SOCIAL MEDIA AND

WEB FOR BUSINESS

Justin McCullough

Turning Minds

TurningMinds.com

The Change - Technology Control:

Gave control back to the customer Information:

Expedited the availability and spread of information

Attention:Removed (traditional) media channels domination of attention

Creation:Made everyone a creator, collaborator

and critic.

What Do You Care About?

Customers Sales Cost Image Reputation Competitiveness

• Vendors• Stability• Benefits• Quality• Performance• Growth

It’s not about you! It’s about your customer.

What Do Customers Care About?

Wants Needs Friends Family Lifestyle Happiness

• Avoiding Pain• Personal Growth• Survival• Get through the day• Relationships

Today’s Business is AboutThe Customer.

Understand ThemTheir WantsTheir MotivationsTheir InterestsTheir Challenges

Use the Web And Social Media for Attraction.

Speak their language Answer their problems Give to them in order to get them Appeal to interest Be approachable Facilitate and collaborate Participate with them

This is not New!

Know, Like, Trust AIDA – Awareness, Interest,

Desire and Action Do Unto Others as You

Would Have Them Do Unto You!

What Drives Normal People

Entertain Inform Educate Solve

problem

• Humor• Design, Look, Feel• Story• Emotion• Referral from Friend• Deals• Wants and Needs

What To Do Now?

Think Like a Business Developer and a

Marketer.

Assets vs ExpensesRelationships vs Transactions

Experiences vs Attention

Purpose and Value

Know what you stand for, what problems you

solve and how that helps customers

WIIFM

“What’s In It For Me”

Everything you do needs to be aligned with the

WIIFM of your customer. Not you.

Profile your Customer Types

Demographics matter Their lifestyle and interest matter Their problems and patterns

matter Their buying habits matter Their interests matter

Know your BOB

“Best of Best” Customer

BOB’s talk to you, come back repeatedly, refer you. They Love

you!

You need to leverage online

How?

Create websites, social media activities, and

content.

That speaks to your customers with their language!

Create assets.

Think About Attracting

• Followers• Subscribers• Readers• Advocates• Testimonials• Positive

Reviews• Inbound Links

Online Marketing Assets Search Engine Optimized Pages Lead Generation Forms Mailing Lists (email addresses) Social Networks (and followers) Sharable Content Domain Name(s) Downloadable content WIIFM content

Use Social Media To

Maintain visibility Create authority Promote your customers Address Pain Points and WIIFM ideas Entertain, excite, motivate Foster feedback and conversation Create a platform

Engaging Content

Images Questions Interesting content (on topic or off) Personal experiences Request for feedback Purpose, charity, or cause awareness

Social Media is not the Goal.Instead you want: Customer interaction Customer satisfaction Authority and availability Demonstrate value and purpose Be there when they need you Know you before they need you

How To Do This?

1. Know What You Stand For

2. Know Your Customer TypesTheir Needs, Wants, Interests

3. Know Your BOB

4. Speak Their Language (Not about you)

5. Attract Them Via Social and Web

Website

Easy to navigate Creates interest Provides value to customer with WIIFM

focus Relevant and sharable content Leads to action (form signup, download,

comment, email, join social network, etc) Search Engine Optimized pages

Social Networks

Promotes customer interest Occasionally promotes your product / service Provides value to customer with WIIFM focus Relevant and sharable content Leads to action (form signup, download,

comment, email, join social network, etc) Use Images, Video and Other websites

Remember, We Are Attracting:

• Followers• Subscribers• Readers• Advocates• Testimonials• Positive

Reviews• Inbound Links

Which lead to more sales and more BOB’s.

Be Intentional

• Have a content Plan• What to say, when, where and

why and for which customer type.• Keep a Schedule of Activities

• Engaging in social networks, blogging, email broadcasts etc.

• Measure interest and response• Use Tools, Apps, Services to help

Grow Your Marketing Assets:

• Lead Generation • Drive New Emails, Followers,

Shares and Referrals.• High Interest Content

• Video, Audio, InfoGraphics, Story, PDF’s, Whitepapers.

• Landing Pages and Conversion• Headlines, Content, and Offers

Facebook Ad - WIIFM

Ad – Landing Page

Questions and Answers

Justin McCullough

getmccJustin@gmail.com

409-550-6681 cell www.TurningMinds.com www.JustinMcCullough.com