• Today’s hashtag = #ThinkConversa.on
• Share your webinar 5ps on Twi7er using #ThinkConversa.on
• When shared, you’re entered to win a FREE signed copy of Mari Smith’s Rela%onship Marke%ng book
Brooke Ballard Founder & Chief Social Strategist Twi7er (biz): @B2MediaLLC
Twi7er (personal): @MadSMScien5st www.J.com/b2socialmedia
Jennifer Hanford Community Manager
Twi7er (personal): @JennGHanford
• Client base: Na5onal, Interna5onal and Public B2B brands
• Services: – Marke5ng Consul5ng: Tradi5onal Marke5ng, Content Marke5ng & Social Media Marke5ng
– Copywri5ng: Content crea5on & Ghost Blogging • Focus on sales through strategic content; emphasis on CONVERSATION & CONVERSION
Your Target Market
Outstanding Offers
Your Distribu5on Strategy
Crea5ng A Landing Page or
Custom Tab
Must-‐Have Tools Your Assets
QUESTION: I have created a Facebook campaign to promote an
event, product or service.
Yes!
No / Not yet.
I’m not sure…?
• Start with your marke5ng list • Segment(s) – Create buyer personas – h7p://offers.hubspot.com/free-‐template-‐crea5ng-‐buyer-‐personas
• Find out what they want – Surveys – Social media – Phone calls
• Loca5on • Age • Gender • Persona • Business (B2C/B2B/NPO)
• Industry • Job func5on • Seniority level
• Purchases • Preferred content • Preferred content channels
• Preferred content type • Pipeline stage • Referrals • Tes5monials • Usage
• BACKGROUND: – Basic details about persona’s role – Key informa5on about the
persona’s company – Relevant background info, like
educa5on or hobbies
• DEMOGRAPHICS: – Gender – Age Range – HH Income (Consider a spouse’s
income, if relevant) – Urbanicity (Is your persona urban,
suburban, or rural?)
• IDENTIFIERS: – Buzz words – Mannerisms
SOURCE: Hubspot’s Buyer Persona Template
• Iden5fy ideal client • LISTEN! • Know your demos • Research keywords – Google Trends is AWESOME for this – h7p://www.google.com/trends/
• Converse with your community • Interview influencers
• Study your market research – FAQs are always a great source of knowledge
• Figure out where to market • Branding • Rules & Regula5ons • *Remember: Offer can be product, services, or even someone else’s offer
so long as it solves a problem!
• Phase One: No5ce of Promo – Phone / SMS – Email
• Don’t forget email signatures!
– Newsle7er – Social media – In house (if available) – Bonus Tip: Include collateral with any shipping or direct mail pieces
• Phase Two: Promo running – Phone / SMS – Email
• Don’t forget email signatures!
– Newsle7er – Social media – In house (if available) – Bonus Tip: Include collateral with any shipping or direct mail pieces
• Phase Three: Follow Up / No5fy Winner – Phone / SMS – Email – Newsle7er – Social media – Bonus Tip: Did you come up with any sales opportuni5es with your segmented list(s)?
CONTENT EMAIL TACTICS EVENT LEAD GEN TACTICS
Email 1
Email 2
Email 3
eBook
Cheat sheet
Datasheet
Blog Post
Webinar 1
Webinar 2
In-‐Person Event
Social
PPC Campaign
Paid Email Campaign
Direct Mail
Sales Call-‐down
• Three op5ons – Boost post – Adver5se event – Adver5se landing page
• Power Editor Be7er – Auc5on or fixed price – Be7er targe5ng – Grab conversion pixel for exact ROI
• Landing Pages – Gravity forms (Plugin for WordPress) – h7p://www.gravityforms.com/purchase-‐gravity-‐forms/ – Unbounce
• Custom Tabs – WooBox – ShortStack – Easy Promos – Offer Pop – Heyo – Tabfoundry
• Sta5c HTML for iframe tabs – h7ps://www.facebook.com/Sta5cHtmlThunderpenny
• Your only REAL asset is your email list (owned) • Events – Examples: Goodie bags, sponsorship, webinar co-‐host
• Prizes & Offers • Affiliate marke5ng – Joint events, webinars, bulk products or services
QUESTION: I am an affiliate
marketer for one or more products or brands.
Yes!
No / Not yet.
I’m not sure…?
• B2 Blog – www.b2socialmedia.com/blog
• Through December: FREE 30-‐minute consulta5on – Link will be sent to webinar a7endees
• One-‐on-‐one help: – Marke5ng – Content – Social media