njbia: using social media to grow your business njbia workshop
TRANSCRIPT
NJBIA: Using Social Media to Grow your Business
NJBIA Workshop
The Shift Online
Technology has changed business:
o Info is freely availably online for research and comparison
oProspects have more say in how they communicate and receive info
oThe Internet and social media enable rapid communication
oPotential buyers are influenced by current buyers
o BUY your way in with advertisingo ASK for business through sales pitches
Old Marketing Methods
Old Sales Cycle
Salesperson is in control and starts the sales cycle with product explanation
Customer and salesperson share control
Today ‘s Insulated Buyer
What Changed?
Information overload / Lack of trustSPAM filters more prominent
Gatekeepers
Today ‘s Insulated Buyer
Buyers Are “Insulated”
Caller IDStraight to Voicemail
Tell’em I’m in a meeting
Guarded Entrances
In person meetings more difficult to get
Cold calling not as effective
Impact on the Sales Cycle
New Sales Cycle
Adapt with technology to get found by and connect with clients and prospects
Strategy Change
Main Components of Inbound Marketing
Connect And Get Found Through Social Media
LinkedIn, Twitter and Blogging
oEstablish an online presenceoCreate brand awarenessoGet found by potential customersoEstablish credibilityoNurture leadsoConnect with existing customersoDrive traffic to your website
Social Media Content
o Select keywords!o Info your prospects
needo Info that addresses
concernso Solutionso Testimonialso Videoso Webinarso White paperso Engaging contento Inclusive contento Resource Center
About LinkedIn
oDesigned for professionals to networkoCurrently has over 225 million usersoNew member joins LinkedIn every 2 secondsoPercentage of mobile users: 27%oAverage time of user: 17 minutes
Stats:
How it works:oDesigned for professionals to networkoBusiness card exchange
Effective LinkedIn Usage
Create a complete profile – think networking group!
o Write full summary (online introduction vs. online resume, use
keywords, include engaging content or stats)o List skills and expertiseo Write out past experiences (keywords, build credibility)o Include educational backgroundo Obtain endorsements and recommendationso Post professional pictureo List three website links with customized linkso Utilize call to actions
LinkedIn Groups
Join or create LinkedIn groups to connect with prospects
LinkedIn Group Example
LinkedIn Group Example
Speak your mind online:
Status Updates
o Industry articleso Quick tipso Topics from the fieldo Include links to your website
Numerous ways to network:
Other features
o Q&A Sectiono Advanced Search Functiono In Mailso People Also Viewed…o People You May Know…
Company Pages
Enhancements since last year:
o Company status updateso Product / Service pageso Bannerso Follow function for updates
About Twitter
oOver 550 million registered usersoMore than 400 million tweets are sent out each dayoPercentage of mobile users: 60%
Stats:
How it works:
oBuild profileoSend short messages (140 characters) called
“tweets” to followers
Using Twitter
Send simple, effective messages to followers
Engagement
Tips for messaging
oFollow prospects and clientsoRe-tweet their materialoTweet at themoDon’t be “sales-y”oUse hashtags#oAssess what’s trending
About Blogging
o55% more website visitors for companies that blogo97% more inbound links for companies that blog
Stats:
How it works:
oCreate blog for prospectsoProvide entries that are relevant
Blog Example
Write entries for your audience
• Make your article infectious – so people read it and spread it
• Continuously connect with audience as subject matter expert
• Help Google help you: use highly searched keyword phrases and turn them into links that point to your website
• Include hyperlinks to other pages on website
• Invite comments
• Comment on other industry blogs with your email address and web address
• Post your blog to your website and social media sites and blast with email program
Blog Tips
Here are some tips on promoting your sites:• Newsletters / Email campaigns
• Press releases
• Direct-mailers
• Flyers in lobby
• Email signatures
• Business cards
• Include icons and links on website
• Staff member promotion
• Word of mouth
• INCENTIVE!
Promoting Your Sites
Support SEO and keyword strategy
Integrated Program
oAnalyze sources of trafficoCheck keyword ranks
Contact Information
Please feel free to contact me with any questions:
• E – [email protected]
• P - 723.380.8400
• W- www.grmwebsite.com
• LinkedIn: Tony Popowski
• AIM: TonyatGRM