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Presentation: TRSA Sales and Service Summit, Phoenix December 12th, 2013. "Social Media for US Linen and Uniform Companies" Covers The Power of Social Media Where Does Social Media Fit How Does Social Media Make Money What Social Media Platforms To Choose Subjects Introduction to Social Media ROI on Social Media Social Media to: Solve Issues, Bring Value, Build Authority Content Marketing Leveraging Content Content Publishing for SEO Linked In Google+ Twitter Facebook Recommendations
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@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Social Media for US Linen and Uniform Companies The Power of B2B Social Media (SM)
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Tony Rutt
6535 Marketing
www.6535marketing.com
1-888-214-4827
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Why Social Media Marketing Matters
› Competitive Market Opportunity Today
› SM Leads Cost Less, Convert More
› Reach Leads Other Lead Generation Misses
› Fastest Growing B2B Marketing Channel
› Micro Targeting & Measurement
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Facebook?
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Where Does Social Media Fit in Your Organization?
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
B2B Social Media for Sales is a Marketing Function
Awareness Visibility
Engagement Qualification New Customers
Lead
Lead
Lead
Marketing
Sales
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
feedback
inquiryreques
t
EngagedCustomers
B2B Social Media for Route Sales is a Marketing Function Too!
Branding Reputation
Reinforcement Promotion
Marketing
Service
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Social Media Connects You with Existing and Future Customers
Provide Value
•Address Concerns•Respond to Criticism
Solve Problems
•Educate Buyers•Give Information
Build Authority
•Provide Insight•Distinguish Yourself
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Solving Problems via Twitter
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Accountability Builds Intimacy
› Customers Want to Trust You
› Customers Want to Give You Feedback
› Admitting When You Mess Up is Half the Battle
› Resolving Problems Publicly Builds Respect
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Mis-Managing Twitter
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Social Media Connects You with Existing and Future Customers
Provide Value
•Address Concerns•Respond to Criticism
Solve Problems
•Educate Buyers•Give Information
Build Authority
•Provide Expertize•Distinguish Yourself
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Provide Valuable Professional Content
Tools and Information
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
What Do Prospects Want to Know?
Education and Thought LeadershipWhat's My Problem?
• 101 Education• How To Guides
Solutions and Product SuitabilityHow To Fix My Problem?
• Comparisons• How To Choose
Credentials and Decision SupportAre You Right For Me?
• Cases Studies• How To Buy
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Social Media Connects You with Existing and Future Customers
Provide Value
•Address Concerns•Respond to Criticism
Solve Problems
•Educate Buyers•Give Information
Build Authority
•Provide Insight•Distinguish Yourself
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Building Authority Distinguishes You
› Publish Useful, Timely Content
› Publish Valuable Information, Not Fluff
› Give it Away, at First
› Join Discussions
› Answer Questions
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Engage and Nurture SM Leads
› Meet Buyers Relevantly
› Add Valued Insight
› Build Trust, Earn Permission
› Buy-In from Expertise Inherent in Shared Material
› Develop Sales Relationship
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Leveraging Social MediaHow does it make me money?
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
SM Media Marketing Delivers
Social Media Produces Almost Double the Leads of Trade Shows, Direct Mail or PPC.
› Be Found First
› Be Contacted First
› Differentiate Yourself
› Be a Business Advisor
Social Media
PPC
Direct Mail
Trade Show
s
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Google. We Do Search.
›Top Search Engine›Ranking Importance›The “Algorithm”›Google Ads – Pay Per Click›Organic SEO
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Google AdWords
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
SEO: Search Engine Optimization
Google Ranking
Back Links
Keywords
Original Content
Authority
Relevance
Media
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
SM Links Improve SEO Organically
Website
Linked In
Google+
Newswires
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Test Your Content: Google Analytics
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Klout: A Measure of SM Influence
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Google AlertsInternal
• You• Company Name (s)• Key Personnel
External
• Brands, Trade Names, etc.• Competitors – Cintas!• Vendors
Market
• Customers• Prospects• New Business
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Market Knowledge and More!
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Which Platforms?Where Should I Spend My Time?
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
What Platforms are Your Prospects on?
› YouTube
› Forums
› Blogs
› Local Media Sites
› Facebook?
› Twitter?
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
7 LinkedIn Profile Criteria
Photo Headline
ResultsEndorsem
ents
70% of Customers Research You Pre-call
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
How Did TRSA Members Stack Up?
NO PAGE 0 1 2 3 4 5 6 7
23%
55%
14%
0%
4%
2%
2%
0%
0%
7 Total Points Possible
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Valuable Conversation Targeting
› Focused Audience Communities
› Easily Engaged Listeners
› Rapid Distribution Platform
› Gain Visibility and Authority on a Topic
› Share Valuable Information via Direct Messages
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Cintas Tweets
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
SEO Friendly Social Media
Google Wants Google+ to be Successful
Google+ Content gets SEO Benefits
YouTube Videos for Content Distribution
Google Hangouts for Webinars and Lectures
Google Places for Reviews and Recommendations
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Google+
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
My Social Media Recommendations
1. Monday Morning Improve LinkedIn Profile Set Up Google Alerts Inventory your Current Content
2. Next Week Find your Current Customers on Social Media Find your Current (Future) Decision Makers on Social Media Decide if there is a ROI in Tracking your Customers via Social Media. Develop a Content Marketing Plan for Lead Generation Create Content to Support Buying Process
@2013 TRSA - 1800 DIAGONAL ROAD, SUITE 200, ALEXANDRIA, VA 22314 – 877.770.9274 - TRSA.ORG
Thank You
1-888-214-4827
© 6535marketing 2013
www.6535marketing.com
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