Nicole Kelly, CEO of Social Media Explorer, shares on this one hour webinar how social media offers significant efficiencies in B2B and B2C sales cycles. The key is to understand where it fits, which levers you need to dial up and how to track the results.
Join Nichole and you will soon be able to:
Drive sales using social media
Capitalize on opportunities and scale social selling efforts
Learn how to track efforts in a way that will tell the full story of social's role in sales
3. Driving Sales with Social
Media
Nichole Kelly, CEO
Social Media Explorer | SME Digital
Twitter: @Nichole_Kelly
www.socialmediaexplorer.com@Nichole_Kelly
4. Why are we here?
www.socialmediaexplorer.com@Nichole_Kelly
5. What is social selling?
“Social Selling” is the act of using a social
media platform to generate, nurture, and
close a sale.
Source: “The Birth of the Social Sales Force”
6. 55% of B2B customers use social
media to gather information
Source: Business.com
www.socialmediaexplorer.com@Nichole_Kelly
7. 55% of B2B customers use social
media to gather information
and they’re using it to make 60%
of their sales decision before
they’re even willing to talk to you.
Source: Corporate Executive Board, B2B Survey, Business.com
www.socialmediaexplorer.com@Nichole_Kelly
8. 72.6% of sales people using social
media outperformed sales people
who don’t
Source: Sales Guy Consulting
www.socialmediaexplorer.com@Nichole_Kelly
9. What if you could use LinkedIn to
generate appointments with a 4-15%
conversion rate?
www.socialmediaexplorer.com@Nichole_Kelly
10. What if you could do it without
advertising or InMail?
www.socialmediaexplorer.com@Nichole_Kelly
11. What if you could help sales
generate appointments that are right
in the sweet spot of your target
buyer?
www.socialmediaexplorer.com@Nichole_Kelly
18. Additional Example Scripts
SME Email that Generated 47 Emails in 3
Days
Hi (Name)
I saw your profile on LinkedIn and noticed we are both
members (Group). I have done a significant amount of
research and wrote a book about measuring ROI from social
media marketing activities and I wanted to reach out to see if
this is an area of interest for you.
If so, would you be open to a 15 minute conversation? I’d
really enjoy picking your brain to understand your challenges
to see if there might be an opportunity to work together to
address your concerns.
Please let me know. I’m happy to schedule a time that is
convenient for you.
Keep rockin’ the awesome!
-Nichole
Optional Template
Hi (Name),
I noticed that we are both members of (Group). I've been
working with a lot of companies who (description of hot topic).
We are finding that (description challenge resulting from hot
topic).
Is this a challenge you've experienced? If so, would you be
open to a brief conversation to discuss how your company is
tackling this issue?
Please let me know if you have any availability later this week
or next week for an introductory call.
See you in the group,
(Your name)
P.S. (Optional) We (published/created) (description of great
piece of content, webinar, etc). If you are interested in
checking it out you can find it here (embed hyperlink on here).
22. Create a phased approach
22
Social
Selling
Inbound
Marketing
Marketing
Automation
Social Signal
Monitoring
Big Data
Integration
with CRM
Content Strategy
24. Is this going to take my sales
team’s eye off the ball?
25. Finding Prospects and Customers
on LinkedIn
• Create a saved search of
prospects*
– Join groups your prospects are in
– Reach out and mention you are members of the same group
• Structure messages to drive an appointment to discuss a hot topic
– Pay attention to what they post in groups for conversation
starters
May require an Premium Sales Executive LinkedIn account
25
28. Monitor customers for things that
matter
• Create a saved search of clients*
– Connect with them****
– Keep in touch with them
– Send them interesting articles about the market, etc.
– Watch for things like profile updates, promotions, job changes
***Connecting is very important for monitoring
May require an Premium Sales Executive LinkedIn account
28
31. Marketing’s Role
• Establish goals and benchmarks from existing performance
• Get buy-in from sales
• Create sales workflow and follow up process documentation
• Audit sales LinkedIn profiles and provide tips to improve
• Write and provide messaging
– This isn’t your typical messaging
• Work with sales to determine prospect criteria
• Help develop prospect and customer saved searches
• Train sales
• Monitor results, get anecdotal feedback and sales reports
• Provide optimization recommendations
32. Meeting Framework
Second Meeting
Purpose: Determine if
your solution could solve
pain points
Show products and
services that align to pain
points
Determine next steps
Discovery Meeting
Purpose: Build rapport
and determine pain points
and challenges
Don’t talk about products
or services
Open the door for a more
in-depth conversation
34. We Have to Walk Before we Run
34
The Actions We Can Take Today
Prospect Searches on
LinkedIn
Direct Outreach
High Volume
What We Need Tomorrow
Demand Generation
Strategy
Marketing Automation
What We Need to Scale
Big Data Integration
35. LinkedIn Group Checklist
35
Maximizing Time Spent on LinkedIn
• Plan to spend 15 minutes each day
• DON’T subscribe to group digests unless you
want a lot of email!
• Pick one or two most important groups and
subscribe to the
daily digest
• Follow the checklist coming up to be
productive and efficient
36. LinkedIn Daily Checklist
36
1
• Update your status with a relevant article
2
• View status updates, changes and announcements in Contacts Area first, then on the LinkedIn home
page. Comment/Congratulate where appropriate
3
• Send 10 prospects a personalized note asking if they would be interested in meeting
• Send 3 clients a personalized note or comment on a status they’ve posted recently
4
• Post an informative article to at least 1 LinkedIn Groups with a thought provoking conversation starter
question (Follow conversation for easy updates) Comment in at least 1 top discussions in groups
5
• Accept LinkedIn invitations
6
• Help at least 3 people each week. Recommend them, endorse their skills, refer a client, and/or make
a valuable introduction