WOW Event - Using Social Media to Find and Close Business
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Transcript of WOW Event - Using Social Media to Find and Close Business
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Using Social Media to Find And Close More Business
Matt HeinzPrincipal, Heinz Marketing LLC
[email protected]@heinzmarketing
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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
5. Marketing is too important to leave to the marketers
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Let’s talk about you first…
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Your business objectives
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Your business objectives
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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)
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Your customers
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Listening
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Listening via RSS Feeds
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Listening via Twitter
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Listening via TweetDeck
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Vertical Groups
• ActiveRain• SHRM• ChurchCrunch• Focus
What are yours?
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What are they talking about?
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The buying progression
SolutionProblem/Pain
Objective/Outcome
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Three types of social content
1.Proactive2.Reactive
3.Participatory
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Your anchor
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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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“Reactive proactive”
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Your Daily “Punch List”
• Read & Filter• Publish & Republish• Syndicate• Engage
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What you’ll see…
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What you’ll see…
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Gist as your dashboard
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Participation Best Practices
• Share• Don’t sell• Be a trusted advisor• Don’t sell• Connect, recommend, refer• Don’t sell
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One thousand options…
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Last Slide Last
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
5. Marketing is too important to leave to the marketers
![Page 26: WOW Event - Using Social Media to Find and Close Business](https://reader035.fdocuments.in/reader035/viewer/2022070519/58ee0eca1a28ab36278b45c5/html5/thumbnails/26.jpg)
Questions?