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How Sales Professionals Can Find, Influence and Convert More Prospects
Via the Social Web
Matt Heinz
President, Heinz Marketing Inc
[email protected] @heinzmarketing
This webinar is sponsored by:
Housekeeping
• Copy of this deck
• Offers for you– 10 minute brainstorm– Successful Social Selling– Modern Marketer’s Field Guide– Content Marketing Best Practice Guide
• Send me an email with what you want– It’s that simple…
Last Slide First
1. Find & engage prospects “upstream” before they are active buyers
2. Participate in their communities as a peer to build trust & credibility
3. Use research tools to customize approach with new targets
4. Publish your own source(s) of value-added content to attract new prospects to you
@heinzmarketing
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Drip MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.
Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers
Referral & Tell-a-Friend OffersNetwork / Community Invites
New Opportunity Alerts1:1 with Existing CustomerIn-Market Events
Next Step Accelerator Ideas
Customer Targets (based on persona profiles)
@heinzmarketing
What are they talking about?
The buying progression
SolutionProblem/Pain
Objective/Outcome
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Four steps to a better plan
1. Do the math (quantify what success looks like)
2. Create a clear customer profile
3. Map the sales and customer process
4. Plan to fire lots of bullets
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Social media for sales
• Target individuals and keywords
• Watch for early-stage buying signals
• Participate as a peer
• Teach your agents to interact directly
• Use tools to manage, assign, etc.
@heinzmarketing
Top sales reps – social tips
1. Get new introductions from existing network
2. Get new introductions from others in their organization
3. Watch for buying signals across the social Web
4. Build deeper, early relationships with new prospects
5. Directly share information, become an expert, generate a following
@heinzmarketing
Finding more sales on Twitter
• Follow your prospects
• Follow your partners
• Curate customer-centric content
• Listen for buying signals
• Watch and use hashtags
@heinzmarketing
Finding more sales on LinkedIn
• Read the Daily Digest…daily
• Join and participate in groups
• Keep your profile up to date
• Ask and answer questions
• Give recommendations & skill endorsements
• Ask for specific referrals and introductions
• Use the new LinkedIn Contacts@heinzmarketing
LinkedIn Saved Searches + Email Updates
• Objective: New leads weekly based on group affiliation or title/role changes
• Cost: Free with Sales Navigator subscription
• How It Works– Created “saved searches” for groups, titles,
locations, etc.– Get weekly emails with new search results
@heinzmarketing
Leads from Twitter
• Objective: Identify new leads from Twitter based on buying signals, needs & symptoms
• Cost: Free
• What to use:– Socedo– LeadTagger– Nearstream
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Newsle
• Objective: Know every time your prospects are mentioned online, in the news, or in social media
• Cost: Free
• How it works:– Identify your prospects– Sign up for email alerts– Follow-up
@heinzmarketing
Daily Do Lists
• Objective: Engage with social selling best practices daily
• Cost: Free
• How It Works:– Schedule a daily meeting with yourself at 7:30
am (or whenever you start your work day)– Work through the list
@heinzmarketing
Matt’s Daily Do List
1. Schedule (yesterday & today)
2. Touch Base (birthdays, Likes)
3. Endorsements (skills, Kred, Klout, Connect.me, MeritShare)
4. Spam folder
5. Network (Twitter adds, G+ Circles)
6. Engage (Comments, LinkedIn Groups)
7. Prospecting@heinzmarketing
Buffer
• Objective: Automate throttling and distribution of curated content to up to 20 social channels
• Cost: $20/month
• How it works:– Identify value-added content worth sharing on Twitter,
Facebook, LinkedIn (including groups)– One-click to share & choose appropriate channels– Automatically queues content for future distribution
@heinzmarketing
Six More Social Selling Tools
1. TimeTrade
2. Tweepi
3. Morning Coffee
4. ToutApp
5. Little Bird
6. RivalIQ
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Three types of content
1.Proactive
2.Reactive
3.Participatory
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Planning content
Theme 1
Week 1
Theme 2
Theme 3
Theme 4
Week 2 Week 3 Week 4
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Five common content marketing mistakes
1. Not having a plan up front
2. Writing for the company instead of the customer
3. Not encouraging and participating in two-way communication
4. Not promoting, aggregating and curating great content from others
5. Only producing written content
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Repurposing
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How to create more content
• Write more ideas down
• Keep a single, ongoing list of those ideas
• Ideas, then outlines, then drafts
• Write ahead of time
• Use guest contributors
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10 sources of content inspiration
1. Customer questions
2. Stuff you read
3. People you disagree with
4. Your customer-facing teams
5. Trade press
6. Conferences, panels & Webinars
7. Twitter hashtags
8. LinkedIn Answers
9. The news
10.Things you see that are dumb
@heinzmarketing
Questions?
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
This webinar is sponsored by:
