Monitor Social? Nope. Social Leads. Yup.
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Social media marketing should be so much more than just monitoring and broadcasting messages. Use targeted proactive outreach to engage with your best potential customers and actually drive sales. In this presentation from Tech Marketing 360, we break it down into two easy steps. 1. Identify Your Target Customer and 2. Connect and Gauge Interest.
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Monitor Social? Nope. Social Leads. Yup.
- 1. Monitor Social? Nope. Social Leads. Yup. Aseem Badshah Founder & CEO of Socedo @aseemb
- 2. @aseemb
- 3. Use social media to drive new leads and sales. @aseemb
- 4. Broadcast Reactive Engagement Proactive Outreach Marketing & PR Customer Service Sales & BizDev @aseemb
- 5. @aseemb
- 6. @aseemb
- 8. • Job Title (VP) • Company (Microsoft) • Profession (Marketing) • Interests (Hiking) • Location (Seattle) Bio Criteria @aseemb
- 9. • Competitors • Events • Keywords / Hashtags • Influencers • Articles Interest Signals @aseemb
- 10. @aseemb
- 11. @aseemb
- 12. Get contact information: •Start a conversation •Send them to gated content @aseemb
- 13. • Follow • Favorite • ReTweet • Like • Share • View Light Touch @aseemb
- 14. • Use the lead’s name • Ask a question • Use context Medium Touch @aseemb
- 15. • LinkedIn InMail • Direct Call • Email • FB Message Heavy Touch @aseemb
- 16. @aseemb
- 17. @aseemb
- 18. Leads Discovered Review for Relevancy Tweet is Favorited 1 hr. Later Lead is Followed Lead Follows Back 1 hr. Later Direct Message is Sent Did they respond or fill out form? @aseemb
- 19. @aseemb
Hinweis der Redaktion
- Have been working in the social media space for 8 years now. Build a social network, social media marketing agency and social marketing tools.
- The goal of this presentation is to come away with a clear action plan for using social media to drive new leads and sales rather than branding, exposure and community building.
- History of Social media. Phase 1, Phase 2, Phase 3 Because digital presence has always been owned by marketing Even the toolset is biased toward broadcast. Consumer is investing heavily but B2B Social has been slow to show ROI. Marketing and Sales and becoming closer and closer.
- The approach is very simple and can be broken into two steps: find and connect.
- In order to find the right people, you need to build a target buyer persona.
- With social we look at two data types. Compare this with the information that you would get from a lead list. Less structured but more info.
- Who are you going after?
- Do they have an interest in the area you can help with? Is there a reason to connect?
- We have identified our buyer persona. Now it’s time to start searching!
- Step 2. Connect! Don’t Sell!
- Of course, we need to start the sales process at some point. How do we get them there? What is the connection point? Is it a conversation starter? A landing page?
- We know who we want to reach out to and we know the goal. What tactics can I use to connect? There are a ton of ways to do this but here is a framework to think about. Light touch gets you on the radar. It’s scalable and can be really effective but there is no next step on its own.
- Medium touch takes some thought but is one of the best ways to really leverage the power of social.
- This is similar to what many people do when outbound prospecting. The difference is we are using relevant data from social to make a personal connection.
- Talk about budget This is a human process. Think about who owns relationships with your customer base. Is it sales or marketing?
- This is a behavior change and you will most likely fall off the wagon unless you use process and automation to create a real strategy. Automation allows you to scale and focus human energy where it is needed.
- Here is an example process that we have built into Socedo. Qualification is built in and we only use human energy where it is absolutely needed.
- Tracking and numbers makes it easy to optimize and create competitive barriers.