInc

• Reddit: GrassRootsMarketing

• Flickr: GrassRootsMarketingInc

• Digg: GrassRootsInc

• Delicious: GrassRootsMarketing

• YouTube: MarketingInABox

Contact Information

• E – Tony@grootsmarketing.com

• P - 732.380.8400

• W- www.grmwebsite.com

• LinkedIn: Tony Popowski

• AIM: TonyatGRM