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LinkedIn & Social Selling

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These are slides from our lunch and learn on 2/27/19. The topic as how sales reps and marketing departments can work together to generate more leads and sales from LinkedIn and Social Selling.

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LinkedIn & Social Selling

  1. 1. pslack@vendesocial.com Winning for Clients with Online Solutions
  2. 2. pslack@vendesocial.com
  3. 3. pslack@vendesocial.com “Paul, why do I need a website?” Circa 1998-2000
  4. 4. pslack@vendesocial.com Social Selling is Going to be JUST AS BIG!
  5. 5. pslack@vendesocial.com Fundamental shift in how we interact with each other….
  6. 6. pslack@vendesocial.com 1998 Online dating was for socially awkward computer geeks
  7. 7. pslack@vendesocial.com 2019 • 40% of Americans • 20% of marriages Source: https://www.eharmony.com/online-dating-statistics/
  8. 8. pslack@vendesocial.com 1998 • Don’t meet people from the internet • Don’t get in cars with strangers
  9. 9. pslack@vendesocial.com 2019 Literally summon a stranger on the internet so you can get in their car
  10. 10. pslack@vendesocial.com ATTENTION
  11. 11. pslack@vendesocial.com WHERE?
  12. 12. pslack@vendesocial.com This Didn’t Exist 12 Years Ago
  13. 13. pslack@vendesocial.com Now it’s the Dominant Place for Attention
  14. 14. pslack@vendesocial.com 50% of time is spent on social.
  15. 15. pslack@vendesocial.com If you haven't committed to be relevant on social… You are not relevant….
  16. 16. pslack@vendesocial.com 3 Takeaways 1. Game the whole family should play 2. Double down on content marketing 3. You must pay to play
  17. 17. pslack@vendesocial.com Social is the most powerful networking opportunity ever created
  18. 18. pslack@vendesocial.com Approach digital relationships…
  19. 19. pslack@vendesocial.com The same way you approach real world relationships
  20. 20. pslack@vendesocial.com After all, we are humans behind the profiles
  21. 21. pslack@vendesocial.com EXTENSION OF WHO WE ARE…
  22. 22. pslack@vendesocial.com OUR PERSONALITIES
  23. 23. pslack@vendesocial.com OUR INTERESTS
  24. 24. pslack@vendesocial.com QUALITIES THAT MAKE US….HUMAN
  25. 25. pslack@vendesocial.com STOP USING LINKEDIN LIKE TINDER
  26. 26. pslack@vendesocial.com Start thinking like a social media concierge
  27. 27. pslack@vendesocial.com Individual Media Companies
  28. 28. pslack@vendesocial.com Personal Brand = Your Reputation
  29. 29. pslack@vendesocial.com Artists Use Oil & Canvas as Their Medium
  30. 30. pslack@vendesocial.com Our Medium is Clarity, Congruency, & Content
  31. 31. pslack@vendesocial.com PEOPLE DON’T BUY THE BEST SOLUTIONS
  32. 32. pslack@vendesocial.com SOLUTIONS THEY UNDERSTAND
  33. 33. pslack@vendesocial.com FROM PEOPLE WHO CARE
  34. 34. pslack@vendesocial.com MASTERPIECES COME FROM PARTNERSHIPS
  35. 35. pslack@vendesocial.com DID YOU KNOW? • Salespeople spend 30 hours a month searching for and creating their own selling materials • 90% of marketing deliverables are never used by sales Source: Content Marketing Institute
  36. 36. pslack@vendesocial.com CLARITY • What do you do? • How will it benefit me? • How do I take next step? Message
  37. 37. pslack@vendesocial.com CLARITY • Develop relationships • Share content • Engage with others • Create opportunities Sales
  38. 38. pslack@vendesocial.com CLARITY • Identify targets • Develop content • Run campaigns • Generate MQLs Marketing
  39. 39. pslack@vendesocial.com CONGRUENCY • Understanding what information buyers want • Making it easy to share • Responding appropriately • Feedback loop Working Together
  40. 40. pslack@vendesocial.com CONTENT • Blog, Video, Infographs • Gated + Ungated • Written for the audience • Designed to aid in decision making Right Content at the Right Time
  41. 41. pslack@vendesocial.com Stage One: Profile Optimization • 1st Person • Value based • Optimized for key phrases • Focused on how your company solves problems
  42. 42. pslack@vendesocial.com Customers are looking up your reps before they walk in the door
  43. 43. pslack@vendesocial.com Stage Two: Building Connections • 5+ Deep relationships • Who’s looking at your profile • Finding common ground • Search • 2nd Degree • Senior Leadership
  44. 44. pslack@vendesocial.com 65% B2B companies’ relationships rely on a single contact Source: LinkedIn
  45. 45. pslack@vendesocial.com 8 People Involved in a B2B Decision Source: SiriusDecisions
  46. 46. pslack@vendesocial.com >20% Number of decision-makers that turn over each year Source: LinkedIn
  47. 47. pslack@vendesocial.com Stage Three: Engaging With Others • Lead with trust then with value • Like, share, comment • Ask questions • Be active in a LinkedIn Group • Leverage Direct Messaging
  48. 48. pslack@vendesocial.com 42% B2B customers are unsure about renewing with current vendors. Source: SiriusDecision’s research
  49. 49. pslack@vendesocial.com Stage Four: Sharing Content • Stay top of Mind • Establish subject matter expertise • Expands your social reach exponentially
  50. 50. pslack@vendesocial.com 10x More Reach 24x More Engagement Employee Amplification of Content Source: Hootsuite
  51. 51. pslack@vendesocial.com Keys to Success • Must be a priority • Make it easy • Leverage technology • Training • Sellers establish their brand • Educate buyers with thought leadership content
  52. 52. pslack@vendesocial.com
  53. 53. pslack@vendesocial.com Double Down on Content Marketing
  54. 54. pslack@vendesocial.com SHARING CONTENT IS LIKE MAKING A MIXED TAPE FOR SOMEONE YOU ‘RE INTO
  55. 55. pslack@vendesocial.com Just plumbing that enables our words and thoughts to go further
  56. 56. pslack@vendesocial.com Today’s buyers research…. A lot!
  57. 57. pslack@vendesocial.com 11.4 pieces of content reviewed prior to making a purchase Source: Forrester
  58. 58. pslack@vendesocial.com 80% of the buyer journey happens BEFORE a rep is engaged Source: Gartner
  59. 59. pslack@vendesocial.com
  60. 60. pslack@vendesocial.com Consumed Content is King • Influences buyer’s beliefs • Passes credibility • Keeps you top of mind
  61. 61. pslack@vendesocial.com TOP OF FUNNEL = TOP OF MIND
  62. 62. pslack@vendesocial.com 59% Sr. Executives prefer video Source: Vengreso
  63. 63. pslack@vendesocial.com 80% Consumed content by 2020 https://blog.red-website-design.co.uk/2017/02/27/50-social-media-video-marketing-stats-2017-infographic/
  64. 64. pslack@vendesocial.com 1200% More engagement Source: Small Business Trends
  65. 65. pslack@vendesocial.com 80% Boost to conversion rates when added to a landing page Source: Unbounce
  66. 66. pslack@vendesocial.com Native Video • 30-90 seconds • Blogs to Video • Sneak peek of webinar • Preview event • Quick product demo • FAQ’s • Short interviews with C-suite • Showcase culture • Product launch • Business trends • Testimonials
  67. 67. pslack@vendesocial.com When to Gate Top Bottom Middle Goal: Top of Mind & Reinforce value Goal: Education & Move leads down funnel Goal: Aid the sales process • Blogs • Industry trends • Infographics • Native Video • Video Series • Case Studies • Webinars/Replays • Guides • Demos • RFQs • Schedule Meeting Never Gate Let Fair Exchange of Value Dictate Always Gate
  68. 68. pslack@vendesocial.com Repurpose • Blog series to Guide • Native to YouTube • Native to Blog • Webinar to on-demand • Webinar to YouTube • Blog to infographic • Testimonial to Case Study Who says toilet seats can‘t be used for horseshoes?
  69. 69. pslack@vendesocial.com
  70. 70. pslack@vendesocial.com Recycle • Repost a legacy blog each week • Google Analytics • Social insights
  71. 71. pslack@vendesocial.com You Must Pay to Play
  72. 72. pslack@vendesocial.com $15MM in 1803 OR $.50/acre in 2019
  73. 73. pslack@vendesocial.com Sponsored Content • Great for Awareness • $20-30 CPM • $2-7 CPC • Can also be used with: • Retargeting • Lead Gen
  74. 74. pslack@vendesocial.com Lead Gen is Legit!
  75. 75. pslack@vendesocial.com In Mail Campaigns Goal was <$100
  76. 76. pslack@vendesocial.com On-site Lead Gen Form Prepopulates user data
  77. 77. pslack@vendesocial.com Display and Sidebar ads… No Bueno!
  78. 78. pslack@vendesocial.com Targeting • Target Accounts • Industry • Size • Geography • Role or Function • CRM • Lookalikes • Retargeting web visitors
  79. 79. pslack@vendesocial.com
  80. 80. pslack@vendesocial.com Retargeting • Better CTR • Better Conversions
  81. 81. pslack@vendesocial.com Conversion Tracking
  82. 82. pslack@vendesocial.com Demographics
  83. 83. pslack@vendesocial.com TIE IT ALL TOGETHER
  84. 84. pslack@vendesocial.com Tie it All Together Step Five Feedback and Optimization Step Four Run Campaigns to Generate MQLs Step Three Promote Content Step Two Develop Meaningful Content Step One Sales Ready
  85. 85. pslack@vendesocial.com Marketing • Stage 1: Top of Funnel • Content Marketing • Native Video • Sponsored Content - $ • Conference Takeovers - $$ • IP Targeting - $$ • Programmatic - $$ • Stage 2: Middle of Funnel • Retargeting - $ • Lead Gen - $$ • In Mail - $ • Pay Per Click - $$$ • Marketing Automation • Stage 3: Bottom of Funnel • Retargeting - $ • Lead Gen - $$ • Sales support Right Tool : Right Stage Top Bottom Middle Goal: Top of Mind & Reinforce value Goal: Education & Move leads down funnel Goal: Aid the sales process
  86. 86. pslack@vendesocial.com Sales Right Tool : Right Stage Top Bottom Middle • Stage 1: Top of Funnel • Network • Build Connections • Share Content • Engage Audience • Stage 2: Middle of Funnel • Connect with MQLs • Invite Connections to Events • Answer Questions • Be a SME • Set appointments in the real world • Stage 3: Bottom of Funnel • Identify & Develop Needs • Move Opportunities Down Pipeline Goal: Top of Mind & Reinforce value Goal: Education & Move leads down funnel Goal: Aid the sales process
  87. 87. pslack@vendesocial.com Opportunities Like This Don’t Come Very Often…
  88. 88. pslack@vendesocial.com How Can We Help? • Blog • Social Selling Training and Best Practices Group • Copy of today’s slides • Social Selling Guide
  89. 89. pslack@vendesocial.com How Can We Help? • Profile Optimization • Onsite Training • Sales Enablement • Integrated Campaigns • Content Marketing • Discovery Meeting
  90. 90. pslack@vendesocial.comContact Vende Today for Your Discovery Meeting

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