1.
How to Make Social Media
Work for B2B and B2G
Raj Khera
CEO, MailerMailer
@rajkhera 301-825-5658

2.
So Who’s This Raj Khera Guy?
Engineer turned business guy
CEO, GovCon – sold in 1999 for $12M
Partner, FilterPoint – sold in 2009
Partner, MoreBusiness.com
CEO MailerMailer
Presstacular –marketing tool for IT companies
Author #1 Amazon Bestseller: IT Marketing Crash Course
Presentation Slides © 2013 MailerMailer LLC

3.
What makes a client…
Find you
Like you
Trust you
Hire you
Rely on you

4.
Social Media
Enables offline interpersonal
experiences to occur online
Facebook, Twitter, LinkedIn are
only means to an end

5.
Being Likeable
What makes YOU like someone?

6.
Who do you find interesting?
At work or on Facebook or Twitter:
Those who talk about themselves – “me”
Those who share information – “you”

7.
Who do you trust?
What makes you trust a company you don’t
know?
Those who talk about what they offer and how
good they are – “me”
Those who listen, educate and comfort you
without pressure – “you”

8.
Me vs. You Marketing Word Choice
Me
What we do
Our projects
How good we are
Preferred words:
“Our Services”
“Our Clients”
“Our Staff”
“We can help you”
You
What you do
Your goals
What problems need solving?
Preferred words:
“How to…”
“White Paper on…”
“Free Report on…”
“We can help you”

9.
Which one would
you trust?
Buy from?

10.
People who trust you will
Share insights
Advocate for you
Do what you recommend

11.
Trust =
Credibility + Reliability + Intimacy
Self-Interest
Source: The Trusted Advisor by Maister, Green, & Galford

12.
What Does Your Marketing Say?
Our services
Our capabilities
Our clients
Our projects
Our staff
Our promotions

13.
What Matters to Clients?
Important:
Them
Their problems
Solutions to their problems
Benefits of your products
and services
Not important:
You
Features of your products
and services

14.
Prospects aren’t always aware of
technology options
So they aren’t looking for your
technology solutions
And don’t know how to shop for them

15.
Change the Dialog
Don’t Sell. Educate.

16.
What Matters to Clients?
Content Examples
5 handy Windows productivity tricks that you
didn’t know
10-point computer security checklist to review
every quarter
Video: 4 ways to stay connected to your staff
remotely
How to prepare your office for the storm
arriving this week

17.
Something for Each Audience Segment
The Money Person
4 inexpensive ways to upgrade your staff’s technical skills
Maximizing ROI for your technology investment
The Manager
Back up and disaster recovery plan
Podcast: Come work for us - Company Perks
The End User
How to set up user permissions

18.
Benefits of Great Content
Generates and nurtures leads
Enhances credibility
Encourages sharing
Establishes trust
i.e., Sells without selling

19.
Blogs
The First Step in Your Social
Media Strategy

20.
Paul Barnett, Network Depot
Blogs/Videos/eBooks
Windows 8
eBook on how to buy the right PC
No leads first few months
Now 1 lead per week
Use educational pieces as “leave behinds”

21.
DP Venkatesh, mPortal
Mobile products/services
Blog/Email changed everything
2 posts per week, CEO and Tips
Targeted 10 critical keywords, 20 others
10-fold increase in site traffic
100s of new leads in 8 months

22.
Getting Educational Content
Ordered by pain level, highest to lowest
Write it yourself
Dictate your ideas, have a writer produce it
License/buy it
Remember: write about what matters to them,
not to you

23.
Wordsmithing, Google Style

24.
Something for Each Audience Segment
The Money Person
4 inexpensive ways to upgrade your staff’s technical skills
Maximizing ROI for your technology investment
The Manager
Back up and disaster recovery plan
Podcast: Come work for us - Company Perks
The End User
How to set up user permissions

25.
Marketing’s New Math
1 = 10

26.
Repurpose, Repurpose, Repurpose
Blog
White Paper/
eBook
Infographics
Slide Deck
Webinar
Video
Podcast on iTunes
Article
1 = 10
Email Newsletter
Social Media

27.
Chris Schroeder, App47
Mobile app management
Educational tools
“What’s Appening” podcast, iTunes
eBooks, white papers, blog
IDG: 72% of IT buyers read white papers

28.
Diana Hage, RFID Global Solution
Blogs every other week
Industry solutions
6-8 targeted keywords
Connects posts to social media:
4 webinars per year
2-3 closed deals per webinar
Plus 5-6 inquiries they can nurture

29.
Paul Tomlinson, Mirus IT (UK)
Managed Service Provider
Tweets about topics that help
Hashtags - #keyword
Mentions - @twitterhandle
0 to 500 Twitter connections in 1 year

30.
Hashtags
The 25 Most Popular Passwords- If these apply to you,
perhaps it's time to change! http://ow.ly/eKLaC
#thoughtfortheday
#FridayFun Today is a cake day – the Great Mirus
Bake-Off is Back! http://ow.ly/hXeie

31.
Mentions
The tinned food donations are coming in for
@mkfoodbank ’s Big Little Give this week - good work
Team Mirus @Mirusit #biglittlegive
@PT_MirusIT Paul Tomlinson of Mirus IT Solutions
becomes Founding Member of Kaseya Customer and
Partner Advisory Council http://ow.ly/dW5X9

32.
Unnamed Politician
I wrote a blog after last election
Auto-posted as LinkedIn status update
He read about it on LinkedIn
Called to discuss ways to help him win
next election

33.
Gordon Tan, ClientHeartBeat
We followed his Twitter account
He noticed and sent DM (direct
message)
Connected offline

34.
Nurture leads that aren’t
ready to buy
Use email analytics

35.
Lead Generation and Nurturing
Offer
White
Paper to
get their
contact
info

36.
Educate
first Then people
will be open
to your
promotions

37.
DON’T SAY
Hey, I noticed you clicked on my
article about disaster recovery.
< THAT’S CREEPY! >

38.
SAY
Hi Sally, I’m calling because we’re noticing
several companies like yours take a closer
look at disaster planning to protect assets.
I wanted to check in to see if you’d like to
explore some options for ABC Solutions.

39.
The Story of Bob,
Your Fierce Competitor

40.
This is Bob. Nice guy.
He’s your competitor.
He’s stealing your clients.

41.
He knows clients buy
from people they like
and trust.
What makes him like
some people?

42.
Then he thought…
What makes him
trust a company?

43.
Hmm…
What does your
marketing say?

44.
Every Buying Cycle Stage.
Every Decision Influencer.

45.
Sid Hoffman Software
White paper
• How To Re-purpose TV
Closed Caption Files For
Internet Video Distribution
$60,000 deal
within 1 month

46.
Praba Murugaiah Staffing
Sample interview questions
Reading body language
Technical webinars
Doubled
annual growth

47.
Guy Wassertzug Services
Revamped newsletter
Zero to page 1 on Google in 3 months
#2 rank on
Google

48.
#2 rank on
Google in 3
months!
The Result: The Stars Align

49.
The IT Marketing Crash Course:
How to Get Clients for Your Technology Business
www.ITMarketingBook.com
+1-301-825-5658

50.
Blog + Newsletter + Analytics = More Business
www.presstacular.com
800-475-1415

51.
Contact
Raj Khera
raj@mailermailer.com
301-825-5658 x800
http://presstacular.com