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Building a Connect-gine. How local businesses can build a self-sustaining base of future business.
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Building Your Sales With Social Media Marketing
June 11, 2008
Tim Tracey
YouGottaCall.comtim@yougottacall.com
YouGottacall.com, LLC © 2008 www.yougottacall.com
Change.
In business nothing stays the same.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Change.
In business nothing stays the same.
Does your marketing strategy?
YouGottacall.com, LLC © 2008 www.yougottacall.com
What’s your biggest advertising expense?
YouGottacall.com, LLC © 2008 www.yougottacall.com
What’s your biggest advertising expense?
Yellow Pages
YouGottacall.com, LLC © 2008 www.yougottacall.com
What’s your biggest advertising expense?
Yellow Pages
Newspaper
YouGottacall.com, LLC © 2008 www.yougottacall.com
What’s your biggest advertising expense?
Yellow Pages
Newspaper
Direct Mail
YouGottacall.com, LLC © 2008 www.yougottacall.com
What’s your biggest advertising expense?
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
YouGottacall.com, LLC © 2008 www.yougottacall.com
Characteristics:
1. High cost per lead
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
YouGottacall.com, LLC © 2008 www.yougottacall.com
Characteristics:
1. High cost per lead
2. Poor metrics
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
YouGottacall.com, LLC © 2008 www.yougottacall.com
Characteristics:
1. High cost per lead
2. Poor metrics
3. Low differentiation
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
YouGottacall.com, LLC © 2008 www.yougottacall.com
Characteristics:
1. High cost per lead
2. Poor metrics
3. Low differentiation
4. Not qualified
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
YouGottacall.com, LLC © 2008 www.yougottacall.com
Characteristics:
1. High cost per lead
2. Poor metrics
3. Low differentiation
4. Not qualified
5. Does not leverage your greatest asset – your satisfied customers and your referral network
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
YouGottacall.com, LLC © 2008 www.yougottacall.com
Where do your best sales leads come from?
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
1. High cost per lead
2. Poor metrics
3. Low differentiation
4. Not qualified
5. Does not leverage your greatest asset – your satisfied customers and your referral network
YouGottacall.com, LLC © 2008 www.yougottacall.com
Where do your best sales leads come from?
Word-of-Mouth referrals
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
1. High cost per lead
2. Poor metrics
3. Low differentiation
4. Not qualified
5. Does not leverage your greatest asset – your satisfied customers and your referral network
YouGottacall.com, LLC © 2008 www.yougottacall.com
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
1. High cost per lead
2. Poor metrics
3. Low differentiation
4. Not qualified
5. Does not leverage your greatest asset – your satisfied customers and your referral network
Where do your best sales leads come from?
Word-of-Mouth referrals
1. Less time and money to convert to sales –already have a high level of trust in you
YouGottacall.com, LLC © 2008 www.yougottacall.com
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
1. High cost per lead
2. Poor metrics
3. Low differentiation
4. Not qualified
5. Does not leverage your greatest asset – your satisfied customers and your referral network
Where do your best sales leads come from?
Word-of-Mouth referrals
1. Less time and money to convert to sales –already have a high level of trust in you
2. More of them become sales - higher close rate
YouGottacall.com, LLC © 2008 www.yougottacall.com
Advertising options to drive sales
Yellow Pages
Newspaper
Direct Mail
Broadcast (TV, Radio)
1. High cost per lead
2. Poor metrics
3. Low differentiation
4. Not qualified
5. Does not leverage your greatest asset – your satisfied customers and your referral network
Where do your best sales leads come from?
Word-of-Mouth referrals
1. Less time and money to convert to sales –already have a high level of trust in you
2. More of them become sales - higher close rate
3. More likely to become active referrers –pay you future dividends
YouGottacall.com, LLC © 2008 www.yougottacall.com
So …
You’re using expensive media that is considered to be the least effective?
YouGottacall.com, LLC © 2008 www.yougottacall.com
This is a major disconnect.
So …
You’re using expensive media that is considered to be the least effective?
YouGottacall.com, LLC © 2008 www.yougottacall.com
This is a major disconnect.
So …
You’re using expensive media that is considered to be the least effective?
YouGottacall.com, LLC © 2008 www.yougottacall.com
Not a good way to spend your time.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Not a good way to spend your time or your money.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Not a good way to spend your time or your money or to grow your business.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into your “Word-of-mouth”:
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into your “Word-of-mouth”:
“Word of mouth is - even in this age of mass communications and multimillion-dollar advertising campaigns - still the most important form of human communication.”
Malcolm Gladwell, “The Tipping Point “ (2000)
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into your “Word-of-mouth”:
“There are plenty of advertising executives who think that word-of-mouth appeals have become the only kind of persuasion that most of us respond to any more.”
Malcolm Gladwell, “The Tipping Point “ (2000)
YouGottacall.com, LLC © 2008 www.yougottacall.com
“Word-of-mouth” is happening – they’re talking about you right now…
YouGottacall.com, LLC © 2008 www.yougottacall.com
“Word-of-mouth” is happening – they’re talking about you right now…
… and want you to join in.
YouGottacall.com, LLC © 2008 www.yougottacall.com
“Word-of-mouth” is happening – they’re talking about you right now…
“We have a new social force that rewards companies with free marketing, sales, and profits when they treat people well and produce good products.”
Seth Godin (2006)
YouGottacall.com, LLC © 2008 www.yougottacall.com
“Word-of-mouth” is happening – they’re talking about you right now…
“We have a new social force that rewards companies
with free marketing, sales, and profits
when they treat people well and produce good products.”
Seth Godin (2006)
YouGottacall.com, LLC © 2008 www.yougottacall.com
“Word-of-mouth” is happening – they’re talking about you right now…
“We have a new social force that rewards companies
with free marketing, sales, and profits
when they treat people well and produce good products.”
Seth Godin (2006)
YouGottacall.com, LLC © 2008 www.yougottacall.com
How word-of-mouth works …
ConsumerLocal Business/ ProfessionalService
Trust
YouGottacall.com, LLC © 2008 www.yougottacall.com
How word-of-mouth works …
ConsumerLocal Business/ ProfessionalService
Trust
Consumer
Relatio
nship
YouGottacall.com, LLC © 2008 www.yougottacall.com
How word-of-mouth works …
ConsumerLocal Business/ Professional
Consumer
Recommendation
YouGottacall.com, LLC © 2008 www.yougottacall.com
How word-of-mouth works …
ConsumerLocal Business/ Professional
Consumer
Implied trust
YouGottacall.com, LLC © 2008 www.yougottacall.com
How word-of-mouth works …
ConsumerLocal Business/ Professional
Consumer
Implied trust
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.
Pareto (80/20) Principle –
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.
Pareto (80/20) Principle –
80% of your referral sales come from 20% of your referring customers, friends and neighbors.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.
Pareto (80/20) Principle –
80% of your referral sales come from 20% of your referring customers, friends and neighbors.
Find these people – they are 16 times more valuable than your non-referring customers.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.
Pareto (80/20) Principle –
80% of your referral sales come from 20% of your referring customers and friends.
Find these people – they are 16 times more valuable than your non-referring customers.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Pareto Principle - Value of GOOD REFERRER
0
2
4
6
8
10
12
14
16
18
1 2
Referrer
Val
ue
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Use creative ways to engage them.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Use creative ways to engage them.
Thank them.Recognize them.Ask for their advice.Include them.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Use creative ways to engage them.Go to creative places to engage them.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Use creative ways to engage them.Go to creative places to engage them.
Internet – newsletters, blogs, forums, local directories
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Use creative ways to engage them.Go to creative places to engage them.
Internet – newsletters, blogs, forums, local directoriesInternet – social networks
Example: Facebook
YouGottacall.com, LLC © 2008 www.yougottacall.com
Facebook stats
Independent researchCollege graduates of a private northeastern university:
Aged 25 – 30 – 80+% membershipAged 33 – 60 – 30+% growth per MONTH over 10
months.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Use creative ways to engage them.Go to creative places to engage them.
Internet – newsletters, blogs, forums, local directoriesInternet – social networks
Example: FacebookConnect with friends, customersBuild a pageShare links and content with blog Advertise
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Use creative ways to engage them.
Have creative reasons to engage them.Go to creative places to engage them.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Use creative ways to engage them.Have creative reasons to engage them.Ask them for referrals.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Creative ways to engage them.Creative reasons to engage them.Ask them for referrals.
Nicely.Politely.Creatively.Often.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Tapping into “Word-of-mouth”: What can you do?
Find the people talking about you.Get their email addresses.Creative ways to engage them.Creative reasons to engage them.Ask them for referrals.
Nicely.Politely.Creatively.Often.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Benefits of social media marketing:
1. Connect with your network of satisfied clients
YouGottacall.com, LLC © 2008 www.yougottacall.com
Benefits of social media marketing:
1. Connect with your network of satisfied clients
2. Harness your Word-of-Mouth leads
YouGottacall.com, LLC © 2008 www.yougottacall.com
Benefits of social media marketing:
1. Connect with your network of satisfied clients
2. Harness your Word-of-Mouth leads
3. Increase sales
YouGottacall.com, LLC © 2008 www.yougottacall.com
Benefits of social media marketing:
1. Connect with your network of satisfied clients
2. Harness your Word-of-Mouth leads
3. Increase sales
4. Build a self-sustaining base of future business …
YouGottacall.com, LLC © 2008 www.yougottacall.com
Benefits of social media marketing:
1. Connect with your network of satisfied clients
2. Harness your Word-of-Mouth leads
3. Increase sales
4. Build a self-sustaining base of future business …for a change.
YouGottacall.com, LLC © 2008 www.yougottacall.com
Build a self-sustaining base of future business … for a change.
Building Your Sales With Social Media Marketing
YouGottacall.com, LLC © 2008 www.yougottacall.com
Build a self-sustaining base of future business … for a change.
Building Your Sales With Social Media Marketing
YouGottacall.com, LLC © 2008 www.yougottacall.com
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