1. SOCIAL LEAD GENERATION [Part 1]
Tools & Techniques For Social Sales
Presented By: Jonathan Hinshaw
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2. Introduction
Should I be using social media for lead generation?
Preparing For Social Sales
Digital marketing done right.
Getting Found
A closer look at Facebook’s Edge Rank.
The Value Proposition
Give away the secrets. No one will do the work anyways.
Social Media Tools
The right tool, for the right job.
1
2
3
4
5
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3. Should I Be Using Social Media For Lead Generation?
Wake up! It’s 2014. Do you really need another reason to embrace social
media and to connect with new prospects and customers?
‣ The Facts (B2B Companies)
•
60% have acquired new customers through LinkedIn.
•
60% through company blogs.
•
43% through Facebook.
•
40% through Twitter.
•
64% of marketers rate social media as the second-most
important factor in organic search success!
Source: Marketo
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4. Does It Work?
Social has a below-average cost per lead and an above-average
conversion rate. Yes, it works.
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5. Marketing Channels
Where are today’s top marketers spending their time?
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6. How Long Does It Take?
Using Pinterest, let’s look at the lifecycle from visit to sale.
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7. Introduction
Should I be using social media for lead generation?
Preparing For Social Sales
Digital marketing done right.
Getting Found
A closer look at Facebook’s Edge Rank.
The Value Proposition
Give away the secrets. No one will do the work anyways.
Social Media Tools
The right tool, for the right job.
1
2
3
4
5
!7

8. Social Selling
Above all social selling is about building
relationships… Not pipelines.
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9. Golden Rules Of Social Media
Follow the rules of engagement to make sure your social media marketing
efforts bring your brand the ROI that you truly deserve.
RULE 1
Don’t take yourself too seriously. It should be obvious but social media is about being social,
and that means you need a good personality to make your brand likable.
RULE 2
Inbound is not enough. Never underestimate what a bit of paid promotion can do for
your business.
RULE 3
You must have good content and solid offers. Without well-produced, engaging content,
any and all tactics you employ will most likely fail.
RULE 4
You will need a strong call to action. The tried-and-true, strong call to action is just as
important in social media as it is anywhere else. Be clear about what you want your audience
to do after consuming your content or engaging with your brand..
RULE 5
Always add value. At the end of the day, if you are not providing some sort of value to
your prospects and customers, you are not doing your job and social media will never work
for you.
RULE 6
Never forget that social is a two-way street. No one likes being talked at. Yes, broadcast your
message, but remember to keep the lines of communication open in both directions. When
contacted, always respond quickly and sincerely.
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10. Which Channel Should I Focus On?
Short answer = All of them.
‣ You Need Exposure!
•
Your business needs
and wants as much
exposure as possible
on all of the social
channels you can
effectively manage.
‣ Sound Time Consuming? That
Depends…
•
Leads must be nurtured in
one way or another. And up
to 95% of qualified prospects
on your website are there to
research and are not yet
ready to buy.
•
70% will eventually buy from
you or your competition.
Who would you rather it be?
!10

11. Introduction
Should I be using social media for lead generation?
Preparing For Social Sales
Digital marketing done right.
Getting Found
A closer look at Facebook’s Edge Rank.
The Value Proposition
Give away the secrets. No one will do the work anyways.
Social Media Tools
The right tool, for the right job.
1
2
3
4
5
!11

12. How To Be Seen On Facebook
It’s a simple fact. You need to provide high value content, but how
does social actually work? Let’s look at Facebook…
‣ Facebook’s Edge Rank
•
Facebook’s Edge Rank algorithm
rewards pages in the newsfeed
based on the number of
interactions a page receives.
•
An interaction can be defined as
a summary of “Likes,” posts, or
comments about the page.
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13. !13

14. Think Mobile!
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15. ‣ Leverage Newsjacking
•
When something is buzz-worthy, it creates high demand.
•
Align offers with “what’s hot.”
‣ Create Offers For Different Buying Stages
•
Someone at the top of your buying cycle may be more
interested in informational content like a guide or ebook,
whereas someone more committed at the bottom of the cycle
might be more interested in a free trial or demo.
•
Create offers for each phase, and include a primary and
secondary CTA to these offers on various pages throughout
your site (landing pages highly recommended).
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16. Social Media Content Types
Create your social media assets with mobile in mind. Make sure to
use fantastic titles but, most of all - provide value!
Articles, White
Papers & Case
Studies
Blog Posts
eBooks
News
Photos
Infographics
Downloads
Worksheets
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17. Research, Learn, Test & Optimize
I can’t cover every social media channel in this video, so you’ve
got some studying to do! Figure out how social works for you!
Source: http://www.smartinsights.com/plantosucceed
#plantosucceed
!17

18. Thank You!
Jonathan Hinshaw
Founder, EBWAY Creative
Twitter: @jonathanhinshaw
www.ebwaycreative.com
!18

19. SOCIAL LEAD GENERATION [Part 2]
Tools & Techniques For Social Sales
Presented By: Jonathan Hinshaw
!19

20. Introduction
Should I be using social media for lead generation?
Preparing For Social Sales
Digital marketing done right.
Getting Found
A closer look at Facebook’s Edge Rank.
The Value Proposition
Give away the secrets. No one will do the work anyways.
Social Media Tools
The right tool, for the right job.
1
2
3
4
5
!20

21. Making It Work
One of the oldest rules in the book!
Reaping
Sowing
‣
Support other social
media users
‣
Answer questions and
always offer to connect
‣
Be clear 100% of the
time
‣
Create topics, articles,
posts with high value
content
‣
Generate interest or
awareness in something
other than your brand
‣
Like and be liked
‣
(Social Media)
Value
Driven
‣
Offer a free consulting
call to a tricky question
‣
Connect with client’s
social media accounts
‣
Offer exclusive savings
on social media
channels
‣
Sowing
Thank users for likes,
shares, etc.
Be relevant, never
pushy!
Reaping
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22. “Clear is the new Clever.”
#nakedbrand
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23. 55%
Of businesses have closed
deals from social media leads.
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24. Social Selling Stages
The growth of a social media marketing plan.
Trial & Error
Just get going! If you
don’t start, you’ll never
learn! Plan for success!
Stage 1
Increase Quality
Increase Quantity
Blog articles come out
3-4 times per week,
content syndication, etc.
Increase activity!
Stage 2
Increase Quality
Give your audience
more of what they like.
Use analytics/metrics to
make content decisions.
Stage 3
More cash is spent on
infographics, video
production, etc. Better
tools are purchased.
Stage 4
Stage 5
Stage 6
Thought Leadership
Re-Purposing
Get involved with 3rd
party content sites like
Triberr and Medium.
Rinse, recycle, repeat.
Often the point where
business re-purpose
content and redistribute.
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25. Five Phases of Social Sales
Here’s how the social selling system works.
#1: Organize
#2: Produce
Collect/create articles,
bookmarks and other content that
you want to share and/or publish.
Get your content in front of the
right audience. Constantly refine
and test until it works!
2
1
SOCIAL
SALES
#3: Nurture
3
Follow people back, like
their facebook page, invite
to your social channels.
5
#5: Follow Up
These are real people. Follow up,
say thank you - stay engaged.
4
#4: Invite
Mix in calls to action with your high
value content. Invite your audience
to take part in your cause.
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26. Social Media Sales Process
The graphic below illustrates why it’s crucial to create multiple
types of content for the different stages of the sales process.
Awareness
Consideration
Finding out about your product or service for
the first time ever.
Interest is increasing. Desire to learn more about
your product or service.
Preference
Studying your product or service to see how it can help
solve their business problem or need.
Purchase
Purchase decision is made and a new client is now added to
your companies client list.
Loyalty
You are seen as the expert in your field. Increased engagement,
support, customer service - multiple touch points occur.
Advocacy
Content is shared, relationship grows and referrals are
generated… without asking!
!26

27. Introduction
Should I be using social media for lead generation?
Preparing For Social Sales
Digital marketing done right.
Getting Found
A closer look at Facebook’s Edge Rank.
The Value Proposition
Give away the secrets. No one will do the work anyways.
Social Media Tools
The right tool, for the right job.
1
2
3
4
5
!27

28. Social Media Sales Tools
Get the right tool for the job without breaking the bank.
Social CRM
Audience Generation
Social Management
‣ nimble.com (all in one)
‣ klout.com (scoring)
‣ dlvr.it (auto/scheduled posting)
‣ rapportive.com (for Gmail)
‣ addthis.com (plugin)
‣ buffer.com (most social accounts)
‣ SproutSocial.com (social only)
‣ sharethis.com (plugin)
‣ hootsuite.com (most social accounts)
‣ medium.com (thought leadership)
‣ cloze.com (twitter, facebook,
linkedin)
‣ triberr.com (communities)
Content Curation
Misc. Tools
‣ feedly.com (google reader)
‣ commun.it (twitter management)
‣ swayy.com (trending topics)
‣ placeit.net (image maker)
‣ paper.li (digital paper)
‣ scoop.it (sources, collections)
‣ empireavenue.com (massive tool!)
Agency Tools
‣ compendium.com (content
marketing)
‣ hubspot.com (all in one)
‣ vocus.com (content marketing)
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29. Thank You!
Jonathan Hinshaw
Founder, EBWAY Creative
Twitter: @jonathanhinshaw
www.ebwaycreative.com
!29